The 7 Keys to Word of Mouth Marketing Success

Word of MouthEver wonder how to get people talking about your business? Start by offering them incredible products and services that solve their problems and fulfill their needs. Make your customers happy and give them something to talk about. Read this article to access 7 key elements that will get people talking about you!

Every strategy comes with its own set of rules, and so does word of mouth marketing. Yes, this means that you can actually create a strategy to generate positive word of mouth support for your business.

But first: why does Word of Mouth matter?

Learn about cognitive dissonance:

“this is a discomfort caused by holding conflicting cognitions (e.g., ideas, beliefs, values, emotional reactions) simultaneously. In a state of dissonance, people may feel surprise, dread, guilt, anger, or embarrassment.”

In other words: people are always searching for ways to reduce this cognitive dissonance (to reduce risk and hence fear!).

Receiving positive reviews by word of mouth from friends or family on products or services will reduce the dissonance, as it confirms people in their beliefs that this is a good product or service. You could also define this as the effect of social proof. “If X amount of people share a positive experience, it has to be great!”

So, given that consumers need input to reduce the risk they take, and hence the fear that goes along with buying stuff, here are 7 key elements that will generate positive word of mouth promotion for your business:

#1 Make Customers Happy

If you value your customers, offer them more than they expect! And do it all the time. It’s not only the great product or service that generates loyalty, but the implicit message that states “you matter to us!”. That’s what every customer wants to hear! Solid relationships thrive on rewarding your customers with a creative surprise. Watch the smile on their face!

#2 Focus on Brand Commitment

In Spreading the Word, Tom Brown defined Brand commitment as:

“An enduring desire to maintain a relationship with a specific entity.” (Brown e.a., 2005, p. 126)

Your Facebook brand page may offer you a unique opportunity to build and nurture a relationship with your fans. But, it takes more than just generating a Like for your Fan page to get people to talk about you! Just watch how many Facebook pages have almost zero engagement.

So, ask yourself these 2 questions every day: “do your customers have an enduring desire to maintain a relationship with your brand?” and “what do you do to earn your fans’ trust each day?”.

If you focus on the enduring desire of fans to maintain the relationship with your brand, this sets the conditions for successful viral word of mouth marketing.

Brands with a strong and engaging fan base on Facebook can count on daily likes, shares and comments. This engagement will increase your visibility and accelerate your Reach. This social proof will increase your brands’ attraction and generate more fans. If you want to learn more on this, check out Social Midas.

#3 Offer Distinctive Products and Services

desire-shoes

When it comes to distinctive products, for most people one word is enough: Apple. Steve Jobs has succeeded in building a strong brand that people associate with innovative products that rock! Every time Steve introduced a new product, like the iPod, iPhone or iPad, people just had to talk about it and still do!

When you think about distinctive service, I’m sure Zappos.com resonates with you. Not only does Zappos offer shoes online, they value their customer’s trust more than anything!

If you offer new distinctive products or services, people just want to talk about that. It’s up to you to generate virality by offering them great content about your products or services, so they can share it with friends and family. Think about blog posts, videos, podcasts, badges or other promotion material.

#4 Nurture Involvement

Offer solutions that connect to the mental relevancy of your customers. Think about how to trigger a big desire or confront huge pains or frustrations. Get into the middle section of your customer’s brain (limbic) to create somatic markers. These markers connect a personal experience with your brand. Just like a can of Coca-Cola will generate happiness and warm feelings for a lot of people. Continue to nurture these feelings and watch how your customers want to share their experience with their family and friends.

#5 Connect with Market Mavens

Market mavens are individuals who have up-to-date information about many kinds of products, places to shop and other facets of the market. These market mavens are the ones who are most likely to respond to information requests from friends or family. They love to educate others, and it also increases their status. Connect with these market mavens and make them your brand advocates.

#6 Identify your brand advocates

brand-advocates

 

When it comes to word of mouth marketing, referrals by brand advocates are your most effective type of marketing. If you want to include these influencers in your strategy, you need to identify them first.

Fortunately, Satmetrix, Brain & Company and Fred Reichheld developed “The Ultimate Question”.  Ask your customers: “How likely are you to recommend us to a colleague or friend?” and calculate the Net Promoter Score. People that indicate this likelihood with a 9 or 10 are “loyal enthusiasts who will keep buying and refer others, fueling growth”.

#7 Invite Social Media Stars

If you want to increase your word of mouth marketing effectiveness on the social web, you need social media stars. These are social media users who reach a great number of people and have much influence. The Klout Score is certainly a great measure to identify these social media stars.

The Klout Score uses data from various social networks -like Twitter, Facebook, Google+, LinkedIn, Foursquare, YouTube, Tumblr and Flickr in order to measure your True Reach, Amplification and Network Impact.

As more social media management tools -like HootSuite or SproutSocial- include Klout Score as the main indicator of social influence, I think it’s worth paying attention to the Klout Score of your online connections.

Take Away: although no one can predict virality of customer experiences on the social web, word of mouth marketing matters more than ever. Understand these 7 key elements and create your own strategy to stimulate positive word of mouth.

My recommendation on word of mouth marketing: “Word of Mouth Marketing: How Smart Companies get People Talking”.

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