3-Minute WOM Lesson: How to promote existing word of mouth

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Word of mouth marketing isn’t just about creating new conversations, it’s also about finding and promoting the existing ones. If you’re a great brand, you’ve probably already got lots of great buzz going on, it just needs your help getting in front of new customers. Three ways to do it:

1> Link to the positive conversations
2> List your best sellers
3> Get permission to share the compliments

1> Link to the positive conversations

A quick online search for your brand name will probably reveal a bunch of great word of mouth about you on blogs and forums. Make sure prospective customers see all this love by linking to it from your homepage, your product pages, or by doing regular round-ups of these conversations on your own blog.

2> List your best sellers

A best-seller list represents implicit recommendations by previous buyers. These thousands or millions of customers may not have directly engaged in word of mouth, but their aggregate voice represents a bunch of powerful recommendations. Online, this could simply be a “most popular items” feature on your shopping cart, while offline a simple list of “hot items” or “customer favorites” could work just as well.

3> Get permission to share the compliments

Teach your salespeople and your customer service reps to be on the lookout for positive word of mouth from customers. They’re the ones speaking with customers all day, so they’re the ones most likely to capture the compliments that would otherwise be shared privately. When asked politely, most fans are happy to give you permission to share their love publicly.


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  1. kerin

    Hi Andy, how can I access the Starbucks case study that is listed under the popular tab of “highlights” on the right hand column?

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