Word of Mouth Marketing

Some business marketing strategies never go out of style. With so many different means of getting the word out online about your business or service, it is still the old reliable “word of mouth” referrals that are one of the most powerful and influential assets in both your public relations and advertising campaigns. True, customer reviews can help you or they can hurt you…depending upon the comments. However, what’s known as WOMM or Word of Mouth Marketing, if positive… is your best resource for increasing revenue.

Your company’s diverse client base is just as much solidly built on your reputation amongst your colleagues and peers as it is amongst your customers. You can’t put a high enough price on the value of what others have to say about their experience with your company. If it is a good experience, where you meet or exceed expectations, that is excellent. However, if ever you fail; it helps to learn why, and use that information as a positive tool. Constructive criticism doesn’t have to sting – it can actually make you better or stronger and more successful. Of course, accolades can do likewise. They provide you with the reassurance that you are on the right track and you are achieving your goals of providing top-notch service.

According to a Nielson study, 92% of consumers believe recommendations from friends and family over all forms of advertising. Additionally, from our personal experience, a trusted colleague who is familiar with your business integrity and values who will provide a well-regarded testimonial is worth its weight in gold.

There is no doubt that our own social media posts are buzz-worthy if crafted correctly, but there is nothing better than an objective opinion from someone who has hired you and is satisfied. We all know our clients are our references and their willingness to tell others about their experience with your company is paramount to your growth.

Collecting fans, followers, likes and connections are only a value to your bottom line if you convert even a few into solid customers. We love being popular, but ultimately we want to grow our business. And remember too that receiving accolades is great, but also pay it forward and offer up positive reviews to others wherever appropriate. It will make you feel good to do that as well.

The Best Resources

Here on LinkedIn, obtaining written recommendations and getting permission to use them online or in marketing materials is a great means of sharing your value objectively. They are such an excellent tool, as they are easily traced back to the source. For utilizing any recommendation elsewhere, always proofread recommendations and make sure not to post any that you cannot correct yourself. A sloppy reference, though well-meaning and appreciated is not the reflection you want to provide when using it as a marketing tool.

And when you really want to hear it right from the source, to take things a step further, if you are able to find a reference willing to provide a sincere video testimonial sound bite – add it to a professionally produced sizzle reel of your company’s services right on your website. A good video testimonial from someone who is comfortable on camera is a great means of utilizing WOMM. If the person requires cue cards to help them relax, use them – rather than obtaining an awkward sound bite.

We all have to tout our products and services and there is no shame in that. We need to stand out in order to move forward. In a maze of constant bombardment of information, Word of Mouth marketing is still however, probably the most effective and influential element to share your key messages with your targeted audience.

Helayne G. Rosenblum

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