Have you ever purchased a product solely on the recommendation of someone you know?
Word-of-mouth marketing continues to be the most effective form of marketing for small businesses, and is also the most effective way to gain massive exposure for your personal brand.
In a study published by Nielsen, they found that 92% of consumers trust recommendations from friends and family more than any other form of marketing. Word-of-mouth marketing tactics recruit happy and loyal customers to help promote your personal brand.
It’s important to remember that word of mouth marketing does not stop after just one interaction. It’s successful because if you create an excellent experience for one customer, there’s a good chance they’ll share their positive story with friends and family.
The key to a successful word-of-mouth marketing strategy is always to seek to be creating “buzz.” Your goal is to give people a reason to talk about your product, brand or services.
Think of word-of-mouth marketing like a snowball effect. You start with one small exciting post on Instagram, it resonates with a few individuals, and they share it within their circle. Pretty soon your post is all over.
You must always seek to create mega brand recognition through the power of one-to-one influence.
Word-of-mouth marketing is essentially a free form of advertising and promotion, which is why we love it so much and is vital that you develop a clear strategy around!
To help you level up your word-of-mouth marketing, we have curated 7 tactics that you can implement today!
1) Make Your Content or Products Shareable
If you’re not creating content and products that are easy to share, then how are people going to be able to communicate with one another about your brand?
Consider using industry-specific hashtags or unique hashtags of your own to encourage your community to tag photos, reviews or endorsements about your brand.
For example, The Rising Tide Society, an online community space for creatives, asks their followers to use the hashtag #risingtidesociety for continued conversation of their brand. Their hashtag has been used by their Instagram community just shy of 2,000,000 times!
It’s equally important to integrate subtle calls to action at all touch points with your audience, making sure your social handles are visible on your website and packaging of your products.
When sending products, think through the entire experience the end customer will have. Consider getting creative with the packaging of your products to make them more visually appealing, thus encouraging photo-sharing of your product.
Add a human touch by thanking your customer for their purchase and kindly asking for your followers to share their reviews or photos of the products to your social platforms. After all, there is no harm in asking!
2) Create Epic Win Back Campaigns
There is no doubt that at some point a buyer will either want to return their products, services or cancel a membership with you. While most marketers see this as a fail, challenge yourself to use this opportunity to re-engage the buyer.
Keep in mind that it’s easier to win back an existing buyer than a brand new customer. Strategize on how to best serve your customers by meeting them where they are at and listening to their needs. Offer solutions that are best for the customer, not your bank account.
There is still time to turn a dissatisfied buyer into a brand advocate. Your job is to WOW your customer! If your solution wasn’t ideal for both parties, but you still wowed them, consider it a win. Even if the product/service wasn’t right for them, they will likely refer your products to the people they know genuinely need it.
For example, a couple of months ago I subscribed to an online gym membership and decided to cancel because I never used the program. I sent an email to their customer support team, and I received an email in return asking if they could send me a special gift.
I was taken aback because I wasn’t expecting to receive a gift for canceling!
A few days later I received branded freebies in the mail with an invitation to stay in the program.
What a brilliant idea. I stayed in the program a few more weeks. Even though I ended up canceling their services I still feel connected to the brand and would recommend to the right people.
This win back campaign was successful and exceeded my expectations.
Which brings me to my next point…
3) Exceed Expectations
As a marketer in the personal brand space, you know that competition is high, and there are chances that many of your prospective buyers have enrolled in similar programs or purchased products before. Your job is to exceed expectations every single time to help you stand out and position yourself as a true influencer in your space.
It’s essential to have a robust customer service process in place as a good experience can mean a loyal lifetime follower and a poor experience can create a one-time buyer. Only by exceeding expectations can you win customers and close the deal.
Customer recommendations fuel word-of-mouth marketing tactics. For that reason, look to put a human touch on everything that you do. If a customer is upset that their product breaks, send them not one but two new ones.
Be transparent with your audience, providing reviews of your products and services. Always go the extra mile to give a painless experience for your customers when they are reaching out for support.
Above all; seek to WOW at every opportunity possible.
4) Offer a Unique Experience
The more people you can connect with through your brand, the more likely they are to recommend you to others. To build a strong connection with your audience, you must humanize your brand online.
Let your customers know that they’re interacting with a brand that has personality. Ask your followers what they would like to see from you.
Make it a point to respond to every message or comment to let your followers know they are talking to a real person.
Another way to stand out from the crowd is to develop a signature style. This can be something as simple as always wearing a specific color, accessory or having the same introduction to all of your videos. Anything that grabs attention will work!
For example, personal brand expert Marie Forleo always shoots her MarieTV videos in a similar setting. Whenever you see the set and her big hair, you know you’re watching MarieTV.
The same concept can be applied to your brand. Seek to develop a unique style around your online brand and consistently stick to it. You will be surprised how much of a difference it will make in your marketing and attracting new customers!
5) Identify and Engage With Influencers in Your Space
Advertising your brand through the use of influencers and partnerships in your space is one of the best word-of-mouth marketing tactics available. This technique works because you’re reaching out to your audience through people who already influence their purchase decisions.
It’s best to pick influencers who are relevant, popular, engaged, and authentic to establish credibility and create the best partnerships. Having a close circle of influencers who can advocate for your brand and work strategically aligns you to gain exposure quickly!
6) Transform Your Customers Into Heroes
One of the easiest ways to get others to rave about your brand is to transform your customers into the heroes they are. At the end of the day, your followers should be enriched, educated or made to look good with their friends and family because of your business.
Think about their desires and how your solution bridges the gap.
Once you have established a core group of fans, consider using gamification (which essentially adds points, scoring, and incentives) to spread the word and reward engagement.
One of the most effective word-of-mouth marketing tactics for turning customers into loyal brand advocates is by offering incentives. Consider giving customers special offers or exclusive content that would make them feel privileged and special.
Highlight your customer’s experience with your brand for the rest of your followers to see. Have a robust testimonial process in place and use the footage to win over hesitant buyers. Provide reviews of your products and services on your homepage to share the stories of others and gain trust with potential customers.
Capitalize on your follower’s loyalty by encouraging them to share their great experience with friends and family!
7) Love What You Do
Here’s the trick to creating raving fans: There is no trick! If you love what you do, seek to do it well, and most importantly, show people that you care, then they will naturally want to tell their friends and family about your product or service. Make your customers feel understood and validated and pour your heart into everything that you do. Your passion will show, and the customers will follow!
Final Thoughts
When used correctly, word-of-mouth marketing tactics can be the most effective tool to promote your personal brand. You can use them to create awareness about your brand, products, or services among a broader audience. Word-of-mouth marketing tactics will ultimately result in better sales and customer retention. Apply these 7 steps to implement a word-of-mouth approach in your next marketing campaign successfully.
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