{"id":48743,"date":"2025-01-02T17:21:36","date_gmt":"2025-01-02T17:21:36","guid":{"rendered":"https:\/\/growthm8.com\/?p=48743"},"modified":"2025-01-21T10:13:55","modified_gmt":"2025-01-21T10:13:55","slug":"word-of-mouth","status":"publish","type":"post","link":"https:\/\/enterpriseleague.com\/blog\/word-of-mouth\/","title":{"rendered":"The power of Word of Mouth and how to leverage it"},"content":{"rendered":"

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Rebeca Mackay Miller, founder of\u00a0<\/span><\/i>BLOC + ROSE<\/span><\/i><\/a>, discusses word of mouth and why it should be on your top priority marketing list.<\/span><\/i><\/p>\n

A few weeks ago, I saw a call out for companies to share their \u2018creative\u2019 word of mouth marketing strategies. I devoured the request like a kid in a sweet shop, but it seems I was alone in my enthusiasm.\u00a0<\/span><\/p>\n

I wasn\u2019t surprised.\u00a0<\/span><\/p>\n

Word of mouth (WOM) in its purest sense; organic conversations about brands that take place between real people, isn\u2019t cool anymore.\u00a0<\/span>Or more to the point, other things are cooler.\u00a0<\/span>Influencer marketing has stolen its crown, creativity in this context now comes from the content creators, not the brands. My own somewhat unimaginative word of mouth marketing strategy lays testament to this. But more on that later.\u00a0<\/span><\/p>\n

Regardless of the cool, or even the creativity factor, word of mouth marketing is undeniably powerful.\u00a0<\/span>83% of us trust the opinions of friends\u00a0<\/span><\/a>and family<\/a>\u00a0over\u00a0advertising<\/a>\u00a0and the same percentage act based on those recommendations.\u00a0<\/span><\/p>\n

It\u2019s also hugely effective.\u00a0<\/span>According to a 2014 study\u00a0<\/span><\/a>word of mouth amplifies the effect of paid media by 15% and just one offline WOM impression is 5x (up to 100x) more effective than one paid media impression. Read that again.\u00a0<\/span><\/p>\n

Word of mouth serves up awareness, credibility, authenticity, and trust by the bucket load. But, if it isn\u2019t generated by headline hitting creativity, what\u2019s the driving force?\u00a0<\/span><\/p>\n

Human interaction powered by basic social needs. In nutshell; psychology.\u00a0<\/span><\/p>\n

Here\u2019s what you need to know.\u00a0<\/span><\/p>\n

No one wants to talk about your business\u00a0<\/i><\/b><\/p>\n

First up, there are only ever three reasons why someone would talk about you:<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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1. BECAUSE OF \u2018YOU\u2019<\/b><\/p>\n<\/div>\n<\/div>\n

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T<\/span>hey love, trust (or hate!) what you do and stand for enough to form an opinion and share it. \u2800<\/span><\/p>\n<\/div>\n<\/div>\n

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2. BECAUSE OF \u2018US\u2019<\/strong><\/p>\n<\/div>\n<\/div>\n

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This is about the community. They feel like they\u2019re part of something and are proud of it.\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n

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3. BECAUSE OF \u2018ME\u2019<\/strong><\/p>\n<\/div>\n<\/div>\n

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You make them look good, feel important and connected.\u00a0<\/span><\/p>\n

What\u2019s the thread that ties all three together? Them. The person doing the talking. Not you.\u00a0<\/span><\/p>\n

The dirty truth is that no one wants to talk about your business.\u00a0<\/span><\/p>\n

A person\u2019s motivations for doing so are nearly always selfish and ego-driven. They\u2019re using their experiences with your business as a platform to talk about themselves. A good word of mouth strategy should quietly enable these conversations, not shout \u201clook at me\u201d.\u00a0<\/span><\/p>\n

Penn & Teller have been performing together since the 70\u2019s. At the end of each show, the magicians run through the audience and wait in the foyer to greet their fans. They take selfies, shake hands, talk. Each night 200 guests leave with a story to tell.\u00a0<\/span><\/p>\n

What makes us more likely to share one experience over another?\u00a0<\/span><\/p>\n

If you\u2019re into acronyms,\u00a0<\/span>Jonah Berger\u2019s STEPPS model\u00a0<\/span><\/a>might tickle your fancy. It summarises six reasons things go viral:\u00a0<\/span><\/p>\n