Tag: Small Business

Learning about Internet Marketing

Internet marketing is never overly involved, but it is also never a procedure in which anyone can exceed without making efforts to learn more regarding the subject. Small business owners who do never recognize a ton about Internet marketing but wish to implement online marketing inside their complete marketing solution should meticulously research Internet marketing’s basic concepts before kicking off their internet marketing initiative. Thankfully for such business owners, there is a range of choices for discovering online marketing. These particular alternatives may involve online analysis, reading released e-books, and researching effective online marketing campaigns.

Researching online marketing online is one technique that could be utilized to find out more about this topic. This research type can be extremely informative and can offer the company proprietor a large amount of advice and additional information. Nevertheless, it really can also provide the company operator with a good deal of false information. When investigating any topic online, it is really important to note that never is all of the online information detailed. This may be due to numerous variables, including material created by those who do not always have a ton of knowledge regarding the topic and material that was produced years ago and is outdated. This can be discouraging, but thankfully, business operators can still learn from the Internet. This indicates they should be extra cautious about recognizing data as accurate and may desire to confirm the info they secure prior to incorporating an online marketing strategy.

Released publications are an additional beneficial resource for learning more about online marketing. There are multiple publications readily available that focus on this subject and provide a plethora of practical information. When selecting a book for use as analysis content, it is essential to seek a book that has obtained impartial positive ratings. It is additionally essential to seek books that were distributed fairly recently. This is important since the Internet marketing industry is constantly evolving. A book published only a few years ago may be outdated and may be without relevant information on a few of the industry’s new advancements. The allure of using distributed books to learn more about internet marketing is you can always keep the books available for very easy reference when you launch your internet marketing initiative.

Finally, company owners can discover a ton about internet marketing simply by researching profitable online marketing campaigns. If your organization supplies products and services in a specific niche market, consider entering relevant phrases in prominent internet search engines and studying some of the highest-ranking businesses’ web sites. This can supply you with a good deal of knowledge into what these particular business operators are doing, which may be contributing to their financial success. Examining all the things from their website style to their search engine optimization strategies and even the information on their web page can enable you to figure out why they are even more successful than you. You really should additionally think about how they are marketing their website, which may incorporate banner ads, affiliate marketing programs, or other types of advertising and marketing. By having this information, you can take the opportunity to incorporate modifications to your web page and online marketing strategy, which may aid you in gaining a greater certification of success. Care ought to be taken to not always copy anything directly from your competitors but rather to try to emulate their degree of excellence in your own way.

If you need help putting together any of the plans or successes in this lesson, try our GUIDED TOUR to get all the help you need to put these plans into action.

 

“If what you did yesterday still looks good, you haven’t done enough today.”

Author Unknown

Why Consistency Matters Online

Here are three reasons why:

Are you struggling with creating and sharing content to build your brand?
Do you want to improve the quality and consistency of your posting?
In this blog post, I will be sharing with you three reasons why consistency matters online.

1.) When you’re consistent, you’re seen as credible.
– The more you post educational/valuable content that your ideal client/customer can learn from, the more often they’ll start to turn to you for advice on those topics because they’ll think of you as the go-to gal/guy to help them out.

2.) When you’re consistent, you form connections.
– People will start to look forward to seeing the content you post. You will have raving fans reading your captions, watching your videos and liking your photos. Even better, you will start to form connections with ideal clients/customers to where they feel like they really know & get you. They will start asking questions by leaving comments or sending you messages. You will form connections with people who may end up deciding to buy from or work with you.

3.) When you’re consistent, you improve your confidence.
– The more you talk about a specific set of topics through your content or the more often you talk to people who fit your ideal customer/client description both online and offline, the more confidence you’ll develop in your ability to speak like an expert and speak to customers/clients with clarity and confidence.

WHAT IS KEEPING YOU FROM BEING CONSISTENT ONLINE? CONSISTENCY IS KEY TO SUCCESS. KEEP CREATING AND SHARING!

