Good, old-fashioned word-of-mouth marketing, now renamed "evangelism marketing", is being hyped as the tactic of today.
Fact is, it always worked - back then and now.
Many of your best business opportunities come from word-of-mouth (WOM). If you think back over your best clients, chances are that positive WOM put you in the frame.
When clients actively shop for a new expert professional, their usual first step will be to ask around among colleagues and contacts. Even for those who instantly Google search, there's a high propensity to check out professional reputation with trusted sources via WOM. For clients who embark on organised and formal selection processes, WOM is still a factor.
Chances are, WOM will have at least some impact on every buying decision by a new client - and that you'll probably never know the exact extent.
Take a few minutes to think through those in your circle who are strong business influencers. Maybe consultants, investment bankers, industry analysts, clients (current, past or prospective). Then, work out those who show evangelistic zeal in converting their contacts to your prospective clients and your prospective clients to real work for you.
WOM evangelists will normally be active in their industry or professional circles and regarded as authorities in their fields. So, update them with information of value and interest to their contacts.
They'll be [at least somewhat] interested in you, your firm, and your news. So, keep them in the loop.
They'll pay attention to press coverage you receive, professional accolades, and other recognition. So, make certain they see it.
Your WOM evangelists will already be telling their contacts about you and what you do. So, make sure they have current material on hand.
Your WOM salesforce will be in touch with scores of people of interest to you. So, let them know you'd like to be in touch with those same people.
Those WOM gems will jealously guard their status as trustworthy sources of information and recommendations. So, do the right thing: never give them other than 100% correct information, pay warm and courteous attention to their referrals, treat their leads as important and do your finest work for them.
For most expert professionals, word of mouth is the most powerful of promotional tools. Use it well.
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