Word-of-mouth is the oldest form of marketing—and it’s essential to get right if you want to turn clients or customers into lifelong fans of your creative business.
Word-of-mouth is a form of organic marketing. It happens when people willingly spread the word about your business after having a positive experience. For example, they may have found your product or service to be of high quality or brilliant value—or received fantastic customer service when you solved a problem. Happy clients can become marketing machines, advocating your business without you having to lift a finger or pay a penny.
Positive recommendations can be given across various channels and formats, including user-generated content (UGC), online reviews, social media mentions and face-to-face interactions. Let’s dive into the main benefits satisfied clients or customers can bring to your business, plus some tips and strategies for fostering word-of-mouth marketing and measuring success.
The power of word-of-mouth marketing
1. Establishes trust and credibility
Word-of-mouth recommendations are incredibly powerful, especially when they come from a friend. According to a Neilson survey, 88% of global respondents trust recommendations from people they know more than any other advertising channel. You’ll have no doubt used a business yourself on the back of someone recommending it to you—because their personal experience carried weight and credibility. Word-of-mouth acts as social proof, confirming the reliability and quality of the business, product or service in question.
2. Influences purchasing decisions
Trusted recommendations help shape perceptions and give your audience the confidence that making a purchase is the right choice. Word-of-mouth feels genuine and makes more of an emotional connection than an online ad or email campaign you know has been cleverly designed to target you. When someone you know already uses a brand, product or service, it takes away that ‘hard sell’ aspect—and can even create the fear of missing out if you don’t make that same purchase.
3. Amplifies reach
By leveraging your existing community to advocate for your business, you’ll reach a broader audience and organically bring in new clients or customers. Online reviews on platforms like Google and TrustPilot allow people to leave reviews that an unlimited number of potential customers can see. And authentic UGC referrals on social media can go viral! Furthermore, just one recommendation can easily reach friends of friends like a ripple effect, projecting outwards to people who might never have come across your business otherwise.
How to get people to start spreading the word
There are many ways to encourage your target audience to create buzz around your creative business…
- Aim for excellence: try to exceed expectations in terms of product/service quality, added value and customer service.
- Build genuine relationships: nurture existing clients or customers so that they feel appreciated. This not only enhances the likelihood of word-of-mouth recommendations but also positively affects retention and brand loyalty.
- Encourage UGC: ensure customers can leave reviews on several platforms and actively invite them to share their experiences. Use any negative reviews as constructive criticism and always respond to let the reviewer know their feedback matters. Feature customer success stories on your website and other marketing channels.
- Set up a referral programme: this doesn’t have to be complicated; it’s simply about rewarding happy customers. For example, a graphic designer or videographer could offer a discount on the client’s next project when they refer a new client.
- Collaborate: set up partnerships with other businesses that complement your offerings. This can expose your brand to new audiences who are likely to be interested in what you have to offer, leading to new business and, in turn, more advocates.
How to measure word-of-mouth marketing
Word-of-mouth isn’t the most straightforward marketing strategy to measure due to its organic and often intangible nature. However, monitoring online reviews and referrals is a good starting point. Use social listening tools to track mentions of your business online. You can also send out a survey to new clients or customers asking how they found you and analyse your website traffic to track the source of new acquisitions.
Unlike traditional advertising, word-of-mouth marketing fosters trust and emotional connections. It’s also super effective in influencing purchasing decisions and amplifying your creative business’s reach. By focusing on exceptional service, nurturing genuine relationships and encouraging UGC, you can create an environment where clients or customers naturally and happily promote your brand.
Word-of-mouth is a vital part of marketing. What else should you be doing? Here’s how to create a winning digital marketing strategy. You’ll also enjoy reading the secrets to building an exceptional customer experience.