Episode 98: Strategies for Effective Word-of-Mouth Marketing
In this episode of The Pursuit of Badasserie: The Podcast, we dive into the power of word-of-mouth marketing and why it’s crucial for your business. While many entrepreneurs believe that word-of-mouth marketing is effortless, we explore how this passive approach can lead to missed opportunities. We share strategies to proactively amplify word-of-mouth and leverage social proof to build a stronger brand identity and community. From asking for testimonials to engaging with your local community, we discuss practical ways to ensure your business remains front and center in people’s minds. Plus, we touch on the importance of understanding how others perceive your brand and how to align that perception with your business values. Whether you’re just starting out or looking to enhance your current approach, this episode is packed with actionable insights to help you maximize the impact of word-of-mouth marketing.
Let’s get after it!
In this episode, we discuss:
- The Misconception of Passive Word-of-Mouth: We discuss the common mistake of relying solely on word-of-mouth marketing without actively contributing to it, and how this can leave money on the table.
- Strategies to Amplify Word-of-Mouth: Learn how to turn word-of-mouth marketing into a powerful tool for your business by leveraging social proof, asking for testimonials, and creating a strong brand identity.
- Building Community: We explore the role of community engagement in enhancing word-of-mouth marketing and how showing up consistently and authentically can keep your business top of mind.
- Leveraging Social Proof Across Channels: Discover how to strategically use testimonials and reviews across multiple platforms to amplify your brand’s reach and reputation.
- Understanding Brand Perception: We discuss the importance of knowing how your brand is perceived by others and how to align this perception with your core values.
Takeaways:
- Don’t leave word-of-mouth marketing to chance; be proactive in asking for testimonials and encouraging customers to share their experiences.
- Engaging in your local community and aligning your actions with your brand’s core values can significantly boost your word-of-mouth efforts.
- Regularly check in with your audience to understand how they perceive your brand and use that feedback to refine your marketing strategies.
Action Steps:
- Ask your satisfied customers for testimonials and reviews.
- Engage with your community both online and offline to strengthen your brand presence.
- Conduct a simple survey to find out what your audience thinks of your brand and how you can better align with their perceptions.
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Read the full transcript of this episode below:
Lynn Howard
Hey, I’m Lynn and I’m Amanda.
Amanda Furgiuele
Welcome to the pursuit of Badasserie: The Podcast, we’re back again and we’re talking about word of mouth marketing. Now, we could talk forever on this topic as I’m sure we could talk forever about all topics, but I just want to start this one by saying if you think that you don’t need to do any work in your word of mouth because all your furls, all your business comes from word of mouth, you are leaving money on the table, I’m just going to start our conversation right there.
Lynn Howard
Yes, word of mouth aka referrals, but we definitely want to take more of the word of mouth kind of approach because referrals, you can definitely get more strategic and I know we have a podcast and we’ll be doing more about that to get a bit deeper, but I don’t know why I’m so giddy about this, this particular like, I’m just like all the thoughts that are going through my mind, it’s a bit sassy and this one will keep a PG.
fish.
Amanda Furgiuele
This is our audience.
Lynn Howard
We’ll keep it up and go.
Amanda Furgiuele
We’ll do what we do.
Lynn Howard
So let’s talk about some ways to amplify your word of mouth marketing, which actually Amanda nailed it. I used to, for those of you who don’t know, I would see a global company, and I owned the franchise for several years prior, but our whole premise and our core products were based around referral marketing, word of mouth, networking, and things of that nature.
And I remember when I stepped into the CEO role and I was pulling all of our franchisees globally, and a few of them be like, I don’t, I just do, I don’t do sales.
I only do referrals, and I only do XYZ, and I’m like, yeah, but you’re not building like the true essence of the referral marketing.
Like, you’re just kind of going through the movements and you’re not building the whole picture. so you, a hundred percent early bin money on the table and the other aspect too if you’re not leaning into the referral marketing or the word of mouth you are making your sales cycle longer and harder because more that people have the right the right words about you in their mouth and talking about it the more that others are building your no like trust for you which helps leverage your ability to be able to close in a more concise a quicker way and typically typically in a higher ROI or a higher investment point and longer term.
