What is Word of Mouth Marketing?
Word of mouth marketing proves that even in the digital world, conversations still matter.
And not only does word of mouth provoke interest, but it also gets people talking about your business.
Do you want satisfied customers to skyrocket your organic promotion and visibility?
You’ve come to the right place.
In this blog, we are going to show you how you can get customers to rave about your brand twenty-four hours a day, seven days a week!
Let’s get started.
When was the last time you enthusiastically shared a product or service to your friends and family?
Or, do you recall taking a #foodgram at a restaurant and eagerly posting how great their food was on Instagram?
People have a tendency to share what works (and what doesn’t) to their peers.
So, when a satisfied customer really likes something, the first impulse is to share it with those around them.
Word of mouth marketing relies on satisfied customers and fans for organic promotion. Social media marketing is a big player in this.
In a tech-savvy world, this proves that the traditional method still works.
In fact, research says that 90 percent of customers trust brand recommendations from friends.
That’s enough to tell you that word of mouth marketing heavily influences a purchase decision.
Let’s break down some of the strategies you can implore for your business!
1. User-generated Content
User-generated content (UGC), as the name suggests, is content made directly by your customers.
It could be something as simple as an Instagram post showing off your product or service to their followers.
UGC is quite common among millennials, with 86 percent of them saying that this is a good indicator of the quality in a business’ product or service.
How can you inspire User-generated content?
The first tip is to create a sense of community with each post.
Every time a customer posts something and tags your business in it, repurpose this content and share it on your own page!
This is especially helpful when influencers do the sharing because they already have thousands—if not millions—of followers at their disposal.
Here’s an example:
Another thing that inspires UGC is your brand’s own unique hashtag.
This can help potential customers identify you directly. This will further underline your business’ overall brand identity.
Coca Cola’s #ShareACoke was one of the most brilliant hashtag campaigns we’ve ever seen! We’ll elaborate on this later as you scroll further on this page.
Just remember that user-generated content puts customers at the forefront.
Customer-oriented businesses are now widely successful because they constantly attend to the needs of their audience.
2. Human Emotion
Provoking human emotion = presenting value.
This is often coined as “emotional marketing” because it relies on human emotions to make an audience notice and eventually purchase a product or service.
Basically, emotions are used to evoke consumer response.
Provoking human emotions in campaigns is now widely popular because it speaks of the story, not the sale.
The best emotional marketing campaign was back in 2014, when the brand Always started an empowering movement through its #LikeAGirl campaign.
Not only did this campaign skyrocket their sales, but they also won several awards and accolades in the advertising industry.
This proves that provoking emotion is synonymous with creating value. When people feel strongly about something, they share it.
Whether it’s a free gift card or a giveaway prize, customers are always more likely to share or promote something when they are offered something valuable in exchange.
Give users a reason to share your product!
The brand that does this pretty well is Sephora.
Sephora makes the most out of incentives. The brand sends emails with discount codes that customers can use to get something for free. If a certain amount of money is shelled out, they can use it to get more products— again, free of charge!
If it’s your birth month, you’re in luck! You can get a free gift from Sephora.
Pretty sweet way to offer incentives!
4. Online Reviews
Testimonials and reviews are super important.
When you’re looking for something on Amazon, do you purchase a product immediately after seeing it?
Or do you scroll down and check what other buyers had to say about it first?
You see, online reviews and testimonials are called social proof for a reason.
It reassures customers that the products and services they’re putting their money into are of high-quality.
In turn, it makes them more comfortable to do business with you.
And once your reviews are in, you can include these on the landing page of your website.
That can contribute to effective website marketing.
And speaking of reviews, a referral program should also be part of your checklist.
They work just like reviews, but the difference is that referrals usually come from people close to you—friends, family, and loved ones.
Consumers are more inclined to make a purchase if a referral comes from someone they know and trust.
Image via business2community.com
Dropbox is an example of an excellent referral program.
They offered 500 MB to both you and your referred friend if you convince them to become a Dropbox user.
Pretty soon, Dropbox’s user count dramatically rose from 100,000 to 4 million in only 15 months.
That’s how you do it!
Wendy’s Retweet Campaign
It all started when Twitter user and chicken nuggets superfan, Carter Wilkerson tweeted Wendy’s asking how many retweets were needed to get a year’s worth of free chicken nuggets.
Wendy’s replied with 18 million, and although Carter never reached that many retweets, his tweet became the most retweeted tweet in Twitter history, with more than 3.5 million shares.
In the end, Wendy’s did grant Carter his request to have free chicken nuggets for a year.
Almost 4 million Twitter users supported his plea, and in the end, it brought massive brand awareness for Wendy’s.
ALS Ice Bucket Challenge
In 2014, the ALS Ice Bucket Challenge took the internet by storm.
The purpose of the challenge was to raise funds for research into amyotrophic lateral sclerosis, otherwise known as Lou Gehrig’s disease.
Nominees of the ice bucket challenge poured a bucket of ice-cold water over themselves and nominating three more people.
The campaign got so viral on social media that even celebrities and public figures worldwide joined in on the cause.
In the end, $115 million was raised for the ALS association and even helped scientists discover a new gene tied to ALS.
The ALS Ice Bucket Challenge proves that word of mouth marketing—primarily on social media—can make anything happen!
Coca-Cola’s Share A Coke
They changed the wrapping around the Coca-Cola bottle for it to say, “Share a Coke with…” someone’s name.
The goal of this campaign was to create more closely knit relationships with customers as well as to share moments of happiness with others.
Customers found their names on Coke products and shared their excitement on social media.
This inspired so many other consumers to line up in grocery stores and find their names on the Coke products.
And it all started with a Coke.
This is what it truly means to create user-generated content that puts word of mouth marketing to work!
Are you now convinced that conversations still matter in the digital age?
When you pair word of mouth marketing with social media, you can get people talking about your business in no time!
What do you think is the most effective technique on this list?
Leave a comment! We’d love to hear what you think!
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Mosley, Megan (n.d). Lead Fuze. How word of mouth marketing can be a scalable Channel. Retrieved from https://www.leadfuze.com/word-of-mouth-marketing/
Penaflorida II, Rexly (2018 Sept 12). Review Trackers. 9 examples of great word of mouth marketing. Retrieved from https://www.reviewtrackers.com/word-of-mouth-marketing/
Stewart, Shaday (2018 Apr 5). Free Logo Services. 5 brilliant examples of word-of-mouth marketing. Retrieved from https://www.freelogoservices.com/blog/2018/04/05/5-brilliant-examples-of-word-of-mouth-marketing/
Sukhraj, Ramona (2018 April 7). Impact. 7 must-have word of mouth marketing strategies [infographic]. Retrieved from https://www.impactbnd.com/blog/word-of-mouth-marketing-strategies-infographic