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  • Peter Davidson
    Peter brings over twelve years of marketing experience for both a professional services firm and a large non-profit organization. Peter has built successful permission email marketing systems, word of mouth marketing programs and has built communities of interest around a variety of topics using blogs. He currently writes for three blogs on marketing, branding, design and technology.

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Word of Mouth Marketing

One of the best things you can do with a blog or email newsletter is equip people with talking points and compelling stories to repeat when talking to their colleagues about you, your company, product, service etc.

Marketing circles are a buzz about word of mouth marketing these days. (oh, the irony) The recent piece in BtoB Magazine carries a definition of three types of word of mouth marketing.

The first, influencer relations, involves educating important constituents-media, analysts and, increasingly, bloggers and other emerging online influencers-about your company and its products. The second, viral marketing, is the concept of seeding your market with a great, often quirky, idea that gathers a life of its own and spreads through audience interaction. A potential third category, [Keith] Bates said, is evangelism by company experts and, even better, highly knowledgeable (read, highly credible) customers.
Blogs and email newsletters are a great way to do all three.

[BtoB Magazine on Word of Mouth Marketing] via

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June 29, 2005 in award winning magazine, award winning newsletter, Award winning publications, blog publish, Blogging Tools, Blogs, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, Business Marketing, Business newsletter, Business publications, Business relationships, CMO, company blog, Web/Tech, Weblogs | Permalink

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Comments

Great excerpt, Peter. I think one important piece to add to all of these is ASK.

Since word-of-mouth is the most effective way to get new customers and readers, ASK them to pass your name and contact information on to their circle. When finishing a sales cycle with a customer, ASK for referral recommendations. When sending out a newsletter, ASK people to pass it along to their people. And so on...

If you don’t ASK, people may not think to offer.

Thanks for asking!

Best, Wendy Maynard

Posted by: Wendy Gray Maynard | Jun 29, 2005 5:09:42 PM

I must get a copy of the B2B magazine article. My own research at Macromedia and Microsoft reveals that blogs are turning customers into brand evanglists when a company focuses their blog writing on their customers ideas and thought leadership.

Posted by: John Cass | Jun 29, 2005 9:56:33 PM