The phrase “digital word-of-mouth marketing” may sound counterintuitive. However, when you look closely at the words and think about the rise of social media influence, it starts making sense.
Social media has revolutionized word-of-mouth marketing into something new. Big surprise.. It’s all the in the name. Social media is – by nature – social! Word-of-mouth no longer solely occurs through face-to-face communication.
Although starting a grassroots or word-of-mouth marketing campaign can be difficult and tracking success can be tough, it will always remain an effective marketing strategy. However, with the rise of social media, this age-old communication strategy has evolved into something even more powerful. One reason for this is that people tend to trust recommendations from their friends and family more than from brands.
Today, digital word-of-mouth marketing happens instantly and organically. Conversations spark recommendations and criticisms, spreading word quickly about products or services far beyond local communities.
Thanks to digital communication, businesses can now share customer feedback. This helps turn happy buyers into strong brand supporters. We’re talking about you, Google Business reviews.
The evolution of word-of-mouth marketing
With social media’s global reach, digital word-of-mouth marketing has become a powerful tool. Now, people share their experiences with large audiences instantly. Whether through reviews, comments, or user-generated content, consumers are shaping brand perceptions more than ever before.
This change has made digital word-of-mouth marketing extremely important. It not only influences buying choices, but also builds trust with potential customers.
We often get questions about the impact of social media. For example, chances are you may have wondered if sharing Facebook posts are truly worth the investment of time and resources.
Short answer: Yes.
Long answer: Remember that the power of social media can be a driver of word-of-mouth marketing strategies. This is a crucial tactic for brands looking to grow their influence online. The frustrating part of this is that it won’t happen overnight. Sometimes, you have to play the long game.
Social media marketing: A word-of-mouth marketing catalyst
Traditionally, word-of-mouth marketing relies on face-to-face conversations and personal recommendations. While still effective, it’s limited in reach and speed.
Unlike traditional referrals where word about your product spreads slowly, people can share their experiences instantly on digital platforms. Specifically, social media creates a two-way communication channel between customers and brands. Seeing other actual humans recommend or endorse a product, mission or brand builds credibility and trust.
We know that a single post on LinkedIn may not directly lead to a purchase (but it might!). In reality, you are playing a game of digital word-of-mouth marketing. It’s highly likely that a person will learn something new from your social media content. Then, they tell a friend, then that person tells a friend, and so on. All of the sudden, people are talking about your social media content, which is a direct extension of your brand.
Digital word-of-mouth marketing best practices
To make the most of this form of marketing, you must be intentional about how you engage with your audience. Having a presence on social media is good first step, but engaging with your audience will bring you to the next level.
By focusing on engagement, community building, and strategic content creation, companies can turn satisfied customers into loyal advocates. Then, they will organically begin spreading the word about your brand, potentially bringing in new customers.
Here are some key strategies to help you maximize digital word-of-mouth marketing:
- Engage with your community. Gain credibility and brand loyalty by partnering with micro-influencers, brand ambassadors or known industry experts.
- Encourage user-generated content (UGC): Motivate your customers to share positive experiences. Don’t be scared to directly ask them to share photos, videos, or testimonials about your products or services.
- Remember to keep it social. Respond to comments, share customer stories, and create interactive content to build and maintain strong customer relationships.
- Don’t forget about media relations and other public relations strategies. Pitch compelling brand stories to digital media outlets. At Resolute, we distribute digital press releases through specialized software designed to deliver results.
- Google reviews are more important than you may think. As we discussed, people listen to – and trust – people. The more Google reviews you can rack up, the more you’ll boost your local SEO and visibility.
And, as always, monitor and measure all the way. Continuous learning is an incredibly important part of maintaining a successful marketing strategy. Also, if you don’t measure your efforts, did they even happen?
Track the impact of this type of marketing by measuring engagement, mentions and website traffic. Use analytics to your advantage and begin to refine your strategy to maximize results.
Social media has turned word-of-mouth marketing into a high-speed, high-impact digital strategy. By leveraging tactics like user-generated content, influencer marketing and direct engagement, brands can amplify positive experiences and build brand loyalty. A good marketing strategy and a strong creative vision will only help. These tactics will increase sales, donations, and awareness more than ever.
Looking to incorporate digital word-of-mouth marketing for your business or brand? Focus on creating shareable content, encouraging customer interactions and building authentic relationships.
