Digital Word-of-Mouth Marketing: Latest Trend in Digital Marketing

In the fast-paced world of digital marketing, staying up-to-date with the latest trends is crucial for any brand looking to make a mark. One such trend that has been gaining momentum in recent years is digital word-of-mouth marketing. By leveraging the power of social media and online communities, businesses can tap into the influence of satisfied customers to spread positive word-of-mouth about their products or services.

With the rise of social media platforms and review websites, consumers now have a powerful voice in shaping brand perceptions. By effectively harnessing this voice, brands can amplify their reach and boost their credibility. Digital word-of-mouth marketing is not only cost-effective but also highly targeted, as it enables brands to target users who are more likely to be receptive to the recommendations of their peers.

In this article, we will explore the latest trends and strategies in digital word-of-mouth marketing. From influencer collaborations to user-generated content campaigns, we will examine how brands can effectively harness the power of customer recommendations to generate buzz and increase brand awareness. So, if you want to stay ahead in the competitive digital landscape, keep reading to discover the secrets of digital word-of-mouth marketing.

Benefits of Word-of-Mouth Marketing

Word-of-mouth marketing is a powerful tool that can help companies connect with their audience. In fact, 88% of people worldwide trust recommendations from friends and family more than any other type of advertising. To build an emotional connection with their customers, companies often engage in personal interactions such as sales representatives discussing their products or services with consumers. This kind of interaction can lead to conversations about a company’s product and increase brand awareness.

However, there is a temptation to fabricate word-of-mouth marketing, which is why the Word of Mouth Marketing Association (WOMMA) created a code of ethics checklist. According to WOMMA, the best word-of-mouth marketing strategies are credible, social, repeatable, measurable, and respectful, and dishonesty is not acceptable.

WOM marketing expert Andy Sernovitz has summarized WOMMA’s code of ethics into three key rules to avoid issues:

1. Always disclose your relationship to the company you represent.
2. Be honest with your opinion and say only what you believe.
3. Be truthful about your identity and never lie about who you are.

What is digital word-of-mouth marketing

Digital word-of-mouth marketing, also known as online word-of-mouth marketing or eWOM, refers to the process of harnessing the power of social media and online communities to spread positive recommendations about a brand or its products/services. It involves encouraging satisfied customers to share their experiences with their peers, either through social media posts, online reviews, or other forms of online content.

Unlike traditional word-of-mouth marketing, which relies on personal interactions and recommendations between individuals, digital word-of-mouth marketing takes advantage of the interconnectedness and amplification potential of the internet. It is a proactive approach that enables brands to reach a wider audience and leverage the influence of online communities to generate buzz and increase brand awareness.

The value of digital word-of-mouth marketing

Digital word-of-mouth marketing offers several key benefits for brands that are looking to establish a strong online presence and build trust with their target audience. Here are some of the key reasons why digital word-of-mouth marketing is valuable:

1. Increased credibility: Word-of-mouth recommendations from friends, family, or even strangers are often perceived as more credible than traditional advertising. When an individual hears positive things about a brand from someone they trust or respect, they are more likely to consider that brand when making purchasing decisions.

2. Amplified reach: By encouraging satisfied customers to share their positive experiences with their network, brands can tap into the potential of exponential reach. Each recommendation has the potential to reach a large number of people, who may further share it with their own network, creating a ripple effect that can greatly expand the brand’s reach.

3. Cost-effective: Compared to traditional advertising methods, digital word-of-mouth marketing can be a cost-effective strategy. While investing in influencer collaborations or user-generated content campaigns may require initial resources, the long-term benefits can outweigh the costs, especially considering the potential for increased brand awareness and customer acquisition.

4. Targeted audience: Digital word-of-mouth marketing allows brands to target their message to a specific audience. By leveraging the recommendations of satisfied customers within a particular niche or demographic, brands can reach users who are more likely to be interested in their products or services.

