Word-of-mouth marketing, the kind of marketing where your customers spread the word for you, is an exceptionally effective marketing strategy in our world of connections and sharing. Customers trust word-of-mouth because it comes from their disinterested friends, family or online community.
When a business first opens or releases a new product, they might be tempted to “get the ball rolling” by asking employees or relatives to post favorable reviews, but this dishonesty might cost them. Online word-of-mouth marketing only works because customers trust the recommendations, reviews and ratings. It’s dangerous to risk losing that trust.
For instance, potential customers might spot the fakes and publicly denounce the reviews. Even worse, the FTC might come knocking on your door. From an FTC news release:
“A public relations agency hired by video game developers will settle Federal Trade Commission charges that it engaged in deceptive advertising by having employees pose as ordinary consumers posting game reviews at the online iTunes store, and not disclosing that the reviews came from paid employees working on behalf of the developers.”
Clearly, this PR agency will have a difficult time reclaiming its reputation. As with every aspect of life, honesty is the best policy. Inspire real customers with great experiences, and you won’t need to run the risk of fake word-of-mouth.