Who do you buy from? Often, you lean towards the companies your friends have bought from. You probably don’t even really vet those companies: the word of mouth from your trusted friends is enough. A referral traditionally means these companies are honest and have your best interests at heart.
You trust your friends because they are people who, over time, have proven that to have your back. They worked hard to earn that title. They know things you don’t and fulfill needs you can’t fill yourself.
Do you notice anything similar here? You trust your friends because they’ve proven worthy of your trust. And the companies they respect? They’ve proven worthy of your friends’ trust. By association, this company has earned your trust by earning your friend’s.
That’s a sale made all through word of mouth. More specifically, through word of respected mouth (your friends’). We call this WORM.
Word of mouth is powerful. Extremely powerful. So much so that many marketing experts consider word of mouth marketing (WOMM) one of the best forms of marketing. With 83 percent of people trusting the recommendations of the people they know, WOMM is a strategy you cannot ignore.
Yet, we think WORM is a far better term for this kind of verbal evidence. Why? Well, when you respect a friend or company, you tend to pretty much give them a free pass for forever.
Providing Quality Information Earns Prospects’ Respect as Well as Trust
Giving your prospects great information that helps them solve their problems or meet their goals ensures you become their trusted resource. Tailor your content to answer their questions and concerns in the form of blog posts, ebooks, videos, podcasts, etc. Couple this with delighting them over time, and they’ll come to respect your expertise. When they’re ready to buy, they will buy from you.
This type of digital marketing – known as content marketing — works for business-to-business prospects as well as marketing directly to consumers. It’s simply phenomenal. You’ve effectively just WORM-ed your way into their hearts, and they’ll later refer you to their friends.
Word of mouth has been used by consumers for decades as they search for trustworthy and capable vendors and products. In our digital age today, deploying WORM provides an extra perk. Prospects-turned-customers trust and respect you so thoroughly, you’ll have a much easier time keeping them as customers. You’ll reap significant revenue benefits as a result.
Ingenex provides content marketing services to companies – both business-to-business as well as B2C – helping them take full advantage of WOM marketing. Contact us for more information or, better still, schedule a chat with Jeff Hays, our director of client services. Together, the two of you will discuss your particular needs and how we will be able to help you succeed.