Word Of Mouth Marketing

Use Your Mouth




We have all heard of B-to-C (business-to-consumer) marketing. And we have all heard of B-to-B (business-to-business) marketing. We have even (more recently) heard of C-to-C (consumer-to-consumer) marketing. But what Word of Mouth Marketing explores is the new world of B-to-C-to-C marketing - business-to-consumer-to-consumer!

You may be thinking, "Word of mouth isn't a new concept. It's been going on forever. So what's the big deal?"

What's new is that word of mouth has evolved from anecdotal to actionable, from something that "just happens" to something you can influence. In fact, because we now have the tools and knowledge to work with it, word of mouth marketing has become the fastest-growing form of marketing.

Word of mouth is about authentic consumer conversation. That means marketers join in a conversation with their customers, participating in it but never manipulating, faking, or degrading its fundamental honesty in any way.

There are five T's to word of mouth marketing:

1. Talkers: Finding people who will talk about you

Talkers are any group of people who have enthusiasm and the connections to relay your message. Talkers are regular people, your best prospects/customers.

You just don't find talkers... you cultivate them. People talk about you for two reasons: They either had a very good experience with you or they had a very bad experience. Either way, by responding to their comments you can turn them into big marketers for your brand. Here's how to do it:


     •Acknowledge your mistakes. People appreciate honesty. If you make a mistake, do not try to sweep it under the rug. Instead, apologize to those affected, correct the problem and thank them for staying with you. You will be surpised by the number of people that you hear back from. They will not only thank you for correcting your mistake, but often they will tell you that they have since recommended your service to several people they know.

    •Acknowledge compliments. Many people think that if someone pays you a compliment, a response is not necessary. This could not be further from the truth. That person took the first step by making a comment. Now you need to seize the opportunity to turn her into a talker. You do this by replying to your customers' letters, e-mails, and forum postings.

     •Acknowledge your fans. Sometimes you can turn a person into a talker just by talking to them first. Look for signs of extreme enthusiasm. Look for prospects who frequently attend the events you sponsor, or who comment on your blog posts or tweets.

2. Topics: Giving people a reason to talk

All word of mouth starts with creating a message that spreads. In other words, with a good, clear idea that's easy to repeat.

Good topics are organic. They are based on the exceptional qualities that make your products stand out. They flow naturally from the products' attributes, without needing to be pushed by marketing.

3. Tools: Helping the message spread faster and further

Non info-publishing, info-marketing companies have been doing this for years. Dining establishments spread the word by handing out 2 for 1 coupons. Cosmetics companies give away free samples. Apartment complexes offer one month's free rent. Phone companies give you a $50 credit for referring a friend. And so on.

But with the Internet, it has never been faster, easier, or cheaper. Just think about it. How many times have you read something online and forwarded it to not just one or two friends, colleagues, or relatives but five or 10? And that's without any marketing push. If you have a "Forward to a Friend" or "Tell a Friend" button at the bottom of your e-mailed publication, you're adding exponential marketing power to it.

I love to find out what my prospects are saying, because it helps me better understand their needs. If you ask me, any company that believes in their products and employees will have forums. Forums not only facilitate communication, they increase accountability.

4. Taking Part: Joining the conversation

Once you have reached out to real people and encouraged them to talk, there is no turning back. You must join the conversation. You must reply to e-mails, accept comments on your blog, participate in the discussion board, answer the phone.

Joining the conversation is even more powerful when it is public. Publish readers' comments and questions. Understand that if one of your readers is struggling and takes the time to ask for help, you need to (1) acknowledge that and (2) share our advice with others who may be in the same situation.

Again, if your prospects are complimenting you, thank them. If prospects are saying negative things, find out why and fix the problem.

There is no better focus group than your prospects. Yes, you will get crazies every once in a while - and you may need to hire outside resources to communicate with them on your behalf. But, at the same time, you are earning the respect and recommendations of your prospects and building long-term lasting relationships with them... as long as you are helpful, truthful, thankful, and nice.

5. Tracking: Measuring and understanding what people are saying

Because of the popularity of blogs and online communities, people are writing down nearly every thought they have about your company. And because these B-to-C-to-C conversations are written down, they are easy to find and easy to track. You can find every comment about you and your company moments after it is written. And monitoring that online communication allows you to understand what your customers really think about you, your marketing, and your products.

There are wonderful online tools - such as Google Alert and Technorati - that can help you monitor your word of mouth. They are at your fingertips, and they are instant and free.

Start right now. Don't make any marketing decisions without considering the potential for word of mouth. Ad agencies, media executives, and reporters no longer control the message. Real consumers with real communication power have added their voices to the mix. And their voices are drowning out traditional media. A single consumer voice, in the end, has a huge impact on your future.

Word of mouth will become more and more important to my business as the Internet continues to expand. But I am still a firm believer in the importance of direct-response marketing. The best thing you can do for your brand is to successfully incorporate multiple methods into your overall marketing strategy. You'll maximize your efforts, build your customer base, and reap the profits.$

[Ed. Note. Ray Buckner is dedicated to helping you take control of your financial future with a web-based business that you can operate from anywhere in the world – including a coffee shop, your kitchen table, or anywhere around the world where there is Internet access. Discover how you can achieve the American Dream and your financial independence here. You’ve never seen anything like this before.]