How to Create Lasting Word-of-Mouth Marketing?

Word-of-mouth marketing (WOMM) has been a buzzword in the marketing world for some time and for good reason. When done correctly, WOMM can be an incredibly powerful tool for businesses to generate brand awareness, increase sales, and build a loyal customer base. In this article, we'll dive deeper into the strategies and tactics that businesses can use to create lasting word-of-mouth marketing.

Strategies with Real Life Examples implemented by Companies

Understand Your Target Audience

The first step in creating effective WOMM is to understand your target audience. By understanding who your customers are, what motivates them, and what pain points they have, you can create marketing messages and content that will resonate with them and encourage them to share it with others.

Example

One business that does this well is Airbnb. They have a deep understanding of their target audience - people who are looking for unique and authentic travel experiences - and they create marketing campaigns and content that speak directly to them. For example, they launched a campaign called "Live There," which encouraged travelers to "live like a local" and experience the culture of their destination. The campaign was successful in generating buzz and getting people talking about Airbnb, which helped to drive growth for the company.

Create a Remarkable Product or Service

The foundation of effective WOMM is a remarkable product or service. People are more likely to talk about and recommend products or services that exceed their expectations. When you create something that is truly exceptional, your customers will become your advocates, sharing their positive experiences with others.

Example

One business that has done this well is Apple. They have built their brand on creating products that are not only functional but also beautiful and intuitive to use. The design of their products is often talked about and admired by customers, who then go on to recommend them to others. This has helped to create a loyal customer base that is passionate about the Apple brand and willing to recommend it to others.

Provide Outstanding Customer Service

In addition to having a remarkable product or service, providing outstanding customer service is key to creating lasting WOMM. Customers that have a favorable experience with your company are more inclined to suggest it to others. On the other hand, if they have a negative experience, they may share that with their friends and family as well. By going above and beyond to meet and exceed your customers' expectations, you can create a loyal customer base that will sing your praises to others.

Example

One business that excels in this area is Zappos. They are known for their exceptional customer service, with representatives who are empowered to go above and beyond to make sure their customers are happy. This has led to a loyal customer base that not only continues to shop with Zappos but also recommends it to others.

Encourage and Incentivize Customer Referrals

One of the most effective ways to generate WOMM is to encourage and incentivize customer referrals. By offering your customers a discount, a free product, or other incentives for referring their friends and family to your business, you can make it more likely that they will share their positive experiences with others.

Example

One business that has done this well is Dropbox. They offer their customers free storage space for each person they refer to the service, which has helped to drive significant growth for the company. By incentivizing referrals, they have created a viral loop that encourages their customers to share Dropbox with others.

Leverage Social Media

Social media is a powerful tool for generating WOMM. By creating engaging and shareable content, you can reach a wider audience and encourage your followers to share your content with their own networks. Use social media to showcase your product or service, share customer testimonials, and offer exclusive discounts or promotions to your followers.

Example

One business that does this well is Glossier. They have built a strong social media presence by creating content that resonates with their target audience - young women who are interested in beauty and skincare. They share user-generated content, showcase their products in creative ways, and engage with their followers through polls and Q&A sessions. This has helped to create a community around the Glossier brand, with followers who are passionate about their products and share them with others.

Partner with Influencers

Influencer marketing is another effective way to generate WOMM. By partnering with influencers who have a large and engaged following, you can reach a wider audience and get your product or service in front of people who may not have heard of your business otherwise. Look for influencers who align with your brand values and have a following that matches your target audience.

Example

One business that has done this well is Daniel Wellington. They have partnered with a number of influencers on social media, who promote their watches to their followers. This has helped to create buzz around the Daniel Wellington brand and increase sales for the company.

Host Events and Giveaways

Hosting events and giveaways is another effective way to generate WOMM. By creating an experience for your customers, you can give them something to talk about and share with others. This could be a product launch party, a charity event, or a giveaway that encourages customers to share your business with their friends and family.

Example

One business that does this well is Toms Shoes. They have a "One for One" program, where for every pair of shoes purchased, they donate a pair to someone in need. They also host events and fundraisers to support their charitable efforts, which has helped to create a community around the Toms brand and encourage customers to share their positive experiences with others.

Monitor and Respond to Online Reviews

In today's digital age, online reviews are an important part of creating WOMM. People often turn to online reviews before making a purchase or trying a new service. By monitoring and responding to online reviews, you can address any negative feedback and show your customers that you care about their experience with your business.

Example

One business that does this well is Ritz-Carlton. They have a reputation for providing exceptional customer service, and they take online reviews seriously. They respond to both positive and negative reviews, thanking customers for their feedback and addressing any concerns they may have. This has helped to create a loyal customer base that is willing to share their positive experiences with others.

Measure and Optimize Your Efforts

Finally, it's important to measure and optimize your WOMM efforts. Track your referral traffic, social media engagement, and online reviews to see what is working and what can be improved. Use this data to optimize your marketing strategies and make informed decisions about where to invest your time and resources.

Example

One business that does this well is Airbnb. They use data to optimize their marketing efforts, track the effectiveness of their campaigns, and make changes based on what they learn. This has helped them to continue to grow and succeed in a competitive market.

Conclusion

Word-of-mouth marketing can be a powerful tool for businesses of all sizes. By focusing on creating a remarkable product or service, providing outstanding customer service, and incentivizing and leveraging your customer base to spread the word, you can create lasting WOMM that drives growth and success for your business. By understanding your target audience, leveraging social media, partnering with influencers, hosting events and giveaways, monitoring and responding to online reviews, and measuring and optimizing your efforts, you can create a loyal customer base that will help spread the word about your business.