What are the elements of word of mouth marketing?

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Speakers
One or another method of company promotion works with certain distribution channels. The driving force of word of mouth marketing is people who, in the process of communication with each other, share information about your company. But for this information to find its addressees, it needs the right carriers.

Without active speakers, word of mouth marketing will not work to its full potential. Therefore, it is necessary to find suitable candidates and organize a special channel through which buy a motorcycle owner mailing list topics for discussion will be transmitted and the motivation of "freelancers" will be monitored.

It's not just satisfied customers who can act as spokespeople. Word of mouth marketing can benefit from ardent fans who have never bought anything from you. For example, Ferrari is praised not only by happy car owners, but also by Formula 1 fans, journalists, sports commentators, and speed-obsessed teenagers.

Case: VT-metall
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Find out how
The speaker does not need to be an expert. Word of mouth in marketing is not a platform for specialists, but for ordinary people who share their own experiences with those who have similar needs and lifestyles.

Speakers may be:

Satisfied customers - if they are genuinely interested in your products, visit you often, show genuine enthusiasm and even know your employees by name;

people from the Internet. Those who have mentioned your company on some resource will suit you. Apparently, these people like to post reviews, all that remains is to turn them into speakers with the help of additional motivation;

Logo lovers. By wearing your company logo, a person shows that he/she is a fan of yours. Make sure that any of your clients can get something with the logo if they want. Keep track of these people – they can become active speakers;

Loyal employees. Team members who are proud of their work will easily convey their feelings to potential customers;

listeners. Also a very suitable contingent for word of mouth marketing. People who are interested in your company or subscribed to your mailing lists are excellent candidates for speakers;

Fans and enthusiasts. Fans who dream of becoming your clients in the future also make good speakers. You can find such people by their blogs;

professionals – people who are fluent in words and make a living from them: critics, journalists, professional bloggers, etc.

It is unlikely that you will have enough time and energy to work with all the candidates from this list. You need to focus on those with whom it is more convenient and profitable for you to cooperate. Create a portrait of the speaker: what this person looks like, for what reasons he wants to tell others about your company. Think about how to establish contact with him.

Word of mouth marketing is useless without information. Speakers are of no use to you if they have nothing to talk about. Provide them with fresh information and always thank them for their work.

Topics
To get the word going, or word of mouth marketing, you need an initial topic of conversation. People will only talk about you once you give them a reason to do so. And the reason doesn’t have to be a formal brand promise or marketing message. It’s about a simple message that will interest people and start word of mouth.

When choosing a topic for discussion, follow three basic rules: it should be simple, organic and easy to convey.

But you can't just throw a good news item at your audience and expect word of mouth to do the rest. You need to make sure the topic stays relevant – that is, constantly improve and stimulate the topic of conversation.

One piece of advice. Word of mouth marketing based on press releases or brochures will not work. People do not tend to repeat advertising slogans, they communicate in simple language and talk about what they are really interested in. Therefore, before launching word of mouth marketing, you need to carefully weigh everything and choose the topic most suitable for distribution.

Tools
You've agreed on speakers and found a suitable topic. Now you need to choose ways to make word of mouth marketing work as quickly as possible.

The key features of tools for this type of promotion are speed and portability. The greatest benefit will come from working online – delivering the necessary information through blogs, viral messages and review sites.

When starting word of mouth marketing, try to do the following:

To expand the speaker's capabilities, help him or her convey information to two or more people. Provide the speaker with all the necessary materials - brochures, coupons, free samples. Ask him or her to bring not one friend to the firm, but two.

A two-for-one offer works well. While the speaker is looking for someone to share the offer with, you get bonus word of mouth marketing.

Design your web pages so that each one offers several ways to share links – users will appreciate it. YouTube, by the way, uses a similar technique – and quite successfully.

You can try to build word of mouth marketing directly into the products you sell: add features or functions to them that, when used, will automatically spread the information you need.

Aim for the network effect. The wider the circle of users, the faster the information about your product spreads. An example is Skype, which used this tool 100%. Think about favorite subscribers, friend lists, group discounts, etc.

Blogs are very beneficial for word of mouth marketing, as they allow you to speed up the conversation and attract more participants to the promotion of the product. In a blog, you can always voice new ideas and share fresh information. Various forums, online communities and social networks will be no less useful in this regard.

Perhaps the biggest audience that can be reached is through word of mouth marketing through social media. Use the opportunities it offers to the fullest, but do not forget about honesty.

Exclusivity and personal involvement are another powerful tool of word of mouth marketing. If you involve people in the work on the product, make them feel the value of their own contribution to this project, they will certainly want to tell others about it. Those who have a privileged status or special insider rights are also likely to want to share information about the product.

Another contribution to word of mouth marketing is positive reviews. To use this tool to its full potential, ask your customers to write a few warm words about your product, get their permission to quote them. Then publish their responses on your resource, if desired, providing the posted materials with links to other positive reviews on the network.