 

THREE THINGS TO DO FOR YOUR BUSINESS TODAY:

Are you stuck with what to work on to grow your online brand?
Do you want to fill your time with something productive for your business today?
Listed below are three simple yet valuable ideas that you can spend time on to create positive results in your business.

1.) Film
– Film a piece of video content that your ideal client/customer would find valuable. If you’re a service provider, you could teach something or if you sell a physical product you could demonstrate what it is and what it does.

2.) Connect
– Find one ideal client/customer on the social media platform of your choice. Start a conversation with them by leaving a comment on a picture they recently posted or by reacting to something they posted on their stories.

3.) Practice
– Set aside one hour of time to learn something new that will help you grow and improve as a professional. If you’re a piano teacher, go teach yourself a new song. If you’re a copywriter, go take a new copywriting class. Continue to elevate your skillset.
If you’re stuck – create a one minute video to put across social media platforms like IG reels and TikTok.
If you want to do something productive – find an ideal client/customer on social media that you can start an online friendship with.
If you want positive results – practice what you preach.

If you need help with consistency in your business, try our GUIDED TOUR to get all the help you need with our top-notch resources and tools.

Mind Your Own Business!

The concept of minding your own business means that while you are grinding away at your day job, you need to be investing in your future and minding your own business. Pretty soon, you’ll be able to walk away from that day job and mind your own business full time.

The best way to do this is through the acquisition of real estate.

Let’s take a quick look at where you are losing all your money… taxes. Taxes have been around since 1913 in the U.S. (earlier in England). While the original intention was to only tax the wealthiest of the population, obviously that’s trickled down to the masses, including those in poverty.

Now, keep in mind the more money you make, the more taxes you pay. However, the wealthy know a way of getting around this-form a corporation. Corporations offer tax benefits and protect you from lawsuits. To learn more about this, talk with one of our business coaches or your attorney.

We’ve all heard the golden rule of “Pay Yourself First”.

But, many of us don’t do it. Until you learn and put this rule into effect, you won’t have any chance of getting out of the rat race. What this rule does is force you to come up with more income to pay your expenses.

There are some key areas of finance you should learn about. Taking classes is one of the best ways to do this. Here are the basics you should learn:

Accounting

It pays to know how to read financial statements. For example, when acquiring businesses or assets, you need to see the company’s financial standing quickly.

Many grown adults do not know how to balance a balance sheet. But, in the long term, this knowledge will pay off for you and your business.

Investment Strategy

This skill will sharpen with experience. Talk to investors and observe how they play the game.

Market Behavior

Know the laws of Supply and Demand. No business owner can do without understanding these basic principles of the market. Bill Gates saw what people needed. Open your eyes to opportunities. Look at what sells and who buys.

Law

Do everything you can to grow your business within legal boundaries. Know your corporate, state, and accounting laws.

Once you know these areas of finances, you can make them work for you. The rich practically invent money. First, you have to know where to find a great deal. Let’s continue with real estate. Look for houses in trouble or find the court in your area that handles foreclosed, police impound, or other real estate situations. You can either renovate and sell or rent for residual income.

So, essentially there are two main types of investors:

  1. Those who buy pre-packaged investments
  2. Those who create their own investments

You know which are the most successful. To be one of those people, you need to know what to look for and how to respond.

You must:

  1. Find a good deal other people have missed.
  2. Raise the capital needed for the transaction.
  3. Put together a svelte team to execute the plan.

There is risk involved in every acquisition. The goal is not to avoid the risk, but to respond to the risk with confidence and a steady hand.

If you need help identifying potential money-makers, where to get the capital you need, and how to put together a smart team, try our GUIDED TOUR to gain access to our resources and tools.

Get Out of the Rat Race

We’ve all worked jobs we hated. We were underpaid, underappreciated, and bored out of our minds. We either quit these jobs or were fired for poor performance because we just gave up. Instead of taking that approach, you need to consider every job an opportunity to learn something new to apply down the line to find success.

