Word of Mouth Marketing to Build a 5-Star Reputation

Word of Mouth Build 5-Star Reputation Series 1

Your Reputation Converts More Buyers & Builds a Tribe

So, your marketing strategy is crafted to get in front of your target market in order to give them a compelling reason to buy more services and products from you. A key component, we talk about all the time, is the importance of building a dynamic brand. Your brand is the vehicle that speaks directly to your ideal buyer. Your brand gains you access into their lives, and ultimately into their hearts. Parallel, your reputation is the vehicle that converts those ideal buyers into actual paying clients.

Before we begin, let’s have a common starting point about the definition of reputation. Reputation is a rough measurement of how much the community trusts you; it is earned by:

  1. If you delivered on what you promised
  2. The quality of services you provide
  3. How they feel after they interact with your brand

The formal definition according to Merriam-Webster:


noun \ˌre-pyə-ˈtā-shən\

: the common opinion that people have about someone or something : the way in which people think of someone or something

Full Definition of REPUTATION

1a :  overall quality or character as seen or judged by people in general

 b :  recognition by other people of some characteristic or ability <has the reputation of being clever>
2:  a place in public esteem or regard :  good name <trying to protect his reputation>
rep·u·ta·tion·al adjective


Over the next ten days we are going to dig deeper into the notion of the importance of the last leg of the sales process. I don’t think there is enough emphasis placed on the expectations with the client relationships after you have closed the deal. Really, I think many drop the ball when it comes to maximizing the relationships we have with ideal buyers who have not yet purchased from us. After all, if they are in your target market, chances are they are surrounded by like-mined people so by extension, you potentially have access to their friends, family and colleagues.

In this series, Word of Mouth Marketing to Build a 5-Star Reputation, we going to explore maximizing these stages of the client connection. 1. Meeting your ideal client; 2. After the sale

I am happy to introduce to you Keri Mixon who is going to tell you all about word of mouth marketing. You’re going to learn about the importance of word of mouth marketing in business and how to encourage it. You’re going to learn how to incorporate it into your social media, email and even mobile marketing efforts. Welcome Keri!

Take a look to the right industry LeadersHello and thank you for the awesome welcome. I am super excited to share with you how word of mouth marketing is essential to businesses and how you can make use of it. To start though, I’d like to talk a little about what word of mouth marketing is and how it works.

The concept of “word of mouth” (or WOM as I call it), the simple act of one person sharing something with others, has been around since the dawn of business. Word of mouth marketing is an attempt to influence and encourage this phenomenon, getting consumers to talk about a brand and recommend it to their friends.

Studies have found that 92% of consumers trust recommendations from friends over any form of advertising, so it’s not surprising that many businesses put great effort into word of mouth marketing. With the advent of social media that allows a single person to potentially share things to with millions, the possible rewards of a word of mouth marketing effort are in many cases astronomical. Having a marketing message “go viral” has, in fact, become the holy grail of advertising.

How word of mouth marketing works:

There are many ways to get consumers talking about a brand. Generally in word of mouth marketing terms, there are direct and indirect approaches.

A direct approach is a “hands-on” attempt to spread the word about a brand, focusing on retaining control of the actual message. An example would be hiring people to join online forums to talk about the brand in a positive light. This can be very effective when successful, especially for a new business that has very little brand recognition to start with, but it also has the chance of backfiring if consumers spot the attempt. Usually it is not taken to kindly, and can actually cause a lot of damage to the brand. Another example would be a referral program that rewards consumers for recommending the brand to their friends.

The other, indirect approach is very common these days. A quick visit to Youtube is all it takes to see this approach in action – fun or controversial videos can be a great vehicle to get consumers talking about a brand. Generally, an indirect approach leaves the brand with very little control over what consumers are actually saying. This can actually be a good thing, as it ensures the discussion is authentic and there’s no chance of the campaign backfiring.

What are the advantages of focusing on it?

The main advantage of word of mouth marketing is obvious: a brand that can harness its power successfully will enjoy a steady stream of new customers simply through referrals from their friends. Since these customers are somewhat pre-qualified (they already trust and like the brand), they’ll also be easier to sell to in many cases.

Another advantage is that a highly successful viral campaign, designed to increase “buzz”, can potentially take a new brand from completely unknown to a worldwide household name in just a few days. That is a rare outcome of course, but even a campaign with much less reach can benefit a brand greatly.

We can expect word of mouth marketing to keep increasing in popularity in the coming years, as it’s a way for brands to break through the noise and reach consumers in a non-intrusive way. As consumers get increasingly blind to regular advertising, directing effort towards word of mouth marketing may be the smartest strategy for a brand to focus on.

Whew! That was a mouth full. LOL! As you mentioned, in the upcoming weeks I’ll be talking about how to incorporate word of mouth marketing into the various marketing strategies such as email, social media and even mobile marketing. In addition, we’ll discuss when word of mouth is less useful, what makes an advertising campaign WOM friendly and how to measure the results of your word of mouth marketing efforts.

Until next time!

Keri Mixon

I hope this interview has proven valuable for you. I wold love to continue the discussion on in the Dream Achievers Forum.

In awareness, passion, joy, purpose & maximizing the power of the word-of-mouth,

Callahan Signature


Leave your comments below and tell others what you think about WOM!

About The Author


Andrea Callahan is a brand designer. She helps passion & purpose-driven entrepreneurs maximize their strengths to craft and implement an image that represents their WHY and to use that why to position themselves as an Industry Influencer. She a speaker, seminar leader and the author of, "It's Your Brand ~ Make Your Identity Clear" available on Amazon.com Callahan launched the Industry Influencer Academy at academy.andreacallahan.com

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