You can ignore a product PR post on a brand’s Facebook, but pay attention and listen to your close friend share about a great experience using that brand’s products. In the dialogue between brand advertising and customer feedback, it is often the stories from consumers that bring the strongest and most trustworthy impression. This is a simple but effective demonstration of the power of the form of word-of-mouth marketing. In today’s article, Optimal Agency will learn with you about everything about word-of-mouth marketing.
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Exploring some form of word-of-mouth marketing
Word-of-mouth marketing is a form of communication that does not come through direct advertising but is based on customers’ words and word of mouth. This is how to create and take advantage of every opportunity when a customer is interested in a brand’s products and convey that interest to others through words. Try to remember the times when you were willing to spend money on a skincare item right after hearing a friend recommend it and attaching a photo of their flawless skin. These intimate and authentic shares not only provide useful information but are also the result of a word-of-mouth marketing strategy. This is what brands always want to achieve more than any other form of media advertising. The importance of customers in word-of-mouth marketing cannot be denied. Customers act as authentic and trustworthy representatives of the brand. When they share their positive experiences with a product or service, these compliments often have a stronger impact and build greater trust than regular advertising.
Word-of-mouth marketing works on a simple but effective principle: trust between consumers. When a friend, relative, or colleague recommends a product, their words are often highly appreciated and carry weight. This not only helps increase brand recognition but also boosts sales. Brands can take advantage of word-of-mouth marketing by creating memorable and shareable experiences for customers. This can include providing quality products, excellent service, and dedicated customer care. When customers feel satisfied and impressed, they will voluntarily share these experiences with others, creating a positive virtuous cycle. In addition, with the development of social media platforms, word-of-mouth marketing can spread more quickly and widely. Customer stories and reviews can easily be shared and reach thousands, even millions of people in a short time. This helps brands reach a large number of potential customers without having to invest too much in traditional advertising campaigns.
Word-of-mouth marketing is a powerful and effective communication strategy that helps brands build trust, increase awareness, and boost sales. Customers play a key role in this strategy, being the ones who convey the message in the most authentic and trustworthy way.
Form of word-of-mouth marketing is popular today
To be able to choose a suitable and effective advertising campaign for yourself, you can refer to the following specific word-of-mouth advertising methods:
Buzz Marketing
Buzz marketing is a popular form of marketing and is widely deployed through social networks. The main way to do buzz marketing is to create “rumor, sensationalism, or shock” to attract attention and stimulate people to discuss and gossip. Surely you are no longer unfamiliar with marketing “tricks” before the release of a music product by a singer or a movie. That is buzz marketing, a form of word-of-mouth marketing. The audience effect will partly make the main event later receive more attention and interest.
Viral Marketing
Viral marketing or viral marketing is one of the most popular forms of word-of-mouth marketing. With the popularity of social networks, viral marketing is used even more. Anything that goes viral can be traced back to a certain marketing strategy. Any marketing strategy more or less needs a “viral” element. Simply because the purpose of marketing is to attract people’s attention. Therefore, you can see viral marketing everywhere, in marketing campaigns from the past to the present.
A classic example of viral marketing is the “ALS Ice Bucket Challenge” which appeared in 2014. Many celebrities, influencers, and large numbers of people participated in this challenge by pouring a basin of ice water on the head. The challenge aims to raise awareness about ALS – amyotrophic lateral sclerosis and call for donations. Videos about the challenge are filmed and posted on social networking sites with the hashtag #icebucketchallenge. Billionaire Bill Gates also participated in this challenge after being invited by Facebook founder Mark Zuckerberg. He also called on several other celebrities to take on the challenge, including Elon Musk, Ryan Seacrest, and Chris Anderson (TED).
Influencer Marketing
The explosion of the Internet and social networks has made influencer marketing more developed than ever. Influencer marketing is a form of brand linking with an influencer in a field related to their product/service to create a positive influence on target customers. You will easily see an image of a famous person introducing a certain product on their page. That is influencer marketing, a form of word-of-mouth marketing when the words of famous people are word-of-mouth. They are happy customers who can positively influence many people at once.
Netflix is an example of success thanks to influencer marketing. The power and influence of opinion leaders have helped Netflix stand out and grow dramatically.
Product Seeding
Seeding is a popular way to promote products, especially in groups and communities related to that product. By spreading product information to customers, you are reaching them to create curiosity and interest in the product. Seeding is often done through introducing products to small groups, forums, or social media channels. Reviews and shares from people who have experienced the product will help build trust and convince new customers to try it.
