Category Archives: word of mouth

Earning Word of Mouth Marketing through Brand Engagement

Written on by in Brand Engagement, conversation, word of mouth

Chapter 4 of The Marketing Plan Podcast

The Age of Social Sharing
Image courtesy of Denise Carbonell

The Age of Conversation is a myth, at least in title; the way it’s been named. There’s just not much conversation going on. If you take a look at your Facebook stream, for example, you’ll find, that about ninety percent of your Facebook newsfeed is conversation-less; just people just sharing miscellaneous stuff. So really this is more appropriately “The Age of Social Sharing” or “The Age of Social Connectivity.”

In fact, this generation has about only 1/20th of the human interaction than previous generations.  There is actually less real conversation taking place in the Age of Conversation. Brand-related conversation (word-of-mouth) happens mostly face-to-face, with only 2% of it taking place on social media.

One goal of your marketing plan is to get people to have conversations about you. How do you earn word-of-mouth in the Age of Social Sharing and Connectivity? In Chapter Four of The Marketing Plan Podcast, special guest Andrea Goulet Ford joins us to earn customer conversations through brand engagement.

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Chapter Notes and Links:

Andrea Goulet Ford’s Three Ways to Create an Engaging Brand:

1. Create a strong foundation -This happens when the organization is aligned through mission statements, core values, understanding your audience by envisioning a fictional character, and understanding your product and service.

2. Keep your message consistent – Knowing your message and documenting so that other people throughout your organization can repeat it.

3. Create a Microcopy -Find tiny places to make your brand come alive and stand out from competitors.

Ultimately, our goal is to have conversations with our brand. But how much conversation does a brand need to have with its customers?

One way to control interaction with a customer, is to give them options. If you send frequent newsletters for example, give customers an area when subscribing to choose the send frequency. This prevents customers from feeling bombarded and gives them some control over interaction.

Show Links:

BrandVox
VoiceandTone.com
CultureandContent.com

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Are Customer Relationships Really Built Through Conversation?

Written on by in conversation, customer relationship, word of mouth

Marketers like to think so, and we often say so, because it makes us sound enlightened. It’s also the argument we use to teach uneducated businesses how to use those hallowed social media tools. The purpose is really to convince you that you need to use social media and participate in the whole “marketing 2.0”

Use This Customer Experience Formula to Increase Loyalty and Word of Mouth

Written on by in Customer Experience, customer loyalty, podcast, word of mouth

Episode #99 of Power to the Small Business Podcast The customer experience you deliver is the number one factor of customer loyalty. It is also the the number one reason why you do or do not earn word-of-mouth conversations. The argument can be made that this component of your marketing plan may be the most

The Passion Conversation

Written on by in business books, word of mouth

Love your customers? Engage them passionately? Heady stuff, wouldn’t you say? Especially when it’s advice coming from your typical marketing firm. But this is Brains on Fire and they ain’t typical. This advice is directly from their new book: The Passion Conversation. My good friend John Moore is one of the co-authors of the book

Marketing Morsels to Beef up Your Business

Written on by in Customer Experience, marketing, small business website, word of mouth

Snack-sized marketing advice this the past week from The Marketing Spot Facebook Page (please “Like” my page) Customer Speak Do you have a primary customer profile? You can increase the potency of your marketing message by speaking to a specific person that matches your primary customer profile. When you create a generic message trying to

Tapping Your Brand Advocates for Word of Mouth

Written on by in Brand, business books, marketing book, social media, word of mouth

The Internet show about small business marketing. Podcast Episode #84 – Rob Fugetta on Branding and Differentiation Now that all businesses have websites and social media, where is word-of-mouth marketing? About the same place as it has always been. Word of mouth has never been about the platform, it’s been about the messenger. How do

Writing Your Brand Story

Written on by in branding, word of mouth

The quest for more business begins with your brand’s story. Brad Fay and Ed Keller, authors of  The Face-to-Face Book, tell us that brands that get talked about are brands that are more likely to be purchased. That’s the power behind word-of-mouth marketing. But which brands get talked about? To our way of thinking this

Becoming a Gush-Worthy Business

Written on by in word of mouth

In Worth Every Penny, Sarah Petty and Erin Verbeck say that small businesses should have “gush-worthy” standards, advising you to thrill loyal customers so that they will have a reason to gush about you. This sort of customer evangelism can lead directly to more sales. Just what is gush-worthiness and how do you get some?

Creating Magic Moments That Spark Word of Mouth

Written on by in Customer Experience, customer service, word of mouth

You understand the value of word of mouth. It’s free advertising and it’s powerful advertising because it’s unbiased advertising. But do you understand how to get more of it? The answer is magic, specifically magic moments. My first article for the Washington Post was recently published and it has more on how to create magic

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