secrets to positive biz buzz
DESCRIPTION
Need a plumber? Electrician? As a consumer, where do you start? The phone book? Internet? Most likely, you call your friends, family members or somebody you trust to get their opinion and the number. Word of mouth (WOM) marketing is when a satisfied customer creates buzz about a product or service. WOM continues to be very effective for both small and large businesses. Many times it happens by accident and is organic, but social media is helping ramp that process up. During this FREE Small Business Marketing 101 webinar, we’ll tell you how to: • Hear WOM • Get WOM • Amplify WOM Listen up! You may just learn something.TRANSCRIPT
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Secrets to
Biz Buzz
Positive
Session Framework
•What is Word-of-Mouth marketing?
•How to get, hear & amplify WOM.
• Close with five action points to start on today.
Session Framework
•Cole Directory published in 1947.
•Crisscross directory of addresses & phone numbers.
•Invaluable information for a number of industries:•Telemarketing
•Debt collection
•Law enforcement
•Today, web-based lead generation for businesses.
Background
Who Do You Believe?
90% trust family/friend reviews
Word-of-Mouth
Alternative Marketing
•Purpose: get people talking!•Viral videos
•Buzz
•Shill
•Guerilla
•Word-of-mouth
Alternative Marketing
•Viral video•Mayo Clinic “Charming Older Couple”
Alternative Marketing
•Buzz:•Dove Evolution Viral ad
http://digitallabz.com
Alternative Marketing
•Guerrilla:•“Brokeback Motrin”•Outdoor advertising campaign
www.creativeguerrillamarketing.com
Alternative Marketing
Shill:•Vespa’s outdoor café approach
WOM Participants
•Despite blogs and SM, the majority of people talk offline!
•82% face-to-face*
•11% phone*
*Source: Google/KellerFay, Word of Mouth and the Internet Study, June 2011
•“I Heard it through the grapevine…”
•Believable—90% trust family/friend reviews
•Unpredictable
•Positive & Negative
•Ebbs and flows
Word-of-Mouth
•Powerful:
•Don Strinz Tipi
•WOM has put
small business on
the map
Word-of-Mouth
Why Participate?
•Dave Balter, www.buzzagent.com
• Educate
•Provide knowledge
•Find Common Ground
Why Participate?
•Dave Balter, www.buzzagent.com
• Validate opinion
•Pride
•Share
Influence WOM
•Give people something to talk about!
•Recruit Brand Evangelists
•Customer testimonials
•Network
•Return the favor
•Employees
•Jay Ehret http://themarketingspot.com/
•The power of a hand-written note.
•Have satisfied customers talk about you online.•*81% get advice relating to a product/service
purchase on SM sites.
•74% found such advice influential to their decision.
Turn WOM Up!
*Click Z, January 2010
•Create a :30 elevator pitchCole information is a powerful lead generation company based in Omaha, Neb. with more than 60 years experience helping small businesses find new customers. Not only do we offer an affordable, easy-to-use suite of products, we also give our customers and prospects support through www.colecommunity.com where we offer product and small business marketing webinars, articles, and buddy’s blog. Best of all, Cole Community is FREE!
Turn WOM Up!
Turn WOM UP!• Create
opportunities for people to learn and talk about you.
Use social media:
•Ask questions
•Engage
Online Reviews
•Add reviews to online local listing sites •Customer reviews are 12 x more trusted
• Practice excellent customer service.
• Treat your employees right.
• Write down a :30 elevator pitch.
• Send personal note to best customers.
• Regularly RT on Twitter/update FB status
Five Action Points
• Colecommunity.com Resource filled with webinars, videos, Buddy’s blog and articles dedicated to small business owners grow their business.
• www.thespotmarketing.com Online source for relevant content information.
• www.buzzagent.com Boston word-of-mouth marketing company.
Resources
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