What is Word of Mouth Marketing?
Promotion relying on happy customers and fans to organically promote a brand is called word of mouth marketing. This type of promotion is not just about getting customers to talk about you but in fact, turning them into loyal and raving fan.
To achieve this, any form of media can be used like video, images, vlogs, etc. This is a great way of advocating your product, as the ones who create the free organic hype are genuine carers.
What is Word of Mouth Advertising?
Sometimes word of mouth advertising results in the same impact as word of mouth marketing (but generally it involves payment to an influencer).
Benefits of Word of Mouth Marketing
Word of mouth marketing is free (unless word of mouth advertising is involved). Needs efforts to get customers and build a relationship with them.
Not only do you benefit from a few sales from your customer, but also the additional sales from their free referral to others.
Grow brand at a faster rate
Word of mouth marketing has a unique viral marketing element. Hype your brand or create an unforgettable experience for customers, chances are that a popular customer will make your brand go viral.
Strategies of Word of Mouth Marketing
1. User-Generated Content
With the growth of your store, happy customers will start sharing user-generated content. A blog post on their website or an Instagram post with your product will work well for the products organic marketing.
GoPro encouraged its customers to share their videos using the hashtag #MillionDollarChallenge, selecting the best to form a short video or the launch of the HERO7 Black.
The submissions included in the video each received a share from $1 million (hence the #MillionDollarChallenge). The campaign received more than 25,000 submissions from around the globe, marking a turning point in GoPros marketing strategies.
2. Hashtag Effect
The hashtag is an extremely subtle, easy and smart way to get your word of mouth marketing done through your customers.
Some Examples of exceptional hashtag marketing are
- #YesWeCan – Obama Election Campaign
- #ALSIceBucketChallenge – ALS Association
- #LikeAGirl – Always
- #TweetFromTheSeat – Charmin
- #ShareACoke – Coca-Cola
- #DoUsAFlavor campaign – Lays
3. Influencer Marketing
Influencer marketing is a good tactic to have control over your word of mouth advertising. For influencer marketing, and to get your product on their social media, you need to pay an influencer.
Example – Michelle Lewin
With 13.7 million Instagram followers, Michelle Lewin (a Venezuelan bodybuilder and fitness model), makes social posts about her life and fitness routine and earns money out of it. Estimated earnings per post: $67,300.
4. Get Reviews
Reviews work as an effective word of mouth strategy. They are the word of mouth marketing at its purest. Customers can literally make or break your product. According to research, 95% of people read reviews before buying a product.
5. Surprise with Freebies
Shoppers love free stuff. Makes them feel special. If a customer spends a certain amount of money, in turn, they can use that money to get more free stuff.
Examples – Word of Mouth Marketing
ALS Ice Bucket Challenge
In 2014, ALS released their ice bucket challenge as a fundraiser presented in the form of a challenge. The challenge was to promote awareness and encourage donations to research for the disease amyotrophic lateral sclerosis (ALS, also known as motor neuron disease and in the US as Lou Gehrig‘s disease).
Nominees had to capture themselves pouring a bucket of ice-cold water on their head and donate money to charity. These images and videos were posted over social media and the nominee had to further nominate friends or family to keep the chain going.
The combination of social media pressure, low entry barriers and online narcissism led to approximately 2.4 million videos circulating on Facebook, leading to raising an astounding $220 million worldwide.
Netflix has had a head-start in the word of mouth marketing, with original shows like Narcos, giving a memorable experience that people wish to talk about. Recognising the phenomenon of ‘binge watching’, Netflix releases all ten episodes in one go.
What was genius was their strategic release of ‘Making a murder, on 19th December in the US – a time when viewers are enjoying some time off and hibernating during the holidays.
Tesla’s Referral Program
Instead of spending money on traditional marketing, the company depends on word of mouth marketing to create a buzz about its sought-after electric car. It makes the current owners ambassadors and rewards them for referrals providing prizes on the number of referrals brought in.
Three referrals – early access to the company’s Solar Roof project.
Five referrals – invite to a future unveiling event.
Bjorn Nyland (you tuber) became the first person on Earth to refer 10 people to Tesla, getting him a $10,000 bonus on top of the $10,000 he got from the referrals, a tour of the Tesla Gigafactory and a free Founder Edition Model X.
The approach used to increase the word of mouth marketing for red bull is an interesting multi-pronged strategy. They are focused on creating experiences and on-brand adventures to generate buzz.
Their adventurous brand ambassadors, the Wings Team of young, have been a crucial part of their marketing strategy right from the beginning. Red Bull knows how to “give wings” to their marketing through sponsoring crazy extreme stunts, creating experiences that get people talking.