A recent study conducted by MarketShare proved that word-of-mouth marketing drives sales. In fact, it showed that word of mouth increased marketing effectiveness by up to 54 percent.
All marketers should take this important statistic into account. We know people talk about brands because we experience it ourselves. For example, I can’t remember the last time I heard someone say anything bad about the quality of the service at our local Taco Bell. Any time I get a craving for my favorite guilty pleasure, I know I can walk in, be greeted by name, and receive quick and friendly service. I will always recommend this location as a great place to grab a quick lunch!
Likewise, if you’re looking for a veterinarian for your new dogs, you will probably ask friends for their opinions and recommendations, even before you search online. (But even the reviews you read online are typically the words of customers, which are also—you guessed it—word of mouth.)
Generally, if someone has a negative experience with a business he will share it with up to eight people. This is almost twice the number of people he would tell about a good experience! Those eight people will then likely share this experience with four to eight others. In an average conversation, people are half as likely to tell friends about a good experience as they are about a bad one.
So what does this say? It says you can have a great marketing strategy, a killer sales team, and spend as much money as you want, but you cannot ignore or replace the customer’s experience. Each interaction you have with customers is a chance to build or break your reputation and, in turn, what they say to their friends. (Reputation is one piece of the 212 Media Studios Brand Equation. Take a minute to learn about the other two pieces.)
Make sure you maximize your customer’s experience by going above and beyond what he expects. Make an effort—it’s worth it.
You can learn more about word-of-mouth marketing and how it is magnified on social media in one of my earlier blogs, titled “Social Media – Word of Mouth on Steroids”.
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About 212 Media Studios
212 Media Studios is a full service marketing agency, based in Warsaw, IN. Providing services such as SEO, social media management, print marketing, branding, and videography, 212 Media Studios specializes in helping businesses of all sizes catapult their marketing and brand awareness to the next level. To learn more about 212 Media Studios’ services visit our services page or contact us with special requests or for more information.