Here are some word-of-mouth marketing strategies for your own website or business.
1. Leverage Existing Social Networks. Online communities have a tightly knit group of users who can help to increase brand awareness for your product. Tap into these communities with tools or content targeting their specific sub-culture and you are likely to get a lot of attention.
These can include applications for platform-specific websites like Facebook, which each have a large body of users. Content which examines mentions or analyzes mini-communities or sites within large overall niches will work as well.
2. Target the Influencers. Look for individuals who are trend-setters or authorities on a specific topic. They should preferably be individuals who have many personal connections or a large and loyal audience.
If these people spread your message, your website or product will very easily be disseminated within a targeted group of potential users.
Identify these influencers, build a relationship with them and market through their existing sphere of social influence.
3. Micro-Market. While online viral marketing leverages the interconnectedness of the web to spread unique content or user-supported promotional schemes, micro-marketing focuses on marketing to the individual by providing highly customizable products.
4. Industry Marketing. Instead of focusing directly on customers, focus on the people who can build your brand. Instead of seeking for thousands of views from a wide audience, make your mark within a niche community to build relationships and leverage-able connections.
Get recommendations from others in the similar industry to be mentioned, promoted or included in an industry-specific ranking or recommendations list. This builds your overall brand within a specific niche, which in turns promotes your site to traditional media and buyers looking in from the outside.
If you were a consumer, would you buy from a reputable brand that is recommended by many others within the same industry or would you go for a little known company with no reputation or recommendations?