Is Word-Of-Mouth Marketing Still Effective?

It's not a big secret that word-of-mouth advertising is 10 times (10x) more effective than a traditional ad. But contrary to popular belief, less than 10 percent of those much-sought-after personal recommendations happen online.

What makes people likely to talk about your business and share your digital content via email, social media, or face-to-face? Here are some tips for encouraging people to spread the word about your business online:

1. BE EMOTIONAL.

Which types of New York Times articles get emailed most often by readers? It was discovered that emotion, particularly awe, leads to transmission. If you've just read this story that changes the way you understand the world, you want to talk to others about what it means. You want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.


The takeaway: If you can attach an emotion to how your products, services, or even promoted posts are perceived, you can increase the likelihood of it being talked about online.

2. LEVERAGE SOCIAL CURRENCY.

Social currency can be defined as having access that, in turn, gives a person value. This might be something as simple as a party invitation that makes its recipient think, "I'm special because I'm on the list of invitees and others are not."

The takeaway: Creating a sense of privilege or exclusivity can improve the odds you'll prompt word-of-mouth marketing.

3. USE TRIGGERS.

If something can prompt people to share your marketing message, that increases its chances of being shared. Our research shows that social chatter about an ad spikes on Wednesdays.

The takeaway: Seek natural, organic triggers to drive discussion of your products or services.

4. BE ACCESSIBLE.

One of the important factors in determining whether or not a product gets talked about is how accessible it is. People are more likely to discuss a product that's in front of them than one that's out of sight and out of mind.

The takeaway: Placing your product in consumers' hands is critical for creating buzz.

5. COMBINE ACCESSIBILITY AND TRIGGERS.

You can increase the odds of getting your products and services talked about by as much as 15% when you pair access with triggers, according to a study by the Grocery Marketing Association.

The takeaway: Consider giving away branded goods, such as T-shirts, hats, or stickers.

In addition to word-of-mouth marketing, don't forget online digital marketing sites to increase chatter about your product. Innovative services such as promoted company listings were created for small business entrepreneurs to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.


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