Erie Chamber Blog
Monday July 13,  2020
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Submitted by Matt Flowers, Ethos Copywriting

You already know that you need high-quality products and services to stay in business, but long-term success demands more than just great products and services. You need current and potential customers to keep your brand top of mind. 

From real estate to retail to restaurants, just about every industry benefits from word of mouth marketing (WOMM). Through WOMM, satisfied customers can become quasi brand ambassadors as they talk positively about your business.

In our increasingly digital society, word of mouth has expanded beyond in-person communication. People might post on their social accounts to broadly share their satisfaction with your work or product, or they might “like” someone else’s post to affirm that they also had a positive experience with your business. Alternatively, they might engage on a more direct, one-to-one level with their friends, family, and colleagues through direct messages. Or, they might even leave a glowing review on your Google My Business page. 

Whether in-person or online, WOMM is a powerful tool to have in the tool chest. McKinsey reports that word of mouth is the primary driver behind 20 to 50 percent of all purchasing decisions. To help you start generating a buzz around your business, we’ve provided four tips to help you get people talking and boost your bottom line. 

1. Capitalize on Micro-Moments

A micro-moment is when a person uses the internet to take action at the precise moment he or she has a need. There are four basic kinds of micro-moments based on a consumer’s intent:

  1. I-want-to-know moments (e.g., How do I keep my puppy from chewing my furniture?)
  2. I-want-to-go moments (e.g., Where is the closest coffee shop?)
  3. I want-to-do moments (e.g., Where can I get my car’s oil changed quickly?)
  4. I-want-to-buy moments (e.g., “What is the best vacuum cleaner?”)

Capitalizing on micro-moments, especially in a mobile-first world, gets people thinking and talking about your business, products, services, or information as a possible solution to their needs. According to Think with Google, 75% of smartphone owners first search online before making a purchase.    

Use Google’s suite of webmaster tools to help you discover potential micro-moments:

  • Google Search Console will help you determine the exact queries someone used to find your site.
  • Google Analytics will help you see what people do once they’re on your site.
  • Google Ads allows you to advertise with Google, affording businesses the opportunity to appear at the top of Google’s search results for selected keywords.

A Think with Google report found that 76% of people who search on their smartphones for a product or service visit a related business within a day, and 28% of those searches result in a purchase. To ensure you’re taking up more real estate in Google search results, be sure you have your Google My Business set up.

2. Find Out Who Your Best Customers Are

Let your most frequent customers know that you appreciate them. Also, let them know how much it helps when they tell their friends and family about your products and services. The majority of people want to support local businesses, but they’re not always sure how to. So, don’t be afraid to lay it out for them.

Tell them how valuable a positive review is on Google My Business. Create a user-friendly loyalty and/or referral program to encourage customers to tell their friends and family about their great interaction with your company.

Finally, consider writing customers a personalized email (or even hand-written note) to tell them how much you value their business. The power of a thank you note should never be underestimated.

 3. Craft Content Worth Sharing

Be the go-to resource for your customers and people looking for advice on the products and services you provide. Create blogs, eBooks, whitepapers, and other compelling content to position your brand as an authority in the field and build trust with your audience. Update your website with fresh material provides a wide array of benefits, including:

  • Increased Search Authority
  • Increased Conversion Opportunities
  • Increased Search Traffic
  • Improved Brand Loyalty and Trust

4. Take a Stand

In the eyes of the consumer, businesses have a social responsibility to take a stand. Cone Communications found that "Communicating strong corporate social responsibility consistently reaps reputational and bottom-line benefits year-over-year." Cone also found that 87% of people said that they'd purchase a product if the company advocated for an issue they cared about and share positive opinions about companies doing good.

In today's tumultuous economic, political, and social climate, people are increasingly looking at businesses to be a force for positive change, especially on issues such as:

  • Climate change
  • Domestic job growth
  • Economic development
  • Gender & racial equality
  • LGBTQ rights
  • Poverty and hunger

When people align with a brand, the brand's content can become part of their identity. In a study published by the New York Times, 68% of people who share content reported that they did so to give other people a better sense of who they are and what they care about.

Learning More

If you’re interested in learning more about how content can help you increase your WOMM, reach out to Ethos Copywriting. Remember to support the Erie Regional Chamber and Growth Partnership and share the exceptional content on its blog!

TAGS:
  • marketing
  • word of mouth
  • business assistance
  • womm

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