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Word of Mouth as Inbound Marketing

Word of mouth marketing (WOMM) powered by the emergence of inbound marketing, has the power to quickly build up or tear down the reputations of products, services and organizations. But for so long, WOMM was intangible.  That’s all changed with Twitter, Yelp, Urbanspoon and Facebook.  Influence of WOMM can now be measured.  That means my customer experience matters more now, than ever before because I have a digital megaphone!

Word of mouth inbound marketing has two distinct phases in the new model.   The first stage of its word-of-mouth business is about harnessing the excitement of newness–your new dress, shoes, or cell phone.  But, the second phase is about cultivating those excited people to facilitators of conversation, referral, and promotion.  Turning them into long-term brand ambassadors.

Still 93% of word of mouth advertisement occurs off-line. Not on Twitter or Yelp or even Facebook.

Word of mouth inbound marketing has two distinct phases in the new model.   The first stage of its word-of-mouth business is about harnessing the excitement of newness–your new dress, shoes, or cell phone.  But, the second phase is about cultivating those excited people to facilitators of conversation, referral, and promotion.  Turning them into long-term brand ambassadors.

Why Word of Mouth is So Valuable

From WordofMouth.org,  word of mouth can’t be faked or invented. Attempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation. Legitimate word of mouth marketing acknowledges consumers’ intelligence — it never attempts to fool them. Ethical marketers reject all tactics related to manipulation, deception, infiltration, or dishonesty.

All word of mouth inbound marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements are:

  •   Educating people about your products and services
  •   Identifying people most likely to share their opinions
  •   Providing tools that make it easier to share information
  •   Studying how, where, and when opinions are being shared
  •   Listening and responding to supporters, detractors, and neutrals

Word of Mouth Marketing Resources

With the proliferation of inbound marketing techniques and technology this new emphasis on the value of WOMM has brought about new groups and organizations dedicated to understanding it.   Below are some great  WOMM resources.

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