{"id":23628,"date":"2020-09-04T11:04:00","date_gmt":"2020-09-04T18:04:00","guid":{"rendered":"https:\/\/birdeye.com\/blog\/?p=23628"},"modified":"2024-11-21T21:43:03","modified_gmt":"2024-11-22T05:43:03","slug":"word-mouth-marketing","status":"publish","type":"post","link":"https:\/\/birdeye.com\/blog\/word-mouth-marketing\/","title":{"rendered":"Word-of-mouth marketing: A complete guide"},"content":{"rendered":"\n<p>Paid advertising isn\u2019t making the same impact on customers that it used to. Whether it\u2019s direct mail, print, billboards, or even more modern methods like Facebook or Google Ads, customers are tuning them out in favor of genuine <a href=\"https:\/\/birdeye.com\/blog\/customer-experience\/\" data-type=\"URL\" data-id=\"https:\/\/birdeye.com\/blog\/customer-experience\/\">customer experiences<\/a>. But that\u2019s not necessarily a bad thing for your business\u2013as long as you have the right game plan.<br><\/p>\n\n\n\n<p>In this guide, we\u2019ll break down why word-of-mouth marketing is so important for your business and how you can build a strategy that delivers real results.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-word-of-mouth-marketing\">What is word-of-mouth marketing?&nbsp;<\/h2>\n\n\n\n<p>Word-of-mouth marketing is when a customer promotes a product or service through the course of normal social interaction. It\u2019s typically marketing where customers share their experiences with your business.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-word-of-mouth-marketing-stats\">Word-of-mouth marketing stats&nbsp;<\/h2>\n\n\n\n<p>Here are some statistics that highlight why word-of-mouth marketing is so effective.&nbsp;<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/nielseniq.com\/global\/en\/\" rel=\"nofollow\">92% of people<\/a> value recommendations from family and friends above all forms of traditional advertising.&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.pewresearch.org\/journalism\/2013\/03\/17\/friends-and-family-important-drivers-of-news\/1-word-of-mouth-is-the-most-common-way-people-get-news-from-friends-and-family\/\" rel=\"nofollow\">72% of people<\/a> get news from friends and family.&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.adweek.com\/performance-marketing\/ogilvy-cannes-study-behold-the-power-of-word-of-mouth\/\" rel=\"nofollow\">74% of customers<\/a> specifically identify word-of-mouth as a key factor in making purchase decisions.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-does-word-of-mouth-marketing-work\">Why does word-of-mouth marketing work?&nbsp;<\/h2>\n\n\n\n<p>Consumer behavior is changing. Now more than ever, customers go to great lengths to avoid advertising.&nbsp; <a href=\"https:\/\/www.oakcitytechnology.com\/websites\/do-people-actually-click-on-paid-ads-in-google\/\" rel=\"nofollow\">Less than 10% of people<\/a> click on paid results on Google search. Customers throw out direct mail, refuse to pick up calls from numbers that they suspect might come from telemarketers and pay for subscription-based services to avoid ads.&nbsp;<br><\/p>\n\n\n\n<p>In fact, a <a href=\"https:\/\/blog.hubspot.com\/sales\/salespeople-perception-problem?_ga=2.6880886.517051265.1598567844-950752240.1549915647\" rel=\"nofollow\">recent study by Hubspot found<\/a> that only&nbsp; 3% of consumers said that they trusted marketers. That suggests that marketers might need to explore new channels to acquire customers. Instead of making purchase decisions based on billboards or Facebook ads, customers are increasingly turning to word-of-mouth.&nbsp;<br><\/p>\n\n\n\n<p><strong>Word-of-mouth marketing works for a simple reason:<\/strong> it leverages trust. Since word-of-mouth is based on the authentic experiences of real customers and is not manufactured by a marketing team, it\u2019s more likely to be trusted.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-types-of-word-of-mouth-marketing\">Types of word-of-mouth marketing&nbsp;<\/h2>\n\n\n\n<p>Here are some of the different ways that businesses try to leverage word-of-mouth.&nbsp;<br><\/p>\n\n\n\n<p><strong>Building organic buzz- <\/strong>Typically, businesses aim to get customers talking about them by doing new and newsworthy things. This can be done through a big launch for a new product or service, a giveaway or contest, or a partnership with a nonprofit organization. The event creates a buzz and helps to get the word around.&nbsp;<br><\/p>\n\n\n\n<p><strong>Designing a referral program- <\/strong>While it\u2019s awesome when customers refer your business on their own, you probably have tons of customers who are happy but just need an extra push to give a referral. Businesses often design <a href=\"https:\/\/birdeye.com\/blog\/referral-marketing\/\">referral programs<\/a> that are meant to make it easier for customers to refer businesses to friends and family.