Why Word-of-Mouth is the Best Marketing Promotion (Advertising / Communication) #MarketingMinute 105

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Of all the ways to promote your product, brand, or organization, the most effective is customer-to-customer word of mouth.

Advertising, personal communication, and social media are all great ways to get information to your various audiences, but they’re the word of the marketer, and that word isn’t always trusted because there’s an inherent conflict of interest. Do the marketers really want to solve my problems? …or do they just want to take my money?

So why does word-of-mouth work so well? There are three reasons: First, people perceive other customers, even when they’re complete strangers, to be more trustworthy than the marketed brand.

Second, other customers are perceived as being more knowledgeable about the product and its strengths and weaknesses from the buyer side; they truly know if and when it works well, and when it doesn’t.

Finally, word-of-mouth is better for your organization because now your prospects come to you more informed and more convinced that you can fulfill their needs. They’ve been, in a sense, vetted or screened via deeper conversations with former customers that resulted in their desire to seek you out.

But there’s something you need to do on your side:
To ensure that customer-to-customer word-of-mouth is positive, you need to create excellent customer experiences, ensure that those experiences are recognized by your customers, and then empower them (through training and communication tools) to share their experiences with others.

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