Word-of-mouth marketing

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Term Definition
Word-of-mouth marketing

Earned marketing, where satisfied customers spread positive recommendations about your brand

Word-of-mouth marketing (WOMM), also known as "earned marketing," refers to the positive conversations and recommendations made by satisfied customers about a brand, product, or service. Unlike viral marketing, it's not focused on creating highly shareable content but rather inspiring genuine enthusiasm that leads to organic recommendations.

Here are the key characteristics of word-of-mouth marketing:

  • Authenticity: The recommendations come from real people, not paid influencers or advertisements. This credibility and trust makes them more persuasive.
  • Organic: Conversations happen naturally, without forced promotion. This authentic engagement feels genuine and relatable.
  • Positive experiences: WOMM stems from customers actually liking and being satisfied with their interaction with the brand.
  • Peer influence: People are more likely to trust recommendations from friends, family, and people they respect.

Examples of word-of-mouth marketing:

  • A customer recommending a restaurant they had a great meal at to their friends.
  • Posting a positive review of a product on social media.
  • Talking about a brand's excellent customer service with a colleague.

While you can't directly control what people say, there are ways to encourage positive word-of-mouth:

  • Delivering exceptional customer experiences: Focus on customer satisfaction and exceeding expectations.
  • Creating a community: Build relationships with your customers and encourage them to interact with each other.
  • Encouraging feedback: Ask for reviews and testimonials, and respond to them authentically.
  • Rewarding loyal customers: Offer incentives for referring others or sharing their experiences.
Synonyms: WOMM