Word-of-Mouth Marketing Strategy

Let’s talk about the power of word-of-mouth marketing.

Word-of-mouth marketing is one of the most credible forms of advertising out there. People trust recommendations from their friends and family over that of an advertisement from a brand. This is why so many brands have turned to influencer marketing.

Think about the last time you bought a product you loved or the last time you had a meal at a restaurant that you just had to tell your friends about. Maybe you posted a photo on Instagram talking about how amazing the product or meal was. Next time someone asks you for a recommendation you will likely sing the praises of the item or the restaurant. This is how word-of-mouth marketing works. It’s free promotion triggered by a positive customer experience.

I recently witnessed the power of word-of-mouth marketing in a group I am in on Facebook. The group is made up of working moms who swap stories and advice. I don’t know how, or when, or who started it, but someone recommended the Revlon Hair Dryer and Volumizer. Suddenly, day after day I started to see posts from group members singing the praises of the hair dryer. People were posting photos of their hair and talking about how they don’t know how they’d lived without it. Look at the screen shot below where someone finally took a poll in the group (because it became so pervasive) asking how many people had actually purchased one. 182 women purchased the hair dryer and 141 said they are planning on buying one soon. The dryer retails at $59.99 so in just a few days, because of one recommendation, Revlon generated $10,918.18 in revenue with another $8,458.59 possible.

As a marketer, I am pretty sure someone at Revlon is scratching their head trying to figure out where in the heck these orders came from because most of the time word-of-mouth marketing can be hard to track.
So as a business owner how can YOU harness the power of word-of-mouth marketing? While it’s tricky to pull off, it can be done. However, the most important thing to know when it comes to word-of-mouth marketing is that you MUST encourage it authentically.

1. Have an amazing product and/or amazing customer service

Create raving fans because raving fans will tell anyone who will listen about you. If you create your own products, ask your ideal clients how you can improve what you already offer or what is missing in the marketplace.

If you offer a service, go above and beyond when it comes to servicing your clients.

It sounds simple, and it is.

(Psst…read our post about growing your business through your existing customer base and customer service programs.)

2. Encourage customer testimonials/reviews

Remind your customers through satisfaction surveys or at the end of customer service calls that they can leave a testimonial or review. You could even ask some of your best customers to record a video review that you could share on social media.

Reviews and testimonials reinforce that prospective customers are making the right choice when they purchase from you. They also reinforce the mindset of your existing customers that your business is helped by them helping to spread the word about your business.

3. Create a coordinated marketing campaign to create buzz

Partner with some of your best customers, partner businesses or influencers and create a campaign around spreading the word about your product or service.

4. Encourage and reward your customers for talking about you

Create an affiliate program that rewards your customers for referring their friends and family to you. I use InstaCart and they give me $10 to spend if someone I refer signs up. Now, I love their service because it saves me time and would likely refer them without being rewarded but that $10 gives me extra incentive to post on my personal social media channels about it.

5. Create a community around your brand

Consider starting a Facebook Group or a users group depending on the type of business you own. By creating a community where you clients and customers can continue to interact with you and find support, they will feel engaged with you and your brand and will be more likely to tell others about you and your business.

Read our post about growing your Facebook Group

Sometimes it just takes the right product at the right time with the right person, but by following these tips you will be on your way to creating some word-of-mouth marketing for your business.

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