Word-of-Mouth: More Than Just Chit-Chat.
What is WOM Marketing?
We refer to Word-of-Mouth (WOM) marketing when a consumer is so enthusiastic about your product or service that he or she brings it up in everyday conversations. In short: it’s free advertising that results from a positive user experience. Often, something has happened that exceeded the consumer’s expectations, sparking their enthusiasm. WOM is often encouraged by various promotional activities organized by companies that place a strong emphasis on interaction.
As a business, there are various ways you can encourage your customers. Give them a reason to talk about you, exceed their expectations, or provide exclusive information. Focus especially on customer service. Exemplary customer service is extremely valuable—it can make or break your business.
The Effectiveness of WOM
Consumers feel a stronger emotional connection to a brand when the company truly listens to them. This is why many companies have representatives who discuss their products and services with consumers in person. This type of interaction, as well as promotional events, can encourage conversations about a company’s product.
The best strategies for WOM are:
- Practical value: People like to share useful information to help one another. This value is closely linked to social appeal.
- Social image: When a product or service enhances a person’s image or makes them feel better about themselves, they’re more likely to share it.
- Emotions: “Sharing is caring.” The more emotion a message conveys, the more readily we’ll share it.
Note: Dishonesty is no excuse. Andy Sernovitz, a marketing expert in the field of WOM, has developed a kind of code of ethics to prevent problems:
- Always be open about your relationship.
- Say only what you believe.
- Never lie about who you are.
