No budget? Here’s how to accelerate word-of-mouth marketing for your social enterprise

According to a study by Nielson, 92 percent of consumers believe recommendations from their friends and family over all forms of advertising. Word-of-mouth marketing is powerful, and lucky for those with limited budgets, it can also be free.

In a crowded space this is a huge opportunity, and you ought to be taking advantage of it. Here’s how.

Before I launched my marketing consulting business, I interviewed many entrepreneurs who had started similar businesses. One of the best pieces of advice I received was: “Wow new customer in first 48 hours and they’ll work with you forever”.

A little hyperbole in the “forever” part perhaps, but it was a sage piece of advice that I work hard to implement with each new client.

Consider Amazon, who tend to quote delivery dates during checkout that they almost always beat. They’re known for taking advantage of the underpromise/overdeliver psychology that causes satisfaction. If you’re a first-time customer expecting a package on the 15th, and it arrives on the 12th, you’re “wowed”. You’re sure to use Amazon for your next online purchase.

So, how can you overdeliver within 48 hours? Focusing on bonuses that don’t cost much yet bring actual value to the customer is key. Delivering products or services before deadlines or under budget could work well for you, as could sending additional ‘value-added’ gifts in the product delivery. Another great example is CD Baby’s order email (brilliant stuff!) – check it out.

People buy from people they like, so doing everything you can to be a likeable brand will pay dividends when the inevitable scenario arrives that your product or service doesn’t deliver as expected.

Zappos, famous for their incredible customer service, has 500 employees in a call center in Las Vegas who receive seven weeks of training on how to make customers happy. REALLY happy.

In 2011, for example, Zappos sent flowers and gave VIP membership to a woman who ordered six different pairs of shoes because her feet were damaged by harsh medical treatments and she couldn’t find shoes that were comfortable to wear. The result? A customer for life.

Here’s another great example:

Social currency is the act of customers, or potential customers, sharing your brand with their friends, because you offer something so valuable that they believe it reflects well on them to share it. They want to look good, and sharing you helps them to do that.

Referral programs, exclusivity, invite-only offers, and novelty content are all great ways to create social currency.

Google Inbox, for example, was available by invitation only while they ironed out any issues. Despite this being a FREE app (when released), folks on Ebay were willing to pay up to $200 for early access. Exclusivity, in this instance, led to massive social currency and users would share (boast) if they had access.

Make your customers feel special, and they’ll tell everyone about it.