Brock Henderson, Marketing Consultant

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Making Word of Mouth Work

Published by Brock Henderson in Business · 14/2/2018 15:08:58

I often hear business people tell me that they rely on “word of mouth” advertising, and that’s fine – however they are missing an important element:

You have to do something
to get people talking about you

Just putting up a sign announcing you are open simply isn’t enough, you must do a lot more.  People can’t talk about you unless you are engaging them at every opportunity, and in every way possible.

First things first:  Business cards are a must, but they don’t have to be elaborate to be eye-catching, but they must have your phone number and e-mail address; they should have your physical address and web site also.

Press releases:  When you open your doors for business send out a press release to every media organization in your area.  Explain who you are, what your expertise is, why you opened your own business, and how you are different from everyone else.  Also every time you have a major or significant business event or milestone it is important to let your community know about it. You may only get a mention in the newspaper to fill some space, or someone may want to talk to you and do a human interest piece.

Networking: There are usually a variety of networking opportunities available in every community, such as Chamber of Commerce events, business area organizations, Lions Club, Optimist Club, and networking groups such as BNI, Gold Star, Louisville Business Networking, as well as independent networking groups.  It is important that you attend, participate, and actively support any of the groups you join.

Social Media:  Like any marketing it must be consistent.  Facebook should have at least three posts a week; LinkedIn should have three posts a week and one or two articles a month; YouTube should be consistent with a weekly post.  

Imprinted items:  Give-away items have tremendous staying power, especially when it is useful and has perceived value to the recipient.    I have found letter openers to be very effective, business and residential recipients keep it close at hand and use it daily.

Cold calls:  Be it over the phone or a personal visit cold calling can be a brutal experience.  So don’t cold call – send a letter introducing yourself and then call either in person or over the phone.  “I’m Brock, did you get the letter I sent you last week?”  It’s not cold calling, it’s follow-up calling.  A huge psychological difference to the prospect as well as yourself.

Now, get out there and give people a reason to talk about you.

Want more ideas about marketing?  drop me a line

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