Are You Sharing Your Brand Story With the Right People?
By Ted Wright October 15, 2018
If you’ve been paying attention, you not only know who influencers are, and why they’re so essential to Word of Mouth Marketing, but you know what motivates them to share stories and how to encourage them to support your message.
Since Word of Mouth Marketing is all about sharing stories, it’s important to find the right people to share your story with in order to make the process work effectively.
Inquiring minds always want to know:
How do I find the best group to share my Word of Mouth story with?
The best groups have the following qualities:
- Strength of communication – Do they have a unifying common cause? Have they been through “wars” together? Is the mission high stakes or emotionally intense? The strength of a group’s communication is determined by the powerful bonds between its members. You want to be dealing with groups that communicate frequently and efficiently. Word of mouth doesn’t work if people aren’t talking to one another.
- Speed of communication – How regularly do these groups meet? Are the members physically located near each other? Are there customs, routines, and channels that speed communication, like emails or newsletters? Flight attendants talk to each other during takeoffs or landings. Bartenders talk to waiters having a drink after their shift ends. People in groups like these will spread information faster than those who need to go out of their way to find time to talk to one another.
- Reliability of the community – A group that has been active for a long time has tighter bonds and more reliable communication patterns. How well-established is this community? Do its members meet once a month? Do they talk daily? Or do they share stories only when they see each other at a convention once a year? You want people who are showing up as often as they can because the more they show up, the more they will share stories.
- Size of community – Word of mouth marketing is ultimately a numbers game. You need a lot of people to share your story, so a lot of other people will buy your stuff. The bigger the group, the more stuff you can sell.
- Authenticity – Are people there because they want to be there (passion), or because they have to be there (obligation)? Members of an authentic community are there because they love the topic and they want to be around others who share their passion. An authentic community consists of people who would spend money to be part of it if they had to.
If you have a brand story that meets the necessary criteria, it can easily soar – it just needs to get to the right people, first.
Photo Credit: Pixabay
Ted Wright is the founder of Fizz, the world’s leading word of mouth marketing (WOMM) agency. Ted is also an acclaimed WOMM keynote speaker and the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth.