When considering ways to increase positive word of mouth, there is one essential component marketers must take into consideration: Value. Value, as we know, is the relationship between a customer's perceived benefit and the costs of receiving such benefit. While businesses define value by way of the cost/benefit analysis, consumers do so by asking one simple question - Did I get the most bang for my buck? To maximize the chances that your customers will answer an enthusiastic yes to this question, consider employing social media as a value builder and brand amplifier.
Social media is not only great for sharing content and amplifying your brand message, but also as a tool for assisting customers. By using social media, your company can animate your products and services in a way that is both helpful and accessible to consumers.
Because it is such a platform for initiating conversations and sharing and engaging with consumers, you can employ social media to not only increase website traffic and leads, but also the number of people talking about your company.
Here are a few ways to use social media to get people talking about your business:
- Share Pictures and Videos - Consumers love seeing visual content that is both appealing and educational. Sharing content that is relevant to your industry will provide a source of valuable information for your targeted consumers.¹ If one person enjoys a video you post they are likely to share and discuss that with someone else, generating positive word of mouth.
- Ask Questions/Provide Answers - Asking questions related to your industry (such as how a consumer feels about your product, or if there is anything they would change about it) can be valuable to both your company and consumers in your industry. Consumers recognize the value of product reviews when making a purchase decision. By asking questions and providing thoughtful answers, customers can obtain valuable information about a product or service, information that often leads to sales and/or positive word of mouth.¹ Timely responses are critical - don't wait weeks to answer a customer's question.
- Share Relevant Information - Similar to pictures and videos, sharing new and noteworthy information will encourage people to become involved with your brand. As long as the content you are sharing is valuable to your consumers, fans will be more likely to say positive things about your brand.
When all is said and done, following these simple practices will not only increase your social fan base, but also provide valuable information that people will want to share. Moreover, producing such content over all of your social media channels consistently is a fairly easy task once you get the hang of it.
If your business is looking for one simple way to provide greater value to consumers, leveraging your social presence to ignite positive word of mouth is a great place to start.
How is your company leveraging social media to provide greater value to your customers?
¹ Examiner.com, "Provide Value in Social Media to Get Results"
Image Courtesy of 5 to 9 Branding