Lately, my advertising and ideas agency The Weaponry has been enjoying a lot of word-of-mouth marketing. Which means that happy clients and partners have been telling others about us. As a result, we have been getting a lot of new opportunities. Which we love.
However, it is important to remember that word-of-mouth marketing doesn’t begin with your customers. And it doesn’t start with an advertising agency either. Unless, of course, you are an advertising agency. Which we are. (Which kind of confuses things.)
Where does it come from?
Word-of-mouth marketing originates within your organization. It is a result of a job very well done. It stems from great products, great services, and great experiences. All of which come from great processes and great people. Which is some real Tony The Tiger stuff.
When a customer gets all that they want and more from you they can’t help but tell other people about you the next time they find a relevant opportunity to share. It’s fun to tell others about the smart decisions we made and the great experiences we had. It’s enjoyable to share good news and inside information. Like Michael Jackson said, ‘Tell them that. It’s human nature.’
Word-of-mouth marketing is usually considered free advertising. It is not. Far from it. In fact, all the time and attention you pour into delivering a great product or service are like buying advertisements. Your special product or service is the media. It carries a positive message about your brand to your customer. They simply push that same message along to others. Like one of those Newton’s Cradle ball knocking thingies.
Your great product, or service, is the media on which word-of-mouth marketing is carried. Make your offerings great. The better they are the bigger the media space you have bought to carry great words about your brand.