Word of Mouth Marketing: Build WOM Marketing Strategies

Word of Mouth Marketing


In the particular context where the interest of a consumer in any brand’s products or relevant services can directly reflect on the regular interaction the customer has with the brand’s employees and this can be termed as word of mouth marketing or shortly WOM marketing (BigCommerce. 2023). Most significantly this has been taken place where the most of the current emerging brands can get the opportunity to know by everyone across the globe in the form of unpaid or minimal paid advertising. This form of advertising is commonly sparked by the potential customers who have come across the great product and service experiences from their preferred brand more than their expectations. By offering opportunities for promotional purposes, the interaction between consumers and marketers along with the interaction between the consumers and one other engaged professionals in the concerning brand can utilize that unpaid promotion through a variety of publicity initiatives. Consumers prefer word-of-mouth marketing or shortly WOM marketing only at the time when it comes to their closed or known ones like family, partners, friends, well-wishers and colleagues who also might have the same care or concern about the same brand or its products. Nearly 88% of consumers believe that recommendations from friends are more reliable than those from traditional media in this context of word-of-mouth marketing, which has been found as the most influential and effective forms of promotion and advertising (Saleh, 2018). Companies can gain the research, expertise in promoting their brand products through the form of word-of-mouth advertising (WOM) through exceeding customer expectations, offering best customer service, and offering consumers with insider knowledge and expertise.

On the contrary, word-of-mouth marketing can have the similar impact as word-of-mouth advertising, but it usually entails paying an influencer. The content that other people spread about a brand is under the control of the brand in word-of-mouth advertising, a type of paid advertising. Whether the person distributing the content is the best candidate for the position is crucial to take into account as a brand.

Benefits Of Word Of Mouth Marketing

Around the global marketplace, nearly 88% of individuals have said about their increasing faith in suggested recommendations from their family and friends rather than in any other type of social or political advertising (Saleh, 2018). This demonstrates how successful word-of-mouth advertising can be. When any consumers gain a personal feeling about the company products or service then they are more emotionally connected to it. For this reason, many businesses will send out sales representatives to personally talk to customers about their goods and services or to solicit feedback over the phone. Interactions or controversy about a company’s product can be sparked by this kind of interaction and promotional events.

Source: (https://wpsocialninja.com/word-of-mouth-marketing-examples/)

Free Marketing: Word-of-mouth marketing is free unless one is using it to advertise. The effort will still be required to attract clients and forge sufficient bonds with them. However, unless one purchases a loyalty app from the Shopify app store, their word-of-mouth advertising is free. Generally speaking, if a retailer provides a worthwhile shopping experience, some customers will eventually continue to rave about the brand to their friends.

More Sales: The gain from the extra sales resulting from unpaid referrals made by customers of the brand. However, a customer who told others about a certain brand can also result in a few sales.

Increase Brand Growth: Viral marketing is a component of word-of-mouth advertising. A well-known customer might assist the brand in going viral if enough hype is created around it or if one creates an epic customer experience. In the beginning, word of mouth might only result in a few sales. However, as the brand becomes more well-known, more people may start to do things like tag friends in social media posts and forward emails to them. To know more students can take help from assignment help experts.

Examples Of WOMM (Word of Mouth Marketing)

The strategies for the purpose to establish the suitable word of mouth marketing for any particular brand or regarding businesses need to employ superior quality tactics which encourage consumers to get the best product or service experience and convince them to express the experience and satisfaction. In this process applying into promotion or products and services they are with their preferred brand’s service or product which implies a different and suitable form of promotion named as WOMM. These tactics include giveaways, sponsored influencers and existing market competitors. Brand loyalty programs offer effective customer platforms to provide user feedback while rewarding them for returning customers. Word-of-mouth advertising, one of the most under or non-effectively utilized and also non expensive forms of advertising, happens when a brand creates an indirect impression or market on a customer’s heart and mind and give them a chance to know more about the brand and go for finalizing purchasing decisions. Customers will not hesitate to criticize brands that offer a poor experience, so while it may seem like these conversations are completely beyond the control of a business and even have the potential to backfire, there are a number of strategies that can be used to encourage positive conversation about the brand. For facilitating the word-of-mouth interactions, digital word-of-mouth marketing which can be prepared with the use and application of technology, particularly the Internet (McMillen, 2021). Customers can go for reviewing sites, social media platforms, and also blogs on a frequent note for the purpose to share their experiences, both affirmative and negative, and these shared testimonials have a big influence on their purchasing decisions. 

