Word-of-Mouth Marketing – how much does it cost, what is its price, and the value it brings to your business
Word-of-Mouth Marketing – how much does it cost, what is its price, and the value it brings to your business
What is Word-of-Mouth Marketing?
Buzz marketing – a simple way to build your company’s image online
Word-of-Mouth Marketing (also known as buzz marketing) involves generating interest in your brand, product, or service by initiating discussions about it online. It consists of various marketing activities that are primarily justified by the fact that internet users tend to trust the opinions of other consumers much more than advertisements. The goal of these discussions is to recommend your business and create positive associations with it.
Trust
Your potential clients will certainly be searching for information about you online. We will make sure that your image evokes positive emotions among them.
Recognition
Don’t be a ghost company! The more information and reviews about you appear online, the more trust consumers will place in you.
Naturalness
Well-executed buzz marketing activities will not appear ‘artificial’ in the eyes of those who come across reviews about your brand.
Positive emotions
We will ensure that word-of-mouth marketing about your company generates positive associations. As a result, customers will be eager to visit your website and purchase your products.
Why should you use word-of-mouth marketing?
SEO (Search Engine Optimization)
SEO – word-of-mouth marketing is an ideal way to increase the number of linking backlinks, which translates into higher positions in search engine results.
Long-term sustainability
Long-term sustainability – reviews about your brand posted online won’t disappear the next day. It’s a long-term process of building your image.
Increasing conversion
Increasing conversion – a positive online image of your company directly leads to more visits to your website and conversions, such as product purchases.
Minimal risk
Minimal risk – word-of-mouth marketing is a safe way to promote a business, as long as the strategy is developed properly. We have the skills and experience to effectively carry out buzz marketing activities.
Stages of creating a word-of-mouth marketing strategy
We know that every business requires a different strategy. That’s why we create buzz marketing campaigns individually from scratch for each client. The cost of word-of-mouth marketing depends on the scope of work and the number of reviews you would like to appear online each month.
Also, check out Remarketing
Needs and goals
Identifying the client’s needs and business goals
Pricing
Preliminary project estimation and signing of the contract.
Strategy
Designing a buzz marketing strategy along with communication channels.
Actions
Implementation of actions according to the strategy.
Analysis
Analysis of the effectiveness of activities and reporting
Selected clients
Realizations
If you have any questions, feel free to call or write to us.
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What is word-of-mouth marketing?
According to the definition, word-of-mouth marketing is a form of promotion aimed at reaching potential consumers with information about an interesting product or service. These promotional activities are conducted on behalf of a brand or by ordinary users on forums or discussion groups in social media. The priority of a word-of-mouth marketing campaign should be spontaneity and naturalness of the message. This means that a credible member of the community should appropriately focus on the product or service.
Who should decide to launch a word-of-mouth marketing campaign?
Word-of-mouth marketing is primarily recommended for those whose offer can sell “immediately.” Therefore, buzz marketing should be particularly chosen by sellers who are least dependent on seasonality. Business owners of car repair shops, restaurants, or accommodation facilities should also consider this form of marketing well before the season. However, this is not a strict criterion, and you can reach interested clients at any time. An offer that is currently in demand “sells” best on online portals and forums. Properly executed buzz marketing aims to generate interest in a product, as well as strengthen the brand image, reaching potential consumers. Poorly executed buzz marketing will not bring the desired results.
Business owners with an offer that requires customers to think it over before making a purchase can also benefit from word-of-mouth marketing. The benefit for them from this form of promotion appears only when a user comes across a post related to the offered products or services, and later decides to search for and verify the offer before using it.
Benefits of a buzz marketing campaign.
Depending on the business goals of the company commissioning the buzz marketing campaign, it will gain either immediately or with a delay:
- higher sales;
- positioning or neutral links to their website or online store;
- quick responses to false information about the company;
- better brand recognition and additional reviews.
How does word of mouth marketing work?
Word of mouth marketing uses various techniques to attract the attention and interest of audiences. Here are some examples of how this strategy works:
Creating extraordinary content
Content is a key element of word-of-mouth marketing. The goal of buzz marketing is to provoke discussion, so creating unique, valuable and interesting content can encourage users to share it with others. This can be in the form of funny videos, interesting articles, photos, memes, or infographics. Effective communication in buzz marketing requires an appropriate approach and the inclusion of elements that will stimulate the interest and involvement of recipients.
Use of social media
Social media is a powerful tool for distributing content to a large number of users. By adding sharing and like elements, you can increase the chances that your content will be spread further. Modern buzz marketing is strongly based on social media – thematic and discussion groups tailored to specific target groups. Choosing the right social media platforms such as Facebook, Twitter, Instagram or YouTube can significantly increase the reach of your product campaigns.
Influence of influencers
Influencers have a huge influence on their followers. Working with the right influencer who is related to your industry or product can help you achieve great reach and engagement.
Creating an effective word-of-mouth marketing strategy
- Defining the target group
Before starting any marketing campaign, including word-of-mouth marketing, it is crucial to precisely define the target group. Understanding your audience’s needs, behaviors and preferences will allow you to tailor your content to be more effective.
- Selecting appropriate communication channels
Not all platforms and channels will be suitable for posting content. It is worth identifying those that are most popular among the target group and focusing on them.
- Content creation
Content is the key to word-of-mouth marketing success. Content should be interesting, valuable and engaging to encourage users to share it.
- Using tools
– Social Media Management Tools: Such tools allow you to effectively manage various social media platforms, schedule posts, monitor user activity and analyze campaign results (e.g. buffer https://buffer.com/)
– Influencer Marketing Platforms: These platforms make it easier to find the right influencers to cooperate with, enable contact and monitor the effectiveness of cooperation.
