Long before TV, radio, and even print advertising, there was a simple little technique that helped businesses grow: satisfied customers told their friends. Today, this age-old phenomenon has come to be called word-of-mouth marketing, and plenty of press has been generated on how to harness it (check out the recent cover story from The New York Times Magazine).
Word-of-mouth marketing at its most basic level is simply offering a superior product and then giving fans a reason to talk about it. (Please note: we are not talking about hired shills who pretend to be fans.)
Use these 5 simple steps to get customers talking about you:
1.
Send a newsletter--Useful newsletters build brand ambassadors (people willing to spread your gospel) like almost nothing else. Unfortunately, marketers often pack newsletters with marketing messages about their company instead of useful information. Example: My email provider sends a newsletter filled with boring snippets about software upgrades, pictures of its new building, announcements of new staff members. Who cares? If they included stories on a new computer virus to watch for, top 5 ways to stop spam, and the latest way to block spyware, I'd read it and forward it to colleagues.
2.
Create news--Not all products are newsworthy, and no product is newsworthy all the time. Invent a reason to make the news: hold a fundraiser, have your CEO visit a children's hospital dressed as Santa Claus, organize a pie-eating contest. Send press releases before and after the event to local media. Write a story for your newsletter. Write another story for your industry association newsletter and ask them to publish it.
|
3.
Offer reminders and incentives--Even fanatic customers sometimes need reminders. They may never think of telling a friend unless you suggest it. Consider an incentive and include it on all written materials. Example: Did our software save you hassles and headaches? Tell a colleague about us and save 10%!
4.
Host events--People love to be acknowledged for being good patrons. Have a party, hold a conference, or offer a seminar, making sure to recognize loyal customers (goodie bags, reduced entry fees, special badges). Again, don't forget to send press releases and include it in your newsletter.
5. Ask for feedback--Give customers a chance to fill out a short, carefully worded questionnaire or survey. The opportunity to write about your product or service clarifies their experience, and they'll be more likely to talk about you to their friends. (It also gives you valuable customer insights.) Be sure to ask permission to use a quote as a testimonial for use on sales materials and on your website. Get enough top-notch testimonials and you've got another reason to write a press release: "Silver Software Snags Top Customer Service Scores"
PJ Writing Group Delivers WOMMA Content
PJ Writing Group has been contracted to write industry case studies, newsletters, and blogs for the Word of Mouth Marketing Association. The mission of WOMMA, the official trade association for the industry, is to promote and improve word of mouth marketing. Check out its site and subscribe to the newsletter.
|