Amanda Furgiuele
Absolutely the major benefit of word of mouth marketing is that they are doing most of the selling for you and so when people say I don’t have to do any selling because I have word of mouth that’s the benefit of word of mouth is that you don’t have to sell because other people are selling for you and
One of the things that you’re doing in a word of marketing campaign, if you’ll call it that, is you’re leveraging social proof, you are getting other people to talk about you and do some of that selling.
So you’re encouraging customers to showcase their testimonials, you’re showing your reviews, you’re having other people prove social proof that you are what you say you are, you are the best of the business, whatever that looks like you’re building case studies and highlighting customers.
And that kind of thing, or you’re using more direct referrals again, we’re not going to get super into that, however we’ll touch on it, because you can’t really talk about word of mouth out discussing it a little bit.
But it’s how you get people to talk about you in that right way, it’s not just wanting people to talk about you, it’s how do you get them to talk about you?
How do you get them to give you social proof? It’s an art really, it’s an art and a science within your business, and it’s worth actually looking into.
So is this giving exceptional customer service, is this personalizing a lot of your services. strategies, we are both huge, huge advocates towards personalizing the experience, personalizing the strategy, personalizing the client journey in order to increase that word of mouth marketing, going the extra mile for your customers.
So there’s a lot of things that really contribute to that customer experience that can lead to more active word of mouth.
Honestly, one of the best ways is just to flat out ask, ask, ask people for that word of mouth, ask them for their testimonials, ask them to refer you, ask them because a lot of people, I think, are leaving money on the table because they’re afraid to ask for it.
It always blows me away when people are afraid to ask for testimonials, go, I don’t want to inconvenience people, I don’t want to get the wrong idea, like, you know, let them get the wrong idea.
At least then you’ll have something to say about it. I mean, the answer is always going to be no if you don’t ask.
So all that social proof comes from creating not only the environment that people want to talk about, but also asking for them to talk about it.
Lynn Howard
It’s a little proactive.
Amanda Furgiuele
That’s Absolutely.
Lynn Howard
Well, it’s interesting because I would say one of the differentiating factors between word of mouth. There’s a couple word of mouth and actual like a true referral machine and process is referrals are a lot more strategic, but word of mouth can be as well word of mouth is no like trust.
It’s really amplifying that no like trust will referrals is make that introduction. It is. It’s a it’s a slightly different level, but having that word of mouth aspect absolutely can give you a return on investment without like that super super rigid referral program, which is a game changer for businesses, but that’s a whole other topic.
I love that you talked about leveraging social proof. You know, it’s interesting with word of mouth. Listen, you are in people’s.
mouse typically. Now, if you’re being strategic about it and you’re actually building it in the proper way, especially in business, you know, is it, you amplify that word of mouth effect.
The thing here though is, is that you need to be good business, you need to be a good person in order to be able to amplify that word of mouth.
Like, are you, are you being consistent? Are you adding value? Are you actually active in the community and, you know, having that, that integrity, if you would, you know, you, are you hanging out with the right people because you are the company that you keep?
And so, the word of mouth effect, think of it as a telephone game, that word of mouth effect absolutely can help or hinder your referrals or your return on your movement in that.
So, when you’re leveraging. um, social proof or others are leveraging social proof on your behalf, is it in the light that you need it to be in order to keep pointing people in the right direction, um, to be able to close business and gain, gain clients from that.
So, um, you know, some ways that you can help curate this is asking for testimonials and highlighting testimonials or reviews.
This is a more, I would say, active proactive approach of amplifying that word of mouth because it’s in written form or video form.
Um, and, and it’s, for lack of better terminology, almost controlled in some aspect or like you actually have it, it’s like a physical thing versus like where people are just talking about you here, they’re everywhere, right?
So, um, you’re able to leverage that differently across different platforms. And I would say that why I mean that you have more controls.
because then you can take that and actually apply it and use it versus just somebody talking about you.
Amanda Furgiuele
Yes, I’m talking about that leveraging across multiple channels. I want to point out that part of the strength in that is, I know you have more to say on it, but the part of the strength in it is building that really strong brand identity.
Because if you’re reaching out to multiple channels, building that brand is going to be what people are talking about.
If you don’t have a direct personal relationship, the brand is what’s going to be the word of mouth. It’s, have you heard of this brand?
