Features and advantages of online word-of-mouth marketing

With the development of the Internet, the early dividend period of the Internet has ended. In the current Internet industry, the cost of user development is getting higher and higher, and the conversion rate of e-commerce is getting lower and lower. In order to reduce the development cost of users and improve the conversion rate, enterprises must pay attention to word-of-mouth marketing. Word-of-mouth marketing is a marketing model that relies on word-of-mouth to automatically spread, and old customers bring new customers. The cost is extremely low and the effect is sustainable.

The advantages of online word-of-mouth marketing

1. It can increase the conversion rate

The reason why users help companies with word-of-mouth marketing is because users believe in companies and products, and think that the products produced by companies are worth recommending to good friends and colleagues. The user's recommendation is much better than the sales force of the enterprise salesperson. One sentence of the user is worth a hundred words of the salesperson, thereby increasing the conversion rate.

2. Low cost of dissemination

Traditional word-of-mouth marketing achieves communication effects through word of mouth from users. In the Internet era, companies can achieve word-of-mouth fission through viral marketing, allowing companies and products to quickly achieve communication effects. For example, Henan Experimental Middle School used a female teacher's resignation letter to create a topic on the Internet: "The world is so big, I want to go and see it." middle school.

3. It is beneficial for enterprises to build brands

Positive word-of-mouth marketing establishes a positive image of the company and products, and improves users' trust in the company and products. At the same time, word-of-mouth marketing can spread quickly. This can help companies build their brands. A typical case is Haier Zhang Ruimin's smashing of a refrigerator. Through the incident of Zhang Ruimin's smashing of the refrigerator, users quickly spread the word. Haier attaches great importance to product quality, and products with substandard quality are not allowed to leave the factory, thus creating a solid foundation for Haier to build a brand.

2. Three modes of word-of-mouth building

3. User reputation

(1) Good products or good services allow users to actively spread word of mouth

User active word-of-mouth is a free, voluntary communication behavior of users. User active word-of-mouth means that after users experience the products or services of the company, they really feel that the products or services provided by the company are good. In order to allow their relatives, friends, neighbors, colleagues, etc. to enjoy the benefits and benefits brought by the products to users, And proactive word of mouth.

A more typical case is the service of Haidilao. The services provided by Haidilao to users are services that users have not thought of themselves. Some people say that Haidilao's services are "perverted-level services", but in any case, being careful, thinking about users, caring, etc., is something that other hotels can't do. exquisite service. The essence of Haidilao is to use service to build reputation. This exquisite service will definitely spread word of mouth for Haidilao consciously and actively for users who like to show off.

(2) Good products or good services make users passively word-of-mouth

User passive word-of-mouth In order to let users who are unwilling to word-of-mouth participate in word-of-mouth communication, the method of user word-of-mouth reward is adopted to allow users to carry out word-of-mouth communication.

Users themselves are not obliged to carry out word-of-mouth for the company's products. In order to let users who are unwilling to share in the circle of friends and groups carry out word-of-mouth, the company adopts the method of reward to satisfy the psychology of users who are petty and cheap, so as to achieve the effect of word-of-mouth.

Many e-commerce sellers are very distressed. They put a red reminder sheet in the package, give 1 to 5 yuan, ask users to give five-star praise, add 10 words of praise and video or pictures, upload it to the store evaluation column, and use the praise as word of mouth , this is a one-sided understanding, which is also unconvincing.

2. To spread word of mouth through celebrities and talents

Celebrities and celebrities have many fans, and many companies use celebrities and celebrities for word-of-mouth marketing. The purpose of publicity is achieved through the grass-growing marketing of stars and talents.

It should be noted that the effect of word-of-mouth marketing of stars and talents is obvious, but the rollover incidents of stars and talents are also endless, and the incident of brushing orders is a normal thing. Therefore, you should be cautious when choosing celebrities and talents for word-of-mouth marketing, and choosing the right stars and talents is the key.

3. The company creates its own reputation

Enterprises let marketers and employees play the role of users to post on relevant media on the Internet, creating word-of-mouth through posting.

