In this Expert Insight Interview, Raúl Galera discusses word of mouth and referral marketing. Raúl Galera is the Chief Advocate at Referral Candy, an app that helps eCommerce brands launch and run customer referral programs
This Expert Insight Interview discusses:
- The relationship between word of mouth and referral marketing
- The importance of a high-quality product
- How a great customer experience can generate word of mouth
Word of Mouth and Referral Marketing
Word of mouth and affiliate marketing can mean different things to different people. Still, it typically relies on a behavior most humans enjoy — talking about things that we’ve done, seen, and in the case of eCommerce, bought.
It is a sphere of marketing that stems from the general effect of people talking about a brand, creating awareness, and potentially generating new business around it. Referral marketing is something companies can build on top of word of mouth.
Suppose you have a business or a brand that is organically generating word of mouth, and you’re getting new leads from existing customers referring their friends and family. In that case, you can build a referral system and a referral marketing strategy on top of that to capitalize on the existing word of mouth.
As our consumer expectations keep rising, it becomes more difficult to drive people to share their experiences with a brand. However, one thing never changes — if you want recommendations and referrals, you need to make sure your product is good.
Provided you have a good product, which is the essential component in generating word of mouth, you can improve your position by improving a few other aspects of your business.
First of all, you should have a good purchase experience and a robust support system to solve problems your customers may encounter proactively. If you have these things in place and have a strong brand on top of that, your customers will be more than happy to talk about their experience with your company.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.