Word of mouth is a crucial component of business life today and very often the reason why organisations get business. Through word of mouth, the news about a new organisation or the benefits of a brand or tourism destination can spread very quickly. Very often, this is how consumers hear about brands or experiences in the first place which might convince them to purchase the brand or visit the destination. As everything is becoming more social, word of mouth is also becoming increasingly important. Google is also aware of the fact that search is also driven by word of mouth and is optimising the search engine for user reviews. In the following we will look at some key ways to make word of mouth more effective (iMedia).
Any organisation should really ensure that potential advocates can be identified. This is an absolutely crucial first step in using the potentials of word of mouth the best way possible. These advocates of the brand or the organisation are very likely to recommend the brand or organization to their friends and family. Potential advocates can be identified through surveys where an organisation would ask its customers if they would recommend the brand to their friends.
Encourage reviews and ratings
Besides identifying advocates that would recommend the organization or brand to their friends, it is also very important to ensure that these advocates rate and review the products or services on offer. Online reviews are very powerful as 70% of consumers trust online reviews and reading negative reviews can impact on the purchasing decision of consumers. This is very important to consider and the power of reviews and ratings should not be underestimated. A variety of online tools make it quite easy for consumers to rate and review products and services.
Amplify and Monetize Advocates
Besides making consumers share their experiences with brands or services, organizations should also enable consumers so share their experiences on social media channels and spread the positive messages. This can be done easily through social sharing widgets and at the same time advocates could receive promotional offers they can actually share with their friends and social networks.
Through integrating links back to the organisation’s website into the offers that advocates can share, companies can generate referral leads and referral traffic. When advocates share these promotional offers with their friends, the offers are more trusted than random offers and the brand, destination or organisation might be viewed “in a new light” and might be perceived in a more positive way than previously.
Tourism organisations and destinations make sure you use e-word of mouth and you follow the steps in order to become even more successful in digital.
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