Word-of-Mouth Marketing

Harness the power of positive buzz to build your business

By Lou Bortone, Creative Director, Granite Planet Productions

Word-of-Mouth marketing may be the oldest form of advertising but, as a marketing discipline, "WOM" is a relatively new phenomenon. Viral marketing, buzz marketing, blogging, community marketing, customer evangelism and other "consumer-to-consumer" techniques all inspire people to recommend your product or service. Properly executed, WOM marketing is an incredibly effective weapon in your marketing arsenal, because the message comes from a trusted source. The key ingredients of any word-of-mouth marketing campaign are:

Giving people a reason to talk about you.
Making it easy for people to share information about you.
Engaging and energizing people to spread the good word.

It starts with customer satisfaction

A happy customer is a potential advocate and an influencer. An unhappy customer is even more powerful - one survey of "customer rage" found that 85% of unhappy customers share their experiences with others. If you don't have a good story to tell, there's nothing pleasant to buzz about.
Try: Measure your customer satisfaction by asking your clients whether they would recommend you. This "customer loyalty" metric can be the most important number you can track. Learn how to apply it to your business with The Ultimate Question by Fred Reichheld.

Give your customers a voice

Make it easy for customers to recommend your product or service. Facilitate communication. Establish user groups, fan clubs, message boards - anything that encourages positive conversation about your business.
Try: Start by adding a "tell-a-friend" component to your website with services like bpath.com. Or give Internet ad agencies like Bzzagent.com and Buzzoodle.com a try. They offer custom word-of-mouth marketing services, training and consulting.

Find and equip your customer evangelists

These are the "sneezers," or influential customers who will tell their friends about you. Think of them as your superfans. Give them inside information and reward their evangelism with recognition and support.
Try: Look for ideas and inspiration at Vanksen, a culture and buzz agency.

Join the blogosphere

A business blog creates a two-way dialogue with your customers and facilitates active discussion among your fans. Blogs are the perfect tool to encourage open communication and information sharing.
Try: Build your own blog in minutes with Blogger or TypePad. For a taste of the world of blogging, see Technorati.

Listen and respond to feedback

Your blog also provides instant feedback from your customers.Participate in the online conversation and take the pulse of your supporters - and your detractors.
Try: Use sites like FeedBurner to track and analyze your blog traffic.

Keep it honest

Good word-of-mouth marketing is honest, transparent and real. Stealth marketing, "shilling" and spam tactics are unethical and should be avoided at all costs!
Try: The Word of Mouth Marketing Association has taken a leadership role in WOM ethics. Before you begin your efforts, see the WOMMA Code of Ethics.

Other forms of WOM include cause marketing, referral programs and product seeding.
Turn your message into a story that is easy to pass along. People don't repeat ad messages, they share experiences.
Popular books on WOM include "The Secrets of Word-of-Mouth Marketing" by George Silverman and "Buzzmarketing: Get People to Talk About Your Stuff" by Mark Hughes.