Word of mouth only exists within a community, and can only be initiated by someone who has actual influence over its members. Identify these influencers and convince them to become ambassadors, to connect your brand with their community. 

Word of mouth is still the holy grail of successful marketing, but it only exists within a community of people who communicate in the same way and are open to the same message.

Social influencers may have an impressive reach, but that doesn’t mean they are all the right potential ambassadors for your brand.

Start with the beginning – identify those influencers who reach the right community and have proven influence over its members – influence that is actually relevant for your brand. Then convert them to true ambassadors for your brand, so they are able to convey the right message, time and time againg.