Have you heard of this thing? They do this, this, this, even if the brand isn’t necessarily a positive one.
Not everybody is, not everybody’s brand is sunshine and rainbows. Sometimes it’s a luxury brand. my brand tends to go more towards the rebel archetype.
So if you don’t know your brand archetype, this is a great time to look back on our podcast episode about brand archetypes, because that will also help sculpt some of that brand identity the world.
and feed into how your word of mouth marketing progresses through all the chips.
Lynn Howard
Yeah, 100%. The other aspect that I’m going take of this is more of word of mouth is about building community in a passive and proactive way.
And so the more people that are using word of mouth on your behalf. So they’re using their voice to amplify who you are or your brand and to talk about you.
The more that people will feel like you’re part of the community, but you have a responsibility then to absolutely be authentic and consistent in that voice, in that word of mouth that they’re sharing.
But with when you’re creating a community, it’s even through the ethics. sense of word of mouth, what you’re doing is you’re telling your potential prospects and also your current customers that there’s a belonging sense, that there’s like there’s not too much separation between you and them, that you’re accessible, right, that you’re accessible.
And this is on or offline. It’s about showing people who you are and how you show up. And so that community aspect is important for all behavioral cells, but especially certain behavioral cells, but even more so, if you are not being spoken about, if you’re not being seen and heard, then you’re easily forgotten.
Like, you’re easily forgotten. out of mind, out of sight, out of mind. And so what that word of mouth does is keep you in the forefront of people’s minds and in that sight.
Then again, like you’re showing up, if somebody’s saying how, you know, how selfless you are and that you’re always, you know, doing this service and doing that service outside of your business, because word of mouth is actually, it’s not even just about like them promoting your business, it’s about them promoting, like Amanda said, the brand core competencies and the values, the brand values, even if that brand is you.
And so if you’re, you know, an easier one is that your company is super sustainable and you do everything sustainable, but yet they see you, you know, throwing out like all of these buying things that are fast fashion and throwing out all these things and not recycling, then it’s a conflict, right?
But if they see you at donating your time or volunteering your time that day, it’s going to enhance that word of mouth.
right? So there’s a bit of like almost cause and effect with you being involved in the community and showing up in the way that the word of mouth is going in your brand voice that will absolutely amplify the word of mouth but also your brand.
Amanda Furgiuele
Absolutely because it is about creating community but it’s also about engaging in communities particularly your direct community. It’s participating in local events and sponsorships to increase your visibility.
It’s collaborating with complementary businesses or cross-promoting with businesses. It’s engaging and you mentioned about charitable activities that things that are really aligned with your brand’s mission and core values that can really push you ahead and keep you that front of mind, that visibility that you need in order to really have solid word about marketing across any platform, across just being in the real world.
It doesn’t always have to be a social media aspect. Sometimes just being in the real world and getting out in the community.
community, seeing them making yourself visible not only as part of the community, but as an authority within that part of the community.
Can you make your business go leaps and bounds when it comes to word of mouth referrals? It’s and my referral marketing across all of it.
So it’s unbelievable how that trickles down just in the engagement within your community.
Lynn Howard
I believe. A hundred percent. I know we’re keeping these one this one a bit concise this time. So a couple of last points would be like, no, no how people are speaking about you.
So first of all, you you want to be showing up and being authentic and do what you say and say what you do, what you mean, all that good stuff, right?
ask, ask the community to give you feedback. Ask the people who are your mouthpieces there who are constantly keeping you at front of the house.
I’m like, what’s the pulse on kind of like my presence? Don’t be afraid to ask that you can make adjustments.
Do you feel I’m in alignment with my values? Do you feel I’m in alignment with what’s being said? You also can do some analysis of like the type of clients you’re getting and different things like that.
But you want to kind of get a pulse on like what’s being said about you and how to engage with that.
And we didn’t even go down the rabbit hole of the bad word of mouth that can happen. But there’s advantages of that as well.
being in somebody’s mouth depending on your brand and your business, that kind of value, it’s how you spin it.
So what’s being said about you and how you optimize that is really important. But first you need to understand what’s being said about you.
So that’s one place that we would suggest a start is like, get in the know. What are people saying?
about you and do you feel aligned with it? Are people even talking about you? So start asking questions in the community to find that out, ask the people that are quote unquote your mouth people.
