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Word of mouth marketing. How to make people talk about you

How to ensure your company’s stunning success and popularity without spending a penny on advertising? How to make customers tell all their friends, acquaintances and even passers-by about you? And only good! In fact, it is not difficult to do. You just need to start the mechanism of word of mouth marketing.

How to do it, in all details and with vivid examples, wrote Andy Sernovitz, in his sensational bestseller “word of Mouth marketing. How smart companies make you talk about yourself.”

Let’s start with the basics

Word of mouth has always been, even in those days when blogs, forums, Facebook, Twitter and other delights of virtual life no one knew. But it was with the arrival and rapid development of online communications that companies realized that this entire flow of conversations can be controlled and directed in a favorable direction. So there was word of mouth marketing.

So, what is word of mouth marketing? Andy offers a rather capacious and at the same time simple definition: “word of Mouth — a conversation between ordinary people, which takes place in a natural way. Word of mouth marketing is a job designed to get people talking about you during this conversation.”

Word of mouth marketing is based on four simple rules:
• be interesting
• be simple
• make people happy
• earn trust and respect

People’s conversations are a key component of word of mouth marketing. But how to make people talk about your company, your products or services? Why would they even talk about you? Several reasons. Three, actually.

1. Love what you do
Cool products, excellent service, unique chips — it can be anything. The essence of one — your customers are delighted with you!

For example, millions of people talk about Apple — even those who have never used the iPhone, iPad and other gadgets of this company. Why? Because their products are so cool that I want to talk about them.

2. Feel important, smart, useful
As rational as we may seem, the role of emotions in our actions cannot be underestimated. Show your customers that with the help of stories about your company, they will be able to show off erudition, help all friends with the solution. Emphasize their importance for you — invite to presentations, private events.

3. Need for identification
By purchasing your product, the user automatically becomes a member of its community, and tries on all the values and ideas that it carries. Try to make sure that the clients of your company were United in a certain subculture — so they will feel their involvement in the group, to communicate with like-minded people (about you!) and carry the rumor to the masses.
Core components
Word of mouth marketing includes 5 elements, without which it will not work, no matter how you want it:

1. Speakers
Since talking is the essence of word-of-mouth marketing, you need to understand who exactly will talk about you and establish contact with these people. The first step is to answer the following questions:
• who are your speakers?
• who is speaking?
• what you say?
how to find them?

Speakers can be among your regular customers, as well as those who first approached you. Also, it is worth looking at your employees — often they praise your company. Speakers also include those who act as a free carrier of your logo — uses branded products (t-shirts, caps, backpacks, etc.). Also, speakers can be professionals of the industry with which your activity is related.

By identifying your speakers you need to understand how authoritative they are, as well as the volume of their audience. And don’t forget that quality is more important than quantity! A speaker with a small audience, but a high authority in their eyes, can be much more useful than a thousand without a proper level of trust.

Once you have identified your speakers, contact them. After making contact, proceed to the next step — give them topics to talk about you.
“The more information you give to speakers, the more they say.”

2. Topics
A good theme is bound to be simple, organic, unexpected, and, most importantly, easy to spread. It must be viral.
“Be interesting or invisible.”

How to understand that the theme of “shoot”? It is hardly possible to judge with firm confidence, but if you try every day, definitely some, and will be successful. The trial and error method works here like nowhere else.

Having come up with a topic, ask the following questions:
• will they tell their friends about it?
• what exactly will they say?
• who will speak?
• how to increase the number of listeners?

By answering, you can easily identify all the flaws and pitfalls, and eliminate them. Or even come up with a completely new, better theme.
“Remember the rule: what looks great in a press release, booklet or advertisement is no good as a topic for word of mouth marketing»

3. Tooling
It’s stupid to sit back and wait for people to talk about you. Take the first step. Ask to tell about you. For example, place “Share” or “Tell a friend”buttons on your site. Social media buttons also work in the hands of word of mouth marketing, so don’t ignore them.

Another tool that will increase the number of conversations about you can be an ordinary e-mail marketing. With the right distribution you feed your speakers with new topics, and they, in turn, spread them to their entire audience of listeners.

Blocks “the Most popular”, “With this product will dig” or “readers ‘ Choice” are also tools of word of mouth marketing. Here the psychology — “once others liked it, that means I should try it.”

4. Participation
Take part in conversations about you. Thank for kind words, answer questions, solve problems, or just communicate. The main thing is to speak on your own behalf. So you will cause more trust and respect than the anonymous, hiding behind an avatar with a cat.

If you see that the reviews are not flattering, and filled with negativity and complaints, try to constructively understand, offer help and make every effort to fix the problem. Believe me, the customers you have helped will spread a positive rumor about you even more than those who were initially satisfied with everything.
“Problem solving is the most powerful marketing technique at your disposal.”

5. Tracking
Monitoring is necessary. And with the advent of the Internet in our lives, it has also become simple as never before. Just use Google — and here are hundreds of results with reviews about your company.

Having carefully studied their content, you can calculate the index of your reputation: take away the number of negative reviews from the positive (neutral does not count). This difference will be an indicator of reputation.
“Negative feedback is your chance. Listen to them and draw conclusions.”

Word of mouth marketing works, and this fact cannot be denied. Here are just some of the advantages that he will reward your company:
• customers come to you
• human rumor — free advertising
• increases the effectiveness of traditional advertising
• employee productivity increases
• increased customer flow
• increases the quality of customer service
• the company is growing stronger, the brand is gaining strength
“The conversation has already begun. You have one option — to enter into a discussion.”

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