Steps of online word-of-mouth marketing
First, a good user experience.
Product consumption is the first user to experience the reliability and superiority of the product, and will spread the texture, raw materials and efficacy of the product to the circle of friends around him at the first time, or tell the feelings about the products, enterprises and services around him, causing others to pay attention to a new product or business. At this time, we want users to establish a purely subjective feeling and automatically spread products and new services, which will get twice the result with half the effort.
Second, the product embodies the value.
When product information or experience is easily enjoyed by people, products can naturally enter the topic that people talk about after dinner. Bian Xiao thinks that the product is very valuable, so it is easy to form a word of mouth. Valuable products are passports to gain a firm foothold in the market, so users' word-of-mouth must be trustworthy and valuable.
Third, profit and income.
When consumers get product information and make purchases through the media and word of mouth, they hope to get corresponding benefits. If the products or services provided by profitable enterprises really make users feel that they are worth the money, they will successfully promote the concept of products or services to the market in a short time, thus achieving the goal of low-cost profitability.
Advantages of online word-of-mouth marketing
First, the promotion of corporate image is gradually infiltrated into the hearts of consumers, and the promotion of brand image requires long-term and sustained efforts of enterprises to gradually build an indestructible image fortress in the hearts of consumers. When an enterprise wins a good reputation, its popularity and reputation are also improved, which has a very positive effect on the sales and promotion of existing products or the launch of new products.
Second, the success rate of exploring potential consumers is high. In interpersonal communication, like-minded people often get together and have the same interests. In the process of consumption, if the experience is positive, they will enthusiastically recommend it to others to help enterprises tap potential customers. A survey shows that a satisfied consumer will trigger eight potential transactions, at least one of which can be closed; A dissatisfied consumer can influence the purchase intention of 25 people, and the closeness and alienation of potential customers are reflected here through word-of-mouth communicators.
Third, affect consumer decision-making. The early use of opinion leaders or innovation adopters directly affects the purchasing decisions of surrounding consumers. Therefore, word-of-mouth marketing directly affects the purchasing desire of late adopters.
Fourth, brand loyalty is improved. With the increase of satisfied customers, there will be people such as "information seeder", "opinion leader", "innovation adopter" and "early adopter", who will use this as a matrix to strengthen communication with the surrounding areas, enhance brand loyalty, and then enhance.
Fifth, more affinity. Advertising is the relationship between buyers and sellers, aiming at reaching a deal. In word-of-mouth marketing, the disseminator is the consumer, and it is more acceptable to spread the product experience from the perspective of the consumer. And doe not charge any fees to that sell, thus shortening the distance from the recipient, avoiding the stages of doubt, wait and see, waiting and probing, and shortening the purchase link.
How does online word-of-mouth marketing generate value
First, turn advertising into marketing.
In order to make more effective use of word of mouth, all marketing activities should be aimed at those groups who are more willing to spread products, and the information that these groups are most concerned about should be spread among these groups first. There are two standards used in online word-of-mouth marketing: first, the product should have certain uniqueness, such as appearance, function, use, price and so on; Second, products should have the potential for word-of-mouth advertising and do advertising marketing.
Second, user consumption.
The so-called user experience is "the sum of interactions between users and enterprise products, people and processes." In other words, let users be in the whole process of manufacturing, or let users enjoy the fun of consumption in person, thus forming a strong desire to "get what they want at the price they want, at the time they want, and in the way they want". The experience of experiential consumption is unforgettable.
Third, brand recommendation.
Let excellent brands recommend some brands that have not yet established a good reputation, which will receive unexpected results. For a new product, the recommendation of famous brands will undoubtedly help to eliminate consumers' doubts.
Fourth, pay attention to details.
It is not only the main body of the product that affects the reputation of consumers, but also some less noticeable details. These "trivial" mistakes will arouse the resentment of consumers. More importantly, it is difficult for brand enterprises to hear these antipathy, and it is also difficult to improve it quickly and thoroughly. Often sales are greatly reduced, but I don't know where the root cause is.
V. Fast service
To win popularity, we only need to invest a lot of money and carry out intensive advertising bombing, which can be formed in a short time; To win public praise, we must do all the basic work very carefully, in place and persistently. Only when products and services exceed customers' expectations can we get their recommendation and publicity. Those services and initiatives that are ahead of competitors or ingenious will make consumers enjoy it while vividly spreading.
There are many ways and channels to carry out online word-of-mouth marketing, but the essence is the spread of product quality and service. Enterprises with excellent products and services are more likely to do online word-of-mouth marketing. Please consult official website Online Consultant for details.