Before making a purchase decision, it’s likely you’ll ask a trusted family member or friend what they recommend. Their endorsement carries power that will make or break a purchase. For certain categories, word-of-mouth (WOM) is a key factor in the purchasing decision and can be the tipping point that drives sale.
See the tips below and start leveraging WOM:
1 – Tap into consumers’ minds. Read up on the psychology of consumer behavior and create high-impact messages. WOM behavior and effect varies depending on the product or service category. For example, in the pharmaceutical industry, a patient is more likely to listen to a doctor’s endorsement or the recommendation of someone they know that has experienced the same problem.
2 - Give them something to talk about. Identify who is best suited to spread the word for you, and then give them something worth talking about. For example, offer an irresistible deal that will get people talking about your store or product. With price sensitivity at an all-time high, good news offers will travel even faster.
3 – Make it easy. You want them to spread the word, so facilitate the process. One way is to offer coupons for your customers to share with friends. Start using the “refer a friend” icon. In your Web site, begin reward programs for loyal customers and use the power of social networking sites to your advantage.
4 – Track your results. Although WOM campaigns can be harder for ROI measurement, all is not lost. You can still: track the number of forwards in your Web site, use unique identifying numbers in your promotional coupons, leverage your next survey, or simply compare test and control markets.
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