Most businesses have gone digital, and companies have invested their marketing budget in SEO and PPC. Traditional marketing methods, in turn, have lost their edge and fallen by the wayside.
Or have they?
Some old marketing tenets are just so fundamentally solid that they’re still relevant and effective even in the age of internet marketing. Word-of-mouth (WOM) ” the premise that customers share information about the brand they’ve interacted with to potential customers ” can still bring in significant revenue for your company. Moreover, WOM cements your brand as a trusted name in your industry.
So, what is the place of WOM in today’s digital marketing landscape? And what can your company do to amplify your WOM efforts?
Word-of-Mouth Takes on a New Meaning
There are two kinds of WOM ” traditional and modern. The former thrived in the pre-social media age, while the latter is a redefined strategy that makes use of social platforms.
- Traditional WOM “ This involves spreading a recommendation or brand praise from one person to another.
- Modern WOM “ This includes targeted efforts that lead to naturally occurring instances where users share their positive brand experience.
A company has limited power over a traditional WOM; it all falls on the customer experience that you cultivate based on customer feedback and survey tools. On the other hand, a business can activate several modern WOM strategies to spread the word about its brand.
This begs the question: do companies have to exert extra effort to trigger a modern WOM?
The answer is: Yes.
The Perks of Modern Word-of-Mouth
It may seem like an unnecessary expense, but modern WOM boasts a lot of advantages. A company can:
- Increase Sales without Ad Spend “ People tend to trust the recommendations of people they know. Eighty-three percent of consumers say they completely or somewhat trust the recommendations of friends and family, based on a Nielsen study. Moreover, 66% say they trust customer opinions and reviews posted online. As such, people are likelier to buy from a brand with their friends’ seal of approval.
Through modern WOM strategies, you can attract more customers and increase your revenues, without having to spend on ads.
- Get More Repeat Customers “ Modern WOM can generate more than buy-and-bolt customers. The type of shoppers you capture from WOM methods are likely repeated buyers because they’re more engaged than those who haven’t heard of your brand. Keep providing a seamless buyer’s journey, and they will likely pay you back with loyalty.
- Forge Better Customer Relationships “ Both traditional and modern WOM strategies encourage you to craft better customer experiences. In doing so, you forge better customer relationships, which is the foundation of a healthy business model. Not only do you capture customers, but you also expand your network brand advocates, who, in turn, helps you capture more customers.
Create a Better Customer Experience
With all these benefits that WOM can bring, it’s safe to say that your company stands to gain a lot when you exert this extra effort.
So, what can your business do to trigger positive WOM?
- Offer High-Quality Products or Services “ This is the cornerstone of all WOM efforts. WOM could only be triggered if your products are remarkable and your services are reliable. So, support product research and development, and streamline your operations.
- Create a Frictionless Journey “ After your products and services, focus on your customer interactions. It must be superbly easy for customers to reach out to your team, purchase what you offer, and provide feedback.
- Target Their Emotions “ Don’t worry, this doesn’t mean emotional manipulation. It just means you have to tie in your marketing messages with your brand’s advocacies, like environmental protection or animal welfare. It’s a good way to spread positivity, after all.
When all’s said and done, your company will reap the fruits of your WOM efforts ” a shining brand image, a battalion of brand advocates, and a sustainable business model that continuously attracts customers.
