Referral marketing is arguably the most powerful and effective technique out there. Unfortunately, it is also the most incredibly elusive and difficult to control.
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This marketing technique relies more on your customers than on your own efforts, and can usually be traced to the quality of your product or service.
To put it another way: word of mouth marketing happens when a product or service “sells itself. inch
Get them talking!
What is it?
People like to talk. Word of mouth marketing, basically, is providing them with something to talk about: your business. It is creating a “buzz” about your product or service, and letting your customers do the marketing legwork for you by telling friends, family members, and sometimes even complete strangers if could possibly be excited enough.
Word of mouth marketing is powerful, because it is genuine. You can’t fake this phenomenon. When people believe what you possess is worth mentioning to others, they will be enthusiastic — and that passion helps to generate even more business to suit your needs in the form of new customers and wider marketplace recognition.
There are many different forms word of mouth marketing can take. Just a few of them are:
Viral marketing: Creating and distributing a high-impact information that it easy to pass along to others-often through e-mail (viral marketing will be discussed further in Chapter 5).
Community marketing: Joining or forming a shared-interest community whose users are likely to enjoy your product or service. Remember that with community marketing, it is important to place the good of the community first, and marketing efforts last. Marketing can evolve naturally through participation.
Hype marketing: Creating an air associated with excitement or mystery around your business, usually through news, entertainment, or underground campaigns.
Grassroots marketing: Coordinating groups of volunteers to spread your own message on a personal or local level.
Cause marketing: Dedicating section of your business to a social cause, which often earns respect and support through others dedicated to the same cause.
Conversion creation: Catch phrases, promotions, release parties, and other memorable tools or events designed to spread through word of mouth marketing.
Product seeding: Identifying influential or even key individuals and getting your item or information into the right hands at the right time.
How do you get it done?
As previously stated, even though person to person is effective, it’s hard to pull off. In case you try to fake a buzz for your business, consumers will smell a bad deal and your efforts will backfire.