"Word of Mouth" Marketing has been around for ages. It may have just not been defined as clearly then as it is now. You know those 3 friends at poker night you told about the new sushi place up the road and how good it was? You were using "Word of Mouth" marketing. Remember the other day at Target where you bumped into an old co-worker and you couldn't stop raving about how good the movie Avatar was? Not that Avatar needs any more exposure, but yup, that too, was "Word of Mouth" marketing.
Sounds incredibly simple and obvious, but those unintentional recommendations that you make off the cuff are about as effective of advertising as any PPC or SEO team can put together. Granted, the reach may not be there right off the bat, but it eventually could be.... To quote Simone from the iconic 80s movie Ferris Bueller's Day Off: "My best friend's sister's boyfriend's brother's girlfriend heard from this guy who knows this kid who's going with the girl who saw Ferris pass out at 31 Flavors last night. I guess it's pretty serious." Did Kristy Swanson, the actress that played Simone, have any clue to what incredible insight and marketing foreshadowing that simple statement would provide the youth of America? Probably not, but it just may have helped her land that lead role in the "Buffy the Vampire Slayer" movie a few years later. Nothing says "Job Well Done!" like getting a role opposite "Old Sideburns" himself....Luke Perry.
The fact of the matter is, it's the influences of those around you that either knowingly or subconsciously help shape your opinions and choices. There really isn't a greater marketing "nudge" than a friend putting a buzz in your ear about the latest and greatest. How do you apply it to your site or product? Make it memorable and make it exciting! You aren't going to have the neighborhood a buzz with a website chock full of banners about numerous and blinding unrelated topics. However, if you create a site with a purpose to be informative and viral, then it can help spread itself. You're going to have much more success and credibility if you design a site with multiple options for getting your own credit report and why credit reports are important, opposed to cluttering up the site with glaring images and neglecting to list any relevant financial content. Keep in mind though, that while news travels fast, bad news travels faster...
Case in point: You work your whole professional career to be the best at what you do. In a world as incredibly tight knit, yet so huge at the same time, as internet marketing, your reputation and the way you conduct yourself is imperative to survive. Many people hear about you when you do good things....it's just that simple. However, many more people could also hear about the bad things. Don't be that girl at the Affiliate Summit After Party that thinks it's a good idea to drink 14 Grey Goose and vodkas, and then try and climb over a dozen clients seated next to you, while wearing high heels and a skirt. Or the guy that is trying to set his personal best at consumption of whiskey shots in one evening, surrounded by potential publishers who aren't even close to thinking that is impressive. Always remember, that when you're surrounded by your peers, no matter the setting, to conduct yourself responsibly. Not only is it your image and reputation that is at stake, but even worse, it could be your company or your career.
So whether you are an affiliate, head of an affiliate program, or just someone involved in one of the many aspects of this crazy lovable internet marketing world, take advantage of your professionalism and share it positively with those around you. It's contagious, and in the marketing world, "viral" is definitely a good thing!
-Ryan Zimmerman
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