In a world buzzing with digital noise, we often forget about one of the oldest, simplest and most effective traditional marketing methods of all: word of mouth. Countless trends have come and gone with time, but this tactic has remained relevant since the dawn of advertising.
Your reputation is everything in business, and word of mouth plays a key role in building it. Throughout my entrepreneurial career, I’ve seen firsthand how rapidly companies can grow when customers and clients tell their social circles about their new favorite places, products and services.
Want to be one of those companies? Follow these tips.
Why Word of Mouth?
It all comes down to trust. 92 percent of consumers believe recommendations from their friends and families over advertisements. That shouldn’t come as a surprise. The general public knows the purpose of marketing is to highlight a company’s strengths while minimizing its weaknesses to make money. This isn’t dishonest or shady, but it is biased.
On the other hand, family members and friends have no ulterior motives. They want you to enjoy the same things they do, and they’re not afraid to tell it like it is. If you sell an outstanding product or service that people want to share with their loved ones, you’re on a fast track to success.
You can get the conversation started with these four steps:
Provide Quality
At the root of every successful business is a high-quality product or service. There are no shortcuts, and no amount of marketing can save you if whatever you’re selling isn’t worth buying. Ask yourself, “Would you be your customer?” If not, start taking steps toward providing an exceptional experience for everyone who interacts with your brand.
You can create buzz around your business by watching your competitors and finding ways to make yourself stand out among them.
Say you own a Mexican restaurant, for example. Other restaurants in the area are already handing out free chips and salsa. But if you become the one place that serves free queso, people will have something new to talk about. They‘re more likely to break their loyalty with other establishments, grab their friends and dine with you, instead.
Build Relationships
Without your supporters, your business wouldn’t exist. So, make sure they know how much you appreciate them. Have real conversations with your customers and treat each of them as a person, not a number. Reach out to get coffee, send a holiday card or write a few check-in emails throughout the year to build mutual trust. Your clients will thank you!
If you sell a good rather than a service, honor customer loyalty with a rewards program. You can also ask for feedback through engaging surveys and use the responses to fine-tune your products into something your consumers can’t wait to buy.
Share Your Story
For companies with more niche or technical offerings, it can be more difficult to get customers excited about your business. Even if you own the greatest IT company in the world, people aren’t as likely to proclaim your greatness to their families like they would with a service we all use, like a restaurant. To counteract this, find a unique angle that differentiates your business, then keep that message at the core of all your marketing efforts.
When generating public buzz within specialized industries, center your brand around a powerful story through strategic content marketing. Not sure where to start? Think about your founders, employees, culture, community involvement and the overall mission of your brand. When you form an emotional connection with your audience, they’ll feel more compelled to spread the word to others.
Tie in Digital Marketing
Nowadays, word of mouth and digital marketing go hand in hand. One efficient way to combine them is by gathering positive reviews. Internet reviews lead to quick judgment and have the power to make or break your reputation. In fact, research shows that 91 percent of people read online reviews, and 84 percent trust them as much as a personal recommendation. So, be sure to encourage your customers and clients to leave you five stars on Google, Yelp, Facebook and other industry-specific platforms.
You can also hire social media influencers to become ambassadors for your brand and post about how awesome you are to their followers. Today, 49% of active social media users rely on recommendations from their favorite online influencers. The audience will know it’s an ad, but when trendsetters speak highly of you, their supporters are sure to follow suit.
Over the years, I’ve learned that no matter how much you spend on marketing tactics, mutual trust and a strong reputation will make or break your path to success. If you can wow consumers with outstanding service, an engaging story or an exceptional product, they’ll share their opinions with the people they care about. Your business will only blossom from there.
Want more advice about building your brand and company through traditional marketing methods like word of mouth?
I’d love to speak at your next event and help you reach your goals. Let’s chat!