Word-of-mouth marketing is relatively inexpensive and, if the right strategy is developed, can be very effective in the short term and lead to long-term marketing results. How do I do word-of-mouth marketing? In fact, word-of-mouth marketing, content marketing and online marketing work together for better results.
How to do the content of word-of-mouth marketing?
1, Product positioning, digging word-of-mouth hotspots.
Building a brand is not a virtual image to impress consumers, it needs to be built on top of qualified products, so the first thing to do in the brand word-of-mouth optimization and promotion program is to position the enterprise's products, from which to dig out the topics that can create hotspots to trigger consumer discussion or be noticed.
2, For the product content marketing.
In the brand word-of-mouth optimization promotion, occupying an important position is content marketing, that is, after determining the word-of-mouth hotspots, from the online search for popular keywords, so as to combine with their own products, write high-quality content for promotion, and insert reasonable product images in the content is conducive to better market feedback, in addition to consumers through the reading of high-quality graphic content, can give the enterprise brand and The product has enough trust.
3, Moving language to prepare selling points
The main work of moving language to prepare selling points: good content marketing, first of all, we must be clear about the purpose of content marketing, do not always send promotional advertising, content marketing has four kinds of topics: products, daily, traditional and in-depth interaction. When talking about product topics, you can elaborate on dimensions such as product details, word-of-mouth experience, using the content of topics that most of the network is concerned about and the benefits of buying now. Finally, content marketing requires 5 major workflows: reading and researching, creating valuable content, sharing content, discussing and communicating and using a variety of online tool platforms, so in principle, companies implementing new media marketing need the above 5 types of talent.
4, Use social media to create hotspots
social media is a great way to increase word-of-mouth, especially when the brand's promotional posts are clever and witty, highly interactive with fans and can even become popular on the internet. wendy's is a good example.
As Wendy's uses a lot of instant emojis and pop culture, posts from their Twitter account encourage everyone to talk about this their brand. Their response to a tweet by internet celebrity Carter Wilkerson, for example, was a word-of-mouth marketing campaign.
Wendy's told Wilkerson that if his tweet reached 18 million retweets, she could get a free product from the brand for a year. Although Wilkerson didn't reach that goal, she had a record number of Twitter retweets at that point in her history!
5, Building a word-of-mouth community
The main task in building a word-of-mouth community is to differentiate between three types of word-of-mouth communicators: word-of-mouth ambassadors, authoritative experts and team influencers, and to use the identity of the three types of word-of-mouth communicators to promote matching products. Lastly, it is important to promote repeat customers, using 'net referral value (NPS)' to measure loyalty and you need to learn how to get repeat users to recommend new users.
Advantages of online word-of-mouth marketing
Word-of-mouth marketing is respected by professionals because it has some advantages of its own, some of which cannot be replaced by other promotions.
1, High credibility. Because word of mouth often relies on face-to-face communication between people, the chances of convincing people are high, almost 100%.
2, Spontaneity and initiative. Because word of mouth has such a strong credibility, it forms a spontaneous and active diffusion effect in the crowd to the outside world.
3, Good storytelling. Word-of-mouth marketing often has a good story that is familiar, popular and often talked about as the opening chapter, which is the key to word-of-mouth marketing.
4, Honesty. Honesty is a fundamental part of being a human being, and honesty is the key to doing business, so naturally word-of-mouth marketing cannot be separated from the foundation of honesty. Therefore, word-of-mouth marketing is convincing because it is built on the basis of honesty.