Word-of-Mouth Marketing: Why It’s Important and How to Attain It

Oct 13, 2016, Written by Ashley D'Aubin

word-of-mouth marketing

Anyone can pay for an ad. Anyone can hire a designer to create the pieces of a great campaign. Anyone can purchase a billboard to get their message across. But, as business owners, we all want to master this sought-after form of marketing: word-of-mouth marketing.

Word-of-mouth marketing is defined as oral or written recommendations by satisfied customers to the prospective customers of a good or service.

And, it is powerful.

These spoken or written words are considered to be the most effective form of promotion. Why? Because it works, and you don’t have to budget for it.

Why is Word-of-Mouth Marketing so Important?

If a close friend or family member raves to you about a purchase they made or a service they received, you’ll most likely consider trying it out yourself. And, even if you don’t use the service or product, its name has been planted in your head to either recommend to others or possibly use one day. Word of mouth marketing can increase brand awareness

Many people even reach out on social media to find products and services, such as a new skincare line, a local doctor, a gym that fits their needs or a good book to bring to the beach. After reading suggestions from social media followers, often times the consumer will make a decision and select a product or service, and you want your name thrown into the hat. Word of mouth marketing can increase revenue

What people have to say about your company…your product…your brand…has power. It helps shape how consumers view your business. And, as business owners, we of course want people to associate our brand with a positive experience. Just as someone will usually consider trying a product or service that a friend recommends, they’ll also steer clear from a product or service that a friend bashes. Word of mouth marketing can positively impact how your current and potential customers view your company. 

How To Attain Word-of-Mouth Marketing

  1. Don’t settle for just-okay customer service. We live in a very vocal word. With social media, technology and smart phones, it is very easy for people to communicate how they feel about everything, especially businesses and the customer service they provide. You want to ensure that your team members prioritize your customers, and desire to serve them well and turn them into raving fans.
  2. Provide high quality merchandise and services. Let your products speak for themselves! When your goods and services are superb and loved by your audience, they’ll naturally rant and rave about them. When you discover your company’s point of difference and know why your products and services surpass your competitors, it’ll be easier for your audience to know why as well.
  3. Prioritize constant and clear communication.Your customers want to feel special and individually cared for, and communication is a key part of that. Let your clients know where you are on their projects. If there is a problem, be upfront and honest with them about how you will take care of it. Follow-up with your customers via social media, phone call, email, etc.
  4. Realize that it’s all about the details. Ask yourself what you can do to set yourself a part as a company. This will vary depending on the type and size of your business. Send hand-written notes to your customers. Use high-quality, fun packaging when you ship your products. Keep a constant and interactive online presence. Ship a gift to your clients on their birthdays. Often times, it’s the little things that make one company stand out from another.

It’s very important to ensure that you are giving your best to your clients and customers, both current and potential.

Achieving word-of-mouth marketing will keep your current clients coming back, increase your customers and your brand recognition. It also allows you to maintain a positive brand image with your target audience.

If you are a business owner with marketing questions, we are here to help. Email [email protected] if you’re interested in hearing about business and marketing coaching for your company. 

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Ashley D'Aubin

Ashley graduated from the Manship School of Mass Communication at Louisiana State University in May 2014 with a bachelor’s degree in Public Relations and a minor in Business Administration. She began work at Crossroads full time in June 2015.

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