What is the holy grail of marketing? WOM! WOM (word of mouth) is the ultimate goal of anyone who wants to grow their business. We as humans trust other humans more than we do advertising and marketing. Even if those people are strangers, they have more influence over our purchases than any other factor. But how do you get WOM up and going for your business?

One example I can recall is the way “Kenny” a good friend and client worked his WOM…Kenny is a 2nd generation shoe sales impresario who owns several retail stores in South Florida, including one at a prominent mall. Kenny was able to discover what other stores his clients shopped at and was able to develop a pretty good system by sending a free pair of shoes as well as discount coupons to other retail owners in the mall. The owners were thrilled to get free shoes, talked to their customers about how comfortable and stylish the shoes were and voila, he just created some good ole fashion WOM. This is a traditional grassroots approach which as you can tell is effective, but rather limiting. So how can you spread your WOM on a larger scale? Below are three ways you can utilize the power of radio to implement a strategic “Digital Grassroots” WOM effect..

1. Create a micro site on a radio stations website that allows potential consumers to get information about your product or service. It’s much more effective for someone to learn about who you are from their favorite radio station instead of a “pitchy” commercial..Now the station can create a campaign of :10 second commercials driving listeners to the micro site on their web page where listeners can learn more about your company.

2. Instead of on-air DJ endorsements, ask about specialty blogs DJ’s can post comments about. Make the content informative, but linkable to your company through RSS feeds. For example, if you have a Life Insurance business, the DJ can post “Life insurance as a good investment during recessions”- which can be linked to your site were readers can interact with and share your post within their social media networks. People love to shape news, especially amongst their peer groups!

3. Customize your website. Allow people to comment about your posts. Become a resource of news and incentivize people to subscribe to your site, then you can start advertising your site on radio, instead of more pitchy commercials about your product or service.

If you would like more information on how to get more customers and make more money by utilizing digital grassroots to increase your WOM, contact me for more information.

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