Word of mouth marketing is arguably the most powerful and effective technique out there.
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Unfortunately, it is also the most elusive and difficult to control. This marketing method relies more on your customers than in your efforts, and can usually be traced to the quality of your product or service.
To place it another way: word of mouth marketing happens when a product or service “sells itself. inch
Get them talking!
What is it?
People love to talk. Word of mouth marketing, basically, is giving them something to talk about: your business. It is building a “buzz” about your product or service, and letting your customers do the marketing work for you by telling friends, family, and sometimes even complete strangers if they’re excited enough.
Word of mouth marketing is effective, because it is genuine. You can’t fake this particular phenomenon. When people believe what you have is worth mentioning to others, they will be enthusiastic — and that enthusiasm helps to generate even more business for you personally in the form of new customers and wider market recognition.
There are many different forms word of mouth marketing may take. Just a few of them are:
Viral marketing: Crafting and distributing a high-impact information that it easy to pass along to others-often through e-mail (viral marketing will be discussed further in Chapter 5).
Community marketing: Joining or forming a shared-interest community whose members are likely to enjoy your product or service. Note that with community marketing, it is important to place the good of the community first, and marketing efforts last. Marketing will certainly evolve naturally through participation.
Buzz marketing: Creating an air associated with excitement or mystery around your business, usually through news, entertainment, or even underground campaigns.
Grassroots marketing: Matching groups of volunteers to spread your message on a personal or local level.
Cause marketing: Dedicating part of your business to a social cause, which often earns respect and support from others dedicated to the same cause.
Conversion creation: Catch phrases, promotions, release parties, and other memorable tools or events designed to spread through word of mouth marketing.
Product seeding: Identifying influential or key individuals and getting your item or information into the right fingers at the right time.
How do you do it?
As previously stated, even though word of mouth is effective, it’s hard to pull off. If you try to fake a buzz for your business, consumers will smell a bad deal and your efforts will backfire.