{"id":138189,"date":"2022-02-01T14:07:16","date_gmt":"2022-02-01T19:07:16","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138189"},"modified":"2023-05-12T08:07:28","modified_gmt":"2023-05-12T13:07:28","slug":"word-of-mouth-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/","title":{"rendered":"Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide"},"content":{"rendered":"\n<div class=\"intro-txt\">You can\u2019t control it, and its results depend on your overall marketing strategy and execution. If done right, it could become one of your most powerful marketing channels.<\/div>\n\n\n\n<p>Let me introduce you to this often overlooked marketing channel that has had a huge impact on our business: word-of-mouth marketing.<\/p>\n\n\n\n<p>In this article, you\u2019ll learn the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-womm\">What word-of-mouth marketing&nbsp;is<\/a><\/li>\n<li><a href=\"#2-why-womm-is-important\">Why word-of-mouth marketing is important<\/a><\/li>\n<li><a href=\"#3-flywheel-principle-behind-womm\">Flywheel principle behind word-of-mouth marketing<\/a><\/li>\n<li><a href=\"#4-tried-and-tested-womm-tips\">Five tried and tested tips for word-of-mouth marketing<\/a><\/li>\n<\/ul>\n\n\n\n<p>So follow along and replicate our success.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is word-of-mouth marketing?\" data-section=\"1-what-is-womm\">\n\n\n\n<h2 class=\"wp-block-heading\">What is word-of-mouth marketing?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The terms \u201cword of mouth\u201d and \u201cword-of-mouth marketing\u201d are sometimes used interchangeably. But they\u2019re not the same thing, and we need to define the first to understand the second.<\/p>\n\n\n\n<p>Word of mouth (WoM) is the act of telling people about a product or a brand. For the purpose of this article, we\u2019ll only talk about positive WoM.<\/p>\n\n\n\n<p>Word-of-mouth marketing (WoMM) is the process of influencing and encouraging natural discussions about a product, service, or company. It refers to the incentivization of&nbsp;WoM.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is word-of-mouth marketing important?\" data-section=\"2-why-womm-is-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is word-of-mouth marketing important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><a href=\"https:\/\/www.nielsen.com\/us\/en\/press-releases\/2015\/recommendations-from-friends-remain-most-credible-form-of-advertising\/\">Research from Nielsen shows<\/a>&nbsp;that&nbsp;83% of people trust recommendations from their friends and family. It\u2019s simply the most trustworthy and authentic marketing channel that you can\u2019t beat no matter how great your marketing communication is.<\/p>\n\n\n\n<p>The fact that 14,000 new customers in 2020 told us they were referred to <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a> by their friends is the best proof of the importance of&nbsp;WoMM.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138178\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-ahrefs-word-of-mouth-marketing.jpg\" alt=\"Person said in registration form they learned about Ahrefs through friends \" width=\"1512\" height=\"888\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-ahrefs-word-of-mouth-marketing.jpg 1512w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-ahrefs-word-of-mouth-marketing-680x399.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-ahrefs-word-of-mouth-marketing-768x451.jpg 768w\" sizes=\"auto, (max-width: 1512px) 100vw, 1512px\"><\/p>\n\n\n\n\n\n\n\n<p>But it\u2019s not just people you know personally who can have such an impact on your product choices. Authorities and influencers can play a similar role. <span style=\"font-weight: 400;\">For example, a well-known SEO authority, <\/span><a href=\"https:\/\/twitter.com\/MattWoodwardUK\"><span style=\"font-weight: 400;\">Matthew Woodward<\/span><\/a><span style=\"font-weight: 400;\">, brought us more than 500 new customers in&nbsp;2020:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138432\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-woodward-ahrefs-word-of-mouth.jpg\" alt=\"No. of people who found Ahrefs because of Matt \" width=\"1504\" height=\"870\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-woodward-ahrefs-word-of-mouth.jpg 1504w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-woodward-ahrefs-word-of-mouth-680x393.