How word of mouth marketing can transform your hotel business

word-of-mouth

word-of-mouth

It may be as old as the spoken word itself, but word of mouth marketing (WOMM) has consistently proven to be an valuable marketing tool for any product or industry. Now, in the internet age, where everyone can voice their opinion to thousands in a matter of seconds, WOMM is more useful than ever.

Why is WOMM so important now?

According to the leading global market research company Nielson, 92% of consumers believe recommendations from family and friends over all forms of advertising. It’s clear that no matter what a company may say about itself, other people’s trusted opinions make up one of the major driving factors behind consumer decisions.

Now hospitality companies can use social media and testimonial sites such as Guestbook to capture these kinds of trusted opinions and deliver them to potential customers.

Forget the four P’s – it’s all about the three E’s

Since the 1960s, marketers have largely followed the four P’s strategy – product, price, promotion and place. And it used to work. But since the dawn of the internet age, marketing experts such as Suzanne Fanning, President of WOMMA (Word of Mouth Marketing Association), recommend dropping your four P’s for the three E’s – engage, equip, and empower:

Engage with your customer base – ask for their opinion through apps like Guestbook, and use social media to make it a conversation.

Equip your fans – Give them something to talk about, such as a heads up on new hotel features, or special discount rates or offers, and always provide excellent social customer service. Respond to their enthusiasm and show their views are valuable to you.

Empower – Give customers different ways to talk about your products and services, and share their testimonials with other potential customers. Apps like Guestbook can gather testimonials for your company website and widen the conversation through social media.

What makes WOMM successful?

Fanning told Forbes magazine that any successful WOMM strategy is “credible, social, repeatable, measurable and respectful”. Dishonesty is never acceptable, and is a quick way to generate negative publicity online.

A good WOMM strategy goes beyond ‘likes’ to get customers really talking. This requires insight, and insight requires feedback. You need to hear what your guests’ experiences were at your establishment. Not only will their opinions boost trade – you will also gain an understanding of how best to serve your particular customers base, and generate even more positive feedback.

After all, as John Moore, marketing expert for Starbucks and Whole Foods reminds us, “If people are not talking about you, they are forgetting about you.”

Get your customers talking – sign up for Guestbook today.

Source: http://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/

Luis Ribeiro
Follow me

Luis Ribeiro

Co-founder chez HotelBuzz & GuestBook
I am an hotelier specialized in hotel web marketing with over six years of experience in the hospitality industry, digital marketing, hotel e-commerce and business development. See more at https://ch.linkedin.com/in/ribeiroluiscarlos
Luis Ribeiro
Follow me

Les derniers articles par Luis Ribeiro (tout voir)

About The Author

Luis Ribeiro

I am an hotelier specialized in hotel web marketing with over six years of experience in the hospitality industry, digital marketing, hotel e-commerce and business development. See more at https://ch.linkedin.com/in/ribeiroluiscarlos

1 Comment

Leave A Response

* Denotes Required Field