Word of mouth is undoubtedly the best and cheapest form of marketing, and it gradually creates word of mouth among users. Especially when consumers have a tight pace of life and lack enough time to study and compare the products and services of various enterprises, the consumption experience of relatives, friends or others plays a vital role in consumers' decision-making.
The advantages and functions of word-of-mouth marketing naturally need not be repeated, so how should enterprises carry out word-of-mouth marketing? In today's era of Internet marketing 3.0, Ma Xiaozhi suggested that word-of-mouth marketing should be divided into offline and online parts. Offline word-of-mouth marketing and online word-of-mouth marketing are also online word-of-mouth marketing.
How to develop offline word-of-mouth marketing?
(A) Pay attention to basic marketing.
Find out the sufficient reasons why the target consumers choose you, and figure out what specific values and hobbies these consumers have; Identify which specific groups can be the brand advocates you need to focus on: innovative consumers, avant-garde consumers, intermediate consumers who go with the flow, backward consumers and so on.
Determine several decision-making stages required for the target group to accept the brand: first, find out several stages that prompt consumers to decide on consumption, and what kind of content can prompt them to make a decision; On the basis of the above insights, find the core information that can push consumers to take action; Design and create persuasive and inspiring sources and channels of word-of-mouth communication; Pony knows the method and suggests to design and implement a marketing scheme of word-of-mouth communication accordingly.
(2) Pay attention to every customer.
Nowadays, many enterprises take "customer-centered" as their own strategy or business philosophy, but many times this orientation is biased in implementation. For example, in order to promote more products and services, service personnel often talk endlessly without considering the needs of customers, or make irresponsible remarks about customers who can't make up their minds, or even look on coldly at those who don't look like target customers. These behaviors are the source of people spreading negative information. In the consumer experience, it is easier to remember the lack of performance. The so-called good things don't go out, and bad things spread thousands of miles. It's far beyond people's memory of ten good plays.
Therefore, if an enterprise wants to win a good reputation, it must let every customer leave with a smile. Although some customers may not come to spend and buy your things, your performance will make them relish, and they will take the initiative to help you spread your uniqueness and your hospitality. Many times, some customers will be moved by your sincerity and change their minds to make a deal.
(C) take the initiative to find opportunities for word-of-mouth communication
Hold some market activities regularly. Every year, you should have some periods to promote sales or sales incentives, such as holidays or the company's annual celebration. These activities can make consumers feel that you are paying attention to them, and they often spend money on such days, and even support you in groups. But be careful not to do this every day, and don't be worthy of the name. We must make rewards an activity that consumers really get benefits.
(D) Cultivate customers into "part-time marketers" of enterprises.
Relevant surveys show that more than 40% of customers get corporate information through oral publicity of others. Therefore, the reputation of old customers is an important channel for enterprise marketing information communication. On the other hand, the word-of-mouth of customers has many advantages compared with other market communication methods. First of all, word of mouth is a kind of "appearance statement", which can gain the trust of other customers. Secondly, word-of-mouth publicity is a cluster communication, so it has the characteristics of wide spread and fast speed.
How to develop online word-of-mouth marketing?
Online word-of-mouth marketing is based on content precipitation, so that people who care about brands can see some information and make them make up their minds to spend. Most of this information is released through news media, question and answer platforms and self-media platforms. To put it simply, Ma Xiao knows that the consultant suggested paying attention to the following aspects.
(1) Constantly maintain online reputation and improve brand awareness and credibility.
Using Baidu Know, sogou Ask, Wukong Ask, Zhihu and other question-and-answer websites can create a lot of positive information for your enterprise, your product or your brand. As marketers know, the crisis of trust leads to people's high vigilance and life is full of traps! What's more, on the Internet, the network trust crisis is one of the factors that seriously restrict the development of e-commerce. A lot of positive information (provided that you have genuine products) can greatly reduce the vigilance of your target customers and increase the transaction of your products.
Using this question-and-answer word-of-mouth promotion, through the overall planning of Ma Xiao marketing consultants, combined with keyword optimization, and grasping consumers' psychology, enterprises can create a lot of positive information in a short time and get a very good search word-of-mouth.
(B) combined with SEO to improve sales performance
Word-of-mouth Q&A promotion can create a lot of positive information for their own brands and products, especially the Q&A websites under search engines, such as Baidu Know, sogou Ask and Qihoo 360 Q&A, which are products under search engines, all have ranking advantages. When you do information, you can easily rank it on the home page, and your target customers can find your website or products through these keyword rankings. Thereby generating sales.
In addition to questions and answers, soft writing is also a good way to enhance word of mouth. When making positive information, it should be reflected in the form of soft text as much as possible, and then skillfully integrate keywords. The quantity and scale of this information can reach a certain level, which can effectively improve the brand's popularity and influence. Of course, the premise is to have good quality products, and finally we can get twice the result with half the effort. If the products are shoddy and fake, they will never last long.
(C) seize the word-of-mouth power of the media platform
Since the rise of the media, besides news marketing, question and answer marketing and forum blog marketing, the exposure of various media platforms is also necessary. Baidu Baijia, Sohu Media, Tencent Daily Express, Today Headline, Tik Tok, Xiaohongshu and other media platforms are all very good choices. Enterprises can choose word-of-mouth marketing according to their own brand tonality.
(d) Word-of-mouth information should be true and reliable.
Word of mouth is not an exaggerated nonsense, but a customer's recognition of the company's products and services. Therefore, in the process of word-of-mouth marketing, all the information has authentic activities and facts, which can make the recipients feel better, rather than exaggerating the publicity and making them hate it.
Xiaoma Zhitu marketing organization believes that high-quality word-of-mouth is an additional product brought by high-quality products and services. Online word-of-mouth marketing delivers high-quality word-of-mouth in an excellent way, thus saving the cost of online brand promotion and improving the speed of brand communication, which is one of the effective ways of brand promotion. The effect of word-of-mouth marketing communication has been recognized by the industry, and the ways and means of word-of-mouth communication are also different. When we conduct word-of-mouth marketing, we should be good at discovering and utilizing all available resources. In the process of word-of-mouth marketing, the most important thing is the user. It is an unchangeable truth that whether an enterprise sells products or not, it should take customers as the center and serve every consulting customer well.