Detailed Guide on a Word-Of-Mouth Marketing


Published: | By Sabina Yeshanova

Word-of-mouth is a powerful marketing tool that helps spread the word about your product/service. It leads to increasing the number of sales and business growth. 

However, there is only one problem - you can't control it. The success depends on how your overall marketing strategy works. 

Anyway, a word-of-mouth marketing channel is something worth your attention. 

In this guide, you will get familiar with word-of-mouth marketing and how to execute it correctly. 

The Essence of Word-Of-Mouth Marketing

First of all, the term "word of mouth" differs from the process called "word-of-mouth marketing." So, let's review this difference. 

Word of mouth (term) stands for spreading the word about a product/service or a brand by people. 

Word-of-mouth marketing is the process that helps business owners influence a target audience to talk about their products or brand. 

Why is word-of-mouth marketing important?

Statistics show that 83% of people tend to trust the recommendations on the products from their friends and family members. It means that you can barely influence their decision-making using your marketing tactics. 

Likely, you can impact your target audience in a slightly different way. Build marketing communication with the niche thought leaders or influencers. These people have a huge army of followers who consider influencers' words.

Eventually, people will listen to them, and your product or brand will get more recognition. 

Another thing you need to know about word-of-mouth marketing is its flywheel principle. 

Source

As you already know, word of mouth is a separate marketing channel. Thus, don't expect to see the immediate positive effect. It should take some time before the first results appear. To speed up the process, you need to combine your marketing strategy, content, and SEO strategies in one. 

Keep on reading to explore the five word-of-mouth marketing tips. 

Five Word-Of-Mouth Marketing Tips to Take Into Account 

Of course, word-of-mouth marketing can suggest different tips to use in practice. However, not all of them will be a good fit for your business. Nevertheless, here are five tips that you should take on board. And some of them will definitely help you.

  • Brainstorm ideas on how to offer your product

The first rule of word-of-mouth marketing to make it work for you is that your product must be awesome. Otherwise, it won't help push your business proposal ahead. 

For example, one of the leading brands in the content design market is Visme. It entered the game back in 2013. Afterwards, Visme continues to create new content design tools to satisfy existing customers and attract new ones. 

Another thing that matters is product positioning. Think about how you describe your product to potential customers. Hence, start with market research first. It will help you know your target audience better. 

  • Don't forget to manage your brand

If people don't like your brand they won't recommend its product (even if it is great). It’s a no-brainer!  

It leads to the conclusion that if you want people to recommend your product, you should invest in brand-building in the first place. Therefore, try to invest 60% into brand-building and 40% into the campaigns that boost sales

Thus, focus on investing in your online reputation. And the more time, effort, and money you put into this, the more benefits you will get from word-of-mouth marketing. 

  • Create product-led content 

The most straightforward way to present your product is with the help of content marketing. Content is one of the most powerful and resultative assets in the marketing arsenal. 

For instance, the Visme blog drives 654K organic visits per month. 

It means that 654K people read Visme's content, explore information about content design tools, and get converted into paid customers. 

What's more important, people tend to share, like, repost, suggest content materials across social media channels. And this is part of word-of-mouth marketing. Plus, don’t forget about the flywheel principle. The more traffic your blog gets, the more people know about your product. 

So, how to create product-led content that would force people to talk about it? 

  • Keyword research

You have created a product. You know what issues it can help solve. The majority of problems are obvious. But there are issues that you can't come up with by yourself. That's why you need to identify them using specific SEO tools

In this case, this tool is Keywords Explorer from Ahrefs. The service can let you know how many searchers a certain search query has. For example, the keyword "content marketing strategy" has a search volume 1.8K monthly. 

If you decide to write a piece of content on this topic, you can promote your content design tools gently. But make sure you add some unique and fresh information. Otherwise, people won't read it and share it on social channels.

By following this scheme, analyze keywords and focus on the most promising ones. 

  • Target topics with a high level of business potential

There is no point in creating content blindly without certain content goals. Yes, you can cover each and every content idea but if it doesn't meet your business needs - it is useless. 

To get the most of your content marketing efforts, focus on targeting topics with a high level of business potential. The following three criteria will help you move in the right direction:

  1. Cover topics with a high business potential (to pitch your product)
  2. Cover topics with a high traffic potential (to drive more traffic to your site)
  3. Cover topics with a low Keyword Difficulty score (to rank easily for niche-related keywords)

It should be stated that it is pretty difficult to fulfill all three criteria. Thus, focus on topics with high business potential. Your content must promote your product. Otherwise, word of mouth will work on boosting your content, not your product. 

  • Distribute content properly 

Content won't work without your help. If you don't promote it, no one will see and interact with it. It means you should create and apply a proper content distribution strategy. 

Here are some ideas that you can use:

  • Share every blog post you publish across your company's social channels
  • Send newsletter
  • Repurpose content (it may require using additional tools, like video creator)
  • Promote your content using paid ads

Besides, don't forget about old-fashioned outreach. It helps promote content massively and build links to improve its rankings. 

  • Work with brand ambassadors 

It has been mentioned that niche-related influencers can help you with word-of-mouth marketing. Thus, if you have a brand ambassador, it will be much easier to spread the word about your product or brand. 

Who is the brand ambassador? 

Brand ambassadors are people who are in the spotlight. They can be seen on events, podcasts, shows, etc. If you build a long-term relationship with a brand ambassador, the last one will promote your brand here and there. 

For example, there is a well-known influencer in the Digital Marketing niche who’s name is Neil Patel. He has 424K+ followers on Twitter.

What does it mean?

It means if Neil Patel mentions your brand during one of his conference performances, lots of people will find out about it and might turn into your customers in the future. 

However, business owners who don't cooperate with brand ambassadors - can work with their loyal customers as well. Talk to them and ask to spread the word about your product. Don't forget to offer some reward in return. 

  • Create a community 

If you have lots of followers or subscribers on your social media channels, it doesn't mean that word of mouth will work for one hundred percent. To make it happen - engage with your audience. Create conditions where each member of the audience would have a desire and opportunity to communicate with the other peers. 

Review the following tips on how to create a community and power up a word-of-mouth strategy. 

  • Create a group for your community

Visme VIP Lounge is a private group on Facebook. The members of this group are mostly Visme users. There are 2.2K members for today. 

The purpose of this group is to share knowledge related to content design, ask questions/get replies, and discuss Visme's toolkit. It helps have an impact on word of mouth positively. 

  • Notify your community with the latest product updates

When you release some new product update or feature, your community should know about it straight from the horse's mouth. Use all possible channels to let your audience know about the updates. 

  • Run conversations between community members

Initiating conversations within your community allows you to unite people and engage with each other. It powers up word of mouth drastically as well. To initiate a conversation ask members of the group questions about the issues they might face using your product. Don't shy away from asking them to share their feedback. 

  • Behave yourself friendly with the community members 

It is strictly important to speak with the voice of your company to your audience. The tone should be friendly. Your goal is to make interactions more personal. 

To Sum Up

Doesn't matter what business you run. You can get lucky with a word-of-mouth marketing strategy for sure. Just make sure you've created a superb product and research your target audience perfectly. 

Use suggested tips and succeed with your word-of-mouth marketing strategy. Eventually, people will start to talk about your product and recommend it all-around. 

If you think this guide lacks more tips, feel free to share your thoughts in the comments below.

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