Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30+ (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!
There are six steps to harnessing word of mouth:
- Understand your customers’ values and priorities; this will help you understand why they would buy your products.
- Understand the different adopter types: innovators, early adopters, middle majority, late adopters and laggards.
- Identify which decision stages we need for your product to be adopted.
- Use the information from steps 2 & 3 to figure out which wording, and word of mouth tactics are going to work using the Decision Maker Matrix (hol’up, we’ll talk about this in a minute).
- Put together the resources for the highest word of mouth impact.
- Create and implement your word of mouth campaign.
George Silverman based the Decision Maker Matrix on years of trial and error. It essentially charts different concerns you may come across when working with different adopters and putting together a decision process for each one.
We are now going to move on to the 30+ ways to harness the power of WOM:
Experts can come in many forms and we should take all their opinions into consideration when putting together a WOM campaign. Some experts from whom you could gather information include:
- Subject Matter Experts
- Experts’ roundtables
- Experts’ selling groups
Seminars, Workshops & Speeches
These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:
- Speakers program
- Group selling
- Dinner meetings
- Peer selling groups
- Video conference experts’ panels
- Trade show events/opportunities
As we’ve talked about before, a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities, you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:
- Referral Selling Program
The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Most social media options could be considered “newer” media:
- Facebook, Facebook Groups, Facebook Messenger, and Facebook Live
- A host of others
Using Traditional Media for Word of Mouth
Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:
- Customer service
- Word of mouth in ads, sales brochures, or direct mail
- Salesperson programs, sales stars, or peer training,
- Word-of-mouth incentive programs (“Tell-a-friend” programs)
- Customer gifts they can share with their friends (articles, how-to manuals)
Internal Word of Mouth
- Encourage employee word of mouth and sharing feedback with family, friends and others
- Offer rewards or commission for word of mouth success
As you can see, there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our FREE test drive to access our exclusive resources that can help you put this whole thing together.