Word of mouth marketing is a free form of marketing and often the most effective. It is especially important for the new business owner to gain trust among his new and potential customers. What better way to build your brand than hearing a positive business review from a trusted friend or family member? Although word of mouth marketing may take longer to garner results in comparison with a direct marketing mailing, your business is more likely to gain a more loyal clientele.
Every retailer knows that the best customers are those that buy today and come back bringing friends with them. When that happens business is good.
Now with a growing percentage of shoppers making purchases over the Internet, generating that same buzz and bringing the friends into the picture requires new techniques. Social marketing is one of those techniques.
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New research further confirms what many online retail startups are already learning:
Peer opinions, delivery costs and loyalty programs are key decision drivers for customers who shop over the Internet.
The findings, from the French polling organization Institut Français D’opinion Publique, reinforce the focus of many e-tailers, who are working to build trust and loyalty in a relatively new — and dramatically expanding — business sector.
While we’ve all heard that the best advertising is derived from customers who are overly pleased with your product, the truth is that the best advertising is word of mouth from a highly regarded source. While sometimes this is one and the same, usually it’s not. A high authority figure has the ability to sway a person based on his perceived trustworthliness alone. This person would never steer you wrong. This authority figure also has a huge network of acquaintances. When this combination hits an “influencer” is born. Businesses go out of their way to provide free sample items and review products for these individuals hoping that they will like them and tell their social groups. In marketing, this perfect storm is referred to as “influencer marketing.”
Are you lacking the social trust factor?
You’ve put together your business plan, developed a marketing strategy, and built a solid, consistent brand. You’re using social media to engage with potential customers. But something is missing. All of your hard work is not resulting in sales.
These days, consumers are constantly being bombarded with endless marketing messages and infinite amounts of information. Sifting through all that information has become an insurmountable task. As a result, word of mouth recommendations from friends and family have become more relevant than ever before.
Startups have always faced uphill battles.
Before they even record their first transaction, they frequently have to lay out serious money to get themselves (and possibly some employees) assembled into a business.
And despite all their hard work, high hopes and good intentions, to consumers, they’re strangers … and you remember what your mother always told you about them, right?
That’s why in an economy dominated by large, familiar brand-name companies, things like word of mouth and social marketing are so useful in building trust and customer loyalty.
But beyond opening a Facebook account and trying to get as many “likes” as you can, how do you plan to use social networking to win people’s trust?
Hey there! If you’re really interested in increasing your e-commerce conversion rate and don’t know much about trust problem, I recommend you to read a perfect eBook about it. Here it is: A Guide To Optimal Website Conversion. Have a nice reading!
We started to write our own blog about social shopping, trust problems and our researches and solutions.