While word of mouth marketing (WOMM) is incredibly powerful and valuable, it’s generally not enough on its own to sustainably and rapidly grow a business, especially in competitive markets. Here’s why:
Limited Reach: WOMM relies on existing customers sharing their experiences. This means your initial reach is limited to their social circles. While those circles can expand, it’s a gradual process.
Lack of Control: You can’t directly control the message being spread. While you can encourage positive WOMM by providing excellent products and services, you can’t prevent negative WOMM if a customer has a bad experience.
Unpredictable and Slow Growth: WOMM is organic and often unpredictable. You can’t guarantee how quickly it will spread or how many new customers it will bring in. This makes it difficult to rely on for consistent and predictable growth.
Difficult to Measure: While you can track mentions and reviews, it’s challenging to precisely measure the overall impact of WOMM on sales and attribute specific growth to it.
Here’s why WOMM is still essential:
High Credibility: Recommendations from trusted sources are highly influential.
Cost-Effective: It’s often free or requires minimal investment.
Builds Trust and Loyalty: Positive WOMM fosters strong customer relationships and brand loyalty.
How to use WOMM effectively as part of a broader strategy:
Provide Exceptional Customer Experiences: This is the foundation of positive WOMM.
Encourage Reviews and Testimonials: Make it easy for customers to share their feedback.
Engage on Social Media: Respond to comments and messages, and encourage social sharing.
Run Referral Programs: Incentivize customers to refer new business.
Use Other Marketing Strategies: Combine WOMM with paid advertising, content marketing, SEO, and other strategies to reach a wider audience and drive more predictable growth.
In conclusion:
Word Of Mouth Marketing (WOMM) is a valuable asset for any business, but it shouldn’t be your only marketing strategy. It’s most effective when combined with other marketing efforts to create a comprehensive approach. By focusing on providing excellent products and services, encouraging positive WOMM, and utilizing other marketing strategies, you can maximize your chances of achieving sustainable business growth.