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-woodward-ahrefs-word-of-mouth-768x444.jpg 768w\" sizes=\"auto, (max-width: 1504px) 100vw, 1504px\"><\/p>\n\n\n\n\n\n\n\n<p>And these numbers are lowballing the WoM impact. That\u2019s because all of these are recalled attributions. Many people don\u2019t remember how they found out about Ahrefs, or they just don\u2019t tell&nbsp;us.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Flywheel principle behind word-of-mouth marketing\" data-section=\"3-flywheel-principle-behind-womm\">\n\n\n\n<h2 class=\"wp-block-heading\">Flywheel principle behind word-of-mouth marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>WoMM doesn\u2019t become a crucial part of your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-mix\/\">marketing mix<\/a> the moment you start focusing your attention and resources on it. It takes time, a lot of time, and flywheels can explain why.<\/p>\n\n\n\n<p>WoMM can be referred to as a self-reinforcing marketing channel. In the beginning, you won\u2019t see any huge effects. But as you go along, it becomes much easier to get the results. The effects can even start compounding.<\/p>\n\n\n\n<p>You can basically use a flywheel as an analogy here. Rand Fishkin popularized the term \u201cmarketing flywheel.\u201d You can see one of the flywheels containing WoM&nbsp;here:<\/p>\n\n\n\n<div style=\"width: 932px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-sparktoro-wom-flywheel.png\" alt=\"Flywheel cycle: Attract fans, optimize funnel &amp; reward loyal fans, launch media campaigns, build press relationships and get coverage, boost coverage \" width=\"922\" height=\"774\"><p class=\"wp-caption-text\">WoM flywheel via <a href=\"https:\/\/sparktoro.com\/blog\/why-marketing-flywheels-work\/\">Sparktoro<\/a>.<\/p><\/div>\n\n\n\n<p>Truly, the main marketing driver behind Ahrefs\u2019 growth is the long-term compounding effect of WoMM combined with SEO and content marketing.<\/p>\n\n\n\n<p>And this brings us to the&nbsp;tips.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Five tried and tested tips for word-of-mouth marketing\" data-section=\"4-tried-and-tested-womm-tips\">\n\n\n\n<h2 class=\"wp-block-heading\">Five tried and tested tips for word-of-mouth marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Everything listed here is what has worked for us. You\u2019ll generally do pretty well if you apply these practices to your marketing, but it\u2019s not an exhaustive list of tactics. I\u2019ll reference other noteworthy tips in the \u201cfinal thoughts\u201d section.<\/p>\n\n\n\n<h3>Tip 1. Have a superb product offering<\/h3>\n\n\n\n<p>I\u2019ll break it to you right away. You need a great product to incentivize WoM. All the other tips and tactics won\u2019t make up for it if you&nbsp;don\u2019t.<\/p>\n\n\n\n<p>The Ahrefs product has been at the forefront of our marketing from the start. We penetrated the SEO tools market as a backlink analysis tool back in 2010. From there, we quickly built our reputation of being the best in the market. A few years and many features later, we\u2019ve become one of the two most used all-in-one SEO toolsets.<\/p>\n\n\n\n<p>Your product <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/#positioning\">positioning<\/a>, i.e., how you portray your product to potential customers, also plays a role here. The key to this is <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">proper market research<\/a>&nbsp;that should guide both the product roadmap and your positioning.<\/p>\n\n\n\n<p>Last but not least, if you\u2019re in the SaaS industry as we are, it also helps to offer trials and\/or a freemium version of your product.<\/p>\n\n\n\n<p>For example, introducing the free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> has helped us increase product awareness and valuable WoM for our <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>&nbsp;tool. We faced some challenges when many SEOs didn\u2019t think of Ahrefs as a technical SEO solution.<\/p>\n\n\n\n<p>But that\u2019s not the case anymore:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/4-ahrefs-site-audit-recommendation.png\" alt=\"Affiliate SEO Mastermind poll showing most people use Ahrefs' Site Audit \"><\/figure>\n<\/div>\n\n\n<h3>Tip 2. Manage your brand properly<\/h3>\n\n\n\n<p>WoM consists of how people experience your products and how they perceive your brand. The point here is that people are unlikely to recommend a good product if they don\u2019t like the company selling it.