As we all know, Xiaomi's success is the success of word-of-mouth marketing. When Xiaomi was first founded, in order to make mobile phones sell well, all the company's personnel, including bosses and executives, participated in online forums to post.

Xiaomi boss Lei Jun published the "Seven Words of Internet Thinking" on the Internet: focus, extreme, word of mouth, fast. A large number of publicity and forwarding on the Internet through "Internet thinking" not only enhances Xiaomi's brand, but also allows users to fully understand Xiaomi's products, enhance users' goodwill and trust in Xiaomi's products, and more importantly, let Xiaomi's "Internet thinking" "It has become a textbook of word-of-mouth marketing, thus truly realizing fission marketing.

Li Wanqiang, co-founder of Xiaomi, published the book "Sense of Participation". In this book, Li Wanqiang proposed the "three-three rules" for Xiaomi's success, that is, three strategies and three tactics: the three strategies are to be a hit product and be a fan , do self-media. Three tactics, open participation nodes, design interaction methods, and spread word-of-mouth events.

Therefore, word-of-mouth marketing can be marketed from the flank, and it is not necessary to directly promote the product. The product can be promoted from other angles, and the marketing effect achieved is better.

3. Skills for enterprises to implement online word-of-mouth marketing

4. Create a "virus"

Word-of-mouth marketing, also known as viral marketing, requires the creation of "viruses", without which word-of-mouth marketing cannot be carried out. Therefore, whether a "virus" can be created, and the quality of the "virus" is directly related to the effect of word-of-mouth marketing.

The "virus" required for viral marketing can be produced in a variety of ways. For example, the aforementioned Haier smashing a refrigerator is to carry out "virus" marketing by creating events; for example, Lei Jun uses "Internet thinking" on the Internet to create "virus" marketing. Virus".

The "virus" of viral marketing by an enterprise must have a spreading effect. This "virus" is not created casually, but must be valuable to the user. If it has no value to the user, no matter how good the "virus" is, it will have no spreading effect. For example, jokes and jokes were once very popular, and many companies asked the jokes to be handwritten for word-of-mouth marketing.

Duanzi as a "virus" has a certain role in spreading, but a joke is a joke after all. Users can laugh and it's over. Users can think it's ridiculous and will repost, but it doesn't help the image of a product or service, so it's helpful for sales. It's not too big, just smile and go.

2. Find torrent users

With the "virus", in order to spread the "virus", someone needs to help the enterprise spread, and the people who help the enterprise spread must be enthusiastic and have positive word-of-mouth content.

Because word of mouth is divided into positive word of mouth and negative word of mouth. Positive word-of-mouth is helpful for establishing corporate brand and product image, while negative word-of-mouth will affect the future development of the company. Therefore, people who help companies with word-of-mouth marketing must have positive word-of-mouth.

Seed users can be found by enterprises themselves, or with the help of Internet celebrities and celebrities. The screening of torrent users is strict, and not everyone can become a torrent user.

In order to encourage torrent users to better help the word-of-mouth of enterprises, it is necessary to give spiritual or material encouragement and rewards to torrent users. Xiaomi gives special treatment to torrent users: priority is given to soliciting their opinions and suggestions, and a special filming of "To Youth" is dedicated to 100 torrent users.

3. Word of mouth spread

After seed users create word-of-mouth, they need to further fuel the flames to further spread word-of-mouth. For example, encouraging and rewarding users to write about their experience and disseminate them on relevant media. At the same time, the company's employees can be mobilized to cooperate with word-of-mouth marketing, so that the company's products and brands can be quickly spread, thereby helping the company's product sales increase.

After all, few people have achieved long-term performance in word-of-mouth marketing. For ordinary enterprises, regular content word-of-mouth promotion can also improve the effect of word-of-mouth communication, and can catalyze user transactions at the stage of users’ purchase decisions. At the same time, it will also bring in new users through word of mouth. In short, it is recommended that companies increase their investment in word-of-mouth marketing, and cooperate with advertising to make publicity and promotion more efficient, which can give full play to the effect of advertising drainage and reduce customer loss.