A Shoutout to Word-of-Mouth Reviews

The internet has brought our neighborhoods to our living rooms, giving us the chance to discover local businesses, leave reviews, and invite friends to events from the comfort of our couches. A majority of our communication is written and sent wirelessly, rather than communicated verbally--in fact, according to the 2015 International Smartphone Mobility Report, Americans are now receiving five times as many text messages as they are phone calls. Personally, I can’t tell you how many times I catch myself talking out loud as I work on a blog or search local listings; it seems that’s about the extent of word-of-mouth communication these days.

Yet, as determined in a 2015 study by Ogilvy, 74% of all Americans still list word-of-mouth recommendation as an important factor in their purchase decisions. Further still, between 2007 and 2013, the number of people who listed verbal communication from trusted sources (friends, family, etc.) as their most dependable avenue for information went up by 6%, from 78% to 84%. As far as businesses are concerned, word-of-mouth is still one of their top three best tools for promoting brand awareness and generating sales. So, what gives?

The answer isn’t quite as black and white as you may think. Let’s consider a local business--let’s say it’s a bakery right down the street from you. This bakery has been open for about eight months now, and being the savvy and interested consumer you are, you’ve followed them on Facebook and Google+. Now, let’s assume you see a comment from a Facebook fan telling you to “OMG try the lemon chiffon cupcake!!!!1!” A couple days later, your best friend stops by and tells you that same lemon chiffon cupcake is the best thing they’ve put in their mouths.

Did you head down to the bakery when you first saw the comment? Or did it take your friend’s word to get you out the door?

While social media reviews are powerful tools for marketing and sales--some studies in 2013 valued an individual Facebook fan at $174, in fact--there’s an authority that accompanies face-to-face reviews, especially from trusted sources. In a world where every thinkable convenience is right at our fingertips, it takes a big push to get the average consumer into the outside world, especially when you’re running a fledgling business.

Now, I’m not saying you need to put all your eggs in one basket, and PLEASE don’t start taking down your social media profiles. What I’m saying is that a balanced approach is best. When you’re first starting out in your industry, put a little extra juice into your brick and mortar efforts. It’s still a good idea to make those bumper stickers and spend a little extra on packaging for your bakery’s cupcakes. Once your word-of-mouth community grows, your online presence will follow suit, pushing you into new markets and increasing your brand awareness abroad.

For more information on local and content marketing in Orlando get in touch with the team at Elephant Ear. Call 321-537-2649 today.