<\/p>\n\n\n\n<p>I can\u2019t even remotely fit a guide to brand management here, so I just want this to be a reminder that you should always think about the bigger picture and plan for the long&nbsp;run.<\/p>\n\n\n\n<p>In fact, <a href=\"https:\/\/www.amazon.com\/Long-Short-Balancing-Long-Term-Strategies\/dp\/085294134X\">research shows<\/a>&nbsp;that most companies would achieve the greatest marketing effectiveness if they invested around 60% into brand-building and 40% into sales-boosting campaigns:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-short-and-long-term-promotion.png\" alt=\"Line graph showing long-term brand-building is more effective than short-term sales-boosting \"><\/figure>\n<\/div>\n\n\n<p>Here\u2019s what proper branding looks like in our&nbsp;hands:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-branding-ahrefs.jpg\" alt=\"Photo of Ahrefs team and banner with rough sketches on it with words &quot;We've been working on our product so much that we didn't have time to design this banner&quot;\"><\/figure>\n<\/div>\n\n\n<p>You already know it, and many other marketers know it too\u2014the product comes first in Ahrefs. And we don\u2019t shy away from emphasizing this in somewhat unique ways.<\/p>\n\n\n\n<p>It\u2019s much easier said than done, but do your best to be a likable brand. Invest in your <a href=\"https:\/\/ahrefs.com\/blog\/online-reputation-management\/\">online reputation management<\/a>. The better you are at this, the more WoM you\u2019ll get from your target audience. That group is always much larger than your customer base.<\/p>\n\n\n\n<h3>Tip 3. Focus on product-led content marketing<\/h3>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content marketing<\/a>&nbsp;is the process of creating and distributing content to attract and retain customers. Our content is the most important marketing asset we have because it generates around 1 million visits every month from organic search alone:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-ahrefs-organic-traffic.png\" alt=\"Site Explorer overview of ahrefs.com\"><\/figure>\n<\/div>\n\n\n<p>What may not be so obvious is that it\u2019s also the main driver of our WoMM. Let me show you what I&nbsp;mean.<\/p>\n\n\n\n<p>Check out this tweet, for example:<\/p>\n\n\n\n<p>https:\/\/twitter.com\/SERP_queen\/status\/1305993457127755777<\/p>\n\n\n\n<p>Us becoming an SEO industry authority and a go-to learning resource is actually intertwined with our rapid business growth. That\u2019s because the content we produce is product-led. Since the Ahrefs toolset can help you solve all sorts of SEO and marketing problems, it\u2019s easy and natural for us to pitch the product in our content.<\/p>\n\n\n\n<p>Remember the flywheel principle? In our case, the more traffic our content gets, the more people are aware of how Ahrefs can help them, and the more they start recommending both our product and learning resources. That leads to more mentions, more links, and more traffic.<\/p>\n\n\n\n<p>Then the circle starts again.<\/p>\n\n\n\n<p>These are the four steps to successfully replicate this tactic:<\/p>\n\n\n\n<h4>Step 1. Do keyword research<\/h4>\n\n\n\n<p>I\u2019m sure you can come up with many problems your product can solve or help with. Some are more common than others, and keyword research will help you identify those.<\/p>\n\n\n\n<p>For example, the keyword \u201cword of mouth marketing\u201d is searched for approximately 11K times a month globally:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-word-of-mouth-marketing-keywords-explorer.png\" alt=\"Keywords Explorer overview of &quot;word of mouth marketing&quot;\"><\/figure>\n<\/div>\n\n\n<p>Since I can create a valuable piece of content with unique information (our own experience with WoMM) and naturally pitch Ahrefs at the same time, it\u2019s a great topic to target.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">How to Do Keyword Research for&nbsp;SEO<\/a><\/em><\/p>\n\n\n\n<h4>Step 2. Focus on topics with high business potential<\/h4>\n\n\n\n<p>Your keyword research will reveal tons of content ideas. You\u2019ll need to prioritize them, so here are the criteria to assess:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>High business potential so that you can easily pitch your product<\/li>\n<li>High traffic potential so that you\u2019d get a lot of organic traffic if you ranked well<\/li>\n<li>Low Keyword Difficulty (KD) score so that it\u2019s relatively easy to rank&nbsp;well<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s be real, though. You\u2019ll almost never encounter topics that meet all three of these criteria. But out of those three, we generally prioritize high business potential. Because if your content isn\u2019t product-led, your WoM will likely end at recommending your content, not your product.