The Importance Of (WOMM) Word-Of-Mouth Marketing In The Current Business World

For the aim to boost sales structure and promote branded products and services along with raising brand awareness and cultivate consumer loyalty word of mouth marketing can be considered as the powerful tool and applicator (Langga, et al., 2021). Various brands owning small, medium or large size businesses have been found to implement effective tactics for encouraging customers for endorsing their products and services and also make others know about the positive experiences. Brands generally act as the spark that ignites a flurry of direct or Indirect customer-marketer interaction where various research and studies show that the majority of people trust the opinions of friends and family. This lays concentration on word-of-mouth marketing which can be more advantageous and affordable than other types of advertising. Word-of-mouth advertising has a lot of advantages. However it’s crucial to know the reason . Here the majority of customers, nearly 58%, reportedly share their positive interactions with businesses on social media, according to SDL (Moriuchi. 2021). As a result of interacting with the brand or making a purchase from a particular brand and customers are now spreading the word about the brand online. Using the product while posting a selfie or posting a picture of a package they recently received are two examples. They might mention the brand name in a post to express their gratitude or to promote their goods.  Additionally, Nielsen shared a survey in which they discovered that 84% of customers said they completely or somewhat trusted product recommendations from people in their immediate vicinity, such as family, relatives, friends, partners and colleagues (Nielsen. 2023). According to coursework help experts ,Customers not only talk about their experiences, but their network is also likely to believe those referrals. Organic Word-of-mouth marketing is easier to engage with because it is not forced, unlike word-of-mouth advertising.

The Process And Steps Added To Build Word Of Mouth Marketing Strategy

Word-of-mouth marketing goes beyond simply attempting to generate interest in a company’s operations, daily procedures, or business model.

Finding an aspect of a particular business which has the ability to generate buzz naturally or also even have the capability to  create or recreate something that will do so are the keys to an effective word-of-mouth marketing strategy.

Generating Positive Publicity Naturally: As everyone is aware, TOMS’s One-for-One business model helped the company go viral and become a well-known, enormously successful shoe manufacturer. A single pair of TOMS shoes has been decided to use in a purpose of a Noble cause like donating them to a child in need for each of the shoe pairs that is purchased by a single consumer. The business exploded, reaching a valuation of over $600 million in 2014 thanks to the model’s promotion and positive reception as a form of customer-driven charity (Retail_Brew. 2019). It’s reasonable to say that TOMS shoes’ actual charitable contributions are only marginal at a $60 price point (Retail_Brew (2019). 

Nevertheless, TOMS understood that “company gives shoes to those in need every time one buys” made for a much more attention-grabbing headline than “company donates money to poor people.” Because of this, the company centered its branding on this intriguing aspect of the remunerated business model and then went on a media blitz (Business Today. 2015).

Using Storytelling To Generate WOM: Chipotle, a national chain of casual restaurants, has made a name for itself by sourcing its ingredients locally (Mello, 2015). Chipotle produced an eerie video and an accompanying Apple phone application which portray a depressing, overly-processed world run by machinery in order to promote word-of-mouth. According to Cision, the video and application that have generated approximately 614 million or more media impressions, making it a significant word or mouth marketing  victory for Chipotle (Chamblee, 2022).

Virtually any business looking to spread its brand’s word among consumers can use the techniques from these examples. It’s crucial to look at what generated positive word-of-mouth for other popular brands when developing your own.

What Is The Word-Of-Mouth Marketing (WOMM) Strategy?

Consumer Influence: Influencer marketing is for the general public if one individual is looking for a word-of-mouth advertising strategy that is controllable. Influencer marketing may require paying an influencer to promote the products on their social media accounts. Due to the fact that he is paying them, he can have some influence over what, when, and how they post. 

The best thing about word-of-mouth marketing is that it can be purchased to start conversations about products and possibly generate sales. According to a recent Sideqik study, 7 out of 10 consumers believe influencer recommendations are just as reliable as those of their real friends and families (Loeb, 2022).

Keep Things under control: Customers will spread the word about the company for all the wrong reasons if he has incorrect orders, late deliveries, or appointment no-shows. As opined by the datasources, approximately 58% of customers decide not to do business with a company after having a single negative customer experience (Truta, 2019). Utilize just-in-time inventory management to ensure that there is never an over or undersupply of inventory, and work with a dependable supplier who can quickly fill sizable orders. Make it simple for customers to contact a live person to resolve complaints, and finally.

Sell High-Quality Goods: A great customer experience depends on sourcing and selling high-quality goods. A WOM-worthy experience requires attentive customer service, a simple purchasing process, and products that live up to expectations. Ensure the experience that the brand in question offers lives up to the branding. For instance, don’t ruin the experience by not leaving enough room for baby strollers in the dining area if the restaurant advertises itself as a family-friendly spot serving healthy food.

Create An Epic First Experience: The best way to get customers to gush about your brand is to provide them with a memorable first experience that exceeds their expectations. Consider including a customized “Greeting” note and free gift with their online purchase in addition to offering a top-notch product that addresses a significant pain point. To know more students can take help from thesis help experts online.

