Word of mouth marketing. How to make you talk about
How to ensure stunning success and popularity for your company without spending a dime on advertising? How to make sure that customers tell about you to all friends, acquaintances and even passers-by? And only the good! In fact, this is not difficult to do. You just need to start the mechanism of word of mouth marketing.
How to do this, in all its details and with vivid examples, was written by Andy Sernovitz, in his acclaimed bestselling book “Word of mouth marketing. How smart companies make people talk about themselves. ”
Let’s start with the basics
Word of mouth was always there, even in those days when no one knew about blogs, forums, Facebook, Twitter and other delights of virtual life. But it was with the advent and rapid development of online communications that companies realized that this entire stream of conversations can be controlled and directed in a favorable direction. So there was word of mouth marketing.
So what is word-of-mouth marketing? Andy offers a sufficiently capacious and at the same time simple definition: “Word of mouth is a conversation between ordinary people that takes place in a natural way. Sundress marketing is the job of talking about you during this conversation. ”
Word of mouth marketing is based on four simple rules:
• be interesting
• be simple
• make people happy
• earn trust and respect
People conversations are a key component of word of mouth marketing. But how to make people talk about your company, about your products or services? Why would they even talk about you? There are several reasons. More precisely, three.
1. Love what you do
Cool products, excellent service, unique chips – it can be anything. The bottom line is that your customers are delighted with you!
For example, millions are talking about Apple – even those who have never used an iPhone, iPad or other gadgets of this company. And why? Because their products are so cool that I want to talk about them.
2. Feel important, smart, helpful.
No matter how rational we may seem, the role of emotions in our actions cannot be underestimated. Show your clients that with the help of stories about your company they will be able to show off erudition and help all friends with solving the problem. Emphasize their importance to you – invite to presentations, closed events.
3. The need for identification
By purchasing your product, the user automatically becomes a member of his community, and tries on all the values and ideas that he carries. Try to make sure that your company’s customers are united in a certain subculture – so they will feel their involvement in the group, communicate with like-minded people (about you!) And carry a rumor to the masses.
Word of mouth marketing includes 5 elements without which it will not work, no matter how you like it:
Since conversations are the essence of word-of-mouth marketing, you need to understand exactly who will talk about you and establish contact with these people. At the first stage, you need to answer the following questions:
• who are your speakers?
• who are they talking to?
• what are they talking about?
• how to find them?
Speakers may be among your regular customers, as well as those who first contacted you. Also, it is worth taking a closer look at your employees – often they are the ones who praise your company. Speakers also include those who act as the free bearers of your logo – use branded products (T-shirts, caps, backpacks, etc.). Also, speakers can be professionals in the industry with which your business is related.
Having defined your speakers, you need to understand how authoritative they are, as well as how large their audience is. And do not forget that quality is more important than quantity! A speaker with a small audience, but high authority in their eyes, can be much more useful than a thousand-strong without the proper level of trust.
Once you have identified your speakers, contact them. Having established contact, proceed to the next step – give them topics for talking about you.
“The more information you give to the speakers, the more they speak.”
A good topic should be simple, organic, unexpected, and, most importantly, easy to spread. It must be viral.
“Be interesting or invisible.”
How to understand that the topic will “shoot”? One can hardly judge with firm certainty, but if you try every day, definitely some, and it will turn out to be successful. The trial and error method works here like nowhere else.