Why Is Word Of Mouth Marketing So Important?

By Marketing Advisory, 3rd Eye Advisory®
Why Is Word Of Mouth Marketing So Important?

Do you remember the last time you saw something, you just had to tell your family, friends and acquaintances about and later posting regarding it on social media? It can be anything, right from opening of a new store or having an experience at a new cafe in town

This is what we call, Word Of Mouth Marketing.

It's an organic way of spreading information and creating a buzz. It spreads by more natural channels. Word of mouth is a free form of advertisement or promotion, and that is the reason it is so important. It is shared by customers and triggered by an event the customer experiences. This event is something beyond what's expected.

Now let's dive deep into- How you can use it, Why you need it and Why it's so important in the modern communicative landscape.

What Is Word Of Mouth (WOM) Marketing?

It is an oral or written recommendation by a satisfied customer to the prospective customers of a good or service. It is a passive way of gaining followers. The more you interact with people the more likely your name will spread.

Hearing about a new brand or a secret menu item triggers our need to belong to an exclusive group. Triggers are a natural social mechanism that reminds us about a brand or product even if we do not see any advertisements of those brands. The key to a successful word of mouth marketing strategy is to either identify something about a brand that can generate organic buzz or create something that will generate that buzz.

Think of the snowball effect - you start off with a small, interesting post on Facebook. That post impresses a couple of people, and then those people spread the word. Before you know it that one post is all over. It's about creating mega brand recognition.

Why is WOM Marketing Important?

Consumers trust their family, friends and acquaintances. This is why word of mouth marketing is the most valuable source of marketing. By building trust with their customers, companies are simultaneously creating brand ambassadors that are willing to share products or services with their network. One person will tell another, and that person will someone else, then that person will continue the chain and spread the word further, making it a great vehicle for exposure and distribution - if used well.

92% of consumers trust recommendations from people they know directly, and anonymous reviewers have a 70% trust rate when they post online about a brand WOMM increases the odds that your customers will rely on you for all of their needs.

People that have been referred by any acquaintance typically stay loyal to a brand longer than those that found the company by other means. Customers are 4 times more likely to buy when referred by a friend, and in today's digital world, word-of-mouth interactions are readily available through email, Twitter, Facebook, Instagram and other social media platforms. Word-of-mouth marketing isn't a new concept - but with the emergence of social media in the last decade - it's more important than ever for brands to harness its influence.

How to Use WOM Marketing?

Connect with consumers, as opposed to 'collecting' them. You might have millions of social media followers, but you have to establish a connection with those users to generate any tangible benefit. If your audience is not interested in you, they're not likely to help you grow. You want real fans and supporters. The more passionate your fans are about you, the more likely they'll share you.

Here are 7 tips to help Boost your WOM potential.

  1. Make Yourself Unique and Interesting
    Offer something unique that people want to talk about with their friends and family. If you are just like every other name in your industry, your audience might not even remember you. Think of it as social currency – share what makes you look fun/good/interesting. Consumers feel more confident in the information they're sharing when they're contributing something that's worth talking about .For example, research has shown that Facebook users are more likely to share content that educates their network, and/or makes them look good and reinforces a certain image of themselves. You can tap into such behavioural trends to benefit your messaging.
  2. Create a Buzz /Trigger
    You can design products that are triggered by the related market, and create new triggers by linking your products and ideas to prevalent cues within that market. If people remember you, they'll continue to talk about you.
  3. Provide Value to Clients
    If you establish yourself with a few people, they'll share the experience with their friends - you may not remember the last time you shared a mediocre restaurant or service with someone, but you'll no doubt be able to remember an amazing experience or event. For example , you might have gone to a great Indian restaurant and had a good night out. You know a co-worker who loves Indian food - you relate your experience to them. Great, unique customer experiences, along with having a great product, can help increase your value, and thus, your WOM potential.
  4. Build Emotion
    Creating emotions goes hand in hand with creating value. People are more likely to share something that promotes high arousal, and people are more likely to share experiences in which they had some sort of emotions for. No one shares an 'OK' experience. People share the things that make them happy or upset. Hardly ever does someone take the time or effort to talk about their average experience.
  5. Build an Engaged Social Community
    You need to understand your target audience to determine where and how they like to communicate online. Once you've identified the right social media channel to reach out to your audience, start engaging with them. Conduct some research to help you understand how you can speak to them in a manner that feel natural to them. Keep customers engaged by asking for feedback and offering discounts while actively replying to messages on their social media accounts. 75% of the salon's customers come from the Internet.
  6. Identify and Engage with the Influencers
    An Influencer can be anyone from bloggers, social media stars to industry leads and existing customers. You don't necessarily have to stick to your own community when choosing influencers. Look for names that have a huge social media following and engagement rate. It's best to pick influencers who are relevant, popular, engaged, and authentic for good word-of-mouth marketing tactics.
  7. Invest in Customer Experience
    Word of mouth marketing tactics are fuelled by customer recommendations. The best way to get these recommendations is through positive brand experiences. People don't really talk about an average customer experience. What they do talk about is either a really good experience or a negative one.

Word of Mouth Marketing can be anything, right from

  • Buzz Marketing
  • Blog marketing
  • Social Media Marketing
  • Influencer Marketing
  • Viral Marketing

When used correctly, word of mouth marketing tactics can be the most effective tool to promote a brand. You can use them to create awareness about a brand, products, or services among a larger audience. Word of mouth marketing t will ultimately result in better sales and customer retention.

Many tailor made communication models, straitegies & execution plans are possible to sensitise minds & ignite thought process resulting in stimulating thought provocative communication. When you have the expert to enjoy effective fovourable word of mouth communication, that's organic. This is as simple as people helping you to be a brand without earning from you. #ask3rdEyeAdvisory

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Article by: Marketing Advisory, 3rd Eye Advisory®