Many companies rely on word-of-mouth marketing as their primary strategy for acquiring qualified leads.
But this limits their ability to create new customers over time. It can cause them to overlook other marketing tactics that lead to better, faster, and more cost-effective results.
The Trouble With Word-of-Mouth Marketing
Word-of-mouth marketing targets a small portion of your prospective customers. You have to depend on your current and past customers’ willingness to communicate the value of your offer.
You can create referral programs to enhance the results you get from this approach, but it may not be enough to help you reach your business goals.
So you need to target prospects who are searching for your products and services. Today’s buyers can access the information they need to support all of their buying decisions.
Knowing that consumers research buying options before, during, and even after they’ve made a purchase is critical to achieving success in your marketplace.
A Website Design That Brings Customers to You
Search engine optimization (SEO) strategies help you reach those buyers that can’t be found through word of mouth.
It positions your business in front of customers who are actively searching for products and services like yours.
So designing a website that brings customers to you is one of the best ways to go beyond simple word-of-mouth marketing.
Optimizing your site for search engines lets you appear in the results that users get when searching keywords related to your business. But driving traffic to your site is the first step.
Your website design must engage users and move them further into your sales process. It must meet the needs of users at all stages of the buying process.
Today’s websites have to be responsive to desktop and mobile devices while using a variety of media to engage more customers.
Website visitors should see the right content at the right time in order for them to take the next step in choosing your products and services as the ideal choice for their needs.
Create Content That Educates Your Customers
Consumers want information that helps them make the right choice when making a purchase.
Content marketing still dominates as the most effective way to reach, engage, and convert new customers.
Creating content that informs, educates, and entertains your target audience achieves a wide range of goals that include:
- Converting prospects into paying customers
- Positioning your business as an industry leader
- Demonstrating your expertise
- Demonstrating the value of your products or services
- Builds trust, credibility, and brand loyalty
Content marketing lets you nurture prospects. Interested buyers who may not be ready to make a purchase will see your business as a valuable resource they can use over time.
You can share your content through your website, email marketing campaigns, newsletters, social media, and other channels.
Content helps you build a list of interested prospects you can convert into paying customers down the line.
It improves your ability to generate new customers for your business. It lets you connect with your target audience and learn more about their needs, interests, and behaviors.
This information lets you optimize your content and marketing strategies so that you can get better results at a lower cost.
How has word-of-mouth marketing worked for you? What other strategies have you used to enhance the results of your marketing campaigns? Let us know in the comments below.
You can use word of mouth and referrals to get new customers. But going beyond these strategies lets you take advantage of undiscovered opportunities to grow your business.