Six ways to surge your word-of-mouth marketing

As marketing continues to evolve, especially in the online world, word-of-mouth remains one of the most effective marketing strategies in our reach. Are you making the most of this approach? Are you creating and capitalising on those opportunities that contribute to viral conversations for your hospitality business?

I guess the answers really depend on your attempts to create an environment that encourages and nurtures these types of recommendations. Whilst not an easy feat, there are different marketing strategies that can be incorporated into your hospitality marketing plan to help fashion these results.

What is word-of-mouth marketing?

So, what is word-of-mouth marketing? It’s simply when consumers talk about your product or service to their friends, family, colleagues, and others. When your brand becomes part of a conversation; think about Netflix and Chill and how this type of organic marketing helped Netflix benefit from huge brand awareness and success.

Successful word-of-mouth marketing doesn’t always come easy, takes time, and requires consistency in your branding, service delivery, and offerings. So, where do you begin within your marketing? Here are six ways to surge your word-of-mouth marketing in your hospitality venue.

Six strategies for word-of-mouth marketing

1.       Design share-worthy experiences

Think about a time you’ve had an amazing experience, one that was so good you couldn’t resist telling a mate. Those. It’s those share-worthy moments that we want to design and deliver. The ones that your customers just have to share. It’s important to recognise these experiences must be designed with your target audience and brand values in mind to ensure consistency, leadership, and congruence.

Get creative in your approach to designing a share-worthy experience; they aren’t limited to just online or at an event. Consider the entire customer journey and where you can integrate moments that wow and unexpected experiences that are memorable.

2.       Incentivise and reviews

It’s well-known that consumers trust their friends over traditional media and advertising; and if you’ve been living under a rock, well now you know. Ask your customers for reviews after purchasing to collect authentic experiences and recommendations that you can repurpose later.    

Some customers may wonder what’s in it for them in return for providing their referral, and at times there may be opportunities to incentivise. Consider if this looks like offering a gift, special discount, or a voucher to enjoy your brand on their next visit. Reviews work best when authentic and a reflection of a true experience, so it is important to encourage genuine reviews, not constructed.  

3.       Share user generated content

Largely in the social media world, user generated content or UCG is an effective way to create engagement and conversations with your online community. The best part of UCG when done correctly is the consumer does the heavy lifting, whilst you benefit from the conversation. However, don’t miss the opportunity to join in on, and contribute to, the conversation over your social channels.

Positive and memorable interactions online surrounding UCG will help you to build a tribe of advocates recommending your brand to friends and followers. Getting savvy in your attempts can help you to attract more fans that are eager to engage with your content and further share.

4.       Create a referral program

This technique has similarities with incentivising reviews, however, generally differs in the question and action. A referral program could be as simple as referring a friend to join your rewards program in return for a discount or special offer. This is generally a formal program that can help spread the word quickly and easily should the offer be rewarding enough.  

This marketing strategy sees mutual benefits for both your hospitality business and the consumer and can be easily measured for its effectiveness and retention value. With referral programs common across many markets, it is vital to ensure it’s aligned with your offer, is easy to understand, and generally provides instant gratification for the referring partner.

5.       Collaborate with industry influencers

Influencer marketing is an active way your hospitality business can remain relevant in a highly competitive industry and stand out in your market. Engaging with the right type of influencer, suited to your brand, and aligned with your values, provides opportunities to increase your brand awareness and recognition amongst your audience.

Trust is a key benefit from collaborating with industry influencers given the content is generally authentic in nature and from a credible source, as opposed to direct selling or promotional-heavy. It is essential when considering this approach within your marketing strategy to ensure your message is aligned, supported, and ultimately elevated.

6.       Focus on customer experience

It’s fair to say that marketing can’t save a poor experience, not even the great stuff. When a customer visits your hospitality venue, first impressions count as does every experience thereafter. If you neglect to focus on the customer journey throughout the experience, it’s likely they won’t return, nor recommend you.  

Simplicity wins every time and starting with enhancing and connecting each touchpoint will be sure to put you on the path to delivering a great experience with your audience. Going above and beyond with unexpected customer service can make all the difference, coupled with automating processes for efficiencies can lead to reliable word-of-mouth from your satisfied customers.

Being on the front foot with delivering a great shareworthy experience for your customers and asking them to tell others about it is a sure way to stay ahead of your competition in a highly competitive industry. Remember, the fastest way of staying ahead of your competition is to never stop listening to your customers and acting accordingly.

If you’re seeking support with your hospitality business to create a tailored marketing strategy that attracts your most valuable clients and gets them talking about you, then this is your sign to reach out and we’ll create those amazing experiences you daydream about when ordering your morning double shot latte.