All marketing goals, wether they be through traditional print forms or through social media avenues, are set to up try and get people to engage with the company and its products/services. They want to create the conversation with their audience so that they will share what they know with their friends, co-workers and family. Word of Mouth Marketing is jut that – the act of sharing something interesting with someone else.
Just think: are you more likely to go out to try something new or to buy a new product because you saw something on TV for it? Because someone online recommend it? Or because your best friend told you about their experience with it? (It’s the last one)
In fact 92% of people trust recommendations from friends and family more than any other form of advertising. – Wommapedia.org
This works because people are more likely to make purchase decisions when given information from trusted sources. Your marketing department is not at the top of that list. This is why peer reviews and social media have become so incredibly important. It allows independent voices to have opinions about companies, its products/services and its brand.
So how do you tap into this resource? Find your brand champions. These people are your “talkers”, people who will promote you for free if you give them a chance, and with social media, they can reach a lot of people.
“Treat people well; they will do your marketing for you for free” – Andy Servovitz
The point of word of mouth marketing is to provide something useful to those who will advocate and market on your behalf – not to sell them something. To be effective you need to be honest and credible.
Here are the five T’s of WOMM
Talkers – Any person or group of people who are talking about you/you company/brand/product/service.
Tracking – Use tools like Google Alerts, Technorati or online reviews to find out what people are saying. You can only fix the problems that you know about, just as you can only know what your customers really think if you’re listening.
Topics – Talkers need something to talk about, so give them a reason! Any message will do – a new product or service, an event or contest, anything that is simple and can be shared easily. Start a conversation.
Tools – Make it easy for your talkers to share the message – in person and online. Use share buttons!
Taking Part – As I’ve said before, one way communication is a thing of the past. If you are generating topics and getting your talkers to share your message, and you’re tracking what they are saying, you have to be willing to respond to both positive and negative feedback. You should reply to everyone who interacts with you so that they know that they (and their opinions) feel valued.
Have any examples of Word of Mouth Marketing you’d like to share? Have any questions? Let me know in the comments below. To learn more about some key word of mouth marketing strategies or to have a free consultation, please contact me.
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