STRATEGIC. VIRAL. EFFECTIVE.
Word-of-mouth marketing (commonly known as WOMM or WOM Marketing) has been around for a long time and long before social media. Word-of-mouth has been our go-to for sharing and learning valuable information, this is why word-of-mouth marketing is still one of our most powerful assets, as the name implies it gets people talking. It is a free form of advertising and the main reason why its so important in marketing, if it is done correctly it costs less than any paid marketing channel, with a better return on investment.
Word-of-mouth is all about creating a buzz and its a passive way of gaining a following. Let us show you how important word-of-mouth is and how our Buzz Six word of mouth methodology, based on the latest ground breaking research by Prof Jonah Berger will help you attract more customers and convert more leads to sales, but first lets share with you some important facts and benefits to word-of-mouth marketing.
what is Word-of-mouth marketing?
Word-of-mouth advertising, also called word-of-mouth marketing, which is the process of actively influencing and encouraging organic word-of-mouth discussion about a brand, product, organisation, message, resource or corporate and social events. Your customers advocate your core message and spread the news, it is also commonly known as viral marketing. Word-of-mouth is both positively and negatively affecting a brand or organisation, a word-of-mouth strategy is the best way to plan ahead and take advantage of the positive affects.
Why is Word-of-mouth So Important?
Do you remember having great service somewhere and you had to tell your friends about it? Well this is word of mouth marketing, It is an organic way of spreading information, using the same components of viral marketing. The more you interact with people the more likely your name will spread. Approximately 65% search online for reviews and information, before going out and buying online or in-store. But a overwhelming 90% of people believe in brand recommendations from friends over paid marketing media.
How to Create a Word-of-Mouth Strategy
Step 1: Create a customer-centric shift in your organisation
Craft Contagious Content With Buzz Six Framework. Creating word-of-mouth marketing starts with a marketing orientated mindset shift in your whole organisation.
This shift suits an 'Inbound Marketing Approach', which really means you are more customer focused than ever before. You will start listening to your customers wants and needs and spending enough time researching your customer segments and ideal buyer personas.
Once you are at this stage you will be more receptive to new opportunities and react accordingly which will yield an automatic increase in return on investment.
You will invest in creating a content marketing strategy and having your best staff create the best content which resonates with your ideal audience, turning an audience into prospects and move them through the buyers journey to advocates of your brand.
Remember it costs far more money to attract new customers and far less to retain customers, so nurture them and start building trust.
Lets assume you have the best staff researching and listening to your customers and creating compelling and contextualised content on a regular basis with a approved content marketing plan.
In Inbound Marketing, you have a sound CRM system in place which works and you are accustomed to work with 'Emotion' and you are already telling great 'Stories' through your Inbound Marketing efforts, but you need the missing STEPPS to make it really work.
Step 2: Create Social Currency
Whats your inner-remarkability? Can you package it? When your consumers or any reader talks about your product or service, what does it make them look like? It’s human nature to want to be perceived as the best. Does sharing your content, make them feel so? This is a question you need to ask yourself: What does your marketing make people feel? Empower your audience, make them feel like business insiders.
Step 3: Create Triggers
Top of mind, means tip of tongue. Building a brand is a process, it takes years and as we know it can also take 5 seconds to destroy a brand (often through viral marketing). You need to constantly build brand recall and give people something of a reminder of your brands existence naturally.
Use Competitor triggers to promote your cause or use your industry environmental triggers to associate your brand to them. E.g: Find out something? Just Google it. Anti smoking organisations can use a smoking advert trigger and health risks to promote their cause. When the audience sees it in their environment it automatically triggers your cause.
Step 4: Create Emotion
When we care, we share. Positive and negative emotions can both lead to reactions and interest. Think of the South African mountain biker which was hit off his bike by a buck which received thousands of views and also got him a sponsored bike and helmet for his video.
We watch it because it is entertaining, and people have fun. We sell less and engage more! Non-profit organisations use this to get their target audience to care and take action.
Step 5: Show Practical Value
Useful things get shared, package your knowledge and expertise so that people pass it on.
In Inbound methodology, this is about building trust with your audience through content.
Does your content meet or exceed your target audience's expectations?
What is your content value in the minds of your consumer? Align content to what people are looking for.
Step 6: Go Public
'Monkey see, monkey do'. We react to products and content in the public when we see others getting involved too. E.g: A computer logo on a laptop does not face the owner, but the observer. This is a carefully thought out strategy to invoke a reaction from the observer. 'I want one of those'.
Think of it as "Build to show, build to grow. The more public something is, the more is it imitated".
Business owners like to keep their collateral property hidden, choose to share contextualised content, seen by your audience everywhere.
Step 7: Create Stories
Build a story people want to tell A story sells, everyone loves to hear about the little company successfully competing against fortune 500 companies and winning, how a company started.
A story needs to incorporate your brand in such a way that it feels natural. The story being the essence of its existence and personality.
This is your Trojan horse, your brand or message rides on the back of that story. This is used extensively with Inbound marketing, your brand, business history, product/services, capabilities, customer successes, testimonials, product benefits are all stories waiting to be activated.
14 quick tips to implement word-of-mouth marketing
list of quick word-of-mouth wins
- The best organic marketing vehicle in use (unpaid marketing form).
- More important now due to digital and social media marketing.
- Is an important element of inbound marketing methodology and customer centric business models.
- A trusted source of recommendation.
- Capable of vast target market audience reach.
- Messages spread fast under word-of-mouth.
- Turns customers into brand advocates.
- Helps marketers identify top customers and nurture them to a sale.