By Luke Weigel, firstname.lastname@example.org
Marketing Manager, Lessiter Media
Back in 2011, Nielsen released a study that showed customers are 92% more likely to trust their peers over advertising when it comes to making purchase decisions.
While many things in the world of marketing have changed since then, one thing that hasn't is the value a potential customer puts on the thoughts and feedback of others.
Testimonials. Recommendations. Online reviews. No matter what you call them, they are all a form of "word-of-mouth" marketing. And with the growth of social media and sites like Amazon and Google, it's as important as ever.
In fact, in the same Nielsen study, they revealed that 72% of customers don't take action until they've read reviews about a product.
But with all the marketing technology tools at our disposal, why is word-of-mouth still so critical to the success of your business? One word: TRUST.
When a TV company tells you they have the best picture you probably stop and think to yourself, "Yeah, but all the other TV companies say the same thing." But when your neighbors tell you to come watch the game on their new TV because it's the best picture they've ever seen, they've got nothing to gain. It's just an honest opinion on their personal experience that you'll likely put a little more stock into the next time you are shopping for a TV.
Haven't really given word-of-mouth marketing much thought? No worries, below are some tips on how you can start incorporating it into your marketing plan and turning your last sale into one of your next biggest marketing assets.