How to Drive Word of Mouth Marketing on Purpose

What is “word of mouth” marketing?

It's what your target market (and key influencers) tell others about your brand when you are not in the room.

Word of Mouth Marketing Is VERY Common in B2B

Unfortunately, these businesses aren't making the most of word of mouth. Typically, companies that tell me they rely on word of mouth marketing are just letting it happen and taking whatever comes their way. This laissez faire approach isn’t actually marketing. It’s just hoping that things go your way.

Sure, word of mouth is a form of organic growth. But think about it. “Organic” SEO doesn’t mean SEO “just happens.” without effort, intention, and strategy. Organic growth through word of mouth marketing doesn’t either.?

Are You Content with the Status Quo?

Unless you are purposeful about word of mouth marketing, you must be content to take what you can get.

That’s fine for organizations that don’t have the infrastructure to take on more customers…or those that are hobby side businesses.

It’s not OK for growth-focused companies. Unless you know how to drive word of mouth on purpose, you will not have PREDICTABLE growth that you can turn on and turn up on demand.

So how do you get people to talk about your business?

Being remarkable is the first step. Literally serve your customers in a way that makes them want to remark on it to others.?

Here Are 5 Ways to Deliberately Drive Word of Mouth Marketing

#1 Be top of mind. Leverage events, user groups, road shows, lunch & learns, etc. to stay there. You don't even have to throw an event. Just take your best prospects to an event hosted by someone else. They put in the effort, you get the halo effect.

#2 Help your customers achieve goals outside of just what they do with your product or service. Don’t restrict the way you serve people. Make helpful introductions and become a super connector.

This really works, and it's easier than you think. In one year, I made 400 introductions for people in my network. Read my step by step process for how that works here.

#3 Recognize, reward, and celebrate them. When was the last time you gave a shout out to a customer on social media? What about nominating one of your clients for an industry award?

#4 Make referrals easy. Creating a "Referral in a Box" is a great way to create easy introductions. Put all your most fun swag, gifts, and marketing materials. Give a couple to your favorite customers for them to give away. They get to be the hero for making an amazing introduction for you.

#5 Track where your ideal customers go when they change jobs. One of the best ways to get new word of mouth business is when your decision-makers get a new role or job. Be a hitchhiker and go with them. Use LinkedIn to track new jobs, positions, work anniversaries, etc.

Tying It All Together for a Remarkable Brand

Word of mouth works best as part of your ecosystem of brand awareness, social, SEO, and so forth. If you want to be the first brand buyers check out when they start their online journey, make sure what they find when they go to validate you is AWESOME.

For key insights on building a brand identity that gets people talking, check out this episode of The Marketing Blender Show. Hit Subscribe so you never miss a show!

Want to talk with me about building a strong lead generation ecosystem for your business?

Grab a time on my calendar here.