The Importance of Word of Mouth Marketing

Have you ever managed or worked for a small business or organization? More specifically, have you ever been involved in marketing efforts of a product or service? If your answer is yes, then you are likely to understand the value of consumer relations and referrals through word-of-mouth (WOM). The customer's will forever be an organizations greatest marketing ambassador's. When people are satisfied with a product or service, they are more likely than not to tell someone, a friend or relative, about it. Then, that person tells someone else and so on. The existence of social media platforms, like Facebook and Twitter, have added a whole other element to the meaning of WOM. When considering word-of-mouth marketing online, Social Media Today tells us to think of the snowball effect. For example, you start with an interesting Facebook post and it garners impressions from a few people who then share it. Before you know it, the post is creating a bit of a buzz. It is much more than just trying to gain referrals and sales. It's about giving customer's a memorable experience and engaging with them beyond that experience both in-person and online. Connect with them beyond the initial experience and increasing brand recognition.

In today's post, I would like to offer some tips that may help elevate your WOM potential on social media. But, first, I would like to address what makes some marketing campaigns more or less inspiring than others. It is all in how we communicate our purpose and belief not to those who need what you are selling but to those who believe what you believe. Simon Sinek, in his TedTalk on how great leaders inspire action, describes what he has deemed "The Golden Circle" which correlates to how the general population thinks and communicates their messages to consumers. The concept, derived from a biology standpoint, reflects the three major components of the brain: the neocortex and the two middle limbic brains. A common factor said to be found among inspiring leaders and organizations, according to Sinek, is that they "all think, act, and communicate from the inside out." The majority of us, however, operate from the outside in. It is really quite fascinating! I had a bit of an epiphany about the Golden Circle and how it could be implemented to help create or reinvigorate marketing messages to ensure the prioritization of the WHY. You could even re-train your brain!

 

For instance, if I were to create a short message for the promotion of Troy University's online programs, I could say something along the lines of: We offer a variety of online degree programs (WHAT), in a flexible and easy to use format convenient for the non-traditional student (HOW). Want to get signed up today (WHY)? Not very inspiring, is it? Instead, I could say this: At Troy University, it is our goal to inspire the future leaders of tomorrow and invest in their success (WHY). From the start, you will have a team of staff and faculty members to guide you through each step in the process and the resources available to you (HOW). Our online programs are formatted into flexible 9-week terms convenient for the working adult (WHAT). This message would, no doubt, resonate better with audiences who believe in the promotion of higher education and professional development.

Social media has proven to be an efficient means of further communicating and engaging consumers. Not only does it give you a platform to talk about your product or services, but it also provides your customers a platform to share their experiences, good or bad, with their friends. People are more likely to trust the views and opinions of their friends. With the recent outages with Verizon Wireless services in the Florida Panhandle as a result of Hurricane Michael, a few of my friends have taken to Facebook to address their frustrations in the lack of support from the company. More could have been done to ease customer concerns. Verizon could have responded openly to these frustrations. Many victims from the storm are turning to their competitors that have provided hundreds with free phones and services so that they can communicate with loved ones and access disaster relief resources. The lack of public response from Verizon is not a good look.

 

Maintaining good relationships with your  customers' is of the utmost importance. If you use social media in your business, then you know that the majority of your following are your customers. Forbes suggests that marketers follow the three E's: Engage, Equip, and Empower into their social media platforms.

Engage: It seems I have used this term a lot, and for good reason. Make an effort to create unique posts that show them what makes your business interesting and post as often as you can. Engage your followers in conversations by posing a question in your post and respond accordingly. You may even decide to do a monthly giveaway to encourage engagement.

Equip: Provide important information about your product or service. Let them know when certain promotions are available and/or opportunities to get involved. Share customer success stories if and when able. And, every now and then, maybe even add a spark of humor because it can be refreshing.

Empower: Tell them how important they are and how much you value their opinions. Find creative ways to engage them in sharing their own experiences. We did this by reaching out to local TROY Alumnus in our community and asking if they would allow us to write up a student spotlight on our blog about their experiences with the university which we would share on our social media page. We would, also, ask them to share it with their friends. They always seemed to enjoy the recognition. Plus, it gave their business/organization a plug as well.