What are the skills of brand word of mouth marketing?

The level of brand competitiveness determines the profit of the enterprise, and the brand awareness also determines the success or failure of the enterprise. Now, the market competition has shifted to the competition for brands. The higher the brand awareness, the higher the profit and value it creates.

Today we are going to talk about brand word-of-mouth marketing planning and branding skills.

Brand marketing promotion is a series of activities such as brand awareness, reputation, and integrity that rely on the best to shape oneself and product image, and obtain the wide recognition of consumers. Marketing brand planning and word-of-mouth promotion is a process from scratch, and it is the most important thing to launch your own products and services so that consumers can understand.

Word-of-mouth marketing promotion should first clarify product positioning. Popularization must be carried out after a clear branding, product positioning, and target user group positioning.

Secondly, in-depth analysis of the market. The market is always changing, and market data is more reliable than experience. Are there competing products in the market, and what do these branded products have in common?

What is the value of the product? Seek common ground while reserving differences, know yourself and know your opponent, and ensure that your products are competitive and not eliminated.

Finally, good execution is the key to winning the brand market. Brand word-of-mouth promotion and marketing is promoted through a variety of channels, including but not limited to search engines, Weibo, WeChat, communities, self-promotion, etc., and offline promotion includes venues, flyers, billboards, paper media, etc. Spend the least promotion cost and achieve the maximum marketing promotion effect.

Every time you put it**, you must make an accurate choice according to the type of customer and pursue the best cost performance.

The fundamental purpose of any company to do word-of-mouth marketing is to let more users be interested in the company, and to enhance the brand image, promote sales, enhance customer relationships, and reduce customer service costs by accessing the company's content and using the company's services. Word-of-mouth marketing.

It does have great advantages over traditional propaganda. So, how can you do word-of-mouth marketing well?

1. Do a good job in products and services: excellent products and services are the cornerstone of word-of-mouth, when products and services exceed customer expectations, it will produce a good reputation; When products and services do not meet customer expectations, bad reputation is created.

2. Give customers unexpected surprises: In the case of good products and services, give customers unexpected surprises and generate stories with customers.

3. Be good at using the Internet: The speed of communication and information flow of the Internet are obvious to all, which can make word-of-mouth information spread faster and cover a wider range of potential consumers.

The tangible monument can be widely advertised, but what is really precious is the reputation of the people. Word-of-mouth marketing is an older form of advertising, and today's consumers trust third parties more than brands. Delivering the right message to influencers is a new way of marketing.

In the Internet era, people's communication and contact are more extensive, and a good reputation can accelerate the sales and profitability of enterprises. Think about it, do we often buy a certain product because we hear recommendations from people around us? Word-of-mouth marketing is the trend of enterprise development and is very important for enterprises.

Specifically, it can be from the following aspects:

Know, post it, forum, Tianya Q&A, Zhihu, Sina blog, Weibo and so on. This is a small piece of work that needs to be done for a long time, and it is recommended to find a professional team to operate.

Next, you can start from the search engine to operate the relevant product keywords, this can be operated from two aspects, the first open or 360 and other search engine bidders, the bidder on the word is relatively fast, the amount is also large, the only disadvantage is that the click billing, there will be a lot of peers or advertising companies click on your ads, resulting in unnecessary waste. The second is to use the keyword promotion system to operate, so that you can also achieve a large number of keywords, the advantage is that the word is fast, cheap. The downside is that you're at the bottom of the auction.

The combination of the two will be more effective.

Q&A marketing promotion: It is to ask questions from the perspective of users, and the content of these questions is what users want to know when searching. To put it simply, to help customers answer questions from the perspective of users through a third-party platform, and at the same time to attach their own brand and product information is Q&A promotion.

Common Q&A platforms include Know, Sina Aiwen, Zhihu, 360, Sogou Ask, etc., all of which have higher weight, and Q&A promotion has better rankings, higher rates, and a stronger sense of trust for users.

The first tip is to pay attention to the consumer's expectation and product quality and product service matching, because once the consumer expectation is less than the product quality, this gap will make consumers have a psychology of their own earnings, so they will feel that the product has a very good reputation, naturally, if the consumer's expectation is far greater than the product quality, then this gap will make them have a bad reputation, and share this reputation.

The second tip is to prepare more small gifts and small discounts when marketing products, these small gifts and small discounts will not reduce the profit of the product, but can create a topic of communication for consumers, marketing a sense of surprise, and this sense of surprise is the beginning of a good reputation, consumers will share the discount in their hearts will let this good reputation spread by word of mouth.

The third tip is to improve the quality and service of their own products, after all, all the tips are virtual, if there is no enough excellent product quality, no matter how many tips are the flowers in the mirror, the moon in the water, only the real quality of the product, will get a better reputation, this excellent reputation will be passed out by more consumers little by little.

The effect of word-of-mouth marketing is often immediate, and far-reaching, but the operation of word-of-mouth marketing is a special test of the promotion company's ability to deal with details, a little bit of small details are not handled well, it will affect word-of-mouth very much, and Manlang is a very sophisticated marketing company, it is very good at various marketing methods, various marketing skills, it is familiar with the heart.

Brand reputation can be promoted through active sharing by users, which is also the most effective.

Here are 5 points to look at:

1.Make good use of UGC content.

A quick and easy way to generate word-of-mouth is to take advantage of user-generated content (UGC) on the platform.

It's up to the customer to create branded content.

UGC is an effective strategy because customers trust and favor content from their peers. Not only does it gain likes, but it also gets your customer network interested in your brand and fosters organic conversations related to your business.

