From Word of Mouth to Movement: A Framework To Gain Trust, Build Community, and Skyrocket Your Conversion Rates

From Word of Mouth to Movement: A Framework To Gain Trust, Build Community, and Skyrocket Your Conversion Rates

Mark Kilens 2 min

How to Build Trust and Drive Community Growth: Insights from Pablo's Webinar

Welcome to our guide on building trust and driving community growth based on a recent webinar hosted by Mark Kilens from TACK and TACK Insider, featuring Pablo Gonzales. In this webinar, Pablo delves into strategies for leveraging word of mouth and movement building to enhance trust, create a robust community, and increase revenue.

Watch the Full Webinar

Key Takeaways

  1. The Power of Word of Mouth

    • Sustain Long-Term Growth: Word of mouth alone isn’t enough for long-term growth. Use it as a stepping stone to bigger, more sustainable strategies.
    • Accelerate Short-Term Wins: Focus on creating short-term successes that demonstrate the effectiveness of word of mouth in driving immediate results.
  2. Movement Building Strategies

    • Create a Community Mission: A successful movement requires a community united by a mission. Short-term wins are essential to sustain investment in the movement.
    • Experiential Content Marketing: Design events to co-create content with your audience. This not only engages them but also helps in spreading the message.
  3. Case Studies and Success Stories

    • Example from 2020: Pablo’s team generated $40 million in revenue from a community-driven show, attributing 80% of this revenue to just 30 dedicated community members.
    • JWB's $40 Million Success: By fostering a community and leveraging experiential content marketing, JWB saw a significant increase in online leads and sales.

Detailed Guide

  1. Leveraging Word of Mouth

    Strategies to Accelerate Word of Mouth:

    • Engage Super Consumers: Identify and promote your most passionate customers. Turn them into community leaders and evangelists.
    • Personal Touch: Ensure your key figures (e.g., CEOs) engage directly with the community, similar to Penn and Teller’s approach.
  2. Creating and Sustaining a Movement

    Steps to Build a Movement:

    • Focus on the Problem: Start with the problem your community faces. Clearly articulate this problem to align with their experiences.
    • Promote Short-Term Wins: Showcase quick successes to maintain momentum and investment in the movement.
    • Utilize Experiential Content Marketing: Design events that create co-authored content with your audience. This fