The 7 Keys to Word-of-Mouth Marketing

Ever wonder how to get more people talking about your business? It’s simple.

Offer them incredible products and services that solve their problems and fulfil their needs and desires. Then when you have converted them into customers, continue to keep them satisfied and give them something to talk about by surprising them too.

Sounds easy, doesn’t it? But as you know it’s not. I realise that only too well in my own service offerings. Which is why I decided to write this article about the 7 key elements that will get people talking about us!

Every strategy comes with its own set of rules, and the same is true for word-of-mouth marketing (WOMM). Yes, this means that you can actually create a strategy to generate positive word-of-mouth for your business. In fact, this has become an essential part of marketing as people have started to lose trust in the reviews they read online – more on that later. Friends, family and trusted advisors are those they turn to for a valued opinion these days.

But first: why does Word-of-Mouth matter?

To start with, it is important to understand what cognitive dissonance is. According to Wikipedia’s definition, it occurs when

“a person holds two or more contradictory beliefs, ideas, or values; or participates in an action that goes against one of these three, and experiences psychological stress because of that. Coping with the nuances of contradictory ideas or experiences is mentally stressful. It requires energy and effort to sit with those seemingly opposite things that all seem true.”

In other words, people are always searching for ways to reduce their stress that is caused by cognitive dissonance when shopping and selecting brands. One of the ways they do this is by searching for confirmation that they have made the right choices. Receiving positive word-of-mouth opinions of products and services from friends or family members will reduce the dissonance, as it confirms people’s beliefs in what they have purchased.

Given that consumers need input to reduce the risks they take, especially when purchasing a brand for the first time, it is marketing’s job to provide a maximum amount of information to build trust. Whether this is through advertising or online customer reviews, it is important to show both transparency and popularity to enhance confidence.

This has become a challenge in recent years as a result of the exposure of significant fake reviews on many websites, including Amazon. There are now even services to highlight these paid or fake reviews, such as fakespot.com and reviewmeta.com. If you are interested in this topic, then I suggest the article on “10 secrets to uncovering which online reviews are fake.” by Catey Hill.

So how can we improve customers’ trust in what we offer? Here are seven ideas I came up with to include in your word-of-mouth marketing:

 

#1 Make Customers Delighted!

If you value your customers, offer them more than they expect! It’s not only the great product or service that generates loyalty but the implicit message that “you matter to us!”  Continue Reading

The 7 Secrets to Strategic Marketing Success on the Social Web

This week’s guest post is from Felix Relationship Marketing founder Juan Felix. In it Juan shares some great tips on getting people talking about your business; isn’t that what we all want? 

Ever wonder how to get people talking about your business? Start by offering them incredible products and services that solve their problems and fulfill their needs. Make your customers happy and give them something to talk about. Read this article to access 7 key elements that will get people talking about you!

Every strategy comes with its own set of rules, and so does word of mouth marketing. Yes, this means that you can actually create a strategy to generate positive word of mouth support for your business.

But first: why does Word of Mouth matter?

Learn about cognitive dissonance: “this is a discomfort caused by holding conflicting cognitions (e.g., ideas, beliefs, values, emotional reactions) simultaneously. In a state of dissonance, people may feel surprise, dread, guilt, anger, or embarrassment.”

In other words: people are always searching for ways to reduce this cognitive dissonance (to reduce risk and hence fear!).

Receiving positive reviews by word of mouth from friends or family on products or services will reduce the dissonance, as it confirms people in their beliefs that this is a good product or service. You could also define this as the effect of social proof. “If X amount of people share a positive experience, it has to be great!”

So, given that consumers need input to reduce the risk they take, and hence the fear that goes along with buying stuff, here are 7 key elements that will generate positive word of mouth promotion for your business:

 

#1 Make Customers Happy

strategy objectivesIf you value your customers, offer them more than they expect! And do it all the time. It’s not only the great product or service that generates loyalty, but the implicit message that states “you matter to us!”. That’s what every customer wants to hear! Solid relationships thrive on rewarding your customers with a creative surprise. Watch the smile on their faces!

 

 

#2 Focus on Br and Commitment

In Spreading the Word, Tom Brown defined Br and commitment as: “An enduring desire to maintain a relationship with a specific entity.” (Brown e.a., 2005, p. 126)

strategy missionYour Facebook br and page may offer you a unique opportunity to build and nurture a relationship with your fans. But, it takes more than just generating a Like for your Fan page to get people to talk about you! Just watch how many Facebook pages have almost zero engagement.

So, ask yourself these 2 questions every day: “do your customers have an enduring desire to maintain a relationship with your br and?” and “what do you do to earn your fans’ trust each day?”.

If you focus on the enduring desire of fans to maintain the relationship with your br and, this sets the conditions for successful viral word of mouth marketing.

Br ands with a strong and engaging fan base on Facebook can count on daily likes, shares and comments. Continue Reading

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