Day to day business activities such as banking and credit card
transactions happen electronically however, almost all are initiated by
having a conversation. Realizing customers are looking more for an
experience rather just a product acquisition smart marketers are
employing the word of mouth marketing strategy to engage the public on
this level on a much more intensive level than they did just a few
years ago.
Although there are no hard and fast rules to employing an effective
word of mouth marketing strategy there are a few tactics which have
proved to work for many of the most successful Fortune 500 and
specifically the mega-giant companies of today.
It is important to understand why word of mouth marketing has become so
widespread recently. To begin with, it is the cheapest form of
advertising a company can afford especially when using the internet as
a tool for spreading the word. If using credible sources it can build
on strong sales base, especially for smaller companies.
However, smaller companies should be careful on using this strategy as
it could also result in negative word of mouth marketing if not applied
correctly.
The following are some important factors one should take into account when devising a word of mouth marketing strategy
Source credibility – can be simply understood as perceptions
of expertise and trustworthiness. It gives consumers the belief that
the relevant communicator is competent and willing to provide necessary
information to evaluate competing products adequately.
Hence, the first step marketers of small companies need to do is build
on the source credibility. Building on ones credibility can be enhanced
if the sources qualifications are perceived as relevant to the product
being endorsed. For example, attaching your product as a sample with
another company’s product which has relevance will not only give
the consumer an opportunity to experience the product but its
attachment to another well known brand will increase its credibility.
Capitalizing on relative advantage is another important factor to
take into account when building a strategy for word of mouth marketing.
Consumers often look for particular attributes in a product when making
purchasing decisions. These attributes could be as simple as the
fragrance of a deodorant or the quality of paper used for business
cards. Unfortunately, in reality marketers do not always know which
attributes are most important ones for their consumers when making a
purchasing decision. It is however possible to learn of which attribute
is the most striking for consumers in your own brand. It is then up to
the marketer to use that particular attribute to convince the consumer
this attribute is the most important attribute. It is the importance of
narrowing on these attributes and influencing consumers that wins them
over to spread the word of your brand.
Targeting the right consumers by reaching the opinion leaders is the key!
Everyday we find ourselves giving and receiving opinions on many
different occasions. However, as the number of opinions keeps
increasing we tend to flush away the irrelevant ones and retain ones
which are more credible and applicable. It is sometimes difficult to
understand why we retain some opinions of some people and why not of
others. In marketing terms it is fairly easy to comprehend this
behavior and as most people will understand it is called seeking
opinion leaders. Opinion leaders are seen as knowledgeable about a
given product and whose opinions are highly regarded; therefore, tend
to influence the choices of others. As marketers it is generally
difficult to identify specific opinion leaders; however marketers do
know of their general characteristics and should target them in media
promotional strategies. Influential opinion leaders work a long way in
a brands development and growth.
Successful sales and marketing efforts evolve around how a product,
person, placement and service is talked about. I call birthing and
crafting a strategic Word of Mouth marketing plan WOMB because success
centers on behavior and how you are having a particular dialogue in
regards to your product with your peers and clientele.
Bad rapping, spin or nervous avoidance of key questions can cause
negative impact and I would hit the brakes on whatever is being said if
customers shake their head in disbelief or if your credibility is
questioned. Give caution to what your people say about any person,
company or product by first qualifying the statement three ways.
A. Is it true? How so?
B. Is it a kind reference?
C. Is what is being said or described important and necessary to know about?
If any one of the above criteria is breeched the likelihood of your
WOMM strategy succeeding is nullified because the words will have been
tainted with loss of social proof. Top of mind awareness and being
talked about positively requires insight.
Insight brings mastery of what is called “permission”
or “viral” marketing where what is being said is carried
forward by the person hearing it to others without much loss if any of
content and contribution. Contribution levels depend upon how
enthusiastic a person is about a particular market and who they talk
about it to.
The other factor to consider is how often your ‘mavens’ and ‘ravens’ connect with your target base.
Permission begins with getting a positive TIE established. I developed
this method by observing how certain ‘gurus’ and celebrity
types interacted with their social environment. What I noticed first
off is the asking of permission three ways T.I.E
1. T is Time. You cannot successfully establish a positive TIE if a
person says they do not have TIME. So ask first, do you have a couple
of minutes or whatever block of time needed. If not, ask to schedule a
'good' time when it is convenient for all parties.
2. I is for Interest. No matter how relevant or important you think
the information you have is – you must first check for interest
by asking if the subject you are about to bring up would be of interest
and would they care to hear about it. If not, NO WAY do not infringe on
another person’s space – simply talk about what interests
them and if your topic of conversation comes up or gets asked that's
your proper ‘in’.
3. E is for Energy and environment. If your prospect says they have
the time and interest in your topic but appear tired or falling asleep
what is the point of trying to communicate? Be respectful of
environment which includes noise, temperature factors and who else is
potentially listening in. You want to create a good TIE right?
Good TIE elements are essential for identification with whole brain
functioning and should be considered primary however, it possible to
talk to a person’s subconscious mind.
The giants of the industries focus on creating what we term as a marketing BUZZ.
It is the smaller companies that need to focus on an effective buzz
which leads to business growth. In this regard, it’s not just
important to cultivate a successful word of mouth strategy but to look
at the overall behavior that reflects a solid relationship
understanding to what is being talked about. A WOMB strategy
effectively markets your product or service by establishing a positive
identity in the marketplace. Here are a few more pointers for you to
consider in birthing your WOMB strategy:
Word Of Mouth Birthing strategy:
1. Develop your service motto, mission statement and practice your
‘spiel’ or pitch with everyone in your company (not just
sales people or affiliates). How do people associated with your company
talk about your business? Check, you’ll be surprised.
2. Create a blog or monthly newsletter that offers tips, news
updates and creates a positive profile for your company, product or
service. Feature a customer or rep.
3. The growth of internet radio, video and podcasting is
phenomenal; why not take advantage of the trend by producing your own
weekly program? World Talk Radio offers everyday folks like you and I
the opportunity to host your very own talk show.
4. Make your ‘A’ team out to be experts in your
particular field or niche. Hire a PR company to represent you by
getting quality publicity through magazine/newspaper articles and
interviews. Get out in the public eye and speak at networking events.
5. Finally, ALWAYS pay attention to the market place.
How customers are responding back to you – reflects the real
world in micro-cosmically. Take seriously what is said because it
reflects possibly what others are saying about your service to other
people.
Customer care is #1 and check your relationship history with past
purchasers and by checking review sites and the Better Business Bureau.
Track your blog comments and post testimonials and endorsements. Craft
your image by offering rewards and incentives to people that really
rave about you.
Also by doing some community good get involved in local events and
charity fundraisers. If nothing else a good WOMB strategy makes for
good behavior and company conduct setting an example for others.
Remember, through this process you are educating your audience base.
If you would like more information on hosting your own internet
radio show or finding out about how to start a WOMB PR campaign feel
free to contact me.
Mike Ratner
Mike@PressID.com http://www.CommunityProgress.org About The Author
Mike Ratner is a successful media marketing
consultant whose famed WOMB strategies have been employed across the
board effectively turning around political races where a candidate was
behind in the polls to working with celebrity motivation speakers such
as Anthony Robbins getting the word out about seminars, concerts and
festival events. He is currently working on developing programs for
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