This advertising tool may be the best one in your arsenal as recommendations from family, friends, and other trusted sources become even more valued among consumers.

Marketing can be the lifeblood of any company and turn customers into raving fans. The good news is that one of the best ways to generate positive buzz, word-ofmouth marketing, may require only minimal time and effort on your part. Discover how to leverage your customers’ passion for your products or services to increase brand recognition and reach a wider audience.

The upsides

The power of this tactic can’t be overstated. Look to Tesla as an example. Unless you live under a rock, you’ve likely heard of this groundbreaking brand; in fact, its Model Y, a fully electric crossover SUV, is consistently among the best-selling automobiles worldwide despite its comparatively high base cost of more than $44,000. Amazingly, though, Tesla has spent no money on advertising for most of its existence. The only reason everyone knows about its groundbreaking EVs is because people love them and talk about them—a lot.

Clearly, word-of-mouth marketing can be incredibly persuasive. A Nielsen study showed that 88 percent of people trust recommendations from people they know; conversely, many consumers tend to dislike and be wary of traditional advertising and do their best to ignore or block it. That’s why you’re more likely to buy, say, the brand-new TV your neighbor has than one from a pop-up ad.

Although this type of communication relies on customers’ reactions to a brand, you can still have an active role in cultivating them. For example, Stanley, long known for its vacuuminsulated beverage containers, captured new interest in its products by designing a trendier tumbler: the Quencher. The product blew up on TikTok largely on its own, but Stanley helped boost interest in it by partnering with the Buy Guide, a digital shopping resource, and focusing on limited-quantity releases of collectible models of it. The move helped Stanley more than double its direct-to-consumer sales in 2021.

Top techniques

While a natural method of generating word of mouth for your brand is creating quality products and services, you can help it take off even more by using some smart tactics. Try these to boost your business to new heights.

Host an event
Nothing gets people talking like an event that leaves them happy and satisfied, such as an open house where they can sample or see products in action, perhaps while enjoying good food and entertainment. Experiences like these can also nurture stronger ties between consumers and your brand as they get to know you, your employees, and your story. Plus, enjoying a party or activity can be much more fun and memorable than reading, watching, or hearing an advertisement. Offer something for free If you’ve ever driven out of your way to pick up a Slurpee on July 11 at a 7-Eleven, then you can attest to the allure of free stuff. Consider offering an add-on product at no charge with a purchase to attract new customers and strengthen connections with existing ones. For example, you could give a small freebie on a specific day— much like how McDonald’s has its Free Fries Fridays, when customers can get an order of medium-sized fries at no cost with a separate purchase of a dollar or more. The item you offer gratis may encourage your customers to grab a few of your other products and share a picture or two on social media, boosting positive mentions of your brand.

Get social
Clearly, social media can be a highly effective way to employ word-of-mouth marketing. You may be able to significantly boost mentions of your brand by reposting others’ positive content about it, including any rave reviews. As for your own content, show your human side, such as by sharing authentic behind-the-scenes looks of you and your team at work or by offering sneak peeks of new products.

Additionally, consider engaging online influencers to sample your products and services, much like Stanley did. Even working with microinfluencers, those with 10,000 to 100,000 followers, can be fruitful, especially if they have a common audience with you. If they like what they see, they may share their experience with their followers, who may then become interested in your brand. Some influencers may also work with certain companies they like in exchange for free products or services.

Don’t underestimate the power of word-of-mouth marketing. By strategically utilizing this tool, you may soon see extra noise developing for your business, turning happy customers into enthusiastic ambassadors for your brand.

TAKE ACTION:
Select a word-of-mouth technique to start building positive buzz for your company.