Public opinion is one of the most important factors influencing our purchasing decisions. The amount of recommendations we are exposed to on a daily basis is incredible- be it forums or social media. How to use it to our advantage in running marketing campaigns? We try to answer this question below, but first:
What is word of mouth marketing (WOMM)?
WOMM has been identified as one of the most valuable forms of marketing, the one that consumers trust above all others. For that reason alone we should never chose to ignore it or leave it to chance!
Let’s look at the facts:
According to Nielsen (a leading global information and measurement company), 92% of consumers trust recommendations from friends and family over any other forms of advertising.
Plus, in a recent study by American Marketing Association (AMA), 64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing. However, only 6% say they have mastered it!
More doesn’t mean better!
It is argued that the problem may lie in our approach to consumers namely in the fact that we are collecting rather then connecting with them. Who is, in your mind, more valuable to your business- 100 Facebook fans, who genuinely love your brand and product or 10,000 fans who signed up to win an iPad, and you never hear from them again?
The same translate into our lives: who is more valuable to you: a true friend or a friend that you had to buy or only interested in a freebie?
Technology has increased social connectivity making it easier than ever for consumers to do your marketing for you.
A post that takes just a few minutes to write will be seen by hundreds of people who trust the author and it can rapidly travel out to thousands more. Before we know it, it ‘can go viral’! Plus, those who read it online could have many conversations off-line. A great example of this is the breast cancer awareness- no make-up selfies or more controversial- ice bucket challenge.
So, how to get started? Rather than focusing on a classic 4 P’s (product, price, place and promotion) try to shift your thinking into the 3 E model: Engage, Equip and Empower.
By engaging with your fans you give them a gift of you! Listen to what they are saying and be part of a conversation about your brand. Respond to them, no matter how little of an enquiry it may seem. Make them feel a part of a family! A good example of this could be Tripadvisor, where travellers can share their experiences and leave reviews.
Equip– or in other words, give them a reason to talk! This really depends on your understanding of the consumers and what they like about you! Is it the product, service, a funny disclosure or the insight knowledge- it is on you!
Empower– provide your consumers with different ways to talk about and
share your brand! Let them know that they are important to you! Help them find ways to move their conversations around. Good example of this is Walkers campaign of “Do us a flavour” where people were empowered by being actively involved in the brand!
Know you need marketing but don’t know where to start?
Get in touch with us!
Umbrella Marketing TEAM,
Images: Google Images, Walkers and Tripadvisor