You’ve got an infinite number of talkers you can seek out and earn word of mouth from. But because you don’t have an infinite number of hours in the day, start with these:
1. New customers
2. Long-time customers
3. Loyal employees
1. New customers
First-time customers make for powerful, eager talkers. But you only get one first impression, so you need to make the most of it. Give these potential talkers the chance to sample your best stuff and the tools to tell everyone about you. If you’re a restaurant, for example, this could be your one shot to blow them away — so make sure they get to sample that dessert everyone raves about (and a menu to take back to the office).
2. Long-time customers
Long-time, loyal customers can be your word of mouth bedrock. They already know how great you are, but they forget or don’t realize just how important their referrals are for you. Inspire them to talk by inviting them to join VIP groups, asking for their input on business decisions, or just simply asking them for referrals. Think about it — when was the last time you reminded your best customers how much their word of mouth means to you?
3. Enthusiastic employees
It’s fun to work at a place worth talking about, and many of your employees would love to help share your company and cause with their networks. Make sure they have access to samples, beta products, sharable discounts, and any sales materials they can forward to friends and prospects. Use tact in doing this — you don’t want to make anyone feel pressured to talk — but you want to make sure they have all the tools to do so when they feel the urge.
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