How To Get Word of Mouth for Your Brand
Posted by Jaci Russo
word of mouth
Positive Word of Mouth is the Holy Grail of marketing.
Isn’t it the goal of every marketing program to get the consumers to talk about you. Your product should be so great that people can’t help but sing your praises. Provide a product and an experience that is so awesome that Susan feels better about herself when she can recommend you to Jane - knowing that Jane will be just as impressed as Susan was.
How do you get word of mouth marketing for your brand?
LISTEN - Let’s start with discovering what they are saying now. Are they talking about you? What are they saying? Is it accurate? Many organizations think that they are a well kept secret. If the world just knew they existed then people would be climbing over each other for the opportunity to buy. This consumer insight is the crucial foundation for all else.
ADVOCATES - Once you have started listening, you will find the people that truly love your product. They are your advocates, your loyal fans, the true supporters. What are they saying? What is it that is so appealing for them? What do they all have in common, other than you? This goes beyond just demographics - know their interests, hopes and dreams. Once you have identified any commonality then it will be easier to know how to motivate them to be even bigger evangelists.
MOTIVATE - How can you drive more talk about your brand? Maybe you need to change the conversation. This may come as a pretty big shock but offering a “Buy 15, Get 1 Free” promotion is most definitely not going to inspire the level of brand loyalty and product advocacy that you are looking for. How do you engage your advocates? Be interested in what they are interested in. Seek their opinion in how to make your product better. Everyone wants to be special - how can you get them invested in your success?
When your consumers are motivated and feel like they are a part of your brand, then they will truly be advocates on your behalf. That is when they will pay to wear your logo. That is when they take it personally if someone isn’t using your product. That is when true brand loyalty has developed.
But it all starts with you. What about your product or service is so great that it will inspire your buyers to become rabid fans? Once you have that, then the rest is just following the steps.