Statistics on the effectiveness of digital word-of-mouth marketing

To understand the impact and effectiveness of digital word-of-mouth marketing, let’s take a look at some key statistics:

1. According to a Nielsen study, 92% of consumers trust recommendations from friends and family more than any other form of advertising. This highlights the power of word-of-mouth marketing in influencing consumer behavior and purchase decisions.

2. Another study by McKinsey found that word-of-mouth marketing generates more than twice the sales of paid advertising. This demonstrates the potential impact of digital word-of-mouth marketing on driving conversions and revenue.

3. A survey conducted by BrightLocal revealed that 85% of consumers trust online reviews as much as personal recommendations. This emphasizes the importance of online reviews and customer testimonials in building trust and credibility for a brand.

These statistics clearly indicate the immense value that digital word-of-mouth marketing can bring to a brand’s marketing strategy. By harnessing the power of customer recommendations, brands can create a positive brand image, increase sales, and build long-term customer loyalty.

Strategies for implementing digital word-of-mouth marketing

Now that we understand the value and effectiveness of digital word-of-mouth marketing, let’s explore some strategies that brands can implement to leverage this powerful marketing tactic:

1. Encourage user-generated content (UGC): User-generated content refers to any form of content, such as reviews, testimonials, photos, or videos, created by customers or users of a brand’s products or services. By encouraging customers to share their experiences and opinions, brands can amplify their reach and generate authentic, relatable content that resonates with their target audience. At Quarata Consulting, we have observed that video content is the most effective option for businesses. Asking customers for video reviews has been one of the most beneficial changes for my clients. Video reviews are easy to create and can be used for Google Ads or Social Media Ads, resulting in significant returns and revenue growth. Later in this article, I will give you some tips on how to do it.

2. Run referral programs: Referral programs incentivize customers to refer their friends or family to a brand’s products or services. By offering rewards or discounts for successful referrals, brands can motivate their existing customers to become brand advocates and spread positive word-of-mouth.

3. Collaborate with influencers: Influencers, who have a large following and influence within a specific niche, can play a significant role in digital word-of-mouth marketing. By partnering with influencers who align with their brand values, brands can tap into their audience and leverage their influence to spread positive recommendations about their products or services.

4. Engage with online communities: Online communities, such as forums, social media groups, or niche-specific websites, provide a platform for brands to engage with their target audience and foster conversations. By actively participating in these communities and providing valuable insights or support, brands can build trust and establish themselves as thought leaders.

Leveraging social media for digital word-of-mouth marketing

Social media platforms have become a breeding ground for digital word-of-mouth marketing. With billions of active users, these platforms offer brands an opportunity to tap into a vast network of potential advocates and reach a wider audience. Here are some tips for leveraging social media for digital word-of-mouth marketing:

1. Create shareable content: Develop content that is informative, entertaining, or emotionally engaging, and encourage your audience to share it with their network. This could include blog articles, videos, infographics, or interactive quizzes that provide value and resonate with your target audience.

2. Engage with your audience: Social media is all about building relationships and engaging with your audience. Respond to comments, messages, and reviews in a timely and genuine manner. Show appreciation for positive feedback and address any concerns or issues promptly. By actively listening to your audience, you can foster a sense of trust and loyalty.

3. Utilize hashtags and mentions: Utilize relevant hashtags and mention influential users or customers in your posts to increase the visibility of your content. This can help your content reach a wider audience and increase the chances of it being shared or recommended.

4. Run contests or giveaways: Contests or giveaways can be a powerful way to encourage engagement and generate buzz on social media. By offering attractive prizes or exclusive discounts, brands can incentivize their audience to participate and share their content with their network.

Influencer marketing and its role in digital word-of-mouth marketing

Influencer marketing has emerged as a key strategy within digital word-of-mouth marketing. Influencers, who have established themselves as trusted authorities within specific niches, can significantly impact consumer behavior and purchasing decisions. Here are some insights into the role of influencer marketing in digital word-of-mouth marketing:

1. Identify the right influencers: It is essential to identify influencers who align with your brand values and have an engaged and relevant following. Look for influencers who have a genuine connection with their audience and are known for providing valuable, authentic content.

2. Collaborate on content creation: Collaborate with influencers to create content that showcases your brand in an authentic and relatable manner. Allow influencers the creative freedom to incorporate your brand message into their content in a way that resonates with their audience.

3. Utilize affiliate programs: Affiliate programs can be an effective way to incentivize influencer collaborations. By offering influencers a commission or a percentage of sales generated through their unique referral code or link, brands can motivate influencers to actively promote their products or services.

4. Track and measure influencer campaigns: It is crucial to track and measure the effectiveness of influencer campaigns to determine their impact on brand awareness, engagement, and conversion rates. Utilize tracking links, unique discount codes, or dedicated landing pages to attribute conversions and measure ROI.

Create successful digital word-of-mouth marketing campaigns – step-by-step

These are the steps that many successful clients have used to create ads that generate 4 to 5 figures in monthly returns. Most online ads are solely focused on the product or service being offered and how amazing it is, but this approach only appeals to a small audience. In this text, I will explain why.

One of the secrets to skyrocketing sales is to appeal to a larger market. The Larger Market Formula breaks down the entire audience of buyers in any market into four key categories:

In any given market at any given time, 3% of people are in “buying mode”. These are the people who are actively looking for a product or service to purchase. Advertisements that target these individuals are usually straightforward and easy to execute. A high percentage of the 3% will buy from you, and any objections are usually easy to rectify.

However, the real money is in the remaining 97% of the market. The 37% of individuals who are “problem aware” or gathering information are still considering their options, and the remaining 60% of individuals are not even aware they have a need. If you can target these groups effectively, you can transform them into loyal customers who continually drive sales into your business.

To reach the 97% who aren’t ready to buy now but could be very soon, you need to educate them. When a prospect is uninformed or uncertain, they are less likely to buy. But the more they know, the more likely they are to make a purchase. By educating potential customers, you can ensure that when they are ready to buy, they will be more likely to choose your business.

To do this, you need to create a system of videos that:

• Attracts potential customers
• Educates them on your product or service
• Nurtures them through the buying process
• Encourages them to act

Your systems should do the grunt work of attracting and educating prospects, following them up, and delivering content that is informative and educational. When they reach out to you, you’ll know they are predisposed, pre-qualified, and ready, willing, and able to do business with you. They’re virtually 99% ready to buy.

By using this approach, you can change the dynamic between you and your clients. They will be chasing you, rather than the other way around.

Attract Potential Customers

The way we found that is more effective in attracting potential customers is to use your existing customers to speak about you and share their testimony, you don’t want just a review but a testimony on how and why they started working with you and what value you have added to their company. 

You want to follow the structure of these three questions:

1. Would you be open to sharing with me the top challenges you had before working with us? Of these, which one was the most important to solve

2. How do you feel we are helping you the most? Why though?

3. How do you see us being different than your former vendor you were working with? Why do you feel like we are though?

If you are just starting your business and do not have customers yet, it is important to focus on sharing your personal story rather than pitching your business. It is recommended to keep your language simple and easy to understand, so that it can be read and comprehended by someone at a 5th grade reading level.

For example, instead of using complex language such as “we utilize leverage to gain higher returns on our equity checks,” it is better to share a simple explanation such as “we borrow money so we can buy bigger stuff (and make more) than we could with our cash alone.”

By sharing your personal story and feelings about your business, people will be able to connect with you on a more intimate level. This connection can lead to them being more interested in your product or service and asking more questions. With the right call to action, this can ultimately result in a purchase.

After that is your time to enter the screen and your intro/praise.

Your Intro/Praise will give you the authority in your space.

Intro/Praise: If we haven’t met yet… My name is Giuseppe Quarata; I’m the Founder of Quarata Consulting and Fractional CMO, where I set up, manage, and scale Seven-Figure businesses within 6 months.

In every single video, you’re going to get one marketing strategy that you can implement immediately after watching that we’re successfully using with ourselves and clients..

