Harness the Power of Word of Mouth

Today, we’re going to talk about how to harness the power of word of mouth, including the six-step process to success and the 30 (that’s right, I said 30) ways to leverage the power of WOM. So, let’s get started!

 
There are six steps to harnessing Word Of Mouth:
  1. Understand your customers’ values and priorities; this will help you understand why they would buy your products.
  2. Understand the different adopter types: innovators, early adopters, the middle majority, late adopters, and laggards.
  3. Identify which decision stages are needed for your product to be adopted.
  4. Use the information from steps 2 & 3 to figure out which wording and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
  5. Put together the resources for the highest word-of-mouth impact.
  6. Create and implement your word-of-mouth campaign.
 

The Decision Maker Matrix is based on years of trial and error by George Silverman. Essentially, it charts two different concerns you may come across when working with different adopters and putting together a decision process for each one.

 
We are now going to move on to the 30 ways to harness the power of WOM:
 

Use Experts

Experts can come in many forms, and all their opinions should be taken into consideration when putting together a WOM campaign.

 
Some experts from whom you could gather information include:
  • Customers
  • Suppliers
  • Subject Matter Experts
  • Salespeople
  • Experts’ Roundtables
  • Experts’ Selling Groups
 

Seminars, Workshops & Speeches

These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to collect information you can look over later.

 
Some events to consider are:
  • Speakers Program
  • Seminars
  • Group Selling
  • Dinner Meetings
  • Peer Selling Groups
  • Teleconferenced Experts’ Panels
  • Trade Show Events/Opportunities
 

“Canned” Word of Mouth

The concept of “canned” word of mouth is using hardware and online products to get feedback and offer information at the same time.

 
Some ideas for these are:
  • Videotapes
  • Audiotapes
  • World Wide Web
  • CD’s
 

Referral Selling

As we’ve talked about before, a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities, you can find out exactly what you need to do to generate positive word of mouth.

 
These tactics and opportunities are:
  • Testimonials
  • Networking
  • Referral Selling Program
 

“New” Media

The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for feedback about them.

 
Here are some of the “newer” media options:
  • Hotlines
  • Web-based word of mouth, such as forums, e-mail, etc.
  • Call Centers
 

Using Traditional Media for Word of Mouth

Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers.

 
Some traditional media outlets include:
  • Customer Service
  • PR
  • Placements
  • Events
  • Promotions
  • Word of mouth in ads, sales brochures, or direct mail
  • Salesperson programs, sales stars, or peer training
  • Word-of-mouth incentive programs (“Tell-a-friend” programs)
  • Customer gifts they can share with their friends (articles, how-to manuals)
 

Internal Word of Mouth

  • Encourage employee word of mouth and sharing feedback with family, friends, and others
  • Offer rewards or commissions for word-of-mouth success
 

As you can see, there are tons of ideas you can work with to increase your level of positive word-of-mouth marketing. If you need help with any of this, please try our FREE test drive to access our exclusive resources that can help you put this whole thing together.

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