5 ways to track word-of-mouth marketing:
1. Word frequency analysis
2. Sentiment analysis
3. Word of mouth equity
4. % of leads
5. ROI calculation
Let's go!
Word frequency analysis:
How often a word appears compared to other words within an article or blog post.
Higher frequency = more buzz.
Tools for WFA:
- Sprout Social
- Mentionlytics
- Brandwatch
2. Sentiment analysis
Measures the overall tone of a message — whether it's positive, negative, or neutral.
Positive tone = positive WOM.
Tools for sentiment analysis:
- Talkwalker
- Repustate
- Critical Mention
3. Word of mouth equity
A McKinsey model that multiplies message volume with impact. The latter has 4 pillars:
- Sender
- Network
- Message content
- Message source
Low volume with high impact is still good. Ideally:
High volume + high impact = more revenue.
Use a combination of WFA and sentiment analysis tools to find your WOM equity!
4. % of leads from referrals
Ask new leads how they found out about your business.
Referrals are often high-quality leads: quick close, likely conversion.
Large % = refer-worthy product/service.
Tools for % of leads:
- Salesforce CRM
- Segment CDP
- Mimiran CDP
5. Classic ROI calculation
Net profits = your profits from a campaign
Total investment = the money spent
NP / TI × 100%
A 3, 4, or 5:1 ROI is realistic.
To recap:
1. Look for high WFA
2. Seek positive brand sentiment
3. High-volume and impact WOM equity
4. High % of quality leads
5. 5:1 ROI is optimal
Do you have your own strategy for tracking WOMM? Let us know!
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