Marketing Leadership: Word of Mouth Marketing

Kara Redoutey, MBA

Introduction

The next few weeks will focus on Marketing Leadership and how organizational leaders can help build referrals to their organization.  This can be done in many ways through daily interactions with others and by working diligently with the organization’s marketing team. By turning leaders into effective word of mouth marketers, an organization can generate more referrals than by relying on traditional marketing efforts alone.  

Why are leaders hesitant to do this?

There are many reasons that leaders are hesitant to participate in word of mouth marketing.  Leaders feel as if they are bragging.  They feel like they shouldn’t try to influence another person in the decision making process.  They fear getting into a potentially uncomfortable conversation and they fear saying the wrong thing.  The most significant reason that leaders fear word of mouth marketing is the fact that they have to stand behind their recommendation of the product or service, and we have learned in the past that it is impossible to make everybody happy. 

What is the case for doing it anyway?

Many people want to see what others think and hear about the experiences others have had before they choose to become a consumer of a particular organization’s services or products.  Participating in word of mouth marketing can help your organization generate more referrals than traditional marketing efforts.  People are more likely to trust recommendations from people they know and trust than from the organization’s paid advertisements.

How can you do it?

  1. Be true to yourself. Only recommend products and services that you would personally choose for yourself.  Please click here to review a word of mouth marketing code of ethics.
  2. Join the conversation. People are talking about your organization.  Join them in this conversation and share important facts and information with these potential customers. Many individuals are asking for recommendations and it’s easy to make a recommendation to others that you believe in as well.  It’s a win-win. 
  3. Become a Brand Advocate. There is nothing better than having a work force made up of individuals who will publicly support their organization.  It can lead to more customers and higher customer satisfaction due to the confidence of the employees delivering the products and services.

How do you generate referrals to your organization?

One Response to “Marketing Leadership: Word of Mouth Marketing”

Kendall L. Stewart December 27th, 2013 at 8:59 am

Talking about my own positive experiences with my colleagues is easy to do. These are the kinds of comments that carry the most weight with other customers. People develop strong opinions about their health care providers, but they realize on some level that they don’t know what they don’t know. And it’s this uneasiness that gives WOMM its power.

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