<\/p>\n\n\n\n<p>We use the following scale to classify the keywords, and I recommend you use a similar approach:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/9-business-potential.png\" alt=\"Table with scores 3 to 0. And explanation of criteria to meet each score\"><\/figure>\n<\/div>\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/how-to-choose-keywords-for-seo\/\">How to Choose the Right Keywords for&nbsp;SEO<\/a><\/em><\/p>\n\n\n\n<h4>Step 3. Double down on proper content distribution<\/h4>\n\n\n\n<p><a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">Creating great content<\/a> takes a lot of time and effort. However, clicking the \u201cPublish\u201d button is only half the battle.<\/p>\n\n\n\n<p>You should have a proper content distribution strategy that makes use of multiple marketing channels to gain traction on your content even before it manages to rank in the&nbsp;SERPs.<\/p>\n\n\n\n<p>Here\u2019s what we generally do with our content:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share it on our company and personal social media accounts<\/li>\n<li>Include it in our newsletter<\/li>\n<li>Repurpose it into stand-alone social media posts and\/or videos<\/li>\n<li>Promote it with&nbsp;ads<\/li>\n<\/ul>\n\n\n\n<p>I\u2019d also highlight launching an <a href=\"https:\/\/ahrefs.com\/blog\/blogger-outreach\/\">outreach campaign<\/a>&nbsp;here. We rarely do it these days. But outreach can be essential to your success, especially when you\u2019re not that well known in the industry yet. Getting your content in front of media and industry authorities can get you great backlinks and recognition if it\u2019s done&nbsp;right.<\/p>\n\n\n\n<h4>Step 4. Optimize, rinse, and repeat<\/h4>\n\n\n\n<p>Of course, creating superb product-led content isn\u2019t a panacea to your SEO and WoMM. You\u2019ll need a lot of patience. Also, you should <a href=\"https:\/\/ahrefs.com\/blog\/seo-best-practices\/\">apply the best SEO practices<\/a>&nbsp;on your whole website and also follow the rest of the WoMM tips&nbsp;here.<\/p>\n\n\n\n<h3>Tip 4. Create or hire brand ambassadors<\/h3>\n\n\n\n<p>I believe that having brand ambassadors is the best approach to <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">influencer marketing<\/a>, which in turn can be a great boost to your&nbsp;WoMM.<\/p>\n\n\n\n<p>A brand ambassador is anyone who\u2019s regularly in the spotlight representing a company. This is often an employee with the power to influence the community. But you can form these long-term partnerships with anyone. I\u2019m sure you follow some influencers who\u2019ve been promoting certain products for&nbsp;years.<\/p>\n\n\n\n<p>For example, we have <a href=\"https:\/\/twitter.com\/patrickstox\">Patrick Stox<\/a>. He\u2019s one of the most well-known technical SEOs. He often speaks at SEO events, organizes them, and even moderates a popular industry subreddit called <a href=\"https:\/\/www.reddit.com\/r\/TechSEO\/\">TechSEO<\/a>.<\/p>\n\n\n\n<p>In terms of paid campaigns, the best sponsorships and honest recommendations of our product come from our long-term customers:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/10-podcast-sponsorship-love.png\" alt=\"Email about a podcast sponsorship request\"><\/figure>\n<\/div>\n\n\n<p>Now, keep in mind that you won\u2019t get the WoM benefits if you run one-off or short-term campaigns. Get the influencers and brand ambassadors to promote your products regularly.<\/p>\n\n\n\n<p>You have the best chance by reaching out to people who are already your customers. Again, if you have a superb product, they may already be spreading the word for free anyway.<\/p>\n\n\n\n<h3>Tip 5. Build an engaged community<\/h3>\n\n\n\n<p>Having a large social media following doesn\u2019t imply a significant WoM impact. To make this work, encourage members of your audience to engage with each other, talk about everything company- and product-related, and generally make them feel closer to&nbsp;you.<\/p>\n\n\n\n<p>Here are a few community-building tips that can amplify your&nbsp;WoMM.