Archive for the ‘Word of Mouth’ Category

Public Relations: Practical and Effective

Monday, February 20th, 2012

Public relations (PR) is one of the most cost-effective methods of connecting with customers. Small businesses should follow the example of big companies with substantial marketing and advertising budgets by allocating significant resources to PR. Positive PR placement helps businesses by allowing them to attract customers without the expense of advertising. Companies can increase the demand for their product or service through PR while enhancing the brand’s credibility. Coverage can also create goodwill in your community, giving your business an edge over your competition.

PR is a valuable tool for creating interest, increasing sales and building brand awareness. It is often overlooked and is often an afterthought. PR can produce tremendous results, so your strategies for all your campaigns should incorporate clearly defined objectives and activities. To achieve the best results, coordinate your approach and communicate your key messages through marketing, advertising and public relations.

Referrals

Tuesday, November 29th, 2011

A word about referrals…and a few statistics, too!

Satisfied customers are your best salespeople, because they spread the word about your quality, value and service to their friends.

Keep in mind that a bad referral is as damaging as a good referral is helpful.

  • In the off-line world, one person’s bad experience with a business is conveyed personally to an average of 22 people.
  • In the online world it’s much worse, because your disgruntled customers can broadcast their dissatisfaction at discussion groups frequented by hundreds or thousands of people.

 

*Source: Guerilla Marketing

Social Media Policy for Employees

Tuesday, September 6th, 2011

You need to protect your brand, your business, yourself and your employees by implementing a social media policy. Through the Internet, the public can access a great deal of information about a person or organization, including information that, in the past, people would have only shared with close friends or family.

Have you implemented a social media policy for your employees?  If you haven’t, start drafting your policy today!  Check out this list of social media policies from Social Media Governance to help begin your policy.

Your employees are involved in social media and you need to be aware of this presence. What are your employees sharing about themselves online? What are they saying about you online? Implement a social media policy today to protect your business tomorrow!

Great Moments to Create Word of Mouth

Tuesday, August 16th, 2011

Originally published by GasPedal
August 16, 2011

Some moments are just naturally better opportunities to create conversations than others. If you can improve your timing, you’ll get a lot more word of mouth for the same effort. Moments to focus on:

1. After the sale
2. After the support
3. After the check-in

After the sale

The moment of purchase can be an exciting experience — and it can make for a great opportunity to get people talking. You can help them do it with simple forms or social media links to tell friends about their purchase, coupons they can share, or catalogs, stickers, and brand gear they can take with them. A new, happy customer has great talking potential, but only if you put the tools in their hands to do it.

After the support

Thrilling a customer with great support can be a fantastic word of mouth moment. After you’ve saved the day, ask for feedback, a referral, or try pointing them to review sites. This is also a good time to be on the lookout for incoming praise from customers and to politely ask if you can use it in your marketing materials.

After the check-in

Do you do regular check-ins with clients? Not only can it be a great customer service program, but it can also be a great way to reconnect and restart conversations. Smart car dealerships do this with follow-ups to make sure everything is still running well, and Zappos is famous for emailing to make sure you’re still happy with your shoes a year after your original purchase.

Getting Employees Involved in Word of Mouth

Wednesday, August 10th, 2011

Originally published by GasPedal
July 26, 2011

The people on your payroll can be a powerful word of mouth force if you equip them with the training, the tools, and the motivation to do it right. How to get started:

1.   Give them guidelines
 
2.   Give them tools
 
3.   Give them status

Give them Guidelines

Create simple rules and guidelines for your employees on how to engage with fans and customers. It’s not about creating restrictions, it’s about straightforward education on how they can participate in conversations about you honestly and ethically — and most employees are happy to be shown the boundaries. And when you do, start by teaching these 10 magic words: “I work for _____ and this is my personal opinion.”

Give them Tools

To help your talkers tell friends about you, you need to put tools in their hands — and your employees are no different. Try giving them coupons, friends and family discount codes, leaked information, beta tests, or product samples. And when you find something that really gets your employees sharing, there’s a good chance it’ll work for your external fans too.

Give them Status

Want your internal experts to get more involved in online forums or industry groups? Declare them your company’s subject matter experts on the topics they know best and help them get involved in blogging, online communities, events, or local groups. Or on a larger scale, try creating an ambassador program that gives employees the product expertise (and the VIP status) to go out and engage customers on behalf of your brand.