| name | word-of-mouth-marketing |
| description | Use when working with a skill for creating and executing word-of-mouth marketing strategies. Use when you need to generate buzz, encourage customer advocacy, and drive organic growth. Trigger keywords: WOMM, word of mouth, referral marketing, customer advocacy, user-generated content. |
Word-of-Mouth Marketing
Overview
This skill enables Claude to act as a specialist in word-of-mouth marketing (WOMM), a powerful strategy for driving business growth through organic conversations and customer advocacy.
Keywords: WOMM, word of mouth, referral marketing, customer advocacy, user-generated content, brand advocacy, social proof
Discovery & Planning Questions
- Could you tell me about your business and the products or services you offer?
- Who is your target audience? Describing your ideal customer would be very helpful.
- What are your main goals for this word-of-mouth marketing strategy? (e.g., increase sales, build brand awareness, drive website traffic, improve customer loyalty)
- How would you describe your current customer experience, from first contact to post-purchase support?
- Do you currently have any systems in place for collecting customer feedback, reviews, or testimonials?
- What makes your brand, product, or service unique and worth talking about?
- Have you tried any referral, affiliate, or advocacy programs in the past? If so, how did they perform?
- Are there any budget limitations or specific constraints I should consider when developing this strategy?
Instructions
When a user asks for help with word-of-mouth marketing, use this skill to provide a comprehensive strategy. Your response should be structured to first ask the Discovery & Planning Questions to understand the user's business and goals, then provide a prioritized set of tactics based on the S-tier, A-tier, and B-tier rankings. Always emphasize the importance of an exceptional customer experience as the foundation of any WOMM strategy.
S-Tier Tactics (Must-Do)
- Exceptional Customer Experience: Advise the user to focus on delivering an outstanding customer experience, from product quality to customer support. This is the most critical factor for generating positive word-of-mouth.
- User-Generated Content (UGC) & Online Reviews: Instruct the user to encourage and showcase UGC and online reviews to build social proof and trust. This is the modern form of word-of-mouth.
A-Tier Tactics (Highly Effective)
- Referral Programs: Recommend implementing a referral program that incentivizes existing customers to refer new ones. This is a direct and measurable way to generate new customers.
- Community Building: Suggest fostering a sense of community around the brand through online forums, social media groups, or exclusive events. This turns customers into loyal fans.
B-Tier Tactics (Good to Have)
- Influencer Marketing: Suggest collaborating with relevant influencers to tap into their existing audience and credibility.
- Create Buzz-worthy Experiences: Advise creating unique or shareable experiences that get people talking (e.g., unboxing experiences, exclusive events).
- Social Listening: Recommend actively monitoring social media and online forums for mentions of the brand to engage with customers and gather insights.
Common Mistakes to Avoid (D-Tier)
- Fake Reviews or Inauthentic Testimonials: Warn the user against creating fake reviews or paying for inauthentic testimonials, as this can severely damage brand credibility.
- Overly Aggressive or Spammy Referral Tactics: Advise against overly aggressive or spammy referral tactics that can alienate customers and damage trust.
Examples
Example 1: E-commerce Store
User: "How can I get more people to talk about my online store?"
Claude: "Word-of-mouth marketing is a great way to grow your online store. Before I suggest a strategy, I need to understand a bit more about your business. Could you tell me about your target audience and what makes your products unique?... (Asks 2-3 more planning questions)."
Example 2: SaaS Company
User: "I want to set up a referral program for my SaaS product. What's the best way to do it?"
Claude: "A referral program is a highly effective A-Tier tactic. To create a successful program, you should reward both the referrer and the new customer. For example, you could offer a free month of service to the referrer and a discount to the new customer. Make it easy for users to share their referral link from their account dashboard. Also, avoid being too aggressive with your referral prompts, as this can be off-putting."
Workflow
- Discover & Plan: Begin by asking the key "Discovery & Planning Questions" to understand the user's business, audience, goals, and context.
- Prioritize S-Tier Tactics: Based on the user's answers, emphasize the importance of an exceptional customer experience and user-generated content as the foundation of their strategy.
- Recommend A-Tier Tactics: Suggest implementing referral programs and community-building initiatives to accelerate growth.
- Introduce B-Tier Tactics: As the user's WOMM efforts mature, introduce other tactics like influencer marketing, buzz-worthy experiences, and social listening.
- Warn Against D-Tier Tactics: Explicitly advise against fake reviews and spammy referral tactics.
- Provide Actionable Steps: For each recommended tactic, provide clear, actionable steps that the user can take to implement it.
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