Weaving Word of Mouth Into Your Retail Business

2016 • Content, Social Media

According to Engagement Labs, word-of-mouth is still a critical driver of retail sales. Here’s more about WOM, plus how you can tie it into your online, printed, and in-person communications.

 

Tip: “Look at top brands like @NikeSupport, which responds to followers on Twitter literally every few minutes.” 

1. 13%: As published in Adweek, 13% of retail sales are driven by word-of-mouth conversations.

 

2. The power: Nielsen reports that 92% of consumers surveyed have more faith in the recommendations of friends and family members than they do in any form of traditional advertising.

 

3. 4 Ts: Andy Sernovitz, former CEO of Word of Mouth Marketing Association, defines the principles of WOM:

• TALKERS: Find people who will talk about you
• TOPICS: Give people a reason to talk
• TOOLS: Help the message spread fast and far
• TALKING: Join the conversation

 

4. Numero uno: According to the American Marketing Association, more than six out of ten marketing executives surveyed said they see WOM as the best form of marketing. Only 6%, however, told the AMA they know how to act on that information and effectively take advantage of the power of WOM messaging.

 

5. Tie it in: Begin the conversation on social media. Pew Research reports that more than seven out of ten American adults use Facebook, for example.

 

6. Target by age: The number of social media users decreases with age, so frame your multi-channel messaging accordingly. For example, 90% of 18-29 year olds are active in social media compared to 65% of those between 50-65.

 

7. Picture this: The old phrase, “A picture is worth a thousand words,” is certainly true when it comes to getting consumers to talk about and remember you, while also moving the conversation from online to in person.

 

8. Answer them: Look at top brands to see how they perform. @NikeSupport is considered a leader in customer response and can be viewed responding to followers on Twitter literally every few minutes.

 

9. Involve them: PepsiCo’s Frito-Lay got nearly 4 million entries in its “Do Us a Flavor” contest, which invited consumers to submit their ideas for a new taste in chips.

 

10. Track it: As difficult as it sounds, the savviest of small businesses keep track of comments, with all customer-facing staff asked to record consumer comments. Consider it an ongoing version of the old suggestion box. At the very least, track online reviews and comments, and assign whoever is at the front desk to ask consumers about their experience with you and if they have any suggestions.

 

How do you generate word-of-mouth advertising in your practice?  Do you formally track and act on patient comments and suggestions? Let us know and join in the Facebook conversation here.

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