How can you harness word-of-mouth marketing to ignite your sales? And why does it work so well?
Here’s the deal: nothing convinces a potential customer to buy from you more than hearing about your product or service from someone they trust.
Think about it — who do you trust more, a billboard or a best friend?
Thought so.
That’s why, in this post, we will share practical tips to leverage word-of-mouth marketing that’ll really crank up your sales.
So, ready to set your business alight?
Let’s dive right in.
Understanding Word-of-Mouth Marketing
You’ve heard of the phrase “word-of-mouth,” which is what happens when folks chat about their favorite new coffee shop or the latest hit movie.
But did you know that this seemingly casual chit-chat is actually a powerful marketing strategy?
Word-of-mouth (or wom marketing) is all about getting a potential customer so excited about your product or service that they can’t help but talk about it.
Now, why does this work?
Well, think about it. As a buyer yourself, would you rather trust a slick, glossy ad or a trusted friend’s opinion?
If you’re like most buyers, the latter definitely beats the former. In fact, most consumers trust recommendations from people they know above all other forms of advertising.
In other words, word-of-mouth marketing is effective because it’s authentic, trustworthy, and driven by genuine customer satisfaction.
The Power of Word-of-Mouth Marketing
Imagine a customer so enthralled by your product that they can’t help but share their new customer experience with friends, family, and even their social media following.
Now imagine this happening at scale.
That’s the power of word-of-mouth marketing — a vibrant, self-sustaining promotional engine fuelled by the sheer goodwill of your customers.
No surprise, then, that word-of-mouth sits atop the throne in the decision-making process for many consumers.
When consumers are charting unknown territory or making a significant purchase, they often lean on the opinions of others. Whether it’s a friend’s recommendation or an online review, these voices guide consumers and influence their choices.
The unique strength of word-of-mouth marketing is its presence across channels. It exists both in the analog and digital world. It works in watercooler conversations and explodes across the digital marketing world through online reviews and social media discussions.
This omnipresence allows word-of-mouth marketing to bypass traditional channel limitations, reaching an extremely wide and diverse audience.
So how can you incorporate it into your own business?
Unpacking the Different Types of Word-of-Mouth Marketing
Just like the vibrant tones in a painter’s palette, word-of-mouth marketing unfolds in various types, each with its unique allure.
Below are 10 styles of word-of-mouth marketing that you can consider incorporating into your own word-of-mouth marketing strategy…
1. Buzz Marketing
At the heart of buzz marketing lies an irresistible urge to share something exciting.
This word-of-mouth marketing strategy relies on creating a sense of anticipation and stimulating conversation around your brand or offerings.
Take Apple’s clandestine product launches as a model; the air of secrecy and whispers of innovation galvanize word-of-mouth and social shares, generating a cyclone of self-sustaining publicity.
Now, how can you harness the power of buzz marketing for your own brand?
Start by identifying something about your product or service that’s genuinely intriguing or unique. Then, devise a campaign that teases this aspect, stirring curiosity.
Remember, it’s about sparking conversation and creating anticipation, so keep the full reveal under wraps until the moment is ripe.
2. Content Marketing
Content marketing, while not typically categorized as word-of-mouth marketing, can drive word-of-mouth when done right.
This approach involves creating and sharing valuable content that educates, entertains, or inspires.
Think about that insightful blog post you couldn’t resist sharing with your colleagues or the captivating infographic you reposted on your social media.
It’s that thought-provoking blog post you emailed to your team, or the eye-catching infographic you reposted on your LinkedIn feed.
When your content strikes a chord with your audience, they turn into your brand advocates, spreading the word voluntarily.
To leverage content marketing effectively in your own strategy, identify the issues that matter most to your target audience.
What questions are they asking? What problems do they need to solve? Develop content that addresses these topics and provides genuine value.
And don’t forget to make it shareable — include social sharing buttons, create compelling visuals, and encourage readers to share your content with their networks.
By doing this, you’re not just dispensing knowledge; you’re creating a network of brand advocates.
3. Referral Marketing
In referral marketing, your customers become your ambassadors.
By offering incentives — discounts, freebies, or exclusive access — you encourage your customers to refer their friends to your business.
Cloud storage companies like Dropbox have excelled with this approach, offering additional storage space to users who refer their friends.
To use referral marketing to your advantage, think about what incentives would resonate with your customers.
It could be a discount on their next purchase, a free add-on, or early access to new products. The key is to make sure these incentives are in line with your offering and brand. You want to attract like-minded people who can become buyers, after all!
Once you’ve identified suitable incentives, set up a referral program and promote it to each loyal customer.
Encourage customers to spread the word about your brand, and reward them when they do. In this way, you create a network of brand advocates who amplify your reach.
4. Social Media Marketing
With billions of users worldwide, social media platforms are a hotbed for word-of-mouth marketing.
Brands leverage these platforms to engage their audience, drive conversation, and create shareable content.
For instance, a well-crafted Instagram post or a viral TikTok challenge with relevant hashtags can drive massive word-of-mouth publicity for your brand.
To optimize social media for word-of-mouth marketing, understand where your audience spends their time online and tailor your content for those platforms.