Amanda Furgiuele
And if you’re not really sure where to start on that, I always would want the easiest ways to start is with reviews and ratings.
If you see that you have satisfied customers, follow up with them. See why I find out what it is about them about your service or your product that really resonated.
Or if it’s not a positive feedback, if it’s a negative review, think about it constructively of what can you learn from that?
How can you increase your services? Or how can you change the narrative and spin it so that it’s talking to your ideal people?
Because you get negative reviews for all sorts of reasons, but you get to control the narrative on that as long as you are aware of what’s going on in your business.
this is a great way to just get your foot into that idea of word of mouth marketing, because reviews and ratings and
is an easy way to see what people are saying about you and your products and services. So it’s a great place to start if you’re not sure where to start in the word of mouth world.
Lynn Howard
I’m laughing because I love that and yes, that is an way. I will say that that can be a passive way where I’m like, ask the audience, pull up people and have that conversation, which can be difficult for individuals.
By no means, I 100% agree with Amanda here. I was snickering to myself because I was like, yeah, just people like start ask.
One of the, another thing that I remember doing, actually, I’ve been reflective in Amanda and I might be doing it soon, is like pulling your social media audience and say, know, is, ask them like three questions about you.
What’s the first word you think of when you think about me? What’s the, you know, what’s the first phrase that you think of when you think about my business?
How do you feel I’m showing up in the community right so asking like one to three questions and people like to engage right and so that’s going to give you some other feedback as well but having those having those conversations that way you can absolutely make the adjustments that are needed um also just you know the other place to start is like showing up you said it earlier it’s not just about um you know being in the community but it’s about engaging in the community showing up you’re going to see how people interact with you and engage with you based on if you’re there like if you’re not there then people don’t know you’re available right they they think again out of sight out of mind but also it creates an illusion that you’re just not available to take clients that you’re too busy that you’re too this and so actually engaging in a online in a you know in a more of a communicative way but also in a present way like
like actually showing up.
Amanda Furgiuele
Absolutely.
Lynn Howard
Absolutely. Any last points? You guys should.
Amanda Furgiuele
can, I can, I mean, I can talk all, we can talk all day about this. We talk about, we have entire trainings that we do on referral marketing, on word of mouth marketing, on all the things.
But really, when it comes down to, so you got to show up, you got to stay present in mind, you’ve got to be proactive in how you’re reaching out to people.
And don’t be afraid to speak up for your business and to talk about yourself. know that that seems, you know, a lot of people have a hard time talking about themselves in their business world.
But you got to talk about your business and have a business. So if you even better, you can get other people to talk about you.
Even better, you can get them to talk about you.
Lynn Howard
Two things came up. One is the last point that you just made is also you should be excited about your business.
If you’re not excited about how you expect other people to be, and how do you expect them to promote.
But one, Another thing that we didn’t go over that I think it’s really, I think we slightly touched on it is make sure that you’re thinking and nurturing those that are your mouth pieces out there and that you are seeing and hearing them and appreciating them, because that goes a long way, a long way, and that can be in so many different ways we’re not going to go in that rabbit hole, but make sure that you’re acknowledging them and they’re you’re giving them shout outs or doing the same for them, which again, word of mouth marketing.
Or word of, yeah, word of mouth marketing is a more passive kind of trust building and can result in it, and you don’t always know when people are doing it for you, but for those that you do know, or even giving generic shout outs on your social media in your email sequences to say, listen, I know a lot of you have my name in your mouth and I’m okay with that, right?
So, like, make that about them, but definitely make sure that you are thanking, nurturing them in return. and making sure that they’re feeling seen and heard in some capacity that you have the ability to do so.
Amanda Furgiuele
100%. So thank you. We’ll just go ahead and say thank you to all of you for talking us up for leaving reviews for us for sharing our podcast.
mean, we’ve on that note might as well shout out to all of you. If you have more questions on how to build up your word of mouth marketing, reach out to us.
We want to help you do it. We talk about this all the time and we can certainly give you some resources and some things to think about.
So make sure you’re reaching out.
Lynn Howard
Absolutely.
Amanda Furgiuele
Until next time, get after it.
