Yes! It’s called word-of mouth marketing. Word-of-mouth recommendations are something that occur in a natural sort of way. On the other hand, word-of-mouth marketing (or WOMM) is an intentional, organized effort to compel people to talk about your business or nonprofit. Here’s an overview of how you can implement WOMM in your company’s strategy.
Before you start trying to instigate positive conversations among clients and potential customers, look out for negative ones. Always monitor and swiftly address any criticisms or complaints, whether they’re found online, over the phone, or in person. Clients whose concerns were addressed via excellent customer service will probably recommend you more often than those who never had a problem at all.
Identify the people most likely to talk about you, and make them a part of your inner circle. They can be your most loyal patrons, industry experts, or anyone in a position to make recommendations to potential customers. Give them exclusive early access to discounts, updates, or opportunities; invite them to participate in private events or to join ambassador or VIP programs; and request their feedback on new products and opportunities.
An excellent experience with your company will likely lead to repeat business, but it isn’t going to be enough to spark a conversation. To get people to talk, you need to incorporate something completely unexpected in your operations. It doesn’t have to be difficult or costly to do this — take a look at the sidebar for some great WOMM triggers. Choose something that is relevant to your business, sustainable over a long period of time, and not over-the-top. People who find out about it should never be suspicious that your spiel comes with a “catch” of some kind.
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