– Data analysis and performance tracking tools: All word-of-mouth marketing campaigns should be monitored and analyzed. Data analysis tools allow you to track results, understand campaign performance and make appropriate adjustments, e.g. Google Analytics https://analytics.google.com/)
– Tools for monitoring brand mentions: Monitoring brand mentions on the Internet allows you to quickly react to positive or negative opinions and appropriately manage your brand reputation, e.g. https://mention.com/en/
– Social analytics tools: These tools allow you to track user activity and engagement on various social media platforms and analyze user trends and opinions, e.g. https://sproutsocial.com/
– Visual content creation tools: Graphics and infographics are often used in word-of-mouth marketing. Tools for creating visual content allow you to easily create attractive graphics, e.g. Canva https://www.canva.com/pl_pl/)
Price list of word-of-mouth marketing services
How much does word of mouth marketing cost? Each agency has its own approach to pricing referral marketing. Here are some key elements that go into determining the price of this marketing strategy:
- Campaign scope: The first factor that affects the cost of word-of-mouth marketing is the scope of the campaign. The larger and more complex the campaign, the higher the cost. This includes the number of social media platforms, the number of people on the team involved in the campaign, the type and amount of content created and the duration of the campaign.
- Content: Creating interesting content is an important element of word-of-mouth marketing. The cost may increase if this requires the team to take product photos or create other materials for the campaign.
- Campaign duration: The duration of the campaign affects the cost of word-of-mouth marketing. Short-term campaigns may be more expensive due to the extensive preliminary preparations of the team – getting to know the brand, product or service. A long-term presence on social media can bring greater benefits.
- Campaign reach: The cost of word-of-mouth marketing may depend on the expected reach of the campaign. The greater the reach, the greater the financial outlays, especially in the case of foreign campaigns.
- Performance analysis: Measuring campaign effectiveness requires performance analysis and monitoring. The cost may increase if advanced analytical tools are required.
- Competition: In competitive industries where many companies may use word-of-mouth marketing, the cost of campaigns may be higher due to the competition for users’ attention.
- Industry: lifestyle industries are usually cheaper because they do not require specialized knowledge. These are also industries where customers are more interested in sharing information about products and services. If an industry is highly popular and trusted by consumers, word-of-mouth marketing can work more effectively.
Ranges in marketing agencies may range from PLN 1,600 to even PLN 7,000, depending on the strategy, team size, channels, specifics of a specific product or service, and the factors mentioned above. There are many options to suit a variety of budgets, allowing businesses to choose the strategy that best suits their needs and marketing goals. Therefore, when sending an inquiry, please send a detailed brand brief: what you need, what your target group is, where it is active, and what budget you have for activities, so that we can help you choose solutions that will meet your assumptions.
If you have any questions, feel free to call or write to us.
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An interactive inquiry builder is the best way to prepare a comprehensive offer. Completion time: 1-3 minutes.
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Don’t have much time and need a quick response from us? This is the way for you. It takes up to 30 seconds to fill out.
Word of mouth marketing and SEO
Word of mouth marketing can have a positive impact on SEO activities in several aspects:
- Link generation: Sharing interesting and valuable content can result in gaining natural links to the website. Links from other sites are an important SEO factor, and online word-of-mouth marketing can help increase the number of these links.
- Increase in organic traffic: Good quality content that is shared and distributed on social media can attract more visitors to the website. This, in turn, may result in an increase in organic traffic, i.e. users who found the website through search results.
- Increasing user engagement: Word of mouth marketing can encourage users to discuss and interact with the content, share it, like it, etc. High user engagement on the website can have a positive impact on the position in search results.
- Increased brand awareness online: Sharing interesting content can help increase brand awareness among users. If more people recognize the brand, it may result in more searches for its name, which in turn will send positive signals to search engine algorithms.
Word of mouth marketing is a marketing strategy with great potential, requiring creativity, commitment and focus on user needs. The key to success is to focus on effective content, cooperation with influencers and the use of social media.
FAQ – the most frequently asked questions about word-of-mouth marketing
Does word of mouth marketing work in all industries?
Yes, word of mouth marketing can work in all industries. Regardless of whether you run a service company, sell products or provide online services, loyal customers can always become ambassadors of your brand. It is worth investing in word-of-mouth marketing and seeing what effect it will have on promoting your brand.
How can I start a word-of-mouth marketing campaign?
Starting a word-of-mouth marketing campaign requires focusing on providing valuable products or services and providing excellent customer service. Make sure your customers are satisfied and positive opinions will begin to appear.
Are there any risks associated with word-of-mouth marketing?
Of course, there are some risks associated with word-of-mouth marketing. If your customers are not satisfied with the products or services you offer, they may share negative reviews that can affect your brand’s reputation. Therefore, it is crucial to deliver value and quality to ensure a positive customer experience.
How can you encourage customers to share positive reviews?
There are several ways to encourage customers to share positive reviews. You can ask them to leave feedback on your website, on social media or in the form of reviews on various platforms. Additionally, rewarding customers for recommending your company can encourage them to share their positive experiences.
How does word of mouth marketing differ from traditional marketing strategies?
Word of mouth marketing differs from traditional marketing strategies mainly in the approach to content distribution and reaching recipients. In word-of-mouth marketing, users, not the company, spread information about the brand by sharing content online. In traditional marketing strategies, the company controls the message and sends it directly to customers. Word-of-mouth marketing focuses on evoking emotions and building trust among users, which can lead to the spontaneous and natural spread of content on social media.
What are the most common pitfalls in word-of-mouth marketing and how to avoid them?
The most common trap in word-of-mouth marketing is trying to create content that is too advertising-like and unnatural, which may discourage users and result in lack of engagement. It is important that the content is valuable and interesting so that users want to share it voluntarily.
