In wedding marketing terms word of mouth is one of the most effective methods of marketing your business. It has become a key part of any marketing strategy simply because of the ease in which it can be applied and the speed in which it can have an effect. People will always be ready to tell others when they have had good service (and when they haven’t) so word of mouth is very important when it comes to securing referrals and repeat business.
However, don’t think that word of mouth is something which will just happen. As mentioned above if customers are ready to talk about good service, they are equally as ready to talk about bad service, the consequences of which can be disastrous! So when you apply word of mouth to your wedding marketing strategy you need to ensure you include a focus on good customer service throughout your business as well. For word of mouth to have a positive effect on your business you need to ensure you and your staff are doing things well and are providing your customers with an excellent experience – one which they will be happy to recommend.
There are two ways in which you could promote word of mouth marketing:
1. Ask your clients to give you testimonials when you complete your business with them. If they oblige then be sure to publish them far and wide – in store, on your website and on social media networks.
2. A referral scheme is a great way obtaining new clients via referrals from previous ones. You can offer some kind of incentive for referrals and ensure some repeat business at the same time.
Word of mouth also applies to your suppliers and your staff, something which many business owners can overlook when applying it to their wedding marketing plan, so make sure you treat your suppliers and staff in the same way you do you clients. Bad word of mouth is very damaging and some businesses can fail to ever recover from it.
You should also note in your marketing plan that word of mouth does not only apply to the locality. People will not only talk in the street about your business but online as well. Setting up accounts with social media networks should be part of your wedding marketing plan anyway but aside from using them to promote your business you should also be listening to what people are saying. Monitoring the online word of mouth will show up any issues you need to address – be aware that comments about your business posted online can spread very quickly, whether they are good or bad, so you need to be proactive in dealing with any potentially damaging situations.