Now tell them about the end results in watching your videos:

Your End Result will tell them what they will achieve by watching your video

End Result: “Over the next 5 minutes, I am going to walk you through the BEST marketing strategies to use when it comes to getting quality calls and the reason the most COMMON marketing strategies being taught by business coaches won’t work.”

Your CTA will give you CRAZY reach and engagement. This is where you give something SUPER VALUABLE away.  Not sure what to give away? Make sure it is something SO GOOD that it HURTS to give it away for free.

Because you likely don’t want to build yet ANOTHER marketing strategy…How about I give you a FREE tailored marketing strategy like the one I built for my agency clients? Drop me a line below, and I’ll reach out, and I will build a marketing strategy that will work with your business.

**These prompts are the starting point and not the end all be all.**

If you’d rather have my team just take this off your plate and do it for you (Meaning getting your more conversations, conversions for your business), schedule a Free Consultation → https://calendar.app.google/Fhg2NZUGa6cgib8F7

Tools and platforms for managing digital word-of-mouth marketing

To effectively manage and track digital word-of-mouth marketing campaigns, brands can leverage various tools and platforms. Here are some popular options:

1. Social media management tools: Tools like Hootsuite, Buffer, or Sprout Social enable brands to schedule and manage their social media posts across multiple platforms. These tools also provide analytics and reporting features to track engagement and measure the success of campaigns.

2. Influencer marketing platforms: Platforms like Upfluence, Grin, or AspireIQ connect brands with influencers and provide tools for managing influencer collaborations. These platforms often include features for tracking campaign performance, managing contracts, and measuring ROI.

3. Review management platforms: Platforms like Trustpilot, Yotpo, or Podium help brands collect and manage online reviews and customer feedback. These platforms often provide features for responding to reviews, monitoring brand sentiment, and leveraging positive reviews for marketing purposes.

4. Analytics tools: Tools like Google Analytics, Kissmetrics, or Adobe Analytics provide in-depth insights into website traffic, user behavior, and conversion rates. By leveraging these tools, brands can track the impact of digital word-of-mouth marketing campaigns on website performance and customer acquisition.

Measuring the success of digital word-of-mouth marketing

To measure the success of digital word-of-mouth marketing campaigns, brands should track and analyze key metrics that align with their marketing goals. Here are some metrics that can help gauge the effectiveness of digital word-of-mouth marketing:

1. Brand mentions and reach: Monitor the number of brand mentions and the reach of those mentions across social media platforms, review websites, or other online communities. This can help determine the extent to which your brand is being recommended and discussed.

2. Engagement metrics: Track metrics such as likes, shares, comments, or retweets to gauge the level of engagement and interaction with your content. Higher engagement indicates that your audience finds your content valuable and is more likely to share it.

3. Referral traffic: Monitor the amount of traffic coming to your website from referral sources, such as social media platforms or review websites. By tracking referral traffic, you can assess the impact of digital word-of-mouth marketing on driving website visits and conversions.

4. Conversion rates: Measure the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. By comparing conversion rates between different referral sources, you can determine the effectiveness of digital word-of-mouth marketing in driving conversions.

Conclusion: Embracing the power of digital word-of-mouth marketing

In today’s digital landscape, where consumers have a powerful voice and influence, brands must embrace the power of digital word-of-mouth marketing. By effectively leveraging customer recommendations, brands can generate buzz, increase brand awareness, and build trust with their target audience. From user-generated content campaigns to influencer collaborations, there are numerous strategies and tactics brands can implement to harness the potential of digital word-of-mouth marketing.

Remember, digital word-of-mouth marketing is not just about promoting your brand but also about fostering authentic connections with your customers and engaging with online communities. By providing value, building relationships, and actively listening to your audience, you can create a positive brand image and establish your brand as a trusted authority within your industry.

So, if you want to stay ahead in the competitive digital landscape, start harnessing the power of digital word-of-mouth marketing today and watch your brand soar to new heights.

Want my Team to Set this all up for you? Schedule a Free Consultation Call HERE