“The secret to marketing success is no secret at all: word of mouth is all that matters” – Seth Godin. In an era dominated by digital marketing strategies, one old-school approach continues to hold sway – Word of Mouth (WOM) marketing.
It is one of the most influential and organic ways to spread awareness and gain recognition for your association. According to a study by Nielsen, 92% of consumers trust recommendations from those they know more than advertising.
How can you use this powerful tool effectively? This blog post will review the steps of successfully incorporating WOM into your marketing strategy:
- Create Exceptional Experiences
- Build a Community
- Empower Your Advocates
- Implement a Referral Program
- Leverage Social Media
- Ask for Testimonials and Reviews
- Measure and Adapt
1. Create Exceptional Experiences:
The foundation of your WOM marketing lies in providing a remarkable experience. If your members feel satisfied and happy with your services, they naturally want to share their experiences with friends and family.
This could happen due to a well-organized event, outstanding member service, or high-quality content – strive to exceed your members’ expectations at every touchpoint.
2. Build a Community:
Creating a sense of belonging among your members can ignite passion and encourage them to spread the word about your association. When people feel part of something bigger than themselves, they’re more likely to advocate for it.
This can be achieved through regular communication, interactive events, and platforms where members can share experiences, engage in discussions, and feel part of a larger mission.
3. Empower Your Advocates:
Can you identify members who are most engaged and vocal about your association? These members can become brand advocates, driving positive WOM about your organization.
Providing tools and resources that make it easy for them to share their experiences and promote the association is incredibly beneficial. This could range from digital resources, such as shareable social media content, to traditional methods like event invites for their peers.
4. Implement a Referral Program:
A well-structured referral program can be a powerful motivator for WOM marketing. If your association can, offering referral rewards or incentives encourages your existing members to bring in new ones and shows appreciation for their efforts.
The incentives could be discounts on membership fees, exclusive event access, or recognition within the community.
5. Leverage Social Media:
Social media can amplify WOM marketing. Encourage members to share their experiences and interactions with your association on social media platforms.
You can also create unique hashtags for events or campaigns, making it easier for people to engage with your content and spread the word.
6. Ask for Testimonials and Reviews:
Positive testimonials and reviews are WOM marketing gold. Regularly request your members to provide reviews or testimonials about their experience with your association.
These can be used on your website, promotional materials, and social media. A positive review can sway potential members who are on the fence about joining.
7. Measure and Adapt:
Finally, it’s crucial to continuously monitor and measure the success of your WOM marketing efforts. Use tools to track referrals, social media mentions, and engagement levels.
This will help you understand what’s working and what’s not and allow you to adapt and improve your strategies for better results.
WOM marketing, when done right, can profoundly impact your association’s growth and reputation. It requires a focus on building meaningful relationships, creating memorable experiences, and nurturing a community that members are proud to advocate for.
With these strategies, you can unlock the full potential of WOM marketing for your association. So, get your members talking and let their words build your association’s future!
