So besides creating a tribe of raving fans, what are the things that a marketer can do to better facilitate word of mouth in their buyers’ natural purchase process?

1. Know Thy User

Deeply understand your audience. Not just the breakdown of who they are, and where they are – but really know what makes them tick. Dive deep into recognizing what their personal risks are in purchasing your product. Clearly understand the steps they take when considering your products. Who do they see as the authority in your space? How does your prospect validate you are the right choice?

2. Develop Influential Content – For Free

Enable the new word of mouth on your web properties. Give a voice to your prospects, customers, and your entire BuyerSphere. According to a 2010 report from Gartner: Majority of consumers (74%) rely on social networks to guide purchase decisions.

Ratings and reviews, online communities and thought leader forums are all word of mouth venues. Allow the most authentic voice to speak to your audience – their peers. I know what you’re thinking, I can’t do that. What will legal think? What if they say negative things? We will lose control of the message.

Think of it this way. Your buyers will seek out credible word of mouth insight during their consideration of your potential product or solution; that natural conversation is happening whether you’re there or not. Wouldn’t you rather be part of that conversation?


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