People love to talk about their purchases and experiences. This is a simple fact, but one that is the key to unlocking the most powerful and least expensive growth channel — word of mouth marketing.
Word of mouth marketing (WoMM) is an ideal strategy to both raise brand awareness and engage with your most passionate fans. Whether it’s in the real world or online, your super fans are already telling everyone how much they love your brand. With 92% of consumers trusting recommendations from family and friends, why not steer the conversation from the inside?
While word of mouth references are always helpful towards raising brand awareness, word of mouth marketing differs in that your brand is actively engaging in promotion, encouragement, or other influence. People trust what others have to say about a brand, so ensuring that your customers have reason to speak glowingly about your product or service is a great way to grow your brand organically. The best part is that word of mouth marketing is not just a one-off interaction: this is a cascade of promotion, awareness, and buzz for your brand, one touchpoint at a time. This domino effect is an ideal and cost effective way to grow your fanbase and foster brand loyalty. The Pareto Principle (also known as the 80/20 principle) suggests that just 20% of your customers will account for 80% of profits. By nurturing relationships with customers that already love your brand, you can keep them coming back for more and inviting their friends and family to join.
It can be difficult to stand out when your potential customers are constantly bombarded with the same content and being marketed to non-stop. However, your super fans are ready to help you achieve your growth and marketing goals with a more human touch. Establishing a brand community allows you to market through your customers, rather than to them. In the social media age, brands have focused more on getting as many followers as possible rather than actually engaging with them. By doing so, you will not only be able to create a stronger and more meaningful relationship with your fans but also achieve your growth goals organically. Use your community as a hub for data and content that will allow you to drive brand awareness and sales.