August 29, 2014
Word of mouth campaigns can seem a little daunting if you’re just starting out. No matter where you’re at, there are some tips that’ll always be relevant to what you’re trying to do. Here are ours, for your next word of mouth campaign.
Where do you want conversations to be happening?
Most of our attention is on the type of word of mouth that’s taking place online. In the past, before Likes and shares, these conversations were happening face to face. Consumers communicated directly about what products they were using, and passing along important recommendations.
It’s great when these in-person convos take place, but where else would you like them to be happening? Ideally, conversations online are taking place in a space of your choosing. If most of your target audience is hanging around Twitter, or sharing their thoughts about your product on Facebook, that’s where you need to be.
If you want to encourage conversations about your brand to flourish, you need to be tuned in. That means keeping someone on social media duty. If you want to be proactive with answering comments, questions, and messages, someone’s going to have to be there to get it done. It’s not enough to occasionally poke your head in to check how many page likes you have. To keep conversation going, you have to keep up an active presence.
Give people something to share
When we love what a brand does, there’s a pretty good chance that we’ll share updates without an incentive. But if you’re still in the early stages of word of mouth marketing, or if you’re still working on growing your audience, you’re going to want to offer something that makes sharing worth their while.
Incentives aside, you’re also going to need to have content, and a social media presence that encourages sharing. If you haven’t put much focus on content and it’s looking a little lackluster, you’re going to have a hard time getting anyone to share or interact with your brand in meaningful ways. If you want more meaningful shares, give the people something share-worthy.
Recognizing and working with influencers
Influencers can be anyone from consumers, to a trendsetter. These are the people that can get the word out about your brand in highly effective ways. It’s up to you to identify and prioritize potential influencers, and understand who’s the most beneficial to what you’re trying to do.
A good example is you reaching out to a blogger, someone that you have met in a business setting, or is well known in your industry, and asking them to write up a review of the latest feature you’re rolling out. In return, you promote their blog and what they do to your own audience.
Before getting in touch with this fictional bloggger, you need to make sure their audience is one made up of your target group. You also need to see how they compare to other bloggers, and their reach. The goal is to work with someone who stands out as being very beneficial to your brand. Don’t rush to pick these people. It takes some investigation and thoughtful planning.