A Guide to Word-of-Mouth Marketing

In today’s analytical marketing world, countless campaigns and strategies are utilized by marketers globally. Yet, one strategy that is massively underutilized in our data-driven age is Word-of-Mouth Marketing (WOM). It’s quite possibly one of the most effective ways to create buzz around your company, and can turn customers into powerful tools of marketing — for free. 

The Hidden Power of Word-of-Mouth Marketing

Think about it from a customer’s perspective: Have you ever had a friend recommend any sort of product or service to you? Maybe it was something you weren’t even aware of before a friend mentioned it. Maybe you were unsure about the quality of a product, but then a friend raves about how they love it? These experiences happen quite often around us, but most people don’t even realize it! 

As much as we marketers wish it were otherwise, people don’t trust companies as much as they do their friends or family. As a consumer, you’re much more likely to listen to a personal testimonial from someone familiar rather than just another marketing campaign from a brand. According to a 2019 report by Edelman, 58% of the people surveyed bought a new product in the last 6 months because of an influencer. In response to this, companies have increasingly pushed campaigns to social media influencers to provide that personal testimonial that many consumers want.

How to Utilize Word-of-Mouth Marketing to Its Potential

Now that you’re familiar with WOM Marketing, how do you capitalize on it? Well, there are a multitude of different campaign strategies that will increase your brand’s social presence.

• Viral Marketing

  • Also known as buzz marketing, this strategy relies on a target audience to spread awareness of your product or brand. The campaign is usually successful when your product or brand reaches an audience past your initial target market. Think of iconic campaigns like “Red Bull Gives You Wings,” “Just Do It,” and “You Can Still Dunk in the Dark.”

• Emotional Marketing

  • This strategy focuses on human emotions to drive awareness and conversation around your brand. Often based on current events, it can promote a cause while raising awareness about an issue and your brand. Consider the Dove campaign, in which they cleaned ducks after an oil spill—an emotional appeal that resonated with many.

• Influencer Marketing

  • As social media becomes an ever-growing part of our society, this strategy capitalizes on engagement from a sponsored influencer’s audience towards your brand or product. A personal testimonial on an influencer’s behalf can reach a target audience in a way that traditional marketing campaigns might not. 

Partner With Raze Media!

If Word-of-Mouth marketing sounds overwhelming (and it can be), partner with Raze Media and let us help you accomplish your marketing goals! Contact us today to see how we can create the perfect WOM Marketing strategy for you!