Amplify Your Word-Of-Mouth
Start a conversation with any small-business owner and at some point you’ll probably hear them mention word-of-mouth marketing. In fact, for many small businesses, this is their primary means of getting the word out there about their business. It’s how most of their customers find out about them, and it’s how they’ve been able to grow their base. Even new businesses that haven’t been around for very long find that the buzz of people who talk about their business is one of the best boosts they can get.
But don’t lose sight of the fact that word of mouth is not the same thing as a marketing strategy. Some business owners are so pleased with the way word of mouth has helped them grow their business that they think they don’t need to advertise. Nothing could be further from the truth!
Amplify Word Of Mouth
The reality is that advertising — especially digital advertising and social media — can further the reach of your word-of-mouth marketing. People post on social media about what they experience in real life (including their experience at your business) and then they later talk to their friends about what they see on social media (including what somebody posted about a business). It’s a two-way street, and if traffic is going only one way, then you’re missing an opportunity.
The digital realm has its own distinct versions of word-of-mouth marketing. Consider these three variations:
Experiential word of mouth
This is probably what comes to mind when you hear word of mouth, except in an online format. One of your customers has a great experience at your business, so they log onto their social media platform of choice and give you a shoutout. They’ll probably even tag you in it to make sure you can see it (and so your followers can see it too).
Consequential word of mouth
This is similar to experiential word of mouth, but instead of having the experience with your business firsthand, the person learns about your business through a separate marketing campaign, then logs on to social media to talk about you. For example, maybe something written on your sandwich board amused them, so they snapped a picture and shared it to Instagram. This would be an example of consequential word of mouth.
Intentional word of mouth
This is when you stimulate discussion about your business on social media by providing social media users an opportunity to talk about you. For big brands, they might provide free samples to influencers, social media users who have significant followings and have the power to set trends. But even mom-and-pop shops can provide a free sample to local shoppers in exchange for a shoutout on social media and a positive review.
So now that you understand the three different versions of digital word of mouth, you might be wondering what you can do to get people talking about you online. Besides, of course, giving away free stuff.
Create Internet Buzz
The good thing is that you don’t actually have to give anything away. There are three simple, effort-free ways you can get the internet buzzing about you:
1. Ask for testimonials. People are usually more than willing to provide a positive review, but they sometimes forget because…well, life gets busy and it doesn’t seem like a priority. Letting your customers know that it makes a big difference can provide the incentive they need. You might even consider offering a special discount, such as 10% off their next purchase, if they’re willing to leave you a review. (Just make sure you don’t dictate to anyone what they have to say — you’re better off getting a bad review than earning a reputation as a business that gives away discounts for good reviews.)
2. Make use of user-generated content. When you do have somebody make mention of you on social media — share it! People love when their posts are shared by a business, and others will take notice. They will be more inclined to post about your business because they know there’s a chance that you will give their content more exposure. However, you should always take care to ask before sharing something — it’s never good to assume that everyone is comfortable with that kind of exposure.
3. Engage back to encourage more engagement. People get tired of commenting on business page’s posts if they feel like they’re shouting into a void. By liking their comments and giving responses, you’re actually making the social media experience sociable (the way it should be, as the term suggests). The added engagement will also boost your posts in the algorithms, so the content gets more exposure to more potential customers.
Don’t be afraid to be relatable, consistent, and responsive in all your online interactions. Your customers will recognize your brand as a friendly one — and everyone wants to boost their friends on social media.
If you want to take advantage of transferring some word of mouth to social media, our team at ASMM Digital can help walk you through it.Reach out to us today by calling 443-679-4916 or emailing ann@asmmdigital.com.