The internet is a powerful tool, it’s true. Marketing can be broadcast everywhere. You can publish and market yourself and your work for the whole world to see.
But what happens when you’re pouring yourself out, even offering a glimpse into your personal life–damnit–all over every platform and it results in naught? Not even one single new client.
It sometimes takes more than that. Honestly it’s about building trust. When you’ve built that trust and report with one client, they will most likely spread the word to other associates about your services. Boom. Word of mouth at work.
Once you’ve experienced the way word of mouth works, you’ll understand why internet alone won’t cut it.
Word of mouth offers something that your website cannot. It’s the personal experience spoken to a friend or neighbor or work colleague by the client for whom you’ve just completed a service. Not just your online posts, profiles, and portfolio.
While you can and should use testimonials on your website if applicable, these work the same way: testimonials are the client’s own words praising your work. Word of mouth, even if in written form. This, again, works to build trust with new clients and those still on the fence about contacting you.
A personal blog can’t do this alone. At least starting out. Word of mouth can help add to your online presence as well, but ultimately, clients speaking about their first-hand experiences of your services will ultimately win over the witty content on your personal blog.
Word of mouth is genuine and human. Online activity is definitely a plus (something I’m still working on), but without the human element behind it, robotic-like online presence without human interaction and connection can be the deciding factor of a potential client going elsewhere.
When someone speaks out about how wonderful your content fit with their company site, their business associates and professional acquaintances will listen. Why?
Because your client is someone they know personally, and they likely know a little about what’s going on with your client’s business. This is humans talking with humans; humans receiving services from humans. The human factor just about always wins over technology.
Believe me: you’ll be more likely to get noticed through word of mouth than if you rely solely on developing your online marketing skills (though this truly doesn’t hurt).
Word of mouth is the true story of how your services helped the client. Although you probably publish many true stories of how you work, what you’ve worked on, and so forth on your blog, potential clients who don’t know you or your work won’t always automatically believe what you say there.
This is why word of mouth works so well. That same potential client may pass by your blog in favor of someone else’s work that they’ve personally heard about. But if that same potential client has a friend or colleague that your services went above and beyond for, word of mouth could help you win them over.
Then your blog or online portfolio can be used to help nudge those potential clients to hire your services by showcasing the work they’ve just heard so much about.
In this case, your previous client is telling the true story of how awesome your work is through word of mouth, which helps vouch for that same true story on your blog or website.
All in all, word of mouth serves to build your reputation, build trust among previous, repeat, and potential clients, and helps augment your portfolio and content already included in your online platforms.
How has word of mouth helped you?
[Featured image courtesy of www.marypomerantzadvertising.com]