3-Minute WOM Lesson: How to create BtoB word of mouth

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Word of mouth can work for anyone in any industry — including business-to-business brands. The topics and tools may vary, but the fundamentals are the same: Find people who will talk about you and make it easy for those conversations to take place. A few ideas to get you started:

1> Give away white papers and research
2> Send an email newsletter
3> Connect your clients

1> Give away white papers and research

Great research always gets shared. Case studies, polls, surveys, data — they all get quoted, forwarded, and linked to. And when you publish this stuff, think like a true word of mouth marketer and make it really easy to share.

2> Send an email newsletter

Email newsletters (like this one) are special — they’re the only kind of advertising people ask for. They’re also the single most forwardable word of mouth tool. Create a newsletter and put a sign-up form on your homepage — even if only a few people sign up, they’re probably among your most eager talkers.

3> Connect your clients

Good things happen when you connect your customers with one another. Host summits, create communities, launch an ambassador program, have a BBQ — they all drive enthusiasm and get people talking. SAP’s customer communities, CoffeeCup Software’s ambassador program, and Intuit’s small business community are just a few examples of great BtoB brands creating word of mouth by connecting their customers.

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