Word of mouth marketing is an important aspect in the field of modern marketing and advertising. It is not only an advertising method but also a powerful tool to create trust, contributing to spreading the message of products/services. In this article, let’s learn with GOBRANDING what Word of Mouth Marketing is and the 4 basic principles of WOMM.
I. What is word of mouth marketing?
Word-Of-Mouth Marketing (WOMM) is a form of marketing in which messages about products/services are passed between consumers.
This can happen naturally in everyday conversation, on social media platforms, or through any channel where consumers commonly interact.
WOM is an effective marketing tactic because consumers often trust the opinions of friends, relatives, and personal relationships more than they trust media advertising. Therefore, building and maintaining positive relationships with customers and potential customers can help create good performance in Worth Of Mouth Marketing.
II. The importance of word-of-mouth marketing tactics
Word of mouth marketing not only provides positive information about a product to potential customers, but also builds trust and a positive image of the company’s brand. When consumers are satisfied with a brand or product, they tend to share their positive experiences with others.
Additionally, WOM activities can be more cost-effective than traditional media advertising. Businesses need to pay little or nothing for WOMM on television, radio, or online platforms.
For example:
Apple’s advertising campaign for the iPhone was successful in using word-of-mouth marketing. The company produced unique, high-quality iPhones and created expectations with customers by using advanced technology and unique features to give customers great experiences and positive feedback about these product lines. Thanks to this excitement, iPhone users voluntarily shared their positive experiences with friends, relatives, and even on social networks. A series of images and videos of happy people using iPhones were widely circulated on social networks, forums, and in daily conversations.
This message spread helped to highlight the iPhone and create an incentive to buy. People who wanted to buy the product often trusted the positive reviews from other users. Thanks to positive customer feedback, the Apple brand created a community of loyal and passionate fans, helping to maintain success in the mobile phone market for many years.
III. 6 common forms of WOMM
After understanding the definition and importance of Word of Mouth Marketing, GOBRANDING will provide you with popular forms of WOMM in the following section.
6 forms of wom marketing
6 forms of WOM Marketing.
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1. Buzz Marketing
Buzz Marketing is one of the popular forms of word-of-mouth marketing, focusing on creating curiosity and excitement around a product or service. It is often done through “hot news”, creative advertising campaigns, special events or marketing information to stimulate attention and discussion from the community.
Buzz Marketing can be based on sharing information through social media or even through viral rumors and stories.
2. Product Seeding
Product Seeding is the practice of giving away a product or service to influencers or potential customers in exchange for sharing their real-life experiences with the product/service. The goal of this Product Seeding campaign is to encourage recipients to try the product and then share their positive experiences with others through personal or social media. This helps build consumer trust.
3. Content Marketing
Content Marketing is a strategy for creating and sharing compelling and valuable content to attract and reach potential customers. Forms of Content Marketing include creating videos, blogging, producing podcasts, and sharing engaging images related to a brand’s products. Quality content helps build credibility, solves customer problems, and encourages them to share information with others.
Marketers always try to create “viral content” to increase the ability to spread on the Internet. Viral content is often hot/attracting, users are willing to discuss and share it with others through media channels.
4. Evangelist Marketing
Evangelist Marketing is about creating a community of passionate advocates for your brand or product. Evangelists are people who are passionate about your product or service and actively share positive information about it with others. Businesses need to build strong relationships with customers and provide excellent experiences to turn them into loyal advocates.
5. Referral/Affiliates program
Building a Referral/Affiliates program is also an effective form of Word-Of-Mouth Marketing. This program allows current customers or partners to introduce the business’s products/services to others and receive rewards/commissions in case of successful transactions. This is an effective way to leverage the customer or partner’s network to generate quick sales.
6. Social Media Marketing
Social Media Marketing is an important part of increasing brand awareness and forming positive relationships with customers. Brands need to interact with followers to build trust and promote message sharing. In addition, to build relationships with customers, listen to opinions, understand and provide value through useful content and personal interactions. In addition, Influencer Marketing is an effective way of word of mouth, because products/services are shared and reach the target audience from the large fan base of the influencer.
IV. 4 important principles of Word Of Mouth Marketing
Word of mouth advertising is an effective, relatively low-cost b to c database strategy for growing your online business. Understanding the four basic principles of word of mouth marketing will create an effective campaign that attracts strong interest and sharing from the community and customers.
4 principles of wom marketing
4 principles of WOM Marketing.
1. Difference is everything
To stand out in the daily information wave, you need to create a product or service with a strong USP . This could be unique features, innovative design, or the way you serve your customers in a special way. This difference will make consumers remember you and easily talk about you to others.
2. Simplify the message
For word of mouth to be successful, the message you communicate needs to be short, easy to understand, and easy to remember. If people can’t understand or remember your message, they won’t share it. Create a story or message that is clear and easy to visualize, making it easy to spread.
3. Customer satisfaction is paramount
To make customers want to share their positive experiences, you have to make sure they are truly satisfied with your product/service. Listen to their feedback, review and continuously improve the quality of your products to provide the best experience.
4. The ultimate goal is customer trust
The goal of any business is customer trust in its brand and products. Products/services need to have positive reviews and support from existing customers. Therefore, businesses should provide accurate, reliable information and support customers when they need it to help you gain their trust. From there, customers will trust and voluntarily share widely about your brand to other consumers.
V. Elements of a successful WOMM campaign
Speakers: Are your customers. After experiencing a good product/service, they share the message with others. For a WOMM campaign to be successful, businesses need to create a positive experience for speakers and encourage them to spread their experience to other target customers.
Topic: The topic of the conversation needs to be engaging and interesting. This could be a special feature of the product, a solution to a specific problem, or a unique story. Create topics that the speaker will want to discuss and share with others.
Tools: Tools include social media, online forums, email, or even live chat. You need to choose the right tools to spread your message and encourage speakers to use them. Make sure you leverage platforms that are relevant to your target audience.
Monitoring and tracking: To ensure the performance como aumentar o faturamento b2b com o sistema revenue operations of your campaign, you need to be able to monitor and control your activity regularly. This may include using online tracking tools, social media management or gathering feedback from speakers. You need to understand how your message is being shared and measure its impact on your customers and sales.
VI. Obstacles in a WOMM campaign
Besides the benefits that WOMM campaign brings to businesses, it still has the following obstacles:
Difficult to control: Natural word of mouth can be difficult to control, and businesses cannot guarantee that every message is positive.
Difficult to Measure: Measuring the performance of a Word of Mouth Marketing campaign can be quite complex as it involves social interaction and other objective factors.
Being famous is also a challenge: When a brand is widely spread to a large audience, maintaining the reputation of a business or product is not easy. Businesses need to monitor and master information sources that can greatly affect their operations.
Note that not all products are suitable for word-of-mouth marketing activities. It depends on the industry, target market and product characteristics.
VII. Conclusion
Word of mouth marketing is an important part of modern marketing strategies. It not only builds trust from customers but also helps the business’s products and services become famous and unique. When implementing a word of mouth campaign, consider and optimize the elements to create an effective campaign, helping the message spread strongly in the community and customers. Finally, GOBRANDING also notes that, to be successful in WOM Marketing, businesses need to build a campaign with depth and quality or hire services from an experienced Agency to carry out activities professionally.
