Trust Equals Influence

Word-of-Mouth is the best form of marketing.  If you disagree, please, I’d love to hear why in the comments below.  Word-of-mouth is the most authentic and effective because for it to occur successfully, there must be more than a minimum level of trust established.  Let me explain.

If I don’t trust you I will never take your advice on anything, let alone a product I will be purchasing.  On the contrary, if I trust you a lot (an influencer in my life) I will take your word on what I should buy over any marketing message no matter how clever it is.

Trust equals influence.

As fast as we can share our opinions on Twitter, Facebook, blogs etc. I can’t fathom why more businesses haven’t created incentives for customers to share their delightful experiences online for others to see.

Your brand isn’t your website, store, logo or your OWN perception of your company.  Your brand is what other people say about you and the internet makes it much easier to say anything about your company, positive or negative.

This is your warning, it’s only going to increase, how are you encouraging positive word-of-mouth?

4 replies
  1. Verheez
    Verheez says:

    Good question Jeff.

    People are all too happy to complain about products and service, and have to have an exceptional experience before they proactively tell someone about it. Don’t get me wrong, if someone asks me about a company and I’ve had a good to great experience there, I’ll share that with them. However, if they dont’ ask, I don’t tell.

    Thankfully, I’m not in marketing, so I don’t have to come up with your answer … but, as a consumer, who is actively involved in social media (Facebook/Twitter account) … it would have to be a special incentive to make me tweet or post to my wall about an average experience. So, my challenge to companies is to be great all the time to me with your products and services!

  2. Jeph
    Jeph says:

    Great Insight Verheez, I think you hit the nail on the head here. Companies don’t need elaborate marketing campaigns, all they need to do is “wow” every customers that comes through the doors. My point is that I see more and more people offering their opinions on social networks and if you are an influencer I believe your opinion has merit. Immediately we like to jump to the conclusion that people are just going to bash other brands and companies online but that’s not the case. When the rating site Yelp.com began they thought the same thing, that people would say only bad things about companies. What they found out was that the majority of the reviews were of 4 stars or more, proving how they thought people would act wrong.
    Thanks for reading!

  3. Mike Klein
    Mike Klein says:

    Jeph,

    I totally agree; trust is a critical asset. And, the road to building trust is paved with good experiences. It’s true that your reputation is intimately linked to what other people say about you, but you (or your company) – and only you – are in control of your behavior.

    However, I would like to throw up a friendly challenge that word-of-mouth is the best form of marketing. Although I think it’s a key part of any integrated marketing campaign I’m not sure I would label it the ‘best’, instead I think ‘best’ is really derived from the objective and the audience.

    Cheers,
    Mike

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