Word-of-mouth marketing has always been one of the most steadfast, tried-and-true tactics in marketing. From when the term was originally coined in the 1970s in an era of printed catalogs and radio advertisements to today�??s people-centric, social media-dominated world, there�??s no marketer alive who wouldn�??t testify to the power of word-of-mouth�??and with good reason! Customers, after all, are the beginning and end point of every marketing strategy. And when done correctly, word-of-mouth marketing can be one of the most powerful tried-and-tested, enduring, and effective tools that any brand can have.
So how does word-of-mouth marketing work in the age of social media and overwhelming digital presences?
Long story short, the only thing that�??s really changed is the platform. And so the real challenge marketers face is how to best optimize the platforms (and tools) we have today to execute a word-of-mouth marketing strategy that truly makes an impact?
The first thing all marketers should be aware of is that the internet is a public, free-for-all platform, which automatically means that the audiences involved in word-of-mouth marketing increase exponentially. When in original instances of word-of-mouth, conversations on brands, products, or services would revolve exclusively around friend groups or family members, the digital age opens up all these communications and extends their lifespan. In a sense, like a gift that never stops giving!
Mobilizing the power of everyday people
So if there is one thing that the digital age has made more apparent than ever, it�??s the unmitigated power and influence of everyday people�??s interactions with one another on various social media platforms. People just love sharing, be it the latest news and trends on Twitter, sharing favourite food spots on Instagram stories, or recreating the newest TikTok craze, the impact that the digital revolution has had in bringing people together and amplifying conversations that then lead to actions is nearly immeasurable.
And to brands, all this presents a myriad of opportunities, not just in being on these same digital platforms, but in engaging with all these people in authentic ways that convert them into potential customers!
Connecting with like-minded communities and social circles
One other thing that�??s proliferated in the coming of the digital age? Communities. In the decades that witnessed the internet�??s growth from a niche space to an entire globally-connected world just as necessary to society as the physical realm, its population only swelled exponentially. Today, research shows that there are 4.33 billion social media users around the globe�??approximately half of the entire world�??s population.
And if there�??s one thing that thrives in large populations, it�??s the forming of communities. Whether brought together by location or interest ,or circumstance, there is an inherent�??yet largely untapped power�??in online communities. For one, communities are active, highly engaged, and devoted�??in other words, everything marketers could ask for in a target audience. On the other hand, communities are also highly influential in their social circles, especially when it comes to sharing positive opinions on the products they use. And the best part is, that is only takes a few steps and a little know-how so you can connect with these communities and utilize them to reach your goals!
Testing and utilizing various content types and social media platforms
There�??s no contesting that the online world has grown far bigger and more dynamic than anyone imagined. Whichever social media platform you personally prefer, from Instagram�??s high visual value to TikTok�??s knack for wacky video trends, each platform has its own strengths and features that brands can utilize for all sorts of objectives, from generating traffic to initiating real-world actions! The possibilities are truly endless and present countless strategies for marketing that brands only need to activate to achieve the results they need.
Navigating through all these variables can be a daunting task, especially as the online world expands every day in size and activity. But with all its challenges, there are dozens more opportunities that have also arisen. And if there�??s one strategy that effectively utilizes all the above tactics, it�??s influencer marketing!
Though it�??s undoubtedly been around for years, the power of influencer marketing is still growing stronger than ever, especially as its power shifts more towards smaller, niche communities and organic, authentic content. As people spend more and more time online, it�??s also more essential than ever to stay on top of all these ever-shifting trends to craft a campaign that hits all the right spots and reaches all the right targets.
At Partipost, we�??ve made it our mission to figure out all the right strategies and sweet spots for your brand when it comes to influencer marketing. Since our beginnings in Singapore 2016, we�??ve partnered with hundreds of brands across Southeast Asia to create influencer campaigns that lead to real results by humanizing your brand with the power of everyday people�??s word-of-mouth. We would love to partner with your brand! Leave us your details here and experience the Partipost difference in no time!