When you give people the tools they need to develop unordinary solutions, you are enhancing their lives for the long run. You need to take this approach. What if one of your terrible jobs had been one with no pay at all, and you needed to come up with some ingenious ways of making money? I bet you could have found a diamond in that rough. This idea can also be used in your own company.

Now, I don’t recommend going into the next meeting declaring that no one will receive pay anymore. Still, you can tell them that their potential raises, bonuses, and other perks are now dependent on their creativity in ways to enhance business.

Let’s talk about a great concept called financial literacy. This certainly isn’t something they taught you in school, but it is still essential to know. So, what is financial literacy?

The old school way teaches people to be good employees and not employers. This mindset will never make you wealthy. It would be best if you focused on becoming a good employer. You also need to learn how to not only attain wealth but sustain wealth for generations. This is what financial literacy is all about.

So, how do you get out of the rat race and start working toward a wealthier future? You need to understand the difference between an asset and a liability. Take a look at your own life and you’ll probably find the following:

Assets

  • Real Estate
  • Stocks
  • Bonds
  • Intellectual Property

Liabilities

  • Mortgage
  • Consumer Loans
  • Credit Cards

You’ve probably been fooled into thinking things like your house, car, and entertainment system are assets. They aren’t! Assets should be continuing to MAKE you money. When you continue to struggle, you are not building wealth. If your primary income is from wages and each time you make more money, you pay taxes-you’re not really creating wealth either, are you?

So, if buying a house isn’t an asset (and it’s not because you spend about 30 years of your life paying it off), then what is. Here are some of the best assets to attain and when you can start actually to see wealth being created because of it:

Average time of holding on to an asset before selling it for a higher value:

One year

  • Stocks (Startups and small companies are good investments)
  • Bonds
  • Mutual funds

Seven years

  • Real estate
  • Notes (IOUs)
  • Royalties on intellectual property
  • Valuables that produce income or appreciate

So, here are the steps to getting out of the rat race and onto your journey of creating wealth:

  1. Understand the difference between an asset and a liability.
  2. Concentrate your efforts on buying income-earning assets.
  3. Focus on keeping liabilities and expenses at a minimum.
  4. Mind your own business.

If you need help getting out of the poor mindset and into the wealthy one, try our GUIDED TOUR and work with one of our experienced business coaches today.

We went through the first three, and next time we’ll talk about how to mind your own business to keep your eye on the prize.

Prepare for Lift Off!

Last time I gave you a laundry list of tips and tricks you can use to make your word-of-mouth program work for you. Hopefully, you’ve taken a look and decided which ones are the best fit for your company, products, services, and target customers, so you can put them to work in your word-of-mouth campaign.

We are going to wrap up this series on word-of-mouth, where we give you the specific steps to create a word-of-mouth campaign.

Now, let’s take a look at those steps:

  1. Seed the market. Find some way to get the product into the hands of key influencers.
  2. Provide a channel for the influencers to talk and get all fired up about your product.
  3. Offers lots of testimonials and other resources.
  4. Form an ongoing group that meets once a year in a resort and once a month by teleconference.
  5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have all been successful with this approach.
  6. Develop videos and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers.
  7. Create custom Videos for each potential customer.
  8. Hold seminars and workshops.
  9. Create a club with membership benefits.
  10. Pass out flyers.
  11. Tell friends.
  12. Offer special incentives and discounts for friends who tell their friends.
  13. Put the Internet to work.
  14. Do at least one outrageous thing to generate word-of-mouth.
  15. Empower employees to go the extra mile.
  16. Encourage networking and brainstorm ideas.
  17. Run special sales.
  18. Encourage referrals with the use of a strong referral program.
  19. Use a script to tell people exactly what to say in their word-of-mouth communication.

These are all amazing ways you can get the word out about your products and services and start a word-of-mouth campaign that takes on a life of its own. Before you can release your word-of-mouth campaign out into the world, you need to go through the checklist to make sure you’ve covered all the essentials.

