Word-of-Mouth Still Makes Sense

Some things never change. Case in point: word-of-mouth marketing. There's little question that consumers are more likely to trust a friend's recommendation than something coming directly from a company or any kind of advertising. This kind of influence is difficult—if not impossible—to purchase, but it doesn't have to only come by accident.

There's often a misconception that it only counts if 'a lot' of people say good things. And in an age of data this and data that, numbers rule … especially big numbers. But bigger isn't always better. Take social media, for example—a wonderland for savvy word-of-mouth marketers. Don't get us wrong, thousands of fans, retweets or likes can have impact, but quantity shouldn't always win out over quality. A small number of loyal and engaged online fans can produce an attractive return.

Word-of-mouth is generally free and seems simple, but many business owners have a hard time creating a structured plan. The first steps?

• Isolate and reward your top customers, or people who are already spreading positive chatter or referring others.
• Make it simple to share or refer by building opportunities into what they already see (email newsletters, invoices or receipts) or offer incentives built within a defined referral program.
• Empower sharing with contests or requests for personal experiences or for help answering a question—this personal connection encourages chitchat amongst friends.
• Seek out key influencers, build relationships and ask them to share messages.

Word-of-mouth marketing is built on trust, so you can't expect it to happen without your direct engagement. Become part of the conversation—in person and online—and connect on a regular basis. Your most loyal customers should know, and you should find effective ways to show them, that they truly are part of your story. (Manta.com)

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