WOM Marketing: A Guide to Harnessing Word of Mouth

Consumers are bombarded by ads all day, every day. On websites, TV, and buses and billboards as they drive to work. Even social media is flooded with ads and branded content. With so much advertising noise, people start to tune it all out.

Word of mouth(WOM) is your way back into the consumer’s consciousness. WOM marketing, sometimes called WOMM, is less expensive than traditional ad spending, but significantly more effective. Studies show that 92% of consumers trust their friends and family more than they trust advertisers.

Brands that understand the underlying dynamics of WOM (i.e., why we share) are creating armies of advocates—and mountains of revenue in the process. We’ll tell you what you need to know to tap into WOM and make your customers your best marketers.

The History of WOM Marketing: Then and Now

Word of mouth marketing is when customers share information about a product or service they love with their friends or family. While WOM has existed since the beginning of time, the mass adoption of the Internet and adjacent technologies has supercharged the scale at which we’re able to share and interact.

A psychologist named George Silverman is most commonly attributed as the pioneer in the field of WOMM. He noticed an interesting phenomenon where skeptics’ opinions of a drug were swayed with a positive endorsement from one or two of their peers. The phenomenon was so powerful that even ex-prescribers—ones who’d had negative experiences with a drug—were noted to change their minds following a positive review of the same drug from their peers. This is WOM in action.

Whether Apple’s products can be considered “drugs” or not is a matter of opinion, but one thing’s for sure: Apple understands the WOM machine, and they’re able to manipulate it better than anyone else. Take the iPad, for example. Originally released in 2010, we were introduced to a product that most of us never even knew we “needed.” Nearly a decade later, Apple sells close to 50 million iPads a year. Even as other tablet solutions crowd the market, Apple manages to dominate sales.

What accounts for these astronomical sales and the buzz that surrounds every new generation of iWidget? If you guessed WOM, you’re right. Through a series of calculated pre-announcements, “leaks,” and even controversy, Apple consistently creates a tidal wave of speculation and hype around impending releases. By letting their legions of fans spread the news and build anticipation around a product, they’re able to generate interest organically.

Apple may be one of the biggest corporations on the planet, but even the smallest business can harness WOMM to build their profile and boost sales.

Why WOM Marketing Works

Research has consistently shown that consumers view WOM as more trustworthy than traditional promotion methods. When consumers have faith that they’re getting the whole, unbiased story from a friend or an influencer not affiliated with a brand, they’re much more inclined to make a purchase.

It’s virtually impossible for a brand to duplicate this level of credibility on their own, because, as consumers, we are conditioned to be skeptical of advertising. It’s ingrained in our psyche that a business will always be most concerned with one thing: selling more.

Compared to advertising, WOM marketing is organic, which means that when someone promotes a brand, product, service, or event, they’re doing so because they’re genuinely passionate about whatever they’re endorsing. Savvy marketers understand this mindset and, rather than awkwardly force their message on skeptical consumers, take steps to encourage  and amplify their customers’ positive sentiments.

5 Winning WOM Marketing Strategies

How can you generate WOM activity around your brand? As you might imagine, positive buzz starts with quality products, services, and customer experiences that create conversation organically. That said, you don’t have to wait for WOM to happen organically. There are several you can take to proactively stoke the WOM fire:

1. DEVELOP THE RIGHT MESSAGE

The messaging on your website and in your advertising materials informs how your customers speak about you. Figure out the unique attributes of your product or service, and reinforce those points through organic and paid mediums to give your potential advocates a list of talking points they can use when they talk to their friends and family.

What kind of message should you put out there? The most obvious one is that your product is better, faster, or stronger than the competition. That may be true, but it’s not compelling. If you can highlight something unique or surprising about your business, that’s more likely to garner interest and shares.

Warby Parker is an example of a company that leveraged their unique value proposition (you can try on glasses at home) into an extensive word of mouth campaign. Home try-on  is the characteristic they emphasize in their promotional materials, and it’s the one that customers are most likely to tell their friends about. It’s been very successful for them—50% of the company’s sales are the result of word of mouth.

Highlight what makes you unique from the competition, and drive that point home every chance you get.

2. BE WHERE YOUR CUSTOMERS ARE

Social networks are where the majority of thoughts, feelings, and ideas around brands are shared. They’re also where you’re best equipped to add to the conversation.

Figure out where your customers are spending their time and establish a presence there. Don’t push your products too hard, or you’ll come across as salesy. Instead, provide engaging content (new products, deals, etc.), service to those who need support, and experiences (contests, games, etc.) that your audience will value.

3. TURN YOUR REVIEWERS INTO ADVOCATES

Product reviews are a great way to add a level of honesty and transparency to your sales process. They’re also great for identifying potential brand advocates.  Customers who leave stellar reviews already love your product and are willing to create content about it.

Reach out to reviewers who consistently leave glowing reviews. Build the relationship by offering discounts or special product releases or inviting them to join your referral program. It can take some time to cultivate a relationship with these customers, but they may become your most loyal evangelists.