Word of Mouth Marketing 2.0
How many times have you checked out reviews before you purchased a product online? The ironic part is we choose to rely on complete strangers’ opinions to aid us when making a purchase decision. What happens when those strangers are someone we know? We value their advice even more and are more likely to purchase that product or service based on their opinion. Social media amplifies this logic. We are able to see what posts our friends are liking, what tweets they are sharing, and how our friends’ interact and engage with brands. That activity influences how we perceive the brands. As this Salesforce Canada infographic below shows, 77% of consumers are more likely to buy a new product when learning about it from friends or family. The infographic also states, 81% of US online consumers’ purchasing decisions are influenced by friends’ social media posts.
As a business, or blog, this means you don’t necessarily need to attract the masses for word of mouth marketing.
You can start relatively small and focus on the highly engaged 1% – 3% of your online audience. These are the ones always commenting, liking and sharing your content. They are the golden children of your online audience, and most likely you are under utilizing their loyalty. These are your “Brand Advocates.” You want to make sure they have a unique brand experience. Connect with them, get them on a special email list, add them to a VIP program, send them free product(s), ask them to share, etc.
Your goal is to empower Brand Advocates to help them, help you grow.
According to Statista the average Facebook user has 350 friends. 1 Brand Advocate = 283.5 (or 81%) of potential online sales, thanks to word of mouth marketing on Facebook.
Disclaimer: This number is skewed in the sense. There are many factors such as level of friend interactivity, how often friends are online, whether they have seen the content, and if the Brand Advocate is liking / commenting on a business post or sharing with their audience.
That 1% of your audience doesn’t seem like such a small number now does it?
Marketing professionals call this “flipping the sales funnel”. Rather than reach out to the masses with traditional marketing (TV ads, billboards, etc.) and pay exorbitant costs to do so, they flip the funnel. Focus on the smaller, highly engaged Brand Advocates. Allow them to spread your message to their networks. Here is a visual from Constant Contact to better explain the process.
Salesforce Canada Infographic
JO Social Branding
This is not an affiliate based post. All comments are my own.