Wednesday, June 27, 2012

It's all about the buzz

Recently, The world of mouth marketing. How Smart Companies Get People Talking by Andy Sernovitz landed on my desk and after reading it, I thought I will share with you some of its main points.

Andy Serenovitz's leading idea, repeated few times in his book, is that marketing is not what you say, but what you do.
He emphasises that your customers are your best advertising. To succeed you need to make people taking about your business, of course preferably taking good about you. Accordingly to Andy your customers' experiences will drive more world of mouth sales than any other ad.

So, how to make people taking? I remember from one of my trainings that people will sooner share with others their bad experience than a good one. They are more likely to complain, if the service does not meet their expectations, than write a thank you email when their issue is resolved quickly and in a good manner.

What to do to make them speak highly about you?

Andy Serenovitz suggests to remember to respect your clients, listen to them and make them happy. On the other hand, he makes a point that negative world of mouth is an opportunity to learn about your business. When you know what your customers think, you can improve your service to gain their trust again.

He formulates the 5 Ts' of world of mouth marketing:

1. Talkers First thing which you have to do is to find people who will talk about you.
That might be your fans, volunteers, customers, bloggers.

2. Topics Important is to give people a reason to talk.
You can think here about special offer, great service, cool product, silliness, new features.

3. Tools Make sure that the message spreads faster and farther.
Use tell-a-friend form, viral email, blogs, handouts, samples, coupons, online discussions.

4. Taking part You should join the conversation.
Reply to comments, post on blogs, join discussion, offer personal service.

5. Tracking Measure and understand what people say.
Search blogs, read message boards, listen to feedback.

You need to remember as well about three reasons people talk - they want to feel goodhelp others and belong to a community.
People feel good when they are appreciated, so thank them for their reviews or comments, mention your top talkers on your website or Facebook, thank them in your newsletter. Make special offers for your best clients - send them a code which is not on your website's special offer list. If you run a restaurant give waiting people some small snacks for free, or give away few cakes to someone who is going back to the office. They will talk about you to their colleagues.

So, what you need to do next? Think about your business and how you can get people involved, generate buzz. Get people talking.

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