Here’s how you get really great at word of mouth marketing:
- Pay attention to those moments when someone is making a recommendation.
- Look for ways it could have been more effective.
Example: Someone in my office put this Lowe’s coupon on the fridge. I immediately started asking myself about the motivation and process of that recommendation.
1. Why did they do it?
2. How could it have been easier? Make the flyer into a magnet? A post-it?
3. How could we have encouraged it? Add “Share a with your office?” in the copy?
4. What would increase the quantity of sharing? Multiple discount cards? Little tear-off bits on the flyer?
Tons of people ask me about the difference between BtoC and BtoB word of mouth. (I don’t think there’s much.) The key idea for BtoB: Why do people share something at the office.