Develop engaging, shareable content that resonates with your audience and encourages them to share. Experiment with different forms of media: tweets, videos, pictures, and more.
A mix of informative, entertaining, and inspiring content can help generate buzz around your brand.
5. Community Marketing
Community marketing involves fostering an environment where your customers can interact, share experiences, and connect over a shared interest in your brand.
Let’s look at a word-of-mouth marketing example from fitness brand Peloton. It does this remarkably well with its engaged community of riders who share a customer experience or achievement and cheer each other on, creating a robust word-of-mouth engine.
To tap into the power of community marketing for your own brand, think about how you can foster connections among your customers.
Consider creating online forums or social media groups where customers can interact, or host events that bring your community together. Encourage customers to share their experiences and celebrate their successes.
A strong community not only fosters brand loyalty but also provides a powerful word-of-mouth marketing engine.
6. Influencer Marketing
Influencer marketing leverages the credibility and audience of individuals who hold sway in certain niches.
This approach is basically word-of-mouth marketing on steroids — your message is amplified through a trusted voice, reaching a larger, more engaged audience.
Fashion brand Daniel Wellington, for example, has seen enormous success by providing influencers with their products and having them share their experiences with their followers.
As a strategy, identify influencers who align with your brand’s ethos and whose audience matches your target demographic. Reach out to these influencers and propose a collaboration that is beneficial for both parties.
This could involve providing them with your products or services for free, sponsoring their content, or offering a commission for any sales they generate.
Remember, authenticity is key in influencer marketing, so allow influencers to share their genuine experiences with your brand.
7. Online Reviews
In this digital age, online reviews are the new word-of-mouth.
Websites like Yelp, Google, and Amazon thrive on reviews from customers, influencing the purchasing decisions of countless others.
A product or service with a horde of positive reviews is likely to attract more customers simply because humans inherently trust the experiences of others.
To make the most out of online reviews, encourage your customers to leave reviews about their experiences with your products or services.
You can do this by sending follow-up emails after a purchase or providing incentives for leaving a review.
Be sure to respond to reviews, both positive and negative, to show that you value your customers’ feedback.
Moreover, showcasing positive reviews on your website or social media channels can help amplify their impact.
8. Affiliate Marketing
Affiliate marketing adds a monetary incentive to the word-of-mouth mix.
You partner with affiliates — individuals or companies — who promote your products or services. In return, they earn a commission on each sale made through their referral.
This method drives word-of-mouth as affiliates have a vested interest in promoting your offerings.
To tap into affiliate marketing, consider establishing an affiliate program for your brand. Promote this program to potential affiliates who align with your brand and have a relevant audience.
Provide them with the necessary tools, such as unique referral links or promo codes, to track the sales they drive.
It’s crucial to support your affiliates, offering help when needed and recognizing their achievements, to nurture a successful long-term partnership.
9. Viral Marketing
Viral marketing is all about creating content so compelling that people can’t resist sharing it.
This could be a funny video, an engaging infographic, or a thought-provoking article. The goal is to set off a chain reaction of shares, exponentially increasing your reach with each share.
For instance, Old Spice’s “The Man Your Man Could Smell Like” campaign is a classic example of viral marketing, igniting widespread online conversation.
To give your content the best chance of going viral, focus on creating content that elicits strong emotional reactions, be it amusement, awe, or surprise.
Leverage popular trends and memes to make your content relatable and shareable. Don’t forget to include a clear call-to-action encouraging viewers to share your content.
Remember, viral marketing is more art than science, so it might take a few attempts to find your winning formula.
10. Event Marketing
Event marketing involves hosting or participating in events to create memorable experiences that attendees will share with others.
This could be anything from webinars, product launches, and trade shows to charity events and experiential marketing.
Take, for example Red Bull, known for its high-energy branding, which regularly sponsors and hosts thrilling events like extreme sports competitions that generate buzz.
To harness the power of event marketing, host events that align with your brand identity and offer value to attendees.
Utilize social media platforms to amplify your event’s reach, encourage live sharing with dedicated event hashtags, and consider offering virtual attendance options to include those who can’t be there physically.
Engage with attendees after the event to maintain momentum and nurture relationships.
Ultimately, unleashing the power of word-of-mouth marketing is about blending various strategies based on your brand’s identity, your audience, and your goals.
By exploring these different forms of word-of-mouth marketing, you can create a plan that leverages the best of multiple word-of-mouth strategies to captivate your audience and amplify your brand.
Ignite Your Sales with Word-of-Mouth Marketing
Word-of-mouth marketing isn’t just a passing trend — it’s here to stay, and it’s reshaping the marketing landscape.
And in an increasingly noisy world, the marketer who succeeds will definitely need to incorporate word-of-mouth into their plans in some way, shape or form.
Of course, launching a successful word-of-mouth marketing campaign can sometimes feel like a high mountain to climb.
But remember, every buzzworthy brand began with that first small whisper.
Armed with these practical tips, you’re more than ready to turn those whispers into shouts.
The benefits? Sky-high sales and elevated brand awareness.
Now, who’s ready to set the world on fire?
