As consumers, we are influenced by everything we hear and see, everywhere we go, and in everything we do. Whether we realize it or not, no purchasing decision is made entirely on our own. Instead, however large or small the influences may appear, we are swayed by people, marketing, and opinions every day.

It might be a recommendation from a friend, an online review, or a Facebook post recommending a great new product that was recently purchased.  ­Whatever form it takes, all of these comments, reviews, and opinions add up to word-of-mouth marketing (WOM), and when shoppers share insights about your dealership via their social platforms, they have the power to influence consumers who are actively shopping and researching online.  This is a powerful form of marketing, with the ability to reach an unlimited number of people in a very short amount of time.

The Benefits of WOM

WOM is all about the sharing of information between customers and potential customers about a brand, product, or service. Your dealership can benefit greatly from this type of marketing for several reasons, not the least of which is its cost-effective nature.  Since WOM marketing often begins with a simple conversation between friends or acquaintances, it’s free marketing for your dealership.  By encouraging your customers to go out and share their experiences online and with their friends and family, you’ll be tapping into a much broader audience simply because your customers have a greater social reach than your dealership alone.  Additionally, most companies find WOM marketing increases overall brand awareness and directly impacts sales results.

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When you build great relationships with your customers and provide top-notch dealership experiences, you’ll have a great chance at gaining their support when the time comes to vouch for you to their friends.  With customer support, you’ll gain the attention of a greater number of consumers who may be in the market for new cars, and, as statistics have shown, 77% of consumers are more likely to purchase a product when they learn about it from friends and family. In fact, 84% of global consumers believe recommendations from friends and family are the most trustworthy sources of information about products. It’s important to keep this in mind as your dealership works toward giving customers the tools to spread positive WOM about your dealership.

If you’re looking to improve your WOM strategy and entice shoppers to speak up for your dealership, keep the following tips in mind:

• Target the influencers within your market space. These can be public figures, bloggers, trendsetters, or anyone who has a sizeable social presence and enjoys interacting with your brand. Encourage them to chat, engage them with great content, and work to build trust in order to ensure they speak up for your dealership while interacting with others online.

• Construct a tightly woven social media community. Social media allows people to stay connected and share information. This is an easy way for you to directly connect with your customers and build stronger relationships. The relationships you foster and build with consumers will encourage them to share your brand with others on their social platforms. 

• Create a unique advantage to gain an upper hand against your competitors. Find out what your dealership does better or differently from the rest, and get the word out. Learn the best ways to reach your target audience and share with them the advantages of choosing your dealership. When you grow your online audience, you’ll gain followers—and those followers can boost your WOM strategy, communicating positive experiences to their online circles.

• Honesty is key. The most important component in any WOM strategy is honesty. Your reputation and your marketing strategy depend on the trust customers have in your brand. When issues arise or questions are posed, be sure you engage with consumers in a positive way. Respond efficiently and truthfully, even if you’re responding to criticism or to less-than-positive feedback.  Consumers will respect your willingness to interact and share information, and you’ll build more trust amongst your audience.

WOM marketing is important, as it can make or break your brand. By following the points listed above, your dealership will be well on its way to creating a strong word-of-mouth strategy. You’ve already been hard at work building a high-quality, top-notch dealership brand—and now, when more customers share their stories about the great experiences you’re providing, you’ll end up making more sales.  In the end, word of mouth carries far, and consumers have an immense trust in their friends and online connections.  When your customers are happy and you give them plenty of reasons to speak up and share their positive experiences with their social circles, you’ll see even more customers roll in the doors of your dealership.