Word of mouth marketing has been a subject of discussion in inbound marketing circles for quite some time. It’s a particularly challenging subject for B2Bs, who function in niche industries like manufacturing. Many B2Bs feel that word of mouth marketing is the only, best way to get leads. And while we certainly won’t disagree that word of mouth marketing is powerful, we do have some thoughts (and some stats to back them up), about why traditional word of mouth marketing is out, and why modern word of mouth marketing can’t stand on its own if you’re trying to grow your company.
In B2B applications, especially in the manufacturing industry, this was a major driver of business because the industries are so niche. The best way to get quality leads was to have a quality reputation. When you had that, you could rely on WOMM to get you both the leads that you wanted and the ones you needed.
The number one answer to that question is the internet. When the internet blew up, it became easy for anyone to find the products, services, and solutions they needed, right from their own computer or smartphone. No need to pick up a phone or talk to a friend — the necessary information was directly at the consumer’s fingertips.
Also known as amplified word of mouth marketing, this new, modern version of WOMM takes advantage of all the new technology that has erupted in the past decade or so, like Facebook, Linkedin, and Google. All of these platforms encourage what is essentially a digital form of word of mouth marketing with reviews that can be published and shared.
Modern WOMM eliminates the need for any of that proximity. You get all of the benefits of traditional marketing — the company goodwill, the great reputation, and the warm leads — without the constraints.
Anyone can go online, read your reviews, and make a decision about your company and product. They don’t have to be from the same town or even the same country!
But, when they start clicking through your website, they can’t figure out how your products are priced. There’s no pricing sheet for them to download, or even a content offer explaining to them the differences between your products and product models. Or worse, maybe they can’t figure out how to contact you.
If you’re a manufacturing company that’s lived off of word of mouth referrals for decades, it’s important to realize that the times are changing. Even with excellent referrals, you’re not going to see the growth you could be capitalizing on if you don’t invest in a comprehensive digital marketing strategy. Things like:
And if you’ve got more questions about word of mouth marketing for B2Bs, or if you’re interested to see how a full digital marketing strategy could put you ahead of those manufacturers who still rely solely on word of mouth, . We’re here and we’re more than happy to help.