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Create a group for your customers<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.facebook.com\/groups\/ahrefsinsider\/\">Ahrefs Insider<\/a>&nbsp;is our \u201ccustomers only\u201d Facebook group. At the time of writing, it has ~16,500 members:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138188\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-ahrefs-insider-members.png\" alt=\"Ahrefs Insider FB group showing 16.5K members\" width=\"542\" height=\"150\"><\/p>\n\n\n\n\n\n\n\n<p>Over the years, we\u2019ve shaped this into an engaged community, with members eager to share their knowledge, answer questions, and provide input on our toolset.<\/p>\n\n\n\n<p>You could make the argument that the bigger the group, the better for WoM. Yet we only let our customers in. Why? Well, there are two huge benefits that help spread WoM even better.<\/p>\n\n\n\n<p>First, anyone paying even for our cheapest monthly plan must be somehow serious about SEO and familiar with our product. This ensures that there are usually good, relevant discussions that members want to engage in.<\/p>\n\n\n\n<p>And second, once the group provides value to its members, it may create a FOMO effect for those who are not members or customers yet.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Keep your audience up to date with your product development<\/h4>\n\n\n\n<p>Got a new feature? Is it a new generation of your product? Or has something changed based on the feedback of your community? Use every distribution channel available to let them&nbsp;know.<\/p>\n\n\n\n<p>There\u2019s almost never enough exposure, so make sure you use all your social media profiles, blog updates, videos, newsletters and, of course, your own&nbsp;group.<\/p>\n\n\n\n<p>In our case, members of Ahrefs Insider know about our product updates as soon as they come&nbsp;out:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-product-updates-ahrefs-insider.jpg\" alt=\"Tim's FB post about new updates\"><\/figure>\n<\/div>\n<p>Rest assured, this information then gets shared on all the other distribution channels mentioned earlier.<\/p>\n\n<h4 class=\"wp-block-heading\">Initiate conversations in your community<\/h4>\n\n\n\n<p>The best-case scenario for your community and WoM growth is when people engage with each other organically. This happens both inside and outside our FB group. But finding common topics and initiating those conversations amplify WoM further.<\/p>\n\n\n\n<p>For example, we often ask our members about their opinions on certain product features or SEO and marketing topics. On top of that, we run \u201cSEO speed dating\u201d&nbsp;every month:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-product-update-ahrefs-insider.jpg\" alt=\"FB post encouraging members to interact and find work &amp; other SEO-related opportunities \"><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\">Be open, be receptive, and reflect on their feedback<\/h4>\n\n\n\n<p>Make your customers and fans feel like they\u2019re heard (as they should be), and you\u2019ll get closer to them as a company. This can be done via employees and brand ambassadors, making the interactions feel even more personal.<\/p>\n\n\n\n<p>Here\u2019s an example of our CMO, Tim Soulo, <a href=\"https:\/\/www.reddit.com\/r\/bigseo\/comments\/oxnjey\/hi_bigseo_im_tim_soulo_from_ahrefs_its_been_6\/\">asking for product feedback in a popular SEO Reddit<\/a>:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-product-feedback-reddit-tim-soulo.png\" alt=\"Tim's Reddit post on Big SEO asking for feedback\"><\/figure>\n<\/div>\n\n\n<p>Needless to say, we sometimes get negative messages and feedback. That\u2019s totally expected and natural. What may not be so common is when we say that we\u2019ll run the feedback and suggestions by the team, we really mean that. I recommend you adopt a similar approach.<\/p>\n\n\n\n<p>Genuinely engaging with your audience is something that only has upsides anyway. This can be even in the form of a video that responds to an&nbsp;FAQ:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-ayll4zn1zha\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-ayll4zn1zha\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/AYlL4ZN1zHA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/AYlL4ZN1zHA?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Distribute high-quality and useful merchandise<\/h4>\n\n\n\n<p>Let\u2019s be real. It\u2019s likely most of the branded swag you get ends up somewhere in a drawer. But what if you produced stuff that people want to use and are even willing to pay&nbsp;for?