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You know that word-of-mouth marketing is effective, but how do you do it well? We've distilled really good tips from Dan Martell's "Breaking Down the Methodology Behind Word of Mouth Marketing" and Paul Jankowski's "4 Tactics to Build your Word of Mouth" and illustrated them with case studies and statistics. Enjoy!
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This SlideShare has been adapted from Dan Martell’s “Breaking Down the Methodology Behind Word of Mouth Marketing” on Word of Mouth Marketing Association and Paul Jankowski’s “4 Tactics to
Build Your Word of Mouth” on Forbes.com.
You’ve spent 12 months building the most wicked product in the world. Now what?
Now, you need customers, revenue, and growth.
So here’s the sequence most entrepreneurs follow:
Step 1: You launch a blog
Step 2: You launch your Facebook page
Step 3: You start promoting your writing to your fan community of 50
Then you wait. You’ve built it; why aren’t they coming?
Marketing Professor Jonah Berger
“Any product can be remarkable. Any product can be emotional. Like any
good marketing plan, it follows a standard framework. Amazing marketers take the same basic skeletons and flesh them out.”2
Don’t fret.
Most likely, it’s made you laugh out loud,
Just think about why you share:
saved you time
solved your most pressing problems.
It’s caught you by surprise and has struck an emotional chord.
Effective marketers are creative, but also systematic. Here are the 4 most important steps, according to Paul Jankowski, Chief
Strategist at New Heartland Group:
1. Make a Target List of InfluencersMake sure you are speaking to leaders and influencers in your
space. These can be journalists, public figures, bloggers, or even trendsetting fans.
DO: It is a good idea to make a target list of influencers that appeal to your key demographic and make sure that they know about what you do.
DON’T:
Badger them with calls and emails—but rather take the time to learn about them and why they are influential, then open up a dialogue by engaging with their content in ways that are relevant to your brand.
Example: P&G’s Thank You Mum
If you held back some tears while watching that video, the ad has worked. It not only touches us, but also gives us a heartwarming reminder to be grateful to our mothers.
P&G is well known for producing household products, of which mothers are likely their biggest consumers.
Results of P&G’s Thank You Mum
2. Build a CommunityBuild a Close Knit Social Media Community—The easiest way to directly communicate with your audience is to
engage with them via social platforms 3.
Example: Will it Blend?
Will it Blend is a viral marketing campaign consisting of infomercials. With a good blend (pun intended) of humour, quirkiness and bright smiles all around, Will it Blend became an instant hit with people. They also involved customers by asking for things to blend and in the process, creating a community.
“Will it Blend?” Campaign Results 6
3. Be a Thought LeaderNot only do you want to target the influencers in your space. You want to be one!
DO: Figure out what makes you and your business unique, and tell people about it. Figure out the medium that best supports your ideas and develop a strategy to grow your presence there.
Example: Camp Gyno
Hello Flo managed to market female sanitary products without coming across as patronising (remember the cringe-worthy “Have a happy period”?).
Instead, they tapped into a sense of shared humor and sisterhood among all women, making this campaign refreshingly honest about that time of the month.
“Camp Gyno” Campaign Results 7
4. Be consistentThe success of Word of Mouth marketing depends on customer’s trust of the brand. You have to earn enough merit to become a worthy topic of conversation.
DO:Maintain integrity across online platforms (your website, social media, and mobile).
DON’T:Underestimate your audiences. They can smell fluff from a million miles away (especially from a computer screen).
Dollar Shave Club succeeded by leveraging the skepticism surrounding the high price of razors8. Men were told that they needed three blades for a comfortable shave. Then it was four, then five, and six.
As Dollar Shave Club points out, Your handsome grandfather had one blade”. It seems that their simple model of providing good blades at a low price every month is doing well.
Example: Dollar Shave Club
Example: Dollar Shave Club
“Our Blades are F***ing Great” Campaign Results 9
Word-of-Mouth can’t be bought; it has to be earned.
Visit www.ReferralCandy.com to find out more about how to
grow your Word-of-Mouth!
Sources:
1. http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing
2. http://www.womma.org/posts/2013/07/breaking-down-the-methodology-behind-word-of-mouth-marketing
3. http://www.forbes.com/sites/pauljankowski/2013/03/13/4-tactics-to-build-your-word-of-mouth/
4. http://blog.referralcandy.com/2014/06/19/6-ads-went-viral-according-jonah-berger/
5. http://prsany.org/downloads/BigAppleAwards2013/p_g_builds_consumer_loyalty_during_london_2012_olympics__marina_maher_communications.pdf
6. http://adage.com/article/the-viral-video-chart/digital-marketing-top-10-viral-ads-time/145673/
7. http://www.entrepreneur.com/article/233207
8. http://www.fastcompany.com/1835082/3-marketing-takeaways-dollar-shave-club%E2%80%99s-fing-great-ad
9. http://searchenginewatch.com/article/2193070/How-Dollar-Shave-Club-Got-Their-Sales-Pitch-in-Front-of-5-Million-People
