Word-of-mouth (WOM) marketing, also known as free advertising resulting from great customer experience, is one of the most effective forms of marketing. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising.
Coming in a close second are online reviews
Consumers are much more likely to purchase a product or service which has more online reviews than a product without reviews.
So, What’s WOM?
Word-of-mouth marketing is also perhaps the oldest form of marketing still in practice. Above all, It was used by our ancestors to spread the word about the safest caves to hide away from saber-tooth predators.
So why are some brands incredibly successful with their WOM campaigns while others fall on their face?
How can brands combine the effectiveness of this traditional form of marketing with the latest technologies for even more powerful results?
The 3 Keys to WOM Marketing that Deliver Results
Here are three main keys for businesses who want to implement successful WOM marketing in their consumer campaigns this year:
1. Deliver an exceptional customer experience
One of the best examples of this is the Zappos employee. Likewise, who went out of their way to purchase shoes that were not in stock from a rival store for a customer. Exceptional customer experiences like these create customers that will enthusiastically recommend your product.
2. Offer an incentive
In Coke’s early days, it gave customers hand-written tickets (the first version of a coupon) that offered them the soft drink for free. These customers slowly became paid customers, recommending the product along the way to their friends.
3. Build long-term relationships by involving communities
Red Bull, the energy drink, has a student-brand manager program that targets university students. As a result, builds relationships with their brand with these students as early as possible.
Combine Old and New WOM Marketing Strategies for the Most Effective Results
Unlike the WOM marketing of our ancestors, today’s technology offers the possibility of huge exposure to your product and service through social media alone. But businesses who want to create successful WOM campaigns should also consider technologies like online referral programs.
In conclusion, Together these features that include the three characteristics above will help you build successful WOM marketing campaigns.