While there are literally hundreds of marketing tactics you can use to earn the trust and attention of potential customers, word of mouth is still the most valuable strategy.
- 74% of consumers identify word of mouth as a key influencer in their purchasing. (Source)
- Word of mouth marketing drives $6 trillion of annual consumer spending decisions. (Source)
- A 10% increase in word-of-mouth (off and online) translated into a sales lift by 1.5%.
And, while most people consider word of mouth to be beneficial for B2C businesses, it shouldn’t be ignored by B2B brands. In fact, word of mouth influences more than 90% of B2B purchases. (Source)
The question then becomes, how do you create a scalable word of mouth marketing strategy for your business? Here’s a secret: Get out of the conference room.
The worst way to create a B2B word of mouth strategy is to sit in a conference room and brainstorm an idea. If it was that easy, you would’ve already done it.
How B2B Brands Can Create a Word of Mouth Marketing Strategy
So, how do you go about creating a strategy that actually works?
- Get face-to-face with your clients. Client interviews are incredibly common for software brands to gain insights and encourage reviews for their products. But, you don’t have to be a SaaS company to conduct client interviews. If you want to know what will inspire people to talk about your brand with others, you need to get to know them and why they chose your brand in the first place.
- Ask questions about their buying experience. What problems were they trying to solve? What were they thinking as they were considering working with your brand or evaluating other competitors? Why did they ultimately decide to work with you? Not only does this help you identify the key reasons they chose your brand, but it also helps you evaluate and optimize your buyer’s journey for future customers.
- Follow up and ask them to validate your key differentiators. Once you’ve captured insights from customers, capture the top 3-4 key differentiators you hear and follow up with customers to validate them. This also provides you an opportunity to evaluate whether customers are already talking about your brand by asking questions such as: In the last 30 days, have you told anyone about our company? What did you say? Did you mention any of these things?
The key is to identify the interesting talking points that resonate with your customer’s experience in ways that make it easy for them to talk about. If you can do that, you turn your customers into volunteer marketers, which is the best way to grow any B2B company.