{"id":9394,"date":"2014-04-16T06:15:37","date_gmt":"2014-04-16T13:15:37","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=9394"},"modified":"2014-04-16T06:15:37","modified_gmt":"2014-04-16T13:15:37","slug":"use-social-media-as-your-word-of-mouth-marketing-strategy","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/use-social-media-as-your-word-of-mouth-marketing-strategy\/","title":{"rendered":"Use Social Media as Your Word of Mouth Marketing Strategy"},"content":{"rendered":"

Marketing isn’t about what you DO, it’s about who you ARE.<\/p>\n

This is a phrase that I’ve been repeating like a mantra to anyone who will listen. \u00a0I’m really committed to this point of view for entirely practical reasons; a 24\/7 always on and always connected world, doesn’t leave much room for fake marketing messages. \u00a0The BP oil spill, Anthony Weiner are just a few examples of the folks you didn’t get that message. \u00a0You don’t want to be like those guys.\"SONY<\/a><\/p>\n

This same phenomenon is in play when it comes to word of mouth marketing and social media. \u00a0These all appear to come for free, but you and I know better than that.<\/p>\n

The bulk of your investment will come in getting VERY clear about who you are, what sets you apart and why your ideal customer should choose you.\u00a0 But once you\u2019ve got those straightened out, the communication portion of the puzzle is not only easy, but fun.<\/p>\n

Let me show you some examples of savvy businesses who have taken traditional word-of-mouth, referral marketing and direct marketing principles and combined them with today\u2019s technologies of e-mail, blogging, videos and social media to attract consumers<\/a> or build their brand and clear a path to their door.<\/p>\n

E-Mail and Direct Marketing<\/b><\/p>\n

Hedgehog Leatherworks<\/a> provides hand-made knife sheaths for survival enthusiasts.\u00a0 Paul Schieter, the founder and CEO of Hedgehog uses a 3-pronged approach to connecting with his customers: e-mail, video<\/a> and involvement with customers.\u00a0 In fact, he promises his web site visitors that he will NOT deluge them\u00a0 with\u00a0 e-mails, brochures and pesky salesmen.\u00a0 They follow a tight marketing strategy that builds relationships with their customer community and builds referrals.\u00a0 \u00a0Pull together your customer lists and identify your best, most loyal, profitable customers .\u00a0 Build an advisory board, converse with them about what they like, what they don\u2019t and what they\u2019d rather have.<\/p>\n

Video<\/b><\/p>\n

BlendTec: Will it Blend<\/a>? \u00a0The viral sensation of BlendTec on YouTube\u00a0 gives a whole new meaning to the word DEMO.\u00a0\u00a0 The key to using this strategy is to not take your product or process for granted.\u00a0 As the story goes, BlendTec used some extreme testing to make sure the product was up to their standards.\u00a0 When George Wright (the marketing director) saw this, he couldn\u2019t believe it.\u00a0 Besides, there\u2019s something wickedly wrong and fun about destroying a variety high priced items. In what ways can YOU creatively demonstrate your product or service.\u00a0 Why not show your customers HOW you make your product or deliver your service.\u00a0 If you still need inspiration, check out Mike Michalwicz, entrepreneur and author of Toilet Paper Entrepreneur as he explains principles from his book<\/a> via video.<\/p>\n

Blogs<\/b><\/p>\n

Best Western\u2019s \u201cOn the Go with Amy<\/a>\u201d Blog:\u00a0 Best Western hired Amy<\/a>, an avid traveler who started a blog that discusses her travel experiences.\u00a0 There\u2019s a category there called \u201cWhy Best Western.\u201d\u00a0 At first I thought it would be shameless plugging for the brand \u2013 but \u2013 it\u2019s very real<\/a>.\u00a0 HomeGoods<\/a> recruited some of their customers to write for their blog \u2013 it reads like friends sharing tips at a party, it promotes items they sell and builds sales and community.<\/p>\n

Twitter, Facebook and other Social Media<\/b><\/p>\n

Southwest Airlines<\/a> uses twitter to let customers know of special deals and offers. GM<\/a> is using Twitter to keep their followers updated on the on-going crisis and their development of new technologies.\u00a0 Facebook<\/a> has had the capability to build groups and companies have taken advantage of that.\u00a0 Accenture has several groups going for their employees while GAP<\/a> has an interesting space where they promote their fashion and customer comment on clothes they\u2019ve purchased, available offers and even casting calls for commercials.\u00a0 Think about these social media tools as a sort of news feed\/chat room.<\/p>\n

This Might Work for THEM, But What About ME?<\/b><\/p>\n

If you\u2019re in a business that doesn\u2019t have millions of customers and you\u2019re wondering how to use this for yourself , don\u2019t be shy.\u00a0 Tell your customers that you have a blog and that you are on Twitter and Facebook.\u00a0 Put your links and identifications on your business cards, your web sites, your invoices \u2013 anywhere customers will see them.\u00a0 Be sure to tell your customers what they can expect and how you would like them to interact with you.<\/p>\n

There is a reason why word-of-mouth and referral marketing develop the most loyal, happy and profitable customers .\u00a0 It\u00a0 is a marketing strategy that requires an investment of time, effort and putting yourself and your personality behind ever interaction.\u00a0 For those people and companies that have more time, energy and authenticity to invest than money \u2013 this is a strategy to start now.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing isn’t about what you DO, it’s about who you ARE. This is a phrase that I’ve been repeating like […]<\/p>\n","protected":false},"author":128,"featured_media":9395,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[205,304,341,191,210],"tags":[284],"yoast_head":"\nUse Social Media as Your Word of Mouth Marketing Strategy | QuestionPro<\/title>\n<meta name=\"description\" content=\"Marketing isn't about what you DO, it's about who you ARE. 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