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Word of mouth speaks volumes

As small businesses we don’t usually have large marketing budgets, wonderful though that might be! So every piece of marketing we do has to work even harder for us.

It doesn’t get much better than being recommended by a customer because for one it’s usually free and secondly the credibility associated with it is unquestionable. But did you know that the statistics prove that this is more powerful than you might imagine?

Think about how most of us now use the Internet for a start:

  • 41% of consumers use search engines to review services and products (Verdict Research)
  • 92% of people trust word of mouth compared to any other form of promotion (GFK/NOP/Roper) and 62% of consumers consult online communities before making a purchase.

And research carried out by Nielson in July 2009 supported this. http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/

Word of mouth has begin to play a big part in social networks like Facebook, Twitter and YouTube as they are perfect platforms to share information with each other and ask questions when we want to buy something. There are several ways you can turn this to your advantage and also encourage your customers to recommend you:

  • If you sell products online – see if you can add review software or link with a third party service such as “revoo” or ask your website developer if it’s possible to add this facility.
  • If you have a Facebook page, don’t be afraid to ask your customers to become a “fan” – if they like your products following you is another form of endorsement.
  • Run a competition for the best or most innovative way your customers have used your product or service (this works great on a Facebook page too, but you can display this on your website as well).
  • When you’re selling to other businesses (B2B) are there partners you work with who would recommend you? Perhaps you can offer them a commission for new business won.

Going online certainly offers our customers more creative ways to review and refer products and services – another reason to join the conversation!


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