{"id":3586,"date":"2020-06-01T13:05:31","date_gmt":"2020-06-01T13:05:31","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=3586"},"modified":"2023-12-06T10:12:12","modified_gmt":"2023-12-06T10:12:12","slug":"the-4-key-elements-of-word-of-mouth-a-systematic-approach","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/the-4-key-elements-of-word-of-mouth-a-systematic-approach\/","title":{"rendered":"The 4 key elements of word-of-mouth: A systematic approach"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3586\" class=\"elementor elementor-3586\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5c87ed12 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5c87ed12\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4788bd0b\" data-id=\"4788bd0b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-42a234bb elementor-widget elementor-widget-text-editor\" data-id=\"42a234bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Oscar Wilde once said that the only thing worse than being talked about is <em>not<\/em> being talked about.<\/strong><\/p><p>The same could be said about businesses.<\/p><p>You can spend lots of money on advertising, but in an ideal world, your customers will do a lot of your advertising for you.<\/p><p>This so-called word-of-mouth marketing is different from paying \u201cinfluencers\u201d to sponsor your products, for one simple reason.<\/p><p>If the headteacher of one of your customer schools tells the headteacher of another school about your product or service, that recommendation will count for a great deal because it hasn\u2019t been bought.<\/p><p>And that\u2019s the thing: you cannot pay someone to do word-of-mouth marketing.<\/p><p>So-called \u201cinfluencer marketing\u201d isn\u2019t the same: if you pay someone to sponsor your product, they have an obligation to <a href=\"https:\/\/www.asa.org.uk\/static\/uploaded\/3af39c72-76e1-4a59-b2b47e81a034cd1d.pdf\" target=\"_blank\" rel=\"noopener\">declare their endorsement as a form of advertising<\/a>.<\/p><p>And even if they genuinely love your product, who is going to believe them?<\/p><p>For these reasons, a recommendation from a friend or colleague is likely to be seen as genuine, especially if it\u2019s unsolicited.<\/p><p>The only problem is, word-of-mouth marketing is in the hands of your clients or customers.<\/p><p>You can\u2019t <b>make<\/b> them tell people about you. You can\u2019t pay them to do so (well, you can, but then the value of their recommendations would diminish in the eyes of their colleagues).<\/p><p><b>Wouldn\u2019t it be great if businesses could control word of mouth?<\/b><\/p><p>In their book \u201c<a href=\"https:\/\/www.talktriggers.com\/\" target=\"_blank\" rel=\"noopener\">Talk Triggers: The complete guide to creating customers with word of mouth<\/a>\u201d, authors Jay Baer and Daniel Lemin carried out research to see if there are ways that a company can instigate word of mouth in a systematic\/strategic way rather than relying on chance.<\/p><p>\u201cTalk Triggers\u201d synthesises these two approaches.<\/p><p>There are plenty of examples of what companies have done to stimulate word of mouth, but in addition, the authors have gone a step further by analysing exactly <em>why<\/em> certain ideas worked while others didn\u2019t.<\/p><h2>The Four Talk Triggers Criteria<\/h2><p><strong>Be remarkable<\/strong><\/p><p>Literally, this means \u201cworthy of remark\u201d.<\/p><p>The authors have a saying: \u201cSame is lame\u201d. If you do the same as everyone else in the industry, what is remarkable about you?<\/p><p>I imagine that when the first wi-fi infrastructure company offered schools a free report on their current system and what they needed to do to improve it, that must have been seen as amazing. But these days (apart from the small matter of a pandemic) it\u2019s expected.<\/p><p>It\u2019s a challenge to think of what to do in order to stand out, but from the examples given in the book, it doesn\u2019t have to be anything fiendishly difficult.<\/p><p>One company, for example, makes it easy for customers to call the CEO.<\/p><p>Another one is fully transparent about its pricing structure.<\/p><p>That may seem banal, it\u2019s simply an acknowledgement that while <b>you<\/b> understand it, potential clients may not. It might be as simple as always quoting the price the customer will pay, not a fictitious \u201clist price\u201d that nobody pays.<\/p><p><strong>Be relevant<\/strong><\/p><p>Ideally, anything you do, or give to people, or make available as a competition prize, should be relevant to your business.<\/p><p>The authors cite the fact that many companies give away iPads. Why would you do that? Unless you\u2019re Apple or an electronics retailer, surely an iPad is irrelevant &#8212; unless you wish to advertise a rival\u2019s product of course!<\/p><p>A better idea for an ed-tech business might be to run webinars or (online) &#8216;teachmeets&#8217; &#8211; on relevant topics of course.<\/p><p>The Society of Authors, for example, ran a program of online talks and discussions. These range from \u201cworthy\u201d topics like how to market your books and tax rules for freelance writers to \u201cafternoon tea with Roger McGough\u201d.<\/p><p>If a shoe retailer ran such events, people would be scratching their heads.<\/p><p>But the Society of Authors? A perfect fit.<\/p><p><strong>Be reasonable<\/strong><\/p><p>The authors talk about a \u201cGoldilocks zone\u201d, where the thing you\u2019re offering as a prize or giving away is just right &#8212; not too big, or too small.<\/p><p>Applied to an edtech company, for example, offering a competition prize like replacing the entire school\u2019s computing systems and infrastructure and giving every pupil and member of staff a free iPad (see above) would probably be construed as <strong>too good to be true<\/strong>.<\/p><p>A more reasonable option would be, say, win a school wide licence for your software.<\/p><p>It would be less likely to be regarded as probably over-promising and under-delivering. It would also be better for your company. That\u2019s because of the final criterion&#8230;<\/p><p><strong>Be repeatable<\/strong><\/p><p>If you give away some hugely expensive freebie, how can you repeat that or build on it without going bankrupt in the process?<\/p><p>Indeed, the whole point about creating a repeatable experience is that it has to be repeated, time after time, for every customer.<\/p><p>Perhaps it is something as simple as giving away a mini-computer kit &#8212; screen cleaner, high capacity USB stick, and a troubleshooting guide &#8212; with every purchase of a computer system.<\/p><p>Something like that may not be enough to swing a purchasing decision in your favour, but it might well be something that customers talk about.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Oscar Wilde once said that the only thing worse than being talked about is not being talked about. The same could be said about businesses.<\/p>\n","protected":false},"author":27,"featured_media":3598,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[155],"tags":[],"class_list":["post-3586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-to-schools-strategies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 4 key elements of word-of-mouth: A systematic approach - Bee Digital<\/title>\n<meta name=\"description\" content=\"Uncover the strategic approach to word-of-mouth marketing, exploring the four key criteria for creating impactful talk triggers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/beedigital.marketing\/the-4-key-elements-of-word-of-mouth-a-systematic-approach\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 4 key elements of word-of-mouth: A systematic approach - 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