| What’s one of the first things you do when you hear about a good deal or a great product? You tell your nearest and dearest. Your customers are no different. Thinking about the concept of word-of-mouth sales through the lens of social media may be key in helping your business drive sales, inspire loyalty, and even grow to reach new markets.
What is word-of-mouth sales and marketing?Word-of-mouth marketing is essentially free advertising from your customers. It’s what happens when they tell others about the great experience they have had with your company, products, or services. In the past, many of those conversations happened offline and face-to-face. Some still do, but with everyone on social media, those conversations are happening online, too. For example, according to Facebook, some 65% of U.S. Facebook users say that Facebook Stories help them feel more connected to friends, and 58% browse a brand’s website after seeing their Facebook story.
The biggest reason your business should drive word-of-mouth sales is the trust factor. Other benefits of gaining word-of-mouth sales include:
- Improving brand awareness and visibility as you get traffic to your social media profiles and website from people who’ve recommended you.
- Improved customer relationships, because when customers feel that you are listening to and communicating with them, that also improves their relationship with you and increases brand loyalty.
- Increased trust for your brand, because your business has been recommended by someone your new customers trust.
- More search traffic. As people post about your company or brand, those posts will show up in search engine results pages.
How can you encourage word-of-mouth sales via social media? Here are some tips.
1. Encourage User-Generated Content
User-generated content (UGC) is content created by your customers, which also means it’s content that potential customers may trust much more than your advertising. A common approach to this is to have a branded hashtag and ask users to photograph themselves with your product and upload pictures using the hashtag. Many companies use this technique effectively to spread the word and build brand loyalty.
2. Ask for Reviews
When it comes to driving word-of-mouth sales on social media, positive customer reviews are an advantage, so it’s important to make it easy for people to leave reviews. Not only should you set up your Google, Instagram, and Facebook business profiles, but you can also reach out to customers after every purchase to encourage them to rate and review you. Then you can use those reviews on social media to encourage even more sales. Consider tagging and thanking the customers who leave great reviews to build the relationship and make them feel good about being seen.
3. Use Influencer Marketing
Recent research suggests that influencer marketing on social media platforms can help build relationships and drive sales. Influencers are trusted and can aid brand discovery. However, the recommendation from the influencer has to be authentic to be successful. Influencer marketing is an excellent way to reach Gen Z and consumers aged 25-34.
4. Show Your Values
When customers see that your values align with theirs, they may be inspired to share information about your values and your company widely. Authenticity is key. Don’t just use marketing chatter. Show customers through your actions, partnerships, and the way you treat them. Customers will naturally become your advocates because they want others to have the same experience they did.
5. Start a Referral Program
Social media is an excellent platform to start and run a referral program to drive even more sales. With the right incentive, such as a coupon, discount, or even a chance of a prize, your customers can get the opportunity to spread the word about your company.
The bottom line is that you don’t always have to spend huge amounts on ad campaigns. Instead, leverage the power of happy customers to help drive word-of-mouth sales on social media. |
