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Get Customers TalkingBuild your small business with word-of-mouth marketing By Kim T. Gordon Most everyone agrees -- there’s no better advertising than word-of-mouth. After all, a customer who calls you following a personal recommendation from a friend or colleague is more likely to buy. And that makes the pursuit of positive word-of-mouth every entrepreneur's Holy Grail. Today, marketers have created a science out of winning word-of-mouth (WOM). There's even a Word-of-mouth Marketing Association (WOMMA.org) for marketing professionals charged with building word-of-mouth for their companies. The truth is, the right kind of talk doesn't always come cheap, and you have to actively pursue WOM. For maximum results, build a formalized WOM program using at least one of these three major tactics: 1. Marketing to Influencers Every community has them -- whether they're into electronics or fashion -- "influencers" are at the head of every trend. Not only do they know which restaurant has the "in" chef or where to shop for the perfect athletic shoe, they're happy to tell all their friends and associates about them. How can you find influencers and get them talking about you? Open a dialogue by listening to customers and welcoming their positive and negative comments through your website. Then identify the most active participants and invite them to become part of an influential group that is the first to gain information or access to new products and services. Another option is to pinpoint organizations or groups whose members will be receptive to your message and seek out the influencers. For example, the manufacturer of a new flavored water enhancer focused its message on how its product helped people drink the recommended amount of water for good health without extra sugar or artificial ingredients, and sent samples to dietitians and nutritionists across the country to distribute to their patients. 2. Winning PR Coverage Information found in editorial coverage is generally considered more credible than the messages consumers receive in advertising. And public relations placements can play an invaluable role in a WOM campaign. There are dedicated press plus thousands of websites run by aficionados covering every imaginable subject, so it's simply a matter of identifying the top editors or journalists who write about what you market. Tailor your message or stories specifically for them, then send your press releases or pitch letters. It’s also smart to follow up by telephone or email where appropriate. Editorial reviews are particularly critical to fueling new product buzz. But just about any kind of favorable product or service mention in the right media can get people talking -- particularly influencers who may avidly read everything from blogs to magazines looking for the latest news to spread. Best of all, media coverage is often self-perpetuating. An interesting item covered in a popular blog, for instance, may be picked up by many others. 3. Seeding Viral Marketing Have you identified a single, clear idea you want to communicate through WOM? Viral marketing succeeds when you have a topic that motivates customers to talk and you give them the means to share that conversation. Provide an infrastructure, such as an interactive website dedicated to creating a strong online community, and facilitate their connections using a company blog, message board or forums. Or give customers something interesting they can pass along. When you put a special offer into an e-mail, for example, it becomes an easy-to-forward means of building buzz. In addition to e-mails, blogs and message boards, some companies are creating special websites with everything from online movies to downloadable games that draw customers by the thousands. Try adding an element of fun, mystery or cutting edge excitement -- with a built-in product or brand message -- and WOM will surely follow. Get In-depth Coaching on this Topic>>
Kim T. Gordon's columns and articles are read by more than 3 million small-business owners each month. She is a small-business expert and the author of four books, including Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business. Copyrighted material. May not be reproduced in whole or part without expressed permission from the author. |
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