Friends Telling Friends:
5 Word-of-Mouth Marketing Tips

According to Advertising Age, marketers in corporate America are becoming more and more frustrated with the paltry returns on their media investments. So, in 2008, they will be spending more time and money on speaking to their customers through “word-of-mouth" networks.

Word-of-mouth marketing has been successfully used by small businesses for years. It can take many forms: verbal referrals and recommendations from customers, written testimonials, online forums and blog posts are just a few. What makes word-of-mouth marketing so attractive, particularly for small businesses?

• It’s relatively inexpensive, sometimes even free because your customers end up doing much of the work for you.

• More people will listen because it’s “people like us, talking to us.” In a recent Intelliweek study, 88% of consumers said they trusted advertising via word-of-mouth.

• It can produce a ripple effect. Three friend tell three friends, who tell three friends, and so on, extending the reach and benefits for your business.

Five Word-of-Mouth Marketing Tips

Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking, advises:

1. Identify people who want to talk about you. Often, they will be your best customers, people who have had a good experience with your company.

2. Find ways to stand out and spread the message. Write and speak about the unique aspects of your product or service.

3. Use strategies that spread your message faster. Perhaps a credit for someone who refers a friend. Or a “Forward to a Friend” link at the bottom of your e-newsletter or online sales message.

4. Practice two-way communication. With the Internet, this is easier than it’s ever been. You can respond to customer e-mails, invite comments on your blog, and participate in online forums.

5. Use tools of technology to monitor what people are saying. Blogs and other online communities allow people to write down their thoughts about your company. Use Google Alert or Technorati to monitor your word-of-mouth.

The more the Internet grows, the more you can use word of mouth to get your customers talking about you in powerful ways.

© Marketing Hotspots 2008 - Vol. 1, Issue 5