Upside-Down Thinking by Patric Fransko
by Patric Fransko
July 8th, 2015

Three Keys to Word-of-Mouth Marketing

One of the most powerful forms of marketing for your business is word-of-mouth. Any time someone speaks positively about your product or service either offline or online, people who trust that opinion will consider doing business with you. Moreover, when coupled with traditional marketing, a recent study shows that positive word-of-mouth combined with your marketing will increase the effectiveness of those campaigns by up to 54 percent.word of mouth

So why are so many businesses having a hard time getting any momentum going in this area? It’s because it requires a lot of work. With word-of-mouth, there is no quick fix and no shortcut. Having people begin to, and then continue to, speak positively about your product or service requires a consistent effort that many are unwilling to give.

That being said, don’t give up hope. There are three ways that will give your word-of-mouth marketing efforts a boost. Will it take effort? Yes. But doesn’t anything of value take effort?

So, here they are:

1)      Provide a Customer Experience that EXCEEDS Expectations

If you really want to get people talking about you, don’t be satisfied by merely meeting their expectations – exceed them! For example, if they expect you to return their vehicle in the same condition in which they dropped it off, do them one better by providing a free wash service for all cars that come into your shop. If they expect you to leave their house clean after an installation, take a moment and wash the outside of the windows on which you installed film as well.
I promise, if you consistently exceed your customers’ expectations, they will begin talking about the great experience they had with your company.

2)      Use Social Media to Make it Easy For Someone to Brag on Your Company

Let’s face it, we live in a very busy time. Even if someone was thrilled with the service you provided, they may be too busy to talk to others about you. Why not make it easy for them? Utilize social media to connect with your customers. This is something on which they’re already spending time and can be used to create an easy way for them to brag on you. Maybe, with their permission, post a picture of their car or home on your company Facebook page, tag them in the post and thank them for the opportunity to do their job.
This does a several things that help to motivate people to promote your company:

  • It shows that you appreciated the work and didn’t just look at them as another job;
  • It demonstrates that you know they had options and that you are thankful that they chose you;
  • It makes them feel good that you would think enough of their car or home to post it on your company page; and,
  • Lastly, it enables them to show their satisfaction with you via something as simple as the “Like” of the post all the way to something as terrific as a comment talking about the great job you did.

Either way, everyone they are connected with on Facebook now knows that their friend had a positive experience with your business. Pretty good word-of-mouth!

3)      Make Your Satisfied Customer Your Best Salesperson

This is a strategy implemented by many large companies and it can be very effective. After you read this, see if you can think of several large, national brands that implement this exact strategy in their marketing efforts. The strategy is simple, ask your current, satisfied customer to share your product or service with their friends and incentivize them to do it. An example of this might be to provide them with a small handful of cards with their invoice number written on the back. If anyone calls or comes in with one of those cards, not only will the new customer receive a special “Friend” discount, but send the person that gave them the card a gift also.

Maybe on a typical $250 automotive tint job, you’d be willing to give the new customer a $25.00 discount on the job and the referring customer a $25.00 gift card to a popular local restaurant. The deal is that you have to incentivize them on both ends. The person you give the cards to will not only want to get the incentive for referring someone, they’ll also feel good that the person they’re referring is going to get a “Friend” rate when they get the work done.

Hopefully you picked up a couple of things in this blog that you’ll implement in your business to get the word-of-mouth flowing. As I said in the beginning, there is no quick fix and there are no shortcuts, but if you implement these strategies consistently, you will get people talking about your company. These efforts are worth your time and they will pay large dividends in your quest to grow your business.

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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  1. Each customer become part of your business, as they have your product and they can carry your message for you. Good article well done !! Leon Levy Klingshield South Africa

  2. Thanks Leon. I agree that having existing customers that are happy with your business being some of the best marketing available.

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