Word-of-mouth marketing (WOMM) initially might not seem like much of a marketing strategy, but in reality, it is still one of the most effective and trustworthy ways to grow your audience and business.
In an infographic presented by HubSpot, 70% of people don’t take advertisements as truth, but on the contrary, according to Nielsen, over 90% of people trust the opinions of their friends and family for a product or service. This goes to show you the importance of brand ambassadors. But how do you get people to spread the positive word about your company?
Referralrock used the great phrase “connect don’t collect” to explain the importance of interacting with your customers over social media channels as opposed to simply gaining as many followers as possible. Sure, a big following means more eyes on your brand and product, but without interaction, your chances of growing a truly loyal following who is willing to advocate for your brand shrinks.
Interacting with customers through reviews, positive and negative, and through social media channels serves many purposes. It shows that your brand is actively listening to your customers while displaying a time-line in real time, which creates a story for your customers.
For example, let’s say a customer receives a faulty alarm system. They take their displeasure with the product to social media and blasts your company. Sounds bad, right? Well, your business can reply and offer a new product or upgrade as a replacement, or provide services for free for a limited time to make things right with the customer. They accept and a month later, they reply again saying how satisfied they are with the service. Not only does this scenario publicly show your brand’s willingness to listen, but also interact and make things right with the customer. The best part — this interaction becomes its own success story for others on social media to witness.
Known as the three E’s, engage, equip and empower is a tried and true way to produce effective word of mouth marketing.
As discussed in a previous section, engaging with your customers builds trust in your brand, and also create a story in real time that your social media followers can see. Your customer service becomes a tangible thing and displays that your brand walks the walk.
Really, this could go first in the chain of the three E’s. If you have an amazing product, or your service is second to none, promote it, and give your customers something to talk about.
Provide a place or platform for your customers to be heard. Is your customer feedback form buried in the abyss of your website? Promote it and encourage your customers to send feedback. Or create a customer based campaign where they submit ideas for a new product or theme, and promote the winner. This type of engagement and empowerment makes customers feel like they are a part of your brand.
It’s not new by any means, and certainly not flashy, but word of mouth marketing can spread the seed of your business faster with more intention than many other forms of online marketing. And when you create raving fans of your business, you create a solid foundation for your business to grow upon.
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AvantGuard Monitoring Centers, LLC. | P.O. Box 15022 | Ogden, UT 84415 | Office: (877) 206-9141 | Fax: (801) 781-6133