Making Word of Mouth Marketing Your BFF
Since the word of mouth is the primary factor behind 20-50% of all purchasing decisions, how can businesses leverage on this to improve their business performances?
Let's first understand some of the benefits of the word of mouth:
1) It is FREE!
Well, unless you are engaging influencers that you have paid or sponsored underground, word of mouth by your customers are totally free! They willingly share their love for your product to their peers because they enjoy using it and think that it is a good product that people need to know about. As simple as that.
2) Credibility
According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. Since these people are not obliged to give a good review of your product/service and do not technically gain any sort of benefits from spreading a good word about your company, they are deemed more credible, which leads us to...
3) Persuasiveness
It is in all of us that we are more likely to trust the recommendations of the people we have around us and are much more encouraged to give the product/service they talked about a shot since they have already proved the benefits based on their own experiences.
So how should marketers implement this strategy? How can they make people start talking about their products/services?
We love sharing about the things that make us feel and look good to others, sometimes, on social media. Thus, companies have to make products/services that can allow customers to feel good.
Engage your customers, maybe even by throwing gifts at them!
Send out newsletters, e-mails and notifications to remind them about your company BUT, be careful to not overdo it as it might cause a backlash. Include promo codes, discounts, special insider news or exclusive sales for members to encourage purchases and allow them to feel excited, important and special! Zapppos is a very good example, they are well-known for their top-notch customer service which helped in customer satisfaction and retention greatly - which I can testify for because I have purchased from them once and the service rendered was seamless.
Do not forget to make your customer service support always readily available for customers to be able to reach out to you and to contact you for support or help. This is such an important element that many businesses fail to realise. Customers feel left out and that businesses cannot be bothered to care about them, which eventually causes them to leave.
Good customer service generates good talk, leading to a good reputation.
Give them reasons to talk about you
Understand your customers and find out about the best way to get them talking. There are many ways to do so, it can be good and radical products, sincere and efficient customer service, seamless services, insider knowledge, epic news, fun facts and many more. Apple is a great example to showcase a company with amazing products and even better customer service. They are efficient in providing support and never fails to follow through.
Create platforms for them to talk
Apart from their own social media accounts, give customers other ways where they can discuss, talk and share about your products. Let them know that they are important to you and that you want to hear what they think and have to say. Creating more buzz within their social circles to generate conversations about you.
Remember the Cadbury Eyebrow Dance?
This went viral in 2009 and everyone was doing it in school, at work and everywhere, showing off to one another who could do it better.
I personally feel that word of mouth is one of the most effective forms of marketing as I personally do feel more encouraged to try out a product or service that has been recommended by a friend or family member. It feels more reliable and because of their good experience before, there is sense of assurance as well.
So how can you use word-of-mouth working for your customers? Dig in deeper, do research and get them talking!
References:
Hamel, G. (2017, November 21). Pros & Cons of Word of Mouth Marketing. Retrieved from https://smallbusiness.chron.com/pros-cons-word-mouth-marketing-52484.html
Let's first understand some of the benefits of the word of mouth:
1) It is FREE!
Well, unless you are engaging influencers that you have paid or sponsored underground, word of mouth by your customers are totally free! They willingly share their love for your product to their peers because they enjoy using it and think that it is a good product that people need to know about. As simple as that.
2) Credibility
According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. Since these people are not obliged to give a good review of your product/service and do not technically gain any sort of benefits from spreading a good word about your company, they are deemed more credible, which leads us to...
3) Persuasiveness
It is in all of us that we are more likely to trust the recommendations of the people we have around us and are much more encouraged to give the product/service they talked about a shot since they have already proved the benefits based on their own experiences.
So how should marketers implement this strategy? How can they make people start talking about their products/services?
We love sharing about the things that make us feel and look good to others, sometimes, on social media. Thus, companies have to make products/services that can allow customers to feel good.
Engage your customers, maybe even by throwing gifts at them!
Send out newsletters, e-mails and notifications to remind them about your company BUT, be careful to not overdo it as it might cause a backlash. Include promo codes, discounts, special insider news or exclusive sales for members to encourage purchases and allow them to feel excited, important and special! Zapppos is a very good example, they are well-known for their top-notch customer service which helped in customer satisfaction and retention greatly - which I can testify for because I have purchased from them once and the service rendered was seamless.
Do not forget to make your customer service support always readily available for customers to be able to reach out to you and to contact you for support or help. This is such an important element that many businesses fail to realise. Customers feel left out and that businesses cannot be bothered to care about them, which eventually causes them to leave.
Good customer service generates good talk, leading to a good reputation.
Give them reasons to talk about you
Understand your customers and find out about the best way to get them talking. There are many ways to do so, it can be good and radical products, sincere and efficient customer service, seamless services, insider knowledge, epic news, fun facts and many more. Apple is a great example to showcase a company with amazing products and even better customer service. They are efficient in providing support and never fails to follow through.
Create platforms for them to talk
Apart from their own social media accounts, give customers other ways where they can discuss, talk and share about your products. Let them know that they are important to you and that you want to hear what they think and have to say. Creating more buzz within their social circles to generate conversations about you.
Remember the Cadbury Eyebrow Dance?
This went viral in 2009 and everyone was doing it in school, at work and everywhere, showing off to one another who could do it better.
I personally feel that word of mouth is one of the most effective forms of marketing as I personally do feel more encouraged to try out a product or service that has been recommended by a friend or family member. It feels more reliable and because of their good experience before, there is sense of assurance as well.
So how can you use word-of-mouth working for your customers? Dig in deeper, do research and get them talking!
References:
Hamel, G. (2017, November 21). Pros & Cons of Word of Mouth Marketing. Retrieved from https://smallbusiness.chron.com/pros-cons-word-mouth-marketing-52484.html
I totally agree with your point that customer service is an important aspect for good reputation. Not only that, good after sales support helps to retain customers and turn them into regular/long-term customers. Overall, your points are well supported with real-life examples! :)
ReplyDeleteHey Avid Traveller,
DeleteThank you for your kind feedback! Right? I hope businesses do not forget how important the service element is in making customers their voluntary marketing tool by first meeting/exceeding their expectations.
Amazing
ReplyDeleteHi Artisticjellyfish, thank you for your feedback.
DeleteI strongly agree with your opinions on this topic! Word of mouth gets around faster and is more effective. I believe it plays a huge role if you’d want to advertise a new product to future customers.
ReplyDeleteHi Anon, thank you for your feedback. I couldn't agree more. Word of mouth is more reliable in the position of customers and plays a huge role in influencing our decisions.
DeleteYea I would definitely rely on the opinion of someone I trust, and I trust Kim Kardashian.
ReplyDeleteHey there. HAHA, why is it that you would trust Kim Kardashian? Is it because she is famous and has built a 'reliable' brand for herself? Let me know! I would love to find out what you think.
Delete