One of the most effective marketing strategies is word-of-mouth. Think about it: would you rather listen to a random guy on an infomercial or a direct recommendation from your business mentor? In this article, we’ll dive into what word-of-mouth marketing actually means and how you can successfully leverage it for your business today.
No matter how good of a salesman you are, there’s nothing more convincing than an unsolicited recommendation from a happy customer — whether that’s your friend recommending his family dentist, or your uncle raving about the latest video game.
One thing’s for sure. Humans buy from humans, which makes word-of-mouth marketing one of the most effective ways to get the word out about a business. Think about it. Would you rather listen to a random guy on an infomercial or a direct recommendation from your business mentor? But word-of-mouth marketing comes in all shapes and sizes: comments under blog posts, hashtags, shout-outs, and product reviews.
In this article, we’ll dive into what word-of-mouth marketing actually means and how you can successfully leverage it for your business today! Let’s get started.
What is Word-of-Mouth Marketing?
Word-of-mouth marketing, WOM or WOMM for short, is also referred to as word-of-mouth advertising. It’s defined as the organic marketing process that occurs when consumers create conversations around a company’s products or services with a friend, family, and network.
WOM marketing is one of the most powerful forms of advertising as consumers trust their friends 92% more than traditional media. Traditional marketing often comes in the form of paid advertising where brands pay to place a message in front of as many people as possible. This is often referred to as ‘push’ marketing. In contrast, word-of-mouth marketing focuses on organic discussions and user-generated content to market your brand.
Pre-internet, word of mouth was exactly that — the word is shared by mouth. But with the advent of the blazing fast internet connections, social media, and the instant exchange of information, the definition of ‘mouth’ has become much broader.
In the digital era...
Word of mouth marketing today can range from publicity, viral buzz, content, tweets, Instagram reels, and more. It’s less focused on the medium, but more about how ideas are spread: brand advocates spreading the word about your business.
WOM may occur by chance or sheer luck but can be encouraged, curated, and crafted to a brand’s advantage. When one person shares a feeling, a message, an experience, or an idea about a brand, it is triggered by a defining experience. It may be by exceeding expectations on a product, by providing excellent customer service, or by enabling your audience to spread the word about your business.
Why is Word-of-Mouth Marketing So Important?
The advertising landscape is changing. It’s not a pay-to-win model anymore. Advertisers can’t just simply throw money for TV ad placements and expect it to be a success. You may be recognizable, but you can’t build a relationship that way.
Successful marketing goes beyond the purchase and delights your customers to the point where they advocate for you — for free (sort of).
With word-of-mouth marketing, the brand’s responsibility is to ensure your brand advocates are empowered to share about your brand, are heard, and amp