I bought a new book yesterday. It’s called “Paid Attention: Innovative Advertising for a Digital World” from Faris Yakob. It will be delivered tomorrow but the strange thing is: I don’t have a clue what it’s about.
Yesterday morning, as I was just about to go into a meeting with a colleague, I noticed this book on his desk. I mentioned to him that the cover looked interesting and he said that it was the best book he had read in over three years.
I was instantly sold and bought the book shortly after.
I completely forgot the read the description of the book online. That’s the power of word of mouth marketing. It’s extremely effective. 83 percent of people discover new brands thanks to endorsements from friends and family. Influencer posts come in at second place, with 52 percent.
That’s pretty fascinating if you think about it. Each month, $255 million is spent on influencer marketing. And companies like L’Oreal are using it very, very effectively. But still, are we effectively making use of the group that our customer’s trust the most? Are we amplifying the effect of word of mouth in our marketing?
Word of mouth is all about getting people to talk about something or telling others about something. It’s about leveraging the great experience that current customers have with your brand. And it’s not that difficult to do.
The 3E’s of word of mouth marketing
I found a great article on Forbes when I was searching for interesting stuff on this topic, in which the author, Kimberly Whitler, shared three great insights on how to get the most out of your word of mouth marketing.
- Engage. A happy customer will tell his friends and family about his experience. Customer service is absolutely essential and solving any issues quickly and efficiently, both online and offline, will definitely pay off.
- Equip. You need to give your existing customers reasons to talk. And this reason can be anything: a great product, great customer service, great prices, and so on. Remember: if something is remarkable, it will get remarked upon.
- Empower. This might be the most important step; give your consumers ways to talk and share. Let them spread the message for you. If they had a great experience with your company, help them to tell others about it!
Do you have any other ideas to make the most of your word of mouth marketing? Let me know in the comments below!
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