Here’s your word-of-mouth campaign checklist:

  1. Are all of your communications sending the same simple message? If it can’t survive word-of-mouth, it’s not a compelling story.
  2. Is your product positioned as part of a category? Ex.”A dandruff shampoo that doesn’t dry your hair.”
  3. Are your examples outrageous enough to be shared?
  4. Do you enhance your materials with success stories from real people?
  5. Are you using experts effectively and in an objective manner?
  6. Have you created mechanisms so people can follow up on the word-of-mouth they hear, as well as simple ways of inquiring or ordering?
  7. Have you made the decision process easy for customers?
  8. Have you created events and mechanisms so that your prospects hear about your product once a year and it is easier to try or buy?

These are all essential elements to take. Keep in mind when taking a second or even third check over your word-of-mouth campaigns. I hope you’ve found this series on word-of-mouth to be a great resource and are getting ready to put it into action for your own products and services.

Remember, if you need help with anything in this series, try our GUIDED TOUR to access the best resources, tools, and business coaches you can find.

Put it to Work!

In the last post, we talked about conducting word-of-mouth research and then putting that research to work. Today we’re going to give you some great tried and true ways to use word-of-mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. George Silverman offered these, which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

  • Give them something worth talking about
  • Cater to your initial customers shamelessly
  • Give them incentives to engage in word-of-mouth
  • Ask them to tell their friends
  • The customer is always right
  • Always tell the truth
  • Surprise the customers by giving them a little more than they expected
  • Give them a reason to buy, make them come back, and refuse service from anyone else other than you
  • Make eye contact, and smile, even through the telephone
  • Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  • Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  • The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
  • Always dust off items, but never let the customer see you doing it.
  • Never embarrass a customer, especially by making him feel ignorant.
  • Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  • Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  • When you don’t know, say so. Do whatever you can to find out the answer.
  • Every customer is special. Try to remember their names.
  • Don’t allow known shoplifters into the store.
  • Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  • If you can suggest something better, they will be grateful. Always respect their choice.
  • Never pressure anyone into buying anything.
  • Never knowingly give bad advice. Just help people come to the right decision.
  • Personally visit the store of the competition or assign people to visit and report back to you.
  • Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  • If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  • One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word-of-mouth.
  • Always look for ways to make a stranger a customer.
  • People will walk several blocks to save a dollar, or see a smile, or be treated right.
  • Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  • Use the best sign-maker you can find and pay him more than anybody else.
  • If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
  • Treat your employees and salespeople who sell to you the same way you treat your customers.
  • Have a zero error system. There may be terrible consequences, for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.
  • Occasionally make intentional mistakes to see if people are checking.
  • Always measure your performance.
  • Always ask a customer to “come back soon”
  • If customers say they are moving away, offer to send them their favorite items by mail.
  • Tell jokes.

I know this is a lot of information to digest, so I’m going to wrap up this lesson and leave you with the homework of going through and looking at the tips and tricks you like best. Also, look for tips that fit your company, products, services, and target customers for the most effectiveness.

If you need help with this process, try our GUIDED TOUR and get all the help you need from our experienced business coaches.

Search & Implement

People only remember the extraordinary, strange, wild, surprising, and unusual. You need to make sure your ideas and marketing reflect these reactions. This does not mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.

As you research word-of-mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace to turn the tide in your favor and how will you deliver them?

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word-of-mouth research. It is called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you will get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but by an independent party to avoid adding pressure to the situation.

We are going to transition a bit and talk about how to construct a word-of-mouth campaign. First, we will talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product.
  • A way of reaching key influencers in your marketplace.
  • A cadre of experts willing to bat for you.
  • A large number of enthusiastic consumers.
  • A way of reaching the right prospects.
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority.
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world.
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial.
  • A way of reducing overall risk, an ironclad guarantee.