<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">I would drop a pretty penny on some ahrefs merch to be honest. <a href=\"https:\/\/twitter.com\/samsgoh?ref_src=twsrc%5Etfw\">@samsgoh<\/a> hook it up with a hoodie.<\/p>\u2014 Lazaroc (@Lazaroc) <a href=\"https:\/\/twitter.com\/Lazaroc\/status\/1347615289278656513?ref_src=twsrc%5Etfw\">January 8,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>Selling your merchandise can be considered over the top. But creating some scarcity definitely drives up the demand if it\u2019s worth it. If only a few people in a community event have a cool piece of merchandise, it can definitely spark conversations.<\/p>\n\n\n\n<p>I often wear our t-shirts and hoodie to industry events. Many SEOs approached me, asking how they could get the swag for themselves. I can assure you that some of them didn\u2019t know who I am or that I work for Ahrefs.<\/p>\n\n\n\n<p>By the way, there are multiple ways to get our merch. One of them is public giveaways.<\/p>\n\n\n\n<p>https:\/\/twitter.com\/ahrefs\/status\/1379648894007615491<\/p>\n\n\n\n<p>That being said, telling you about the other ways won\u2019t add to the scarcity and FOMO, so let\u2019s leave it&nbsp;here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>You can succeed in WoMM as we did regardless of your business, especially if you already have a top-notch product.<\/p>\n\n\n\n<p>If we look beyond the tactics mentioned here, you may also want to consider assessing and improving your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-kpis\/#net-promoter-score\">Net Promoter Score (NPS)<\/a>, encouraging customers to leave reviews across important platforms,&nbsp;or planning a <a href=\"https:\/\/tips.ariyh.com\/p\/gifts-boost-word-of-mouth\">gift-giving campaign with no strings attached<\/a>.<\/p>\n\n\n\n<p>All of these tactics combined are more than enough to achieve success with&nbsp;WoMM.<\/p>\n\n\n\n<p>Got any questions? Ping me <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let me introduce you to this often overlooked marketing channel that has had a huge impact on our business: word-of-mouth marketing. In this article, you\u2019ll learn the following: What word-of-mouth marketing&nbsp;is Why word-of-mouth marketing is important Flywheel principle behind word-of-mouth<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":138191,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[375],"class_list":["post-138189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide<\/title>\n<meta name=\"description\" content=\"Word-of-mouth marketing is the process of influencing and encouraging natural discussions about a product, service, or company. Learn how to leverage it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide\" \/>\n<meta property=\"og:description\" content=\"Leverage this often overlooked marketing channel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-01T19:07:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-12T13:07:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_word_of_mouth_marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michal Pec\u00e1nek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Leverage this often overlooked marketing channel.\" \/>\n<meta name=\"twitter:creator\" content=\"@michalpecanek\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/\"},\"author\":{\"name\":\"Michal Pec\u00e1nek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/b66ba944c48e71d0abac1af2f11265ec\"},\"headline\":\"Word-of-Mouth Marketing: A Simple Tried &amp; Tested Guide\",\"datePublished\":\"2022-02-01T19:07:16+00:00\",\"dateModified\":\"2023-05-12T13:07:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/\"},\"wordCount\":2544,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_word_of_mouth_marketing.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/\",\"name\":\"Word-of-Mouth Marketing: A Simple Tried & Tested Guide\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/word-of-mouth-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_word_of_mouth_marketing.png\",\"datePublished\":\"2022-02-01T19:07:16+00:00\",\"dateModified\":\"2023-05-12T13:07:28+00:00\",\"description\":\"Word-of-mouth marketing is the process of influencing and encouraging natural discussions about a product, service, or company. 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