Online Marketing Strategy: The Power of Word of Mouth

Word of mouth, or the passing of information from one party to the next, is a valuable marketing tool for any expansion stage business. I find myself looking for recommendations from my peers, followers and friends more than ever…and there is a reason why! Because we are all bombarded with so many messages on a daily basis, we feel that recommendations from a friend are the easiest way to cut through the noise and make an informed decision.

I was thinking about word of mouth marketing a lot this morning and how it affects my behavior. Already today (it is 10:11am), I tweeted asking for Boston area Optometrist recommendations and also tweeted for travel tips in Dublin. I could easily run a Google search for both of these queries, but I am more apt to act on a recommendation of a friend.

What does this mean for your business? A few things…

1) Encourage referrals.
By running a refer-a-friend program, you are more likely to create brand stewards out of your customers. Your customers may act quicker to promote you to others and will definitely share your name when asked for recommendations. The referrals of your current clients represent the best method to get new clients via Word of Mouth. Every business is different, so find a way to work a refer-a-friend program into your pricing model!

2) Be Listening.

People continually ask questions similar to mine on Twitter. Keep a list of keywords that are relevant to you and run searches daily. If someone asks a question about your industry or product, chime in! This is a great time to share testimonials of satisfied customers. If your business isn’t a good fit for the query, share your expertise or knowledge to help the user. Even if they do not become a customer–it can still leave a valuable brand impression.

3) Encourage Reviews.
Online reviews are an increasingly powerful tool. When you have a satisfied customer, do not hesitate to ask for a review on the appropriate platform. But don’t stop there! Be sure to provide them with step by step instructions for these sites to make it easier for them. If your product/service has made a positive impact for your customers, they will likely take a few moments out of their day to write about their experiences.

Video reviews are a great way to get your name out there. Duct Tape Marketing suggests hosting a Customer Appreciation Event in which you provide cocktails and maybe some hors d’oeuvres and ask your customers to record a testimonial about your product. At the same time, you can also give them the opportunity to record a promotional video for their business. This is a great idea to those of you operating in the B2B space! 

Word of Mouth requires a bit of legwork, but it is great for driving website traffic and ultimately, your business.