When it comes to making purchase decisions, the word of a trusted peer sways people more than a great ad. Traditionally, word-of-mouth has been thought of as friends recommending a product in person or by speaking about it during a phone call. Now many people call out new products they’ve purchased and share their thoughts on them via social media — by taking a snap, posting on Instagram or Facebook, and more. The Word of Mouth Marketing Association reported that word-of-mouth marketing is the primary driver of $6 trillion garnered annually from consumer spending. It also accounts for approximately 13% of consumer sales.
According to Nielsen, 84% of consumers say they trust recommendations from family, friends, and colleagues, making peer recommendations the highest-ranked information source in trustworthiness. Since peers contribute so much to driving purchasing decisions, here are a few way brands can drive conversations and strengthen relationships with consumers:
1. Include an everyday voice in the conversation — for example, have an influencer pose a question on Twitter and have a live chat session with consumers
2. Use social data to drive conversations and campaigns
3. Build relationships with consumers through engagement on social media to learn what their product wants and needs are — this could be as simple as asking how they like the formula, design, and/or packaging
Individually, these interactions may be small, but together they really connect brands and consumers. They also help with the creation and delivery of ads that are significant and relatable to your target audience. These add up to building brand loyalty and advocacy.
Word-of-mouth can also have a direct impact on patient behavior, as many individuals in various stages of treatment seek out other patients to learn about their experiences with products and brands that can directly impact their treatment choices.
To learn more about the impact of these principles, click here.