26 Oct 2022 Word of Mouth Marketing
Word-of-mouth marketing (WOMM) relies on audiences that organically share the word about brands. WOMM takes many forms. It often includes a customer mentioning a product to friends or a conversation about a brand between family members.
Word-of-mouth marketing is valuable to businesses and customers alike. This is because buyers invest in the opinions and experiences of the people they trust.
Types of Word of Mouth Marketing
As the ability to connect with consumers online grows, so do the options for word-of-mouth marketing. These are some of the most popular forms that WOMM might take for a business:
Publicity. It focuses on public visibility and awareness. It’s the process of attracting and shaping media attention. It can also include crisis management, brand awareness, and reputation development.
Buzz Marketing. This type of word-of-mouth marketing improves viral awareness of a campaign or product. Buzz marketing strategies spark passionate conversations in social circles both in-person and online.
Viral Marketing. This type of marketing relies on a select audience to slowly spread awareness about a product or brand. Viral campaigns usually meet business goals when they reach a wide public audience beyond the initial target group. Both viral and buzz marketing rely on word-of-mouth. But viral marketing should build over time. Viral marketing can also grow because of a negative reaction to messaging or content.
Social Media Marketing. Word-of-mouth marketing includes both digital and offline outreach. One popular channel for digital word-of-mouth is social media. Social media marketing uses a range of social networks to connect with consumers.
Apply these and benefit from Word of Mouth Marketing:
1. Create personas to learn about your audience.
Create personas that exemplify who your target audience is. These should be ridiculously specific. You’ll have more luck inciting a ground-up movement if you speak to a very specific problem facing a niche group.
2. Know your product, service, company, and industry.
Know the ins and outs of your industry and your product. This means getting your product marketing team, support staff, and engineers involved with your word-of-mouth marketing campaigns.
3. Build a close-knit social media community.
This requires a deep understanding of your target audience and how they like to communicate. What social networks are they using? You might find it’s not what you think. Do some research and figure out if a smaller, more niche social network appeals to your community more than, say, Facebook.
4. Identify community influencers.
If you’ve built a close social community, you know them well enough to know who among them are the influencers. But don’t forget to also look for influencers outside of your community.