Have you heard about ...?

Would you like your business to be the subject of positive conversation?

Many Business success stories start just that way -- by word of mouth – or as it is referred to now -- WOMM (word of mouth marketing). 
 
Today, along with traditional verbal interchange, social media is also a prevalent means for communication.  So when discussing WOMM from a marketing perspective – lets look at what we are trying to achieve:
 

• The objective of word of mouth marketing is to motivate people to communicate about your business in a positive manner to others. 
  

But what actually is considered word-of-mouth marketing?   Traditionally, it was a verbal exchange of positive information about your business between people on the phone, face to face, or maybe in a letter.  Now with the rise of social media, word of mouth marketing has more tools to amplify it.  But the principles stay the same:

Someone is motivated to say something nice about a product, brand or business.

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Statistics show that person-to-person WOMM is by far the most effective form of marketing you can create:

• 92% of consumers trust recommendations from friends and family more than any other form of advertising.
  
• 70% of consumers read online customer reviews when considering a brand.
  
• Depending on the product, 20% to 50% of purchases are the result of a word-of-mouth recommendation.
  

So can everyone use WOMM ? What are the keys?

Have a WOW factor
The best WOMM features a “WOW” factor -- something that provides customers with such an wonderful story, product or service that they can’t help but share their experience with friends, family, co-workers (and maybe even the person behind them in the check out line).  
 
Keys to the WOW factor:
Be Relevant and Authentic
Coconut Bliss This little company seized on a need that was not being filled for a distinct consumer segment – an organic dairy-free alternative dessert. They developed this unique product and started by encouraging WOM - they held tasting parties and demonstrations to generate awareness and interest, and encouraged their fans to petition stores to carry their products.
 
Do something exceptionally well 
A prime example of this is a focus on delighting customers.  When consumers have an exceptional experience with an organization, they tend to talk about it – just like they like to complain when they’ve been frustrated.  Companies like Zappos, Amazon and others have grown successfully through making customer satisfaction a priority ingrained in their culture.   
Alternatively, offer an unexpected extra gift with an order, or are willing to go the extra mile .
 
Have a mission beyond profit:
The first thing I heard about Tom’s shoes or Warby Parker was about the non-profit work they support – not comfort, fit or product performance!  These, and other B corporations have stories people feel good about sharing.
 
Make it easy and rewarding for your customers to talk about you:
Even where there’s a great story for word of mouth sharing, people are busy, so make it easy to refer or share. The rewards don’t have to be large, but should be relevant to your target market.
 
Thanks for reading,
Nancy
 
For help in leveraging word of mouth marketing, give us a call. 
If you’re not sure if you have a WOW factor, you may be interested in next week's post.