Word of mouth marketing (WOMM) is an action taken by a company which motivates the target audience to talk about their brand and their offering. WOMM has been dubbed the most valuable form marketing due to the trust it creates amongst consumers and its positive impact on sales. So, why do so many companies ignore WOMM? One of the main reasons why WOMM has been neglected is that brands are prioritising quantity over quality, particularly on social media. However, whilst 100,000 followers on Instagram may look good, it doesn’t necessarily mean you will sell more of your product or service. 1,000 true fans are much more valuable than 100,000 fake fans who followed you on social media to enter a competition to win a PlayStation 5. Know the difference!
Strategy 1: Influencer Marketing
Influencer marketing is a fantastic way to get your brand in mouths of your audience. In order to develop strong relationships with your customers through influencer marketing, you’ll need to select your influencers carefully. Too many brands make the mistake of choosing to work with influencers based on their follower count. It is a far better decision to choose influencers who are respected and adored within your niche, even if they less reach than other influencers in the market.
The main downside of influencer marketing is that it can become expensive, fast! Unless you have bags of cash, this approach may not be sustainable over the long run. Nevertheless, it’s certainly a sure-fire way to get people talking! If you would like more information on influencer marketing, read our article: The Power of Micro-Influencers.
Strategy 2: User-Generated Content
Once your business has paying customers, you can increase word of mouth by encouraging your customers to create content for you. This is called “user-generated content”. To do this, you should re-post your customer’s photos which include your products or services on your social media. Perhaps you could try offering incentives to your customers for creating this type of content, such as an affiliate program where you offer perks to customers who share your brand.
Strategy 3: Create a Hashtag
If you don’t have a hashtag for your business on social media, then you’re missing a trick. It’s one of the easiest ways to start building a community of fans. Platforms such as Instagram allow users to follow specific hashtags, so that posts made with the hashtag attached will appear in their newsfeed. It’s a simple tactic to build brand awareness that can be done in seconds. Your business hashtag could simply be your business name e.g. #Sony. All you need to do is put your hashtag in the bio of your social media account and tag all your posts with that hashtag.
Strategy 4: Get Reviews
Reviews are one of the best ways to create social proof for your product or service. According to Vendasta, 92% of prospective shoppers take the time to read a product review before making a buying decision. To encourage people to leave reviews, you should ensure that you have a review section on the product page of your website. Try sending out an automated email to your customers a few weeks after purchasing your product or service asking them to leave a review. If your customers leave a negative review, you should follow this review up with support so that you can fix any mistakes and improve their experience for next time.
Strategy 5: Be Social
Customers appreciate honest and genuine interactions with brands. If you’re a small brand, one of the main competitive advantages that you have over the larger players in your industry is that you will be able to better connect with your customers on a more personal level. As you grow your business, you’re going to have countless conversations with your customers. If you can be positive, genuine and friendly in each and every interaction, you will develop a strong reputation and your customers are more likely to share their positive experience with others. This doesn’t just apply to emails and telephone calls your support team receives. You should be responding to every comment on your social media posts, every post with your hashtag attached and every mention of your brand!
Thank you for taking the time to read this article. We hope you now have a better understanding of how you can encourage word of mouth for your brand. If you would like any advice regarding the topics discussed in this article, please don’t hesitate to get in touch. Our friendly team are always happy to help!