Word-of-Mouth Marketing is the dissemination of information about a company or product by people who do so on their own initiative. An example of sarafan radio is when a person recommends a store to their acquaintance where there are currently big discounts. Word-of-mouth marketing is also called word-of-mouth marketing. Sarafan marketing usually involves the spread of positive reviews, so it is considered one of the types of promotion.
Word-of-mouth marketing arises naturally, but that does not mean that a company cannot stimulate it. The work of word-of-Mouth marketing directly depends on the loyalty of the audience and the quality of the services provided. The company should establish itself as well as possible in the eyes of customers so that they themselves want to tell others about it. Several techniques can be used to launch word-of-mouth marketing:
unique selling proposition: when a company offers its audience special value that is unique compared to its competitors, this helps to win people's sympathies;
referral program: if you offer customers a reward for attracting new buyers, they will be more active in talking about you.
advertising with bloggers: influencers provide information to their audience in the form of recommendations, and such a technique can launch a chain reaction. Other people, influenced by the blogger, will get acquainted with the company and start spreading information about it;
activity on social networks: communicating with the audience on social networks and increasing their involvement will help establish good relationships with them;
high level of service: quality service, a wide range of products and favorable prices always attract customers, and they, in turn, praise such companies among their acquaintances;
rewards for actions: companies often promise customers incentives for achieving certain goals. In the case of word-of-mouth marketing, such action can be a review. Promise the customer a discount or any other bonus for leaving a positive comment about you. Other people will see such reviews and this will create a positive impression of the company.
It is important to understand that a company can only create favorable conditions for the appearance of word-of-mouth marketing, but it is impossible to guarantee its operation. Word-of-mouth marketing depends on the moods of buyers and can be disrupted at any time by negative customer experiences. If desired, customers can also spread negative reviews about the company, and this will also be a manifestation of word-of-mouth marketing. However, despite this, word-of-mouth marketing has significant advantages:
- a free promotion method that works in passive mode;
- attracting new customers who are initially well-disposed towards you because they came by personal recommendation from acquaintances;
- increasing sales by attracting new customers;
- improving the company's reputation;
- native advertising.