Word of mouth marketing – effective strategy or lazy tactic?
“Word of mouth marketing is my only form of marketing…”
Many are the time I have delivered a presentation, attended a networking event across the region or had a conversation on social groups that ask the same question; what is your number one form of marketing? Many are the time I am met with the same response: “Word of mouth marketing is my only source of marketing“
Did you know that a recent survey published on Entrepreneur website, 85% of small business owners relied on word of mouth referrals to win more business. (source: https://www.entrepreneur.com/article/302229) . 85%! I should be totally shocked but given the volume of business owners who claim this for their own operation, it isn’t really that surprising, and certainly not shocking.
What if “word of mouth” loses their voice?
Why Word of mouth is NOT Marketing
I think resting on the laurels of word of mouth marketing to fill your new business pipeline and your business bottom line is reckless and rather naive. Word of mouth in its traditional form relies solely on other people to your bidding for you. Are you seriously comfortable handing over responsibility for your marketing to other people chatting over the garden fence or eavesdropping on other people’s conversation in the local cafe or pub on a Friday night?
I believe word of mouth is not marketing. Certainly not proactive marketing and not a tactic you can rely on in lieu of any other form of marketing promotion. Marketing for your business growth needs to happen on platforms, communities, brand, print and outlets that you have some semblance of control over; word of mouth in its traditional form is wholly reliant on others remembering you at a time convenient to your business.
[bctt tweet=”Been solely reliant on others to do give you new work is not marketing. Word of Mouth is NOT #marketing. Here’s why…” username=”0114marketing”]
Word of mouth is not an effective strategy for business growth, it is a happy bonus and proof that your other business and marketing pursuits are working effectively.
I believe that word of mouth is not marketing. I think a solid referral strategy is far better and more effective than hoping and relying on others to send business your way!
You must take responsibility for your marketing and referrals
Marketing referrals for the modern business are built upon trust, collected in a considered fashion and distributed in a strategic way to improve your website visibility, allow you to raise prices, make the negotiation easier and conversions more effective.
By taking control of your reviews, referrals and recommendations you are in effect in control of your marketing and lead generation too and can be grateful for any traditional word of mouth that comes your way, rather than desperate for it to happen.
The difference between classic word of mouth and modern referral strategy is that with modern referral marketing you are in control of an everlasting feed of high value recommendations and referrals, not just hoping that your previous customers go and tell their mates about your product.
Modern referral strategies:
- Third party review platforms (Checkatrade, Trip Advisor)
- Google reviews
- Social media recommendations
- Email referral
As with anything for your marketing, you need to consider what you want your marketing referrals, reviews and recommendations to achieve because remember, you are in control! You can direct your customers to leave reviews, recommendations and 5-star reviews on your Google platforms, which also boost your organic search rankings and visibility online: you are making your reviews work for you – not relying on traditional word of mouth!
The 3 Rs of building your online dominance.
- Review – which online review platforms can you direct your delighted customers to? Where would they leave you a 5-star review and is it relevant to your target market?
- Refer – Can you get the happy customer to tag your product online, to share their purchase, to tweet your product range after purchase? Can they show their using of the product in terms of testimonial video?
- Recommend – Can you capture any recommendations on your Facebook business page, LinkedIn or will you be tagged on social media groups when others ask who they would recommend for your service?
5 Ways to get effective marketing referrals for your business
The next time someone asks you at networking, online or in a business meeting, “what is your main source of new leads?” I want you to answer honestly and proudly that you have a considered approach to referral marketing and build reviews and reputation on platforms that you have elements of control upon. You do not rely solely on traditional word of mouth (if you do, change it – quick!). Don’t wake up the victim of word of mouth losing there voice or moving on to the next big thing; you need to bank the review, reccomendation or referral. If you achieve one of these three things, your business has an evergreen review of your services that will never lose its voice.
For more information about how you can build your reputation online, please visit the blog 5 steps to getting online reviews. It is a real life example of building online reputation and rapport from review building.
In the meantime, please do check out the marketing blog.
I’d love your comments and feedback on this and how an improved referral strategy, not reliance on word of mouth, can improve your business.