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word-of-mouth program. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs.
  • When there are marginal improvements.
  • Where the product must be tried in large numbers or over time.
  • Where there is a high risk in trying the product.
  • With older or mature products that have a new story that people tend to ignore.
  • With unfair competitive practices such as spreading rumors or telling lies about your product.
  • When there are governmental or other restrictions on what you may say or claim directly.

While most of the word-of-mouth tactics are positive for your word-of-mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value.
  • Products that cannot be tried and where there is no consensus among experts.
  • Products that are clearly inferior, without having a compensating superiority for similar products.
  • Products that are so personal or emotional that rational discussion is irrelevant to the decision.
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

This wraps up this post on word-of-mouth research and how that research can be used when putting together your word-of-mouth campaign. If you need help with the research and a plan to use the results of that research, try our GUIDED TOUR to get all the help you need with our top-notch resources and tools.

Science of the Memes

Today I’d like to discuss the science of memes and how spreading ideas around and through society is ingrained in humans.

Memes

This refers to types of ideas that spread the fastest through society, why they spread fast and how that affects consumerism. You can use this same information to create a lasting positive impression about your company, products, and services. People are more likely to try a new product or service when they feel protected and reassured by the masses.

It’s been determined that spreading ideas is essential to the survival of a society. There are five main situations where this occurs. They are:

  • Crisis
  • Mission
  • Problem
  • Danger
  • Opportunity

Think of evangelism. This is a prime example of people spreading the word and convincing people to jump on board and start to spread the word themselves. To do this effectively, you need to incorporate a few key things that always catch people’s eye:

  • Sex
  • News
  • Unique Results
  • The Unusual
  • Helping Others
  • Secrets

Next, we are going to switch gears a little and talk about viral marketing. While traditional marketing can be used to your advantage, the reality is viral and online marketing is the king of the castle. You can spread the word online like the plague if you know what to do. Here are some simple steps to do this:

  • Find an interesting idea
  • Make it easy for people to experience or trial
  • Spread the idea while people who are in close contact with others
  • Take advantage of existing communication methods
  • Develop the way of trying your product in such a way that it automatically draws more try-ers
  • Some great places to use viral marketing are:
  • Geocities
  • Ebay
  • Roger Wilco
  • ICQ
  • AOL Instant Messenger
  • MSN Instant Messenger
  • Winamp
  • Hotmail
  • “Tell A Friend” Buttons
  • E-Greeting Cards

There are six things everyone should be doing to benefit from word of mouth on the Internet:

  • Put WOM components on your website.
  • Assign people to monitor your viral marketing.
  • Place testimonials in different places on your website to walk a customer through the purchasing cycle.
  • Set up an email marketing campaign.
  • Stay up to date on what products and services the experts in your industry are recommending.
  • Use your website to demonstrate the great ways people are using or finding success with your products and services.

Here are other non-viral Internet opportunities to explore:

  • iPhone’s
  • Handheld PC’s
  • Blackberry’s
  • And other well connected electronic devices

This wraps up the lesson on traditional and viral marketing. If you need help putting together any of the plans or successes in this lesson, try our GUIDED TOUR to get all the help you need to put these plans into action.

Decoding WOM Messages

Today’s lesson will talk about how word of mouth messages are delivered and how you can influence those messages.

There are essentially three methods of word of mouth:

  • Expert to Expert
  • Expert to Peer
  • Peer to Peer

When experts are talking about your products or service, you will usually receive a fantastic rush of sales and new customers, so obviously, this is one of the best things that can happen. You can also help to facilitate this by offering free products to experts for them to review.

Expert opinion can also bring about new ideas that help fuel new products, services, and operating systems within your company. If you take the time to change or develop the opinions of even a small group of experts, you will have the opportunity to help your market explode.

There is a standard word of mouth delivery system that, in most cases, takes a few years. But, you can speed this up into only a few weeks. The standard system is:

  • First impressions from an expert
  • Organized trial of your products or services
  • Pooling peer experiences

It’s important to know exactly who is advocating for your products and service. Take the time to find out who they are and reward them. While you may already have a customer service system for filing complaints, do you have one for compiling praise? Most likely not. If you take the time to show these people appreciation, they will help take your products and services to the top.

