John Jantsch offers a systematic approach to establish word of mouth as a comprehensive marketing strategy. Jantsch demonstrates six lessons that get customers a participated voluntarily in your marketing strategy and create positive buzz around your products and services
Lesson #1: Fill the needs, take a risk and don’t be boring!
Referrals are a form of survival. To build community, we pass on what we know to others. This too, applies to businesses. Referrals are a form of trust that we have established. When we have done a great job, referrals come to remove the surprise and risk that may come with doing business with others. Additionally, it is also important to not be boring. To build a marketing strategy based on referrals, you must first have something that makes people passionate enough about it that it leads them to recommend you to their friends and family.
Lesson #2: Employees should know better
Happy employees are much more likely to represent the brand in a positive light. This is how you make true connections. In order to make your employees true brand ambassadors, it is important to educate them on your organization's strategy, marketing plan, messaging, ideal customer, and brand attitudes to name a few. Additionally, make sure your employees understand the customers. Ensure they can spot the ideal customer, introduce the company’s story, and how to pick up the clues customers give as to what they want.
Lesson #3: The Four C’s of Marketing
The four C’s which are the keys to marketing success are content, context, connection, and community. The content that the customer values and desires. The context that positions the product or service within the customer’s life. The connection between the people and organization that wishes to serve them. The community that arises around our brand and desemattes information, audio, video, and written context about our brand.
Lesson #4: Convergence of Communication Channels
Business that create large amounts of buzz are often able involve both online and offline marketing strategies. The converged model seeks to use technology to forge a personal relationship with customers and creta elarger network.
Lesson #5: The Seven Stages of Referral
Along the customer lifecycle there are seven stages.
Know: The introduction to your company. The best introduction is to communicate a clear brand or point of differentiation to attract your ideal customer
Trust: This is the trust building phase. Things like free reports, “how-to” checklists, and seminars can be used to build trust.
Like: When a customer is led to dig a little deeper into your company this is an opportunity for your web or physical presence to create a deeper connection.
Try: The use of trial offers, seminars, evaluations, and guarantees allows customers to become more comfortable with your brand before potentially making a costly purchase.
Buy: the how question to all the ways you act during the buying process is a large determining factor to whether or not you will be referred to others. This stage is all about what the customers wants and expects.
Repeat: ensure your customer receives the most value possible when they buy your product or service.
Refer: this stage is all about making it as easy as possible for those who advocate for you to participate in the business as well as connect to others. Creating discussion panel or referral boards are some ways to allow your customers to participate themselves
Lesson #6: Partnering: Referral by Proxy
Partners are an essential part of the referral process. By utilizing partnership with businesses which serve the same target market allows you to exchange referrals and better support your customers. Referrals often occur when someone is talking to someone who needs what you do. Partnerships allow you and your partner to grow the relationships you have with your customers while also building each other's customer base.