Referral/Affiliates Program
Building referral or affiliate programs is not only a way to conduct word-of-mouth marketing but also an effective strategy to increase brand spread and growth. Instead of expecting customers to voluntarily recommend your product to others, create a program that encourages them to share the satisfaction of using the product while also receiving a small benefit or reward in return. some reward.
This form falls under affiliate marketing, where your customers or partners (affiliates) will receive rewards when they introduce your products to others and successful transactions are made. Referral/affiliate programs not only increase new users but also help build closer relationships with existing customers, because they feel valued and rewarded by recommending products they love.
Evangelist Marketing
Evangelist marketing is a great strategy when a brand turns its loyal customers into brand “avocates” (evangelists). To do this, the brand must truly create satisfaction with customers and gain their consent to participate. Brands connect and build a community of loyal customers who are willing to share positive information about the brand and products.
Brands must provide customers with exceptional experiences and values so that they have the motivation and confidence to become evangelists for the brand. When a customer becomes an evangelist, they not only help the brand spread the word organically but also contribute to increasing trust and appeal to other consumers.
Social Media Marketing
Today, word-of-mouth marketing is not just direct words but is also developed through diverse variations on social networks. With the significant increase in social media users, from 43% of the world’s population in 2015 to a predicted 56.7% by 2025, marketers are increasingly paying attention to the ability to spread word-of-mouth on social networks. this platform. To encourage users to “word of mouth” about a brand on social networks, there are some effective strategies such as:
- Engage regularly with users: Post content regularly to stay engaged with users, ask questions, and respond to their comments to drive engagement.
- Building relationships with users: In addition to daily content, deep interactive activities such as providing valuable knowledge and live interactive streams will help build closer relationships with users.
- Collaborate with influencers: Collaborate with influencers who are active on social networks to help the brand spread its message effectively and with influence.
These strategies not only help brands take advantage of the power of word-of-mouth but also create a closer connection with customers, thereby promoting growth and success in marketing strategies.
Form of word-of-mouth marketing is really useful for businesses
Word-of-mouth marketing is one of the most important elements in modern marketing strategies because it is not simply the spread of information but also reflects customers’ trust and influence on their purchasing decisions. others. A happy customer is not simply a satisfied customer but also has the potential to become an ambassador for your product. They can introduce the product to their relatives and friends, thereby leading to a chain of actions from research, interest, and shopping to payment. This helps increase sales opportunities and expand your customer base naturally and effectively.
The numbers and research from ReferralCandy provide clear evidence of the importance of word-of-mouth marketing. 92% of customers trust word of mouth, a figure much higher than online opinions (70%) and advertising (58%). This shows the powerful power of advice from real users, which can make the success or failure of a product on the market. Additionally, research from Statista shows that 59% of Gen Z women base their shopping decisions on recommendations from family and friends. This shows that opinions and advice from close and trusted people have a great influence on consumers’ purchasing decisions, especially for target groups such as Gen Z. However, the power of word-of-mouth marketing can also have negative consequences if customers are dissatisfied with the product. Negative feedback can spread quickly through social media channels, and these reviews can greatly impact your brand image.
Therefore, managing and improving product quality and building good relationships with customers is essential to take advantage of and control the power of word-of-mouth marketing effectively and sustainably your business strategy.
In the article on Optimal Agency, we have listed the detailed content most accurately. We hope that the information we have shared can help everyone learn about the concept of word-of-mouth marketing and other forms of word-of-mouth advertising from which people can choose suitable promotional campaigns for their businesses. Besides, we also provide other types of services such as how to run crypto ads on facebook. Stay tuned.
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Frequently asked questions
Currently, in Vietnam, many forms of electronic word of mouth are developing strongly. Specifically, viral campaigns on social networks such as challenges and video clips spread quickly thanks to user sharing. In addition, influencer marketing is also becoming an important tool, when famous and influential people on social networks are used to introduce products and services to a large number of users. Referral/affiliate programs are also being widely applied to encourage users to share and recommend products to each other, creating an effective word-of-mouth network on electronic platforms.
A good example of word-of-mouth marketing is the “ALS Ice Bucket Challenge” campaign in 2014. This campaign started as a small idea to raise awareness about ALS and solicit donations from the community. Participants will pour a bucket of ice-cold water over their heads, record videos share them on social networks, and challenge others to participate. Thanks to its rapid spread on social platforms such as Facebook and Twitter, the campaign has attracted the participation of millions of people worldwide, from ordinary people to famous stars. The ALS Ice Bucket Challenge not only attracted attention but also raised millions of dollars for ALS research and treatment, a clear demonstration of the power of word-of-mouth marketing in connecting and motivating the community.
