With the world’s current technological advancements, it is pretty easy to understand how the phrase “word of mouth” is now interchangeable with “word of Google,” at least in the world of online marketing. The internet has changed a lot of the dynamics of selling your products that many people would now rely on what’s searchable on Google than mere personal recommendations. Backed with statistics, Ken discusses the implications of this shift while asking, “Are you word of Google ready?”
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W O G
We’re going to call this one WOM, Word of Mouth. It should be called WOG, but we’ll get to that. I’m pretty excited about this one. This is a little teaser from the preface of my new book. After two years and two months, I’m pretty excited about it. I’ve gone through it so many times. Now, it’s in the hands of a few other people to see how many hundreds of grammatical mistakes I’ve made. I’ll get it tightened up and add some pictures. The title is Growth: 19 Business Growth Techniques You Have Never Heard Of. Maybe I’ve touched on one-third of the items in here on the podcast.
I’ve kept two-thirds of it off the podcast expressly for the podcast audience when they read the book to chew on some new stuff. Once the book’s released, then I’m going to podcast the heck out of the book, the chunks of the book, the pieces of the book. This one I couldn’t hold on anymore because I’m getting it a lot out in the field. It’s a little bit of a cliché, it drives me nuts, but it is what it is. We’ve been ingrained with this insane concept. It’s only insane because Al invented the internet. Before the internet this wasn’t insane, this was the law.Did you know that W.O.M. is now W.O.G? “Word of mouth” is now “word of Google.” Click To Tweet
I met an awesome couple in Atlanta at our Digital Footprint, Dr. Travis and Dr. Jenna Zigler. They own an eye care practice that takes care of your eyes from sunglasses to eye drops, for hydration. The more I got to hear their story, the more I said, “Let me do a couple shout outs for you on my podcast. That seems like a pretty niche, powerful product. It’s eating their category alive for good.” They’re doing a lot of good for a lot of people. I know my father-in-law who was at the event, eye drops have saved his vision and I know he finally had some surgery. Without the eye drops my dad would have literally left a family engagement. If he forgot his eye drops, he’d go to the car and close his eyes. Dr. Jenna and Dr. Travis have put together a pretty killer product. I said, “Do me a favor, just write me up a 30 to 45-second commercial that I could read on the podcast and I’d be happy to read it for you.”
Here’s what they wrote, “Are you tired of trying everything for your dry eyes just to be left with the same irritated eyes you started with? Heyedrate Lid and Lash Cleansing Spray by Eye Love helps keep your eyelids clean and ensures healthy, comfortable eyes. Get rid of dry burning, irritated eyes and eyelash mite with the free sample, just pay the shipping of the Heyedrate Lid and Lash Cleansing Spray for dry eyes by visiting FreeHeyedrate.com. For more info and your free sample, visit FreeHeyedrate.com. By using Heyedrate Lid and Lash Cleansing Spray, you can ensure comfortable eyes for a lifetime.” It’s truly an awesome product. I don’t ever do an endorsement without checking the reviews. They’re endless and you can pretty much tell by what the world is saying that if you’ve got some dry eyes or some eyelash and eyelid challenges, you definitely want to check it out. Don’t stop doing what you’re doing.
We’re going to jump into episode 223. Did you know that WOM is now WOG, word of mouth, is now word of Google? What do I mean by that? Here’s something cool. I’ve got this in the preface of my book. Did you know that if you live in a city of over 100,000 people, statistically 7% to 11% of the population is new every year? This means every three years, let’s say you have a retail store, one-third of your audience driving by is brand spanking new. The word of mouth of your product, no matter how great it is, has reached to the majority of those people. Here’s what happens.
The person moves into a neighborhood and they want to go to an awesome restaurant. Do they get out of their comfortable house and go knock on the neighbor, a stranger whom they haven’t met this person yet and say, “Where do I go for a great steak?” They pull out their phone and they google, “Best restaurants Minooka, Illinois. Best steakhouse, Chicago, Illinois. Best seafood place in St. Louis.” They don’t ask a neighbor. They ask mother Google. Are you word of Google ready? Do you understand the shift with this thing called the internet and how the word of mouth is dying by the day, and how the opinion of the way people want is one of social proof, i.e. what comes up in mother Google when they search the best restaurant, best landscaper, best eye physician? You name it, and it puts your product in there.
When was the last time you typed in ‘best’ and then whatever your company does? Do you come up? Do you come up organically in Google? Does the blog roll? Your content, do you come up in social? Do you come up in any AdRoll? Do you have a re-targeting campaign playing off of that? Are you word of Google ready? Are you going to say, “It’s not that important to me. I’m going to rely on good old-fashioned word of mouth and let entropy kick my fanny.” We don’t have to get fancy here. Take care.