If you have a large number of social followers, you can encourage users to share their content in exchange for publicity. Otherwise, you can give giveaways or discounts in exchange for creating premium Kaiyan content.

2.Do a good job of influencer marketing and choose the right KOL or KOC to work with.

Working with influencers is a quick way to get people to buy into your brand.

Well-known KOLs have a huge fan base, and their experience and sharing of products on social ** will bring greater brand influence.

3.Showcase the company on social media platforms and continue to promote it.

Showcasing your company's culture allows users to see what's behind your brand. It can be the story behind the designer associated with the product, or the concept and meaning created by the product itself.

This can make your brand more human and resonate with consumers.

4.Rub hot spots.

On Twitter, Facebook, and Reddit, there are new trending topics every day. Grasping trending topics can make your business become:

5.Content can be re-created or co-created based on brand or product content.

The creation of the interior is not purely based on entertainment value. People also share brands that offer relevant content that can make their lives better. At the same time, it also deepens the recognition of the brand.

Brand word-of-mouth marketing is a kind of promotion method that relies on the spontaneous communication of consumers, and the effective use of word-of-mouth marketing can improve brand awareness, credibility and market share. Here are some tips for word-of-mouth marketing for your brand:

User experience: Pay attention to consumer needs, provide high-quality user experience, and let consumers generate satisfaction and loyalty in the process of using products.

Customer service: Provide efficient and considerate customer service, solve the problems of consumers in the process of purchase and use, and increase the trust of the brand.

Social responsibility: assume social responsibility, pay attention to environmental protection, public welfare, etc., create a positive image of the brand, and win the recognition of consumers.

KOLs & Influencers: Collaborate with influential KOLs and influencers to leverage their communication power and fan base to expand the brand's word-of-mouth effect.

User evaluation and case sharing: Encourage consumers to publish product reviews on social networks, e-commerce platforms and other channels, share experience and successful cases, and increase the authenticity and credibility of the brand.

Interactive marketing activities: Carry out online and offline interactive marketing activities to allow consumers to participate in brand promotion and improve their willingness to spread word-of-mouth.

Corporate culture communication: disseminate corporate culture and values, enhance brand image, and establish a unique brand personality.

Monitor and manage word-of-mouth: Continue to pay attention to consumers' evaluation and feedback on the brand, adjust strategies in a timely manner, and optimize the effect of word-of-mouth promotion.

Through the above skills, targeted brand word-of-mouth promotion and marketing can help brands stand out in the market competition and achieve good word-of-mouth communication effects. Envy.

1. Product positioning.

If the brand marketing products are not recognized and trusted by consumers, it is easy to produce a negative brand reputation effect, which will either not promote the product to enter the market or lead to the early withdrawal of the product from the market.

2. Combination of online and offline brand word-of-mouth marketing.

What consumers really care about is what problems the product can solve for themselves and what kind of value they can provide to themselves. This is also the reason why enterprises should do some publicity and display, because only in this way can they convey the brand concept of the enterprise to consumers, find consumer identity, and occupy the minds of consumers.

3. Communication channels.

No matter how good your article is, if you choose the wrong communication channel platform, the effect is not satisfactory. The communication channel of brand word-of-mouth marketing should be selected according to the attributes of the product, but no matter how the banquet is chosen, the core is to choose the contact between the target user groups as the communication channel. For example, blogs, Q&A, post bars, etc., as long as the topic is good enough and the tipping point is strong enough, they are all good communication channels that can form a corporate word-of-mouth effect.

4. Data monitoring.

Any brand marketing campaign needs to be analyzed, and the same is true for brand word-of-mouth marketing, where data is used to measure and analyze its results. However, because word-of-mouth marketing often requires the use of other marketing tools, the data to be monitored should be specified according to the channel chosen.

1. Figure out where the target users are mainly concentrated.

2. Choose a reasonable channel.

3. Summarize, analyze, and adhere to optimization.

Any skill is a method, the realization of the goal is inseparable from persistence, don't think about the opportunistic things of Tongyong Yongyi!

Overall planning, practical implementation!

Word-of-mouth marketing is undoubtedly quite complex, and has a variety of possible roots and motivations, Qianjun has summarized the following 7 forms of word-of-mouth marketing.

The first mode: forum marketing banquets.

Forum marketing, also known as BBS marketing, can use the forum as a network communication platform to disseminate the company's brand, products and services information through text, **, **, etc., so that target customers can have a deeper understanding of the brand, the company's products and services, and finally achieve the effect of promoting the company's effect, products and services, and increasing the recognition of the field.

The second mode: self-marketing.

Self-promotion is also one of the important ways to integrate marketing promotion across the network. Since the advent of the mobile Internet, since the first marketing, more and more individuals through WeChat, Weibo, Toutiao, Douyin, Baijiahao and other platforms, to promote their own brands, companies and products, Huizhou merchants use examples, use knowledge, interests and life experience to spread product ideas and product information marketing activities.

The third model: event marketing.

Event marketing has always been one of the most favorite models used by marketers, and it is also one of the lowest-cost marketing models, marketers need to carefully plan and implement simple events that can allow the public to directly participate and enjoy the fun, and through such events to attract or divert public attention, improve and enhance the relationship with the public, and create a good image of the company. Event marketing has low cost, fast communication speed, wide audience, and can trigger mutual discussion and sharing among users, which is one of the whole network marketing promotion methods to quickly enhance enterprise and brand awareness.

The fourth model: word-of-mouth marketing.