强大的口碑营销策略的素质

许多企业认为，如果他们的产品或服务是壮观的，它将为自己说话。他们将需要很少的营销工作才能起飞。

But in reality, any companies that seem to have achieved remarkable growth in this manner do indeed have phenomenal products. But it onlyappears几乎没有或没有营销努力来实现，因为他们的名声和财富是通过word-of-mouth marketing。

Aside from the fact that the companies that benefit from word-of-mouth marketing appear to catapult from nothingness into fame and fortune, this marketing strategy is appealing because it is relatively inexpensive.

But successful word-of-mouth marketing takes work and serious marketing savvy, leveraging many components of入站营销像产品营销，内容创建以及社交媒体市场营销。

If you're trying to achieve success for your product or service with a word-of-mouth approach, make sure your campaign includes these qualities so you can effectively create buzz around your product from the ground up.

Need inspiration? Scroll down for a successful口口相传的示例。

口口相传策略

创建角色to learn about your audience.

创建角色这体现了您的目标受众是谁。这些应该是可笑的。如果您谈到利基人群面临的非常具体的问题，您将有更多的运气煽动地面运动。

The more specific the problem, the more personal it is to your target audience. This means you're the one solving a problem that strikes a chord with your audience, bringing you into their lives and inciting the passion necessary to创建品牌传播者。

要明确，这个问题不需要特别情绪化是个人的。您不必解决从小就一直困扰客户的深层心理问题。

解决个人问题只是意味着解决对观众如此特定的问题，大多数人也很容易忽略它，他们也无法以某种方式与之相关。

了解您的产品，服务，公司和行业。bob全站app

知道你的行业的来龙去脉和公关oduct/service like the back of your hand. This means getting your product marketing team, support staff, and engineers involved with your word-of-mouth marketing campaigns. Additionally, you need to really "get" your company and its mission statement. Have you established your brand's position on the hard-hitting issues that are plaguing your industry? Do you know your competitors and their points of view on the questions and controversies that commonly arise?

准备和从字面上看，任何方面of your product, service, company, or industry that may arise from conversations with your prospects and customers. These are thetraits of a thought leader; they are qualities that elicit the feeling of trust that is necessary to create word of mouth buzz. You're asking people to put their reputation on the line for you, and there's no way anyone will do so if they don't trust you and知道您是您领域最好的。

Build a very close social media community.

This requires a deep understanding of your target audience (good thing you made those personas!) and how they like to communicate. What social networks are they using? You might find it's not what you think. Do some research and figure out if a smaller, more niche social network like Quora appeals to your community more than, say,Facebook。

Building a close social media community relies on nuance, though. Establish the right voice to use; how do these folks like to be spoken to? What's their sense of humor? Are they all business all the time, and want you to be straight to the point? Or are they there for some conversation? Monitoring and interacting with your社交媒体社区必须成为生活中的常规部分，因此您和您的社区实际上是……好吧，朋友。他们的成功应该与您的成功交织在一起，反之亦然。这就是您建立一个追随者的方式，不仅会代表您讲话喊。

确定社区影响者。

If you've built a close social community, you know them well enough to know who among them are the influencers. But don't forget to also look for influencersoutside您的社区。

There are influencers in the world that could benefit from what you have to offer, and it's your job to introduce yourself to these people. Some common qualities of influencers are early adoption and large social media followings, and they are probably bloggers or creators of original content in some capacity and always on the front end of news. Get these people on your side, and use their reach tomarket your product or service。

Who influences your influencers?

Your influencers are independent thinkers, but they get their information某处。To which news outlets do they flock for information? Which publications do they read religiously? With what communities do they interact? What podcasts do they listen to?

确保您不仅要了解这些影响者在说什么，还可以向他们推销品牌并在这些社区内建立联系。您应该是贡献者或客人，并定期与这些小组进行互动，以使您的品牌获得所需的曝光率create word-of-mouth buzz。

Don't censor negative comments.

如果您致力于口碑营销，则需要轻松放弃对品牌对话的控制。在口碑营销中，重点是让人们谈论您。但是他们可以对他们选择的任何人说什么。

但是，您可以指导对话。首先，确保壁橱里没有任何骨架。领先于任何潜在的bad PRby being the one to break bad news. You can also select the aspects of your product or service that you want to highlight, and promote those more heavily than others. But remember, people have a way of finding out the juicy details, so try to make sure the positive information outweighs the negative.

考虑利用排他性。

I just told you not to restrict people, and now I'm telling you to be exclusive. Sounds quite contradictory, doesn't it? Let me explain.

Google+是利用我正在谈论的排他性类型的最广为人知的例子，但也可以归因于Rue La La，Gilt Groupe，Spotify，Spotify和许多其他邀请网站等公司。

Consider not letting everyone use your product or service when it's introduced. If you're in beta (at a point where it's usable enough to keep users around, of course) invite influencers and highly connected people in your community who will give you meaningful feedback.

他们可以邀请他们的社区的影响s, and help it go viral. People want what they can't have, so even if it's out of curiosity, your product will be disseminated to a highly relevant audience. Plus, that audience will have received it from a family member, friend, or coworker that recommended it with their seal of approval.

口口相传的示例

gfuel, a sports drink company and HubSpot customer, wanted to amp up its marketing strategy. Because they had a number of happy customers, they leveraged them through a word-of-mouth strategy. After ordering the drink product four times, customers were encouraged to write an online review about the drink.

这样做之后，该品牌的Google My Business页面从四次提高到1,500个评论，他们的分数上升到4.9星评级。

口碑营销活动的关键

一个成功word-of-mouth marketing strategy最终依靠拥有出色的产品或服务 - 坦率地说，一家很棒的公司 - 人们可以落后。bob全站app问问自己：人们愿意为我伸出脖子吗？他们是否愿意不仅使用我提供的产品或服务，而且还愿意向他们的朋友，家人和同事宣传它？如果您不能100％确定他们会说，请重新从事您的产品或服务工作，并搁置口碑营销方法，直到您弄清楚避开信心的扭结。