Marketing on the Internet

4. Word-of-mouth Marketing

Word-of-mouth marketing is as effective online as it is offline. Building a buzz of personal recommendations may not cost much, but it can bring in lots of new business.

4.1 Generate positive online coverage for your business.

• Consider encouraging relevant bloggers, websites and online magazines to try out your products.
• It is impossible to guarantee positive coverage and reviews, but if your products are good then the chance of negative coverage is small.
• However, always be upfront and genuine. Most bloggers can detect deception a mile off, and will happily write about your efforts to curry their favour.

4.2 Start a blog of your own.

• A blog is like an online diary. It allows you to put a human face on your business.
• It can demonstrate what goes on in your business - with pictures of staff, information about your processes and more.
• You can generate interest in forthcoming products by writing about them, or offer tips on how to use your products in different ways.
• Allow readers to leave comments to create a real dialogue with your customers, and elicit valuable feedback.
• You can set up a blog for free using a service like Wordpress or Blogger.
• There is a guide to business blogging on the Movable Type website. Good examples of business blogs include Moo and Avis.

4.3 Take part in online conversations.

• You can raise the profile of your business by participating in online discussion forums.
• Use search engines to find discussion groups or forums relevant to your industry.
• Unsolicited advertising on forums is usually regarded as spam. nstead, get involved and answer queries. Your reputation will grow over time.