What is Word of Mouth Marketing? Generating Positive Word-of-Mouth Marketing
A form of marketing that has been proven to be the most effective is known as Word Of Mouth Marketing where individuals tell others about the benefit they have derived from a product or service which eventually ends up selling the product or service. This form of marketing has existed long before the internet or social media, but its significance cannot be over emphasized in today’s world. In this case, we will define what WOMM is, what are its goals, how companies can successfully use it, and why it counts in the time of the internet.
What is Word of Mouth Marketing?
Word of Mouth Marketing is a type of consumer promotion which aims at stimulating consumer conversations and providing them with information to facilitate the conversation. Rather than the company doing the marketing themselves via ads for example utilizing WOMM, customers become the advocates for the company. A common example would be a friend who has visited a very good Italian restaurant recommending it to his peers, or a review attracting worldwide attention.
Word of Mouth Marketing has two forms:
Organic WOM: Here this marketing occurs without any input from the marketers, when loyal consumers tell others about their good experiences with the company’s product. For instance, a customer can post good comments about a product they had met in a market, on social media platforms.
Amplified WOM: Here, it involves businesses contributing toward discussions and seeks the market with campaigns, referrals, incitements or other activities to get people talking about their products or services.
The Importance of WOMM.
A number of reasons explain why WOMM is important:
Trust: Evidence suggest that people are more easily swayed by the recommendations of pals, family or even strangers in online environments, than advertisements that they have seen on television or in magazines.
Economical: Unlike many marketing conventions, WOMM is cost effective. When utilized properly, one satisfied customer can have a multiplier effect that persuades several, if not many, potential customers.
Coverage: As social networks started to grow and proliferate, it became more apparent that the impact of word of mouth communication has increased, enhanced and developed even. A few seconds on Twitter or Instagram, and an average user’s endorsement can get a few thousand people.
Customer Retention and Loyalty: Customers who were referred consider themselves loyal and are more likely to stick with you since they trust what someone has experienced with your brand beforehand
How can Your Business Benefit from WOMM
Although the customers’ advocacy may be free, WOMM is always more effective when focused on and nurtured, in what follows are guidelines that can be taken to grow WOMM effectively:
1. Great Customer Experiences Matter
The best kind of word of mouth marketing is earned, it is brought about by the customer experience. It makes sense to talk about something remarkable when it happens, therefore it is up to the brand to make sure that there are those circumstances, be it in product features, customer interactions or service or even surprise bonuses, there will always be triggers.
2. Collect feedback via reviews
Most of the customers of today tend to check reviews before making purchases. Persuade pleased customers to share their reviews on the site, as well as pages in social networks, or on external resources, such as Google or Yelp. These reviews have a potential to act as an electronic word of mouth and enhance the image.
3. Set up Referral Programs
An attractive offer where existing consumers provide referrals to the business can positively lead to more establishing successful purchases, raising the likelihood of recommended individuals becoming active for the brand in the process through offering deals, and rewards for who referred who.
4. Partnerships with Influencers and Advocates
Another strategy for leveraging WOMM is partnering with influencers and supporters of the brand. Influence carries a strong weight because these influencers have established trust with their audience and it would be useful especially in the niche markets.
5. Participate On Social Media
Now, a lot of people do word of mouth and of course it is mostly done through social media. Connect with customers by replying to their comments, sharing their posts and even mentioning customers in their success poste. This helps to build relationships while assuring others that they will be part of the dialogue.
6. Come Up With Content That Can Be Shared
People tend to share unforgettable content with an emotional touch without being asked. Be it a humorous clip, an inspirational tale, or a thought-provoking piece, there are endless opportunities to create content that appeals to your target market and stimulate word of mouth.
The Successful WOMM Campaigns In Real Life
Many brands have experienced success in the service of growing their businesses through WOMM:
Apple: For quite some time now, Apple has depended on existing customers to communicate the new items. It is a good way to promote brand loyalty and even attract media attention; lines outside shops waiting for the new Apple device to come out.
Let’s start with Dropbox. Dropbox has used its referral process as a standard practice to encourage WOM. Distributing extra storage for the referrer and the referred simultaneously eased the propagation of knowledge thus expanding their user base.
While Coca-Cola’s ‘Share a Coke’ campaign . The concept focused on selling customized bottles whereby consumers would take pictures of the bottles then post them on social media platforms, thus, enhancing brands engagement immensely.
The outlook of WOMM
WOMM will always have an undeniable place in marketing spheres even as technology improves and consumer habits change. The incorporation of AI, data analytics and social listening tools makes it possible for brands to monitor word of mouth more effectively, recognise important stakeholders and change their tactics if need be, in real time.
Furthermore, as people start to grow wary of ads, it can be predicted that word of mouth will become the new advertising tools as customers will reach out to their friends, relatives and online communities for assistance rather than traditional ads.
Conclusion
Knowing what consumers in their target markets say about their products or services is essential for any brand. Fortunately, this task is much more straightforward, thanks to WOM, WOMM, and other offshoots like native advertising. Corporations can build trust in their brands, increase their market presence, and boost sales without the hassles involved in traditional marketing thanks to instrumental methods optimized for interested audiences and a medium they consume daily.
