Inbound Marketing: The Power of the New Mouth

About

Andre is a Social Media Marketing and Inbound Marketing Specialist. He is a frequent blogger on social media marketing trends, technologies and events in the San Francisco Bay Area.

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Word of Mouth as Inbound Marketing

Word of mouth marketing (WOMM) powered by the emergence of inbound marketing, has the power to quickly build up or tear down the reputations of products, services and organizations. But for so long, WOMM was intangible.  That’s all changed with Twitter, Yelp, Urbanspoon and Facebook.  Influence of WOMM can now be measured.  That means my customer experience matters more now, than ever before because I have a digital megaphone!

Word of mouth inbound marketing has two distinct phases in the new model.   The first stage of its word-of-mouth business is about harnessing the excitement of newness–your new dress, shoes, or cell phone.  But, the second phase is about cultivating those excited people to facilitators of conversation, referral, and promotion.  Turning them into long-term brand ambassadors.

Still 93% of word of mouth advertisement occurs off-line. Not on Twitter or Yelp or even Facebook.

Word of mouth inbound marketing has two distinct phases in the new model.   The first stage of its word-of-mouth business is about harnessing the excitement of newness–your new dress, shoes, or cell phone.  But, the second phase is about cultivating those excited people to facilitators of conversation, referral, and promotion.  Turning them into long-term brand ambassadors.

Why Word of Mouth is So Valuable

From WordofMouth.org,  word of mouth can’t be faked or invented. Attempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation. Legitimate word of mouth marketing acknowledges consumers’ intelligence — it never attempts to fool them. Ethical marketers reject all tactics related to manipulation, deception, infiltration, or dishonesty.

All word of mouth inbound marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements are: 

  •   Educating people about your products and services
  •   Identifying people most likely to share their opinions
  •   Providing tools that make it easier to share information
  •   Studying how, where, and when opinions are being shared
  •   Listening and responding to supporters, detractors, and neutrals

Word of Mouth Marketing Resources

With the proliferation of inbound marketing techniques and technology this new emphasis on the value of WOMM has brought about new groups and organizations dedicated to understanding it.   Below are some great  WOMM resources.  

3 thoughts on “Inbound Marketing: The Power of the New Mouth

  1. Social media is a popular and effective and online tool and ads do work, but there is still nothing like word of mouth marketing. Indeed, it remains the most powerful form of marketing, because it is based on personal recommendations made by people we know and trust.

  2. If you have a good product or content that you’re confident about, then it’s really important that you take advantage of word of mouth marketing. One would think that the search engines like Google would filter out all the bad contents and products and only offer the quality ones, but the reality isn’t so perfect. You could have the best product or content on the web, but if people don’t know about them, then it might as well not exist. Word of mouth marketing is definitely one of the marketing tools overlooked by one too many business owners and webmasters.

  3. I guess this is the case of the tried and true offline marketing working just as well on the internet. Although much of word of the mouth marketing is still being done offline, I think you can use facebook, twitter, and other social networking platforms to help spread the word about your product to get the conversations going about its quality. All you’re doing is providing them with the conversation starter and the rest is up to the people to decide on how they rate your product. This is something that I must try to apply on my website as well, but as always it’s easier said than done.

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