There is an obvious risk associated with word of mouth: not everyone will love your shop or your products. Do you really want to encourage negative reviews?
So, before setting up a comprehensive word-of-mouth strategy, learn how to minimise the risks and maximise the benefits.
Word-of-mouth risks
From cost-effectiveness to building brand loyalty, word of mouth has many benefits. But there are also some risks, especially around control and heightened expectations.
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While it is great that customers can do much of the marketing work for you through reviews, comments and personal referrals, the efforts of this 'official marketing team' can turn against you. You cannot dictate what customers say, or edit their statements for positivity or accuracy. What they say is fixed.
Expectations
Customer-driven marketing can also distort expectations. In their enthusiasm to promote your brand, customers may inadvertently give inaccurate or misleading information and readers believe it.
They may unknowingly promote the wrong use of your product or pass on wrong information about ingredients, certification, product history or tariffs.
Or, they may exaggerate in their enthusiasm. An enthusiastic recommendation from a friend is not regulated by an association or limited by unbiased truth. Friends give their raw, unfiltered opinion, which may be impossible to live up to. This leads to disappointment and unmet expectations.
What you can do to 'edit' your word-of-mouth advertising
The whole point of word of mouth is that it is user-generated and largely out of your hands. But there are some things you can do to reducethe risks.
Use targeted word-of-mouth advertising
Targeted word of mouth takes place when companies launch campaigns specifically designed to encourage word of mouth in communities. It allows you to provide some guidelines and context for sharing.
Companies do this in many ways. They start conversations on social media, or ask people to write a review or refer them. Although positive reviews or comments are not guaranteed, this approach certainly increases their likelihood.
Monitor comments or reviews
On your own site or social media, you can delete false or inaccurate statements, so monitor the comment section and manage the message. However, it is not a good idea to delete every negative comment - people notice that quickly and it gives the impression that you are hiding something. Let people voice reasonable complaints, but always respond, apologise if warranted, and try to clearupany misunderstandings.
On third-party sites, you can't just come in and delete every review you disagree with. But in some situations, you can delete reviews report and ask for their removal. For the reviews you cannot remove (most of them), always respond with your perspective, and an apology if necessary. Remember: you are not writing to the upset customer, you are addressing potential customers who read the review.
Educate your customers
If your customers know, appreciate and understand your shop, they are less likely to pass on inaccurate information. Start a Facebook group related to your shop, products and niche, go live on Instagram and answer any customer questions, provide excellent customer service, and keep your FAQs updated and easy to find.
While you cannot 100% control what your customers say about you, you can stay close to your word-of-mouth, make sure positive and accurate information gets out and generates leads.
Want to discover a powerful, cost-efficient and easy way to improve your marketing to the next level? Then check out my guide "Let customers promote your shop: Your guide to word of mouth" by filling in the form below. Improve your word-of-mouth and expand your customer base, generate sales and increase revenue!