Word of Mouth is NOT a Marketing Strategy: Here’s What Is
We hate to break it to you ladies, but word-of-mouth marketing is NOT how to make it big as an entrepreneur. Word-of-mouth (WOM) marketing is defined by its name: find new business due to your existing clients recommending your work to others. Many women entrepreneurs start companies with this being their only “strategy” to acquire customers. The problem? This is not a strategy. WOM is the symptom of a successful brand.
Marketing your business is absolutely essential to its success. It is not as simple as just expecting satisfied clients to lift this heavy load. Continue reading to learn how word-of-mouth marketing works and how to set up your business to make new connections regularly.
Words of Caution Before Establishing a Digital Marketing Strategy
The digital advertising and marketing industry is valued at over $531 billion. For good reason! Some specialists have mastered the art of sculpting a business’s brand, voice, and digital materials so they become integral to their target market. DO NOT fall under the ‘ego blinders’ thinking your business is somehow different than all the others. Every successful company invests in digital marketing, which allows them to have word-of-mouth referrals. It only applies to businesses that have cultivated an identity that precedes them through clients recommending their offerings to their network.
If you start your entrepreneurial journey thinking you are the exception, your company will not make it far.
What is a Brand? Starting with the Basics
A brand is the personality of a business. It is the recognizable features of your offerings that customers can easily pick up on, remember, and form an immediate opinion of. This includes visual elements like the color palette, font choice, and website design. It also consists of the verbal cues: name, tone of voice, taglines, and values. Nonverbal cues relate to the experience provided: How was the customer service? Are you satisfied with the product? Did the business exceed expectations?
As a business owner, it is essential to consider your brand and how it is communicated to your target audience. This can be a challenge. Remember to ask for objective opinions and seek branding experts to identify areas to improve the overall impression left on viewers.
If you are still trying to figure out where to start with branding your business, don’t be afraid to seek help! At Women Entrepreneurs Inc., we help women in business grow their digital presence with ease through the Message Maker Package. This service offers four weeks of one-on-one coaching and training that enables you to communicate the true value of your business with a custom strategy.
So, When Does Word-OF-Mouth Marketing Come into Play?
Once your business is branded and internal operations are flowing smoothly, you can start thinking about word-of-mouth marketing. This comes after you have a recognizable brand primed for accepting new clients. Proceed CAREFULLY: consider the impact on your business’s reputation.
Think about your go-to hair salon. Recall the ease at which you schedule an appointment and your experience with the employees when you get there. Picture the stylish space and comfy chairs you sit in as you get your hair done. Visualize all the times you received outstanding services and walked out the door loving your new look. You will likely recommend this place to a friend if they are looking for a new stylist in the area, right?
On the other hand, have you been to a hair salon that you did not like? Whether it was challenging to find, had a dirty, uncomfortable interior design, or was overpriced for underwhelming results - it leaves a stain on your memory. You will not be recommending this place to a friend, possibly your worst enemy if that. Word-of-mouth marketing can be the key to unbridled success OR a total nightmare if the brand misrepresents your offerings.
How to Facilitate WOM: Setting up Incentives & Referral Programs
Word-of-mouth marketing is not a strategy in its own right, as you can’t fully control the frequency or outcome of this approach. However, with an established brand and a broad customer base, you can implement different techniques that incentivize happy customers to tell their friends about your offerings. One option includes a referral program or a system where customers can get discounts and other perks for bringing in new business. Another option is creating an incentive program for customers to enter a raffle for a special prize as a result of posting reviews on social media.
These methods can’t come before having the foundation of a solid brand! Without it, you risk the reputation of your business and that of those who refer your services or products.
Build Your Brand with Women Entrepreneurs Inc. to Avoid the Common Pitfalls
If you found yourself saying, “I don't want to do social media,” “I shouldn't have to send an email,” or “Why should I pitch myself to the press or go speak at that conference, I can just have to show up consistently online.” It is time to think again.
Having a curated and impressive brand will make selling your company all that much easier and even fun! If you need help figuring out where to start, do not freak out. Sign up for a free consultation to speak with an expert business coach. We will point you in the right direction and get you excited about your brand's potential with no commitment!