These days, that’s considered standard practice. One strives to impress with everything they do. Offering an average or bad experience won’t encourage customers to promote the company.

Ordering Is Easy, And The Site Is Easy To Use: According to Gaubys, (2023), Only 1.53 percent of eCommerce website visits actually result in a purchase, which suggests that most brands aren’t doing a good job of optimizing their websites’ functionality. It’s important to avoid letting a frustrating user experience lead to potential customers leaving their shopping carts empty. A confusing shopping process and a lack of information are two of the most frequent causes of cart abandonment. Allowing users to self-identify their needs will make the website easier to navigate.

User-Generated Material: Customer sharing of user-generated content will begin as the store expands. It’s the content that they produce. It might be an Instagram photo of them using their own products, or it might be a post of a blog or writing about the products or services on their website where they gush about the goods. 

By allowing customers to produce content, simple actions can be taken to promote word of mouth. A referral or affiliate program with rewards or points for different kinds of content customers produce may be possible. In order to enter a contest to win a free product or a gift card to the store, ask customers to send pictures of themselves using the brand’s merchandise.

Learn Reviews: Reviews are a successful word-of-mouth tactic. The customer posts a product review for the item they bought on the product page. Visitors to the store may then see the post and be persuaded to purchase the item as a result of the customer reviews they have read.


At the end of the blog the conclusion can be made that by helping to increase brand recognition and sales, word-of-mouth marketing campaigns can also increase brand exposure. It takes work to convert casual customers into devoted followers. However, using the tips from this article on word-of-mouth promotion can help to start a conversation among consumers. In the beginning, one might be required to invest in word-of-mouth marketing or advertising for the purpose to create buzz for the brand and its product but as the brand started in the pathway of  expansion, one will start to notice word-of-mouth occurring on social media on quite frequent note. Customers should be encouraged to leave product reviews, upload product photos to social media, and tag friends in posts.


Beyond martech: Building trust with consumers and engaging where sentiment is high (2022) Nielsen. Available at: https://www.nielsen.com/insights/2021/beyond-martech-building-trust-with-consumers-and-engaging-where-sentiment-is-high/ (Accessed: January 30, 2023). 

Case study: How toms shoes made a cause the centre of its activities (2015) Business Today. Available at: https://www.businesstoday.in/magazine/lbs-case-study/story/toms-shoes-shoes-for-free-cause-marketing-strategy-case-study-49364-2015-05-22 (Accessed: January 30, 2023). 

Chamblee, W., (2022). The Effects of Social Media on Public Relations (Doctoral dissertation).

Gaubys, J. (2023) Average ecommerce conversion rate [Jan 2023 update], Oberlo. Oberlo. Available at: https://www.oberlo.com/statistics/average-ecommerce-conversion-rate (Accessed: January 30, 2023). 

Langga, A., Kusumawati, A. and Alhabsji, T., (2021). Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM). Journal of Economic and Administrative Sciences, 37(4), pp.577-595. https://www.emerald.com/insight/content/doi/10.1108/JEAS-03-2019-0041/full/html

Loeb, W. (2022) Influencer impact on consumers increasing – facebook has less power, Forbes. Forbes Magazine.

McMillen, J. (2021) Word-of-mouth marketing: Building a strategy that really works, Yotpo. Available at: https://www.yotpo.com/resources/word-of-mouth-marketing/ (Accessed: January 30, 2023). 

Mello, L. (2015) Chipotle: The birth of the fast-casual concept, Technology and Operations Management. Available at: https://d3.harvard.edu/platform-rctom/submission/chipotle-the-birth-of-the-fast-casual-concept/ (Accessed: January 30, 2023). 

Moriuchi, E., (2021). Cross-Cultural Social Media Marketing: Bridging Across Cultural Differences. Emerald Group Publishing. https://books.google.com/books?

Retail_Brew (2019) Toms is ending its “One for one” giving program, Retail Brew. Morning Brew. Available at: https://www.retailbrew.com/stories/2019/11/22/toms-ending-one-one-giving-program (Accessed: January 30, 2023). 

Saleh, K. (2018) The importance of word of mouth marketing – statistics and Trends, Invesp. Available at: https://www.invespcro.com/blog/word-of-mouth-marketing/ (Accessed: January 30, 2023). 

Truta, F. (2019) Businesses can lose half of customers after a data breach, research shows, Businesses Can Lose Half of Customers after a Data Breach, Research Shows. Bitdefender SRL. Available at: https://businessinsights.bitdefender.com/businesses-can-lose-up-to-58-of-customers-after-a-data-breach-research-shows (Accessed: January 30, 2023). 

Word-of-mouth marketing: Build Effective Strategies in 2022 (2023) BigCommerce. Available at: https://www.bigcommerce.com/articles/ecommerce/word-of-mouth-marketing/ (Accessed: January 30, 2023). 

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