Kevin Wessell is the founder of and lead advisor for 1-800-Company. During his career, he has spoken to attorneys, certified public accountants (CPAs), and members of the public. Kevin Wessell is a firm believer in quality customer service, and uses these seminars to generate positive word-of-mouth publicity for his business.
There are a number of ways businesses can utilize word-of-mouth advertising to increase their revenue and improve their public reputation. The most effective tactic for generating “buzz” about a company is to target individuals who have an established platform or some degree of influence in relation to the business’ industry. In today’s business climate, social media plays a huge role, and notable bloggers who appreciate a company can have a significant impact on that company’s bottom line.
A second tactic to improve word-of-mouth publicity involves a business creating its own social-media circle. A 2012 Pew Research Center study showed that almost two thirds of Internet users take part in some form of social media. This means that creating an online presence for a business will not only give the business’ current customers a forum to discuss the benefits of the company, but it will put the company’s brand name on the radar of brand-new clients.
Lastly, honesty and quality customer service are the key to word-of-mouth advertising, which is essentially an intangible service. There is no way to force clients to discuss a business. The only way to achieve this is to inspire such faith and goodwill among a business’ customer base customers can’t help but promote the business.