Some things never change. Case in point: word-of-mouth
marketing. There's little question that consumers are more likely to trust a
friend's recommendation than something coming directly from a company or any
kind of advertising. This kind of influence is difficult—if not impossible—to
purchase, but it doesn't have to only come by accident.
There's often a misconception that it
only counts if 'a lot' of people say good things. And in an age of data this
and data that, numbers rule … especially big numbers. But bigger isn't always
better. Take social media, for example—a wonderland for savvy word-of-mouth
marketers. Don't get us wrong, thousands of fans, retweets or likes can have
impact, but quantity shouldn't always win out over quality. A small number of
loyal and engaged online fans can produce an attractive return.
Word-of-mouth is generally free and
seems simple, but many business owners have a hard time creating a structured
plan. The first steps?
- Isolate and reward your top customers, or
people who are already spreading positive chatter or referring others.
- Make it simple to share or refer by
building opportunities into what they already see (email newsletters,
invoices or receipts) or offer incentives built within a defined referral
program.
- Empower sharing with contests or requests
for personal experiences or for help answering a question—this personal
connection encourages chitchat amongst friends.
- Seek out key influencers, build
relationships and ask them to share messages.
Word-of-mouth marketing is built on
trust, so you can't expect it to happen without your direct engagement. Become
part of the conversation—in person and online—and connect on a regular basis.
Your most loyal customers should know, and you should find effective ways to
show them, that they truly are part of your story.
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