When you’re in need of service – whether from a doctor, dentist, auto mechanic or anyone in between – chances are you want a qualified individual. Websites, advertisement s, emails and the occasional postcard can only do so much for establishing credibility and trust with a consumer; instead, they’ll seek advice and referrals from family members, friends and acquaintances. The people who have had good experiences with your company/brand will be your number one source for new leads because they will spread the word and vouch for exceptional service.
Too many companies are wasting valuable time on advertising efforts instead of connecting with their customers. You can kick start your marketing campaign by satisfying your customers and invoking trust, in turn, they will do some work for you. Data collection can only get you so far. If you truly want to see a spike in your cliental, the answer is right in front of you – connect with your customers and word-of-mouth marketing will bring you leads.
Buying vs. Connecting
Word-of-Mouth Marketing is a highly effective tool for gaining new customers, the right way. We live in a world consumed with trying to find a quick fix – we want more customers and we want them now. That’s why many companies choose to host contests on social media, essentially begging people to become a fan. What’s the downside? These people are only interested in winning a free product or service and your company will soon be forgotten. Word-of-mouth marketing, on the other hand, will help you gain loyal customers who care about your brand because they have had a positive experience or have been referred by someone who has been impacted by your service enough to share the word with family and friends.
Research even shows that word-of-mouth marketing is the way to go. According to a Nielsen survey, 92% of 28,000 respondents from 56 countries said they earn a company’s trust based on recommendations from friends and family above all other forms of advertising. Since 2007, the percentage has climbed to 98%. Online surveys (70%), email advertisements (58%), social media and video advertisements (36%) and display ads (33%) show a significant decrease in brand trust amongst word-of-mouth marketing. While digital marketing is growing in popularity, it may not be the best method for creating a solid, loyal consumer base because it serves as a means to “collect” rather than “connect” to generate as many leads as quickly as possible.
Both Positive and Negative Word-of-Mouth Marketing Can Spread Like Wildfire
Word-of-mouth marketing continues to outpace all other forms of marketing. While data, graphs, charts and numbers may track consumer behavior and engagement, this statistical data doesn’t compare to what consumers are saying about your brand to friends, family, colleagues and even strangers. Both positive and negative reinforcement about your brand can spread rather quickly with the help of social media. So it may be best to focus more on treating your customers right rather than immersing yourself in data and trying to collect as many new leads as possible in the shortest amount of time.
Harness the Power of Word-of-Mouth Marketing
If you want the largest return on investment with your marketing efforts, start by treating your customers right. By engaging in conversation (in person and online) and connecting with your loyal customer base, your community will gain trust in your brand. Your loyal customers will do the work for you and raise awareness of your brand (in a positive light) if you treat them right.
The Internet makes it easy for your customers to spread the word. Whether it’s through social media, apps, blogs or other engagement/publishing platforms, your consumers are constantly sharing information. So make sure they are sharing the right information about your brand by cultivating personal relationships and good customer experiences.
Not sure where to start? Need help forming a social strategy?
Whatever your needs are to improve your word-of-mouth marketing, Heat Design Group can help.
We can guide you and offer expert advice on your marketing campaigns, just contact us today at (480) 359-4847.