WOM STRATEGIES: THE POWER OF WORD OF MOUTH IN THE DIGITAL AGE

Those of us who are part of this sector know that one of the most sought-after objectives of our clients is to find new formulas that allow them to connect with their audiences in a direct, clear and memorable way.

This is where the WOM (Word of Mouth) strategy comes into play, a communication tool that leverages the influence of P2P recommendations to build trust and brand loyalty.

Let us first clarify what a WOM strategy is.

The WOM strategy is based on encouraging organic conversation between consumers. Unlike traditional advertising, which is one-way, WOM relies on personal experience and its ability to influence others for both good and bad. 

It is important to bear in mind that this strategy can be developed in physical and digital environments, such as social networks, forums or commercial platforms. Special attention should be paid to the latter because they are, nowadays, the channels where users are most likely to create their own reviews and generate a great impact on any product or brand. 

How is a WOM strategy implemented?

An effective WOM strategy requires creativity and a thorough understanding of target audience behaviour. Some keys to successful implementation include:

• Deliver a memorable experience: The first thing is to make sure that the product or service exceeds the audience's expectations. People only recommend what they are really excited about.
• Identify brand advocates: Identifying loyal customers and/or different opinion leaders within a community can help amplify the message.
• Create shareable content: it can be a viral campaign or an inspiring or funny story, but the content should be emotional and easy to spread.
• Encourage participation: contests or promotions can encourage users to talk about their experience.
• Monitor and measure: it is essential to track mentions, interactions and sentiment generated in order to be able to adjust the strategy in real time.

If you think your company needs a WOM strategy, having a specialised communications agency can make all the difference. In addition to creativity, agencies provide experience in audience analysis, the design of memorable narratives and the management of campaigns with brand ambassadors. They also help to integrate WOM within a global communication strategy, aligned with business objectives and brand identity.

At InfluenceSuite, we transform our clients' stories into conversations that inspire. 

Because in a hyper-connected world, what others say about your brand can have more impact than any message you communicate on your own. If you are interested, don't hesitate to contact us.