Marketing comes in all shapes, sizes and colors but one of the best marketing resources you have are your customers.  Customers can bring new customers your way or they can be a roadblock to your business’ success.  Which route they’ll take depends on the experience they have with your business. 

Word of Mouth marketing is a powerful tool and it’s important that you take part in how it affects your business.  With the "social" atmosphere of the Internet today, it’s an even more powerful tool and you can utilize it to attract and retain new customers.  Customers are considered a "trusted source" by others since their relationship with you is based only on their experience with you.

People are going to talk about you, period.  How they talk about and how many people they talk about you to depends on their experience with you.  If you make their experience great, that will reflect in their testimonials.  If their experience is not-so-great, that will also reflect in their testimonials. 

An unhappy customer is likely to not only tell their friends about how terrible their experience with you was but also tell the world via the Internet…and so is a happy customer.  But, studies show that unhappy customers are much more iikely to talk about you than happy customers so you have to guide your word-of-mouth campaign to get those happy people talking more.

Take the necessary steps to weave a successful relationship with your customers, equip them with a way to talk about you, reward them, and actively participate in the social aspect of your business. 

Customer Service.  Customer Service is a HUGE deal.  Customer service can make or break a relationship with a customer and that customer’s friends or followers.  Treat each customer as though they are of the utmost importance to your business, because they are.  Don’t make the mistake of thinking, "oh well, it’s just one customer".  "Just one customer" can cause many other potential customers to turn to your competitors.  Customers feel like they are important to your business because they are spending their money with you, and they’re right!  I’ve left companies based solely on their poor customer service and I’ve stayed faithful to others because of their superior customer service…and I utilize my big mouth to spread the word about both. 

Surveys have shown that 85-90% of unhappy customers share their experiences.  Think about it – what’s the first thing you do when you’re unhappy with something?  You get on the phone and you get online and you tell everyone you can!  And today, many people will research potential businesses and products online before making a purchase from them.  If they see negative feedback about you, they will think twice about dealing with you.

Participate in the community.  In today’s social media world, it’s easy to interact with the community and it will serve you well.  Not only should you create an online presence, but you should be active in your presence.  People love interaction.  Be accessible for conversation, questions, suggestions, and feedback.  Set up a blog and/or a few social profiles on relevant social communities.  Accessibility is key. 

Don’t forget to use this interaction as a way to learn what you can do to improve your customer service and products as well as an avenue to gain new business or product ideas. 

Utilize referral programs.  Most people love an extra incentive.  If they’re happy with something, they’re going to tell others.  If they can get something extra for telling others, they’ll tell even more people.

Create a viral marketing buzz.  There are a few ways to do this but one is to create something that people just can’t help but to share with others.  One of the most popular methods of viral marketing is to create a video that’s an attention grabber because of its content.  It’s not your average advertising clip but rather advertising embedded in something totally off-the-wall, hilarious, shocking or otherwise attention grabbing.  This should be crafted in a way that the video itself becomes a vehicle for the advertisment of the product but so that the product gains popularity too, and not just the video.  It can be tricky but it can be done.

Utilize key influencers.  These are the people who have an influence over a crowd of people.  Celebrities are one example of key influencers but there are many other online influencers, trend setters and authorities.  It may be someone who has a huge social network or blog following.  If you develop a relationship with these people, they’ll deliver your message to a massive network.

Word of mouth marketing is the oldest marketing tool in the book but it’s evolving and you should be too.

Do you utilize any of these methods and how have they affected your business?  Any other Dos or Don’ts you would suggest?

Karen J. for BestBusinessExpert.com