3 Pillars of Word of Mouth Marketing

4 in every 5 persons believe word-of-mouth recommendations from their friends and family about a product or service on the market. Word-of-mouth marketing is often overlooked even though it's considered the most effective and least expensive form of advertising.

Below are the 3 pillars of word of mouth marketing that will allow companies to dramatically grow their customer base with something as simple as a positive opinion.

1) Equip.

For consumers to start talking about your business, they first need to see your product or service in action. Brands must equip their consumers with a unique experience if they hope to reap the benefits of a positive review. From the manufacturing process of product or the efficient delivery of a service to the friendliness and helpfulness of a customer service representative, a patron must have a satisfactory experience for word of mouth marketing to create positive buzz.

2) Engage.

Engagement entails several different levels of interaction with consumers but, if executed correctly, can set a foundation for a genuine relationship between your company and your clients. In the realm of word of mouth marketing, engaging with potential customers and vendors in person, over the phone, and via social media allows companies to hear first-hand feedback about what consumers like about a brand and what could be better.

While some of the feedback may be irrelevant, direct contact with customers and vendors offers a company valuable information at no additional cost. Furthermore, allowing for open dialogue where participants feel comfortable voicing their opinion shows that a company cares about their customers and wants to make a difference wherever possible.

3) Empower.

Empowerment, the last pillar of word of mouth marketing, generates authentic buzz on a larger scale. Brands should offer customers multiple venues for voicing their opinions including social media pages, websites and other online review sites such as Yelp. Companies must not only respond to the posts that customers leave but also solicit valuable insight by asking questions to their direct consumers in order to make the overall experience more enjoyable for new and returning customers in the future.

In addition, if a brand notices that a majority of users have the same opinion or recommendation, the company should seriously consider modifying their products or services to meet consumer demands. If people see a brand taking concrete action to meet the needs of their fan base, they're more likely to remain loyal to the company and recommend it to their friends and family, allowing the magic of word of mouth marketing to take effect.

Word of mouth marketing is truly a powerful tool and the easiest form of advertising to come by. If a company commits to supplying their consumers with valuable products and service and makes necessary adjustments along the way, they will eventually see that customer satisfaction is mutually beneficial and can genuinely grow their brand in a way most other forms of advertising cannot.