Word of Mouth is a bit of a primal thing. We cant help and talk about things that make us go wow or things that niggle and irritate us. It’s what we humans are programmed to do.
Word of Mouth Marketing is the art of getting people to fall in love with you, your brand or your business. To get them to revere and respect you so that they recommend you — for free.
Of course when they really do not like you, or you treat them with contempt, ignore their pain and generally not care, they will also share that for free.
A Series of Planned Events
In days gone past, word of mouth marketing could be left to a hope, a prayer that it happened for the good. Not any more.
Word of mouth marketing is a planned series of events that is designed to get people to talk about you, to rave about you.
It is a process that uses the newest strategies and tactics with the human behaviour. It triggers feelings and passions. It stimulates conversations that flows between channels and weaves in and out the online and offline worlds.
The Six Step Structure That Thrills
Word of Mouth marketing is the art and science of getting people thrilled and turned on by what you are doing so that they have no choice but to rave about you. To do this well takes six steps:
- Know who your fans are, who is talking about you
- See and feel their passions and emotional drivers
- Design an experience that stimulates these drivers and passions
- Activate the right tools to accelerate the conversations
- Step up and being part of the conversation
- Tracking, reviewing and redesigning
Becoming Familiar with The Unfamiliar
These six steps are not as structured as the traditional media methodologies, and are unfamiliar to many marketers and business owners. Yet they are common sense. They are the future of marketing. And I think the biggest challenge for most marketers is not these steps but becoming familiar with the unfamiliar.