U.S. media ad spending will hit $200 billion in 2016, according to eMarketer. And yet, when we asked 2,021 customers how they discover new products, advertising was the fifth most popular response with offline and online advertising tied for fifth with 27% of responses.
“In-store browsing” was the most popular (59%), and the focus of today’s MarketingSherpa Blog post — “word of mouth from friends, family, colleagues” — was a close second at 57%.
However, when we asked marketers how they actually helped customers learn about products, there was a bit of a disconnect from customer preferences. Online advertising was the most frequently used tactic (60%), while “encouraging word of mouth” was only the fifth most popular tactic (chosen by 45% of marketers).
How can you increase word of mouth for your products and services?
This will generate organic referrals at the highest rate.
But a deeper question is more applicable to marketers — how can you leverage word of mouth in your marketing to increase conversion?
Here are three ideas for your campaigns.
Idea #1. Help, not hype
“My experience with Summit has just been seamless. I got the opportunity to submit some different proud moments for marketing and my team’s successes. And then having the opportunity to be selected and the opportunity to be with such a prestigious organization was very flattering. Then I was very, very prepared every step of the way. I had a dedicated team that was sending me updates, giving me clear deadlines, supporting me along the way — just made it incredibly professional and certainly best in class.”
That quote is from Cambria Jacobs, Vice President of Marketing and Customer Service, Door to Door Organics, from a video promoting the MarketingSherpa Summit 2017 Call for Speakers.
Now, we didn’t need to have Cambria in the video. I could have told you how amazing it is to be a speaker at MarketingSherpa Summit 2017 at the Aria Resort in Las Vegas. How you’ll have your name up in lights. You will be fawned over by an adoring crowd of marketers. And, most importantly, you may even get the distinct honor and privilege of working directly with me for several months — a once-in-a-lifetime opportunity that you will never forget — as I help you shape your story before we discuss it on stage.