The people who are most connected to you and your business can be your greatest resources in sharing the message of your brand. This can be through a formal affiliate program or something more rudimentary like word-of-mouth marketing.

As wonderful as it is to have other people spreading the word, one of the key challenges to success is ensuring consistency of messaging. It is all well and good for a friend, affiliate, or other contact to tell the world about your business, but it is just as possible for them to do damage by spreading the WRONG message!

With this in mind, it is best to keep the messaging simple and clear as you pass it along to those who may represent you. Remember that – however intricate the explanation of your work actually is – people tend to distill your explanations into keywords that resonate for them. So, one great way to get in front of this is to hone in on 3-7 keywords that represent the core of your message and emphasize them.

People tend to distill your explanations into keywords that resonate for them. #marketing Click To Tweet

If someone is really going to represent you, do not be shy about providing resources for them in case they make a referral. Give your brand ambassadors what they need to share your message. Arming them with business cards, links to the right resources, or other collateral is a perfect way to steer any interested parties to information that is vetted by you. No matter what is said in their link of the game of telephone, at least you know that any misinformation will be corrected immediately (and any correct messages will be immediately reinforced, on the flip side).

Give your brand ambassadors what they need to share your message. #smallbiz #smb #business Click To Tweet

I have heard so many small business owners vouch for word-of-mouth marketing as the “best form of marketing.” Yes, it is true from a conversions standpoint that leads that you get in this way tend to convert at a higher average rate. But, don’t forget the marketing tool is only helpful if the information it disseminates is correct!   So, if you are looking to build your empire and your audience from word of mouth, be sure to create bridges to accurate, consistent brand information at every step!

If you want to be proactive about building a strong, effective word of mouth marketing plan, check out my Referral Marketing Guide. It will help you find the contacts, set your strategy, and initiate conversations to create brand ambassadors for your business so you can leverage testimonials to a wider network and convert more sales.