  • Some of the ways you can show them appreciation are:
  • Invite them to a customer appreciation dinner
  • Offer to videotape their testimonials
  • Ask to interview them for feedback to improve with
  • Offer them a premier customer membership
  • Ask them to join a referral incentive program

You can offer your biggest fans lots of things to help spread the word about your products and services.

Conventional media has been around forever, and while it can still be effective, it’s lost a little of its luster over the last few years. There are a few reasons for this:

  • Expensive and doesn’t necessarily return results
  • Boring, lacking something fresh and new
  • Too short of a time slot to offer enough information

While these are all true, there are ways you can make conventional media work for you. For the information to be effective, it needs to be presented in the right sequence, come from the right sources, be relevant to the target customer, be credible, and be delivered at the right time in the medium.

We’re going to switch gears a little and talk about the product adoption cycle’s two phases. Traditional media is great for taking you through the information stage where you can offer the information you need to your potential customers, but it’s not so great for measuring the results of those efforts.

Without these results, you can’t fine-tune your marketing and can easily miss the boat and lose potential customers and waste a lot of money. Once a consumer has the information they need, they’ll go through a verification process as they analyze whether or not the purchase was a good one. They generally get their information through:

  • Direct experience with the product
  • Interaction with peers using the same product
  • Experts’ experience
  • Scientific journals and other resources
  • Independent reviews and opinions
  • You can accelerate this process by:
  • Providing your own demo’s and free trials
  • Offer them indirect experience through the experience of others
  • Offer a good true story that can be passed around

Once you have the ability and are able to work through these concepts, you will be able to target your customers much better. If you need help with any of this along the way, try our GUIDED TOUR to gain access to our experienced business coaches.

Harness the Power of WOM

Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30 (that’s right, I said 30) ways to harass the power of WOM. So, let’s get started!

There are six steps to harassing word of mouth:

  1. Understand your customers’ values and priorities, this will help you understand why they would buy your products.
  2. Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards.
  3. Identify which decision stages are needed for your product to be adopted.
  4. Use the information from steps 2 & 3 to figure out which wording, and word-of-mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
  5. Put together the resources for the highest word of mouth impact.
  6. Create and implement your word-of-mouth campaign.

The Decision Maker Matrix is based on years of trial and error by George Silverman. It essentially charts different concerns you may come across when working with different adopters and putting together a decision process for each one.

We are now going to move on to the 30 ways to harass the power of WOM:

Use Experts

Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:

  • Customers
  • Suppliers
  • Experts
  • Salespeople
  • Experts’ roundtables
  • Experts’ selling groups

Seminars, Workshops & Speeches

These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:

  • Speakers program
  • Seminars
  • Group selling
  • Dinner meetings
  • Peer selling groups
  • Teleconferenced experts’ panels
  • Trade show events/opportunities

“Canned” Word of Mouth

The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:

  • Videotapes
  • Audiotapes
  • World Wide Web
  • CD’s

Referral Selling

As we’ve talked about before a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:

  • Testimonials
  • Networking
  • Referral Selling Program

“New” Media

The concept of “new” media is the use of up-and-coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Here are some of the “new” media options:

  • Hotlines
  • Faxback services
  • Web-based word of mouth, such as forums, e-mail, etc.
  • Call centers

Using Traditional Media for Word of Mouth

Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:

  • Customer service
  • PR
  • Placements
  • Events
  • Promotions
  • Word of mouth in ads, sales brochures, or direct mail
  • Salesperson programs, sales stars, or peer training,
  • Word-of-mouth incentive programs (“Tell-a-friend” programs)
  • Customer gifts they can share with their friends (articles, how-to manuals)

Internal Word of Mouth

  • Encourage employee word of mouth and sharing feedback with family, friends, and others.
  • Offer rewards or commission for word-of-mouth success.

As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our GUIDED TOUR to access our exclusive resources that can help you put this whole thing together.