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Four Word of Mouth Marketing Tactics When you're putting together your word of mouth marketing campaign, it is important to know what tools are available to encourage customers and others to "talk you up." You won't be able to have an impact on what people say – that comes from the stellar products, services and customer care you provide – but you can do things to encourage them to start the conversation. Here are four tactics: 1. Reach out to influencers Every market sector has people who influence others. In some instances it may be a reviewer or a market analyst whose opinion holds sway with potential buyers, or some kind of close advisor whose opinion is highly valued. In other situations, it may be a "trend-setter" – the kind of person who knows the latest in fashion, music, restaurants or shopping. Start by identifying who the influencers are in your market and start talking to them. Give them "pre-release" access to your product or pass out early samples to get their opinions and make them feel like they're highly valued. For instance, a game developer might put out a limited "beta" version of a new release for top gaming influencers to both seek out their advice for ways to improve game play and to build excitement for the upcoming introduction. A maker of healthy biscotti might reach out to dieticians, hip coffee shops or "foodie" websites. 2. Create online buzz When you're identifying influencers, don't forget those who express their opinions online. Product and service opinions from the blogosphere can be as important as those passed along through face-to-face contact. A search through sites such as Technorati can help you identify which bloggers are talking about products or services such as yours. Local or industry chat sites and message boards may also have influence. Everyday reviewers – who post their opinions on sites like yelp or put up reviews on Amazon – can also make or break a product. Review these sites to identify the most important contributors and include them in your word of mouth campaign. And since opinions live forever online, these influencers can have a long-term impact. 3. Use PR over advertising Publicity can be a low-cost, high-impact way to enhance your reputation with customers and prospects. Information and opinions found in media coverage is often considered to be more reputable than other venues, and is certainly viewed by most consumers as more credible than statements made in an ad. A PR campaign will require you to market your product or service to journalists. This is different from traditional marketing, since it needs to be done with a minimum of hype but a good deal of verifiable information. Identify the top media outlets (in print, in broadcast and online) and reach out to them by tailoring your story to the needs of their readership or viewership. Remember that editors and writers are always interested in information their readers will find useful. Best of all, PR can be self-perpetuating. A good write-up in one publication can quickly lead to mentions in another. Plus, now that most publications publish online versions of their articles, mentions can also be picked up by bloggers and others who aggregate news and links. 4. Provide the materials to pass along Make it easier for satisfied customers to spread the word about you by giving them something they can pass along. An "exclusive" offer e-mail, a link to a special product preview, or even a humorous video may be the kind of seed that can quickly turn into a viral marketing success. For example, many advertising agencies create flashy or funny email holiday cards. Current clients look forward to receiving them to see what their agency has come up with this year. And better than that, the best ones are quickly forwarded to friends and colleagues who now can see the creative success of the agency. If they're in need of these kinds of services, who do you think they'll call? |
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