\u00a0<br><gwmw style=\"display:none;\"><\/p>\n\n\n\n<p><strong>Influencer marketing- <\/strong>Businesses will often use <a href=\"https:\/\/birdeye.com\/blog\/a-guide-to-influencer-marketing\/\">social media influencers<\/a> to reach new audiences organically. It works like this: businesses reach out to an influencer within their business category. The influencer promotes their product or service as a post on social media usually in exchange for payment or some other mutually beneficial arrangement. This exposes the business to the influencer\u2019s audience.&nbsp;<br><\/p>\n\n\n\n<p><strong>Customer reviews- <\/strong>Whenever customers search for your business on listing sites, they\u2019ll see <a href=\"https:\/\/birdeye.com\/blog\/review-management\/\">customer reviews<\/a>. These can have a big impact on purchase decisions. According to Search Engine Land, <a href=\"https:\/\/searchengineland.com\/88-consumers-trust-online-reviews-much-personal-recommendations-195803\" rel=\"nofollow\">88% of customers<\/a> trust online reviews as much as personal recommendations.<br><gwmw style=\"display:none;\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-build-word-of-mouth-marketing\">How to build word-of-mouth marketing&nbsp;<\/h2>\n\n\n\n<p>Want to get started leveraging word-of-mouth. Here are 5 strategies that any business can get started with today.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-offer-a-great-customer-experience\"><strong>Offer a great customer experience<\/strong><\/h3>\n\n\n\n<p><strong> <\/strong>Building a word-of-mouth marketing strategy that works starts with wowing your customers from the very beginning. No customer is going to refer a business to friends if they just feel \u201cokay\u201d about it. So it\u2019s important that you collect feedback to ensure that you\u2019re providing a great customer experience.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/birdeye.com\/resources\/case-studies\/blaze-pizza\/\">Blaze Pizza<\/a> found that reviews were a great way to collect feedback. The company was expanding rapidly and needed a way to ensure that every location that it opened was delighting customers. By monitoring sentiment across different locations, the corporate team could quickly make adjustments and fix business operations.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-promote-a-good-cause\"><strong>Promote a good cause <\/strong><\/h3>\n\n\n\n<p>By attaching your brand to a good cause, you can motivate customers to talk about you with family and friends. -Perhaps the most famous example of a brand leveraging goodwill is Toms. Every time a pair of Toms shoes is bought, another pair of shoes is donated to a child in need. As a result, the company gets positive coverage in the press for their efforts and customers feel positive when recommending them to friends and family.&nbsp;<\/p>\n\n\n\n<p>Of course, you don\u2019t need to be an internationally-recognized shoe company to leverage goodwill. During the onset of the COVID-19 pandemic, many local businesses took the opportunity to highlight the work of essential workers and local nonprofits.&nbsp; <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-make-the-process-easy-for-a-customer\"><strong>Make the process easy for a customer<\/strong><\/h3>\n\n\n\n<p>Many customers are happy to write a review or refer your business, but just don\u2019t have the time. Make the process easy for them.&nbsp;<\/p>\n\n\n\n<p>Send customers direct requests to leave a review or refer your business through text and email. That way, all a customer has to do is click a button to spread the word. There\u2019s no work for them, all they have to do is click a button.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"597\" src=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-1024x597.jpg\" alt=\"review request\" class=\"wp-image-23790\" srcset=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-1024x597.jpg 1024w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-300x175.jpg 300w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-768x448.jpg 768w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-1536x896.jpg 1536w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-2048x1195.jpg 2048w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-810x473.jpg 810w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/2019\/05\/Send-Review-Request-Texts-and-Emails-1140x665.jpg 1140w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/birdeye.com\/resources\/webinars\/grow-your-business-with-the-power-of-personal-recommendations\/\"><img decoding=\"async\" width=\"1024\" height=\"88\" src=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-1024x88.png\" alt=\"\" class=\"wp-image-29010\" srcset=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-1024x88.png 1024w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-300x26.png 300w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-768x66.png 768w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-1536x133.png 1536w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-810x70.png 810w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar-1140x98.png 1140w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/want-to-grow-your-business-with-referrals-webinar.png 1644w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-reach-out-to-micro-influencers\"><strong>Reach out to micro-influencers<\/strong><\/h3>\n\n\n\n<p>While it sounds great to work with an influencer with millions of followers, it costs a lot of money. It\u2019s estimated that the cost of just one promotion from a big influencer might cost as much as <a href=\"https:\/\/www.webfx.com\/social-media\/pricing\/influencer-marketing\/\" rel=\"nofollow\">$1 million<\/a>. If you\u2019re working on a tight budget, don\u2019t let that number scare you. While you might not be able to work with large-scale influencers, you can work with affordable micro-influencers.&nbsp;<\/p>\n\n\n\n<p>A micro-influencer is someone with 1000-10000 followers on social media. Take some time and <a href=\"https:\/\/attrock.com\/blog\/how-to-find-micro-influencers\/\">search for micro-influencers<\/a> in your area. Once you\u2019ve identified a few, try to build the relationship by liking and commenting on their posts and build a relationship Typically, micro-influencers are willing to be compensated through products and services rather than money. While their reach might be lower than top-tier influencers, working with micro-influencers can be very effective if they\u2019ve cultivated trust with their audiences.\u00a0<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-encourage-your-employees-to-get-involved\"><strong>Encourage your employees to get involved<\/strong><\/h3>\n\n\n\n<p>Ultimately, a great word-of-mouth strategy should be built into all levels of your organization. So make sure that all of your team members understand and buy-in to the concept. That way, they\u2019ll take the steps that are necessary to get customers raving about your business.&nbsp;<\/p>\n\n\n\n<p>Many businesses encourage team members to send review and referral requests to customers and use leaderboards to track their progress. Employees who send out the most requests rank higher than their peers and may be rewarded. This helps to create a competitive environment where employees get competitive and everyone aims to be at the top.&nbsp;<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-want-to-get-more-customer-referrals\">Want to get more customer referrals?&nbsp;<\/h2>\n\n\n\n<p>Want to know more about how your business can get started with word-of-marketing? In our guide to<a href=\"https:\/\/birdeye.com\/blog\/referral-marketing\/\"> referral marketing<\/a>, we break down some of the steps that businesses can take to encourage customers to refer them to family and friends.<gwmw style=\"display:none;\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/birdeye.com\/resources\/webinars\/grow-your-business-with-the-power-of-personal-recommendations\/\"><img decoding=\"async\" width=\"1024\" height=\"269\" src=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-1024x269.png\" alt=\"\" class=\"wp-image-29005\" srcset=\"https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-1024x269.png 1024w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-300x79.png 300w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-768x201.png 768w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-1536x403.png 1536w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-810x213.png 810w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner-1140x299.png 1140w, https:\/\/birdeye.com\/blog\/wp-content\/uploads\/Referrals-webinar-banner.png 1578w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Paid advertising isn\u2019t making the same impact on customers that it used to. Whether it\u2019s direct mail, print, billboards, or even more modern methods like Facebook or Google Ads, customers are tuning them out in favor of genuine customer experiences. But that\u2019s not necessarily a bad thing for your business\u2013as long as you have the [&hellip;]<\/p>\n","protected":false},"author":92,"featured_media":29444,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9871],"tags":[],"class_list":["post-23628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-referral-program"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Word of Mouth marketing: A complete guide | Birdeye<\/title>\n<meta name=\"description\" content=\"Word of mouth marketing is the best-converting channel available today. 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