Word of Mouth Marketing
Word of Mouth Marketing
It’s a scary thought to imagine your precious clients may be talking about you. If only you could be a fly on the wall listening to what they have to say. Who are they telling, what do they really think of your product or service and are they impressed enough to personally forward your company name on to someone else who trusts them?
Word of mouth (WOM) marketing. Everyone has heard of it – hardly anyone knows how to harness its immense power. And, I’m not just being a marketer here by using the superlative ‘immense’. The power of WOM marketing really is colossal.
Take me for example. I took my car to a mechanic a few years ago for it’s Warrant. He promptly told me that my brakes needed replacing (being a blonde female he must have seen me coming!). What he didn’t know though was that I had previously (only two months prior) had my brakes replaced – they were squeaky you see.
So, I am sure you can imagine how many people I have told over the past two years about my experience – at least 30. And how many people do you think they have told? Scary thought.
So weather your clients are speaking nicely of you or not, it is your responsibility to ensure your WOM marketing is being utilized for the better.
Now, many marketers believe that good customer service is the only way forward in terms of tackling what is essentially a difficult marketing medium. Yes, of course as with the mechanic, good customer service in fact, great customer service is an essential element for WOM marketing. However, this must remain your building block for an ongoing WOM drive.
As we have already discussed, bad WOM can be one of the most detrimental things for a small business. And, as most of you will already know, when people are impressed they tell a few people about their experience. When they are unimpressed, they will tell ten-times as many!
So, how do you harness the power of WOM Marketing and when will you see the benefits?
There are several key elements that will help you on your way to a successful WOM campaign. Here are some of the most important below:
1. Develop your WOM contacts. Developing relationships is an important element of any business and with WOM Marketing it’s imperative. Your contacts don’t have to be the CEO of some great company. Mr. Coffee Man can also be an important WOM generator.
2. Give people something to talk about. I like to call it Guerilla WOM Marketing. Do something a little wacky and you’ll have plenty of people not only talking about it but also wanting to get involved. And, by getting involved, you have begun the WOM Marketing phenomenon. Think Richard Branson and you know what I’m talking about!
3. Ensure your message is easy to communicate. A long winded, difficult to understand message is very rarely communicated. Ensure your message is simple, pointed and providing a benefit to your potential client. Us marketers love to mention the word FREE – if you are able to use it, do so. Viral marketing is also worth your while if managed and executed in a clever fashion.
4. Create interesting lines of communication. Important if you want to find out what appeals to your current clients. Clever application of viral marketing tools (internet based WOM marketing) can be really beneficial in this instance. Also, if you think “out of the box” when creating an important WOM message you will have a higher impact ratio.
5. Utilise those people who love what you do! That’s right! If you have a client or two who just think you’re fantastic then use them to sing your praises.
So, in summary...
Ensure you are giving clients (and potential clients) something to talk about. Weather it be great customer service, friendly staff, excellent discounts or that crazy stunt on the sidewalk, people need a reason to talk about your business. Get your networks running smoothly. Everyone is important in WOM marketing. Ensure your message is clear, concise and easy to relay. Get clever with your lines of communication and ensure you are making use of people who really like what you do!
Word of Mouth Marketing - To learn more about this author, visit Emma McAlpine's Website.
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You’ve heard of it, you’ve thought about using it, some of your clients may even be utilizing it without your knowledge –but do you really know how to leverage the opportunity?
It’s a scary thought to imagine your precious clients may be talking about you. If only you could be a fly on the wall listening to what they have to say. Who are they telling, what do they really think of your product or service and are they impressed enough to personally forward your company name on to someone else who trusts them?
Word of mouth (WOM) marketing. Everyone has heard of it – hardly anyone knows how to harness its immense power. And, I’m not just being a marketer here by using the superlative ‘immense’. The power of WOM marketing really is colossal.
Take me for example. I took my car to a mechanic a few years ago for it’s Warrant. He promptly told me that my brakes needed replacing (being a blonde female he must have seen me coming!). What he didn’t know though was that I had previously (only two months prior) had my brakes replaced – they were squeaky you see.
So, I am sure you can imagine how many people I have told over the past two years about my experience – at least 30. And how many people do you think they have told? Scary thought.
So weather your clients are speaking nicely of you or not, it is your responsibility to ensure your WOM marketing is being utilized for the better.
Now, many marketers believe that good customer service is the only way forward in terms of tackling what is essentially a difficult marketing medium. Yes, of course as with the mechanic, good customer service in fact, great customer service is an essential element for WOM marketing. However, this must remain your building block for an ongoing WOM drive.
As we have already discussed, bad WOM can be one of the most detrimental things for a small business. And, as most of you will already know, when people are impressed they tell a few people about their experience. When they are unimpressed, they will tell ten-times as many!
So, how do you harness the power of WOM Marketing and when will you see the benefits?
There are several key elements that will help you on your way to a successful WOM campaign. Here are some of the most important below:
1. Develop your WOM contacts. Developing relationships is an important element of any business and with WOM Marketing it’s imperative. Your contacts don’t have to be the CEO of some great company. Mr. Coffee Man can also be an important WOM generator.
2. Give people something to talk about. I like to call it Guerilla WOM Marketing. Do something a little wacky and you’ll have plenty of people not only talking about it but also wanting to get involved. And, by getting involved, you have begun the WOM Marketing phenomenon. Think Richard Branson and you know what I’m talking about!
3. Ensure your message is easy to communicate. A long winded, difficult to understand message is very rarely communicated. Ensure your message is simple, pointed and providing a benefit to your potential client. Us marketers love to mention the word FREE – if you are able to use it, do so. Viral marketing is also worth your while if managed and executed in a clever fashion.
4. Create interesting lines of communication. Important if you want to find out what appeals to your current clients. Clever application of viral marketing tools (internet based WOM marketing) can be really beneficial in this instance. Also, if you think “out of the box” when creating an important WOM message you will have a higher impact ratio.
5. Utilise those people who love what you do! That’s right! If you have a client or two who just think you’re fantastic then use them to sing your praises.
So, in summary...
Ensure you are giving clients (and potential clients) something to talk about. Weather it be great customer service, friendly staff, excellent discounts or that crazy stunt on the sidewalk, people need a reason to talk about your business. Get your networks running smoothly. Everyone is important in WOM marketing. Ensure your message is clear, concise and easy to relay. Get clever with your lines of communication and ensure you are making use of people who really like what you do!
Word of Mouth Marketing - To learn more about this author, visit Emma McAlpine's Website.
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 The Power of Word of Mouth
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| Positive word-of-mouth generates referrals, and referrals generate business. So word-of-mouth is free advertising---an important marketing tool that can contribute to your success. |
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Talking Behind Your Back is Good
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| Most of us grew up with the concept of “Don’t talk behind someone else’s back”. A similar philosophy is “If you’ve got something to say, say it to their face”.
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Word of mouth matters
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| It is widely accepted that word of mouth is the most powerful marketing tool… It’s free but you have to earn it and it can make or break your business. |
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They're Talking About Your Competition
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| Social media takes conversation marketing to a new level. But it also lets you scout the competition like never before.
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Word-of-Mouth: The World's Best-Known Marketing Secret
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| Everyone knows about it, but hardly anyone does it well. It's time to change your approach to word-of-mouth marketing. |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Joe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: http://www.business901.com Web/Blog: http://www.FundingYourNonprofit.com http://www.linkedin.com/in/business901 – Linked In http://www.twitter.com/business901 – Twitter - Visit Joe Dager's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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 Emma McAlpine (Visit Emma's Website) Swordfish was started in 2004 by marketer Emma McAlpine. Emma has spent almost a decade working in marketing. Since returning to New Zealand in 2003 (after spending five years marketing in London), Emma saw that many small to medium sized businesses struggled with implementing and running their own marketing programmes. "It's a time issue more than anything," says Emma. "Many business owners have great marketing and communication ideas. It's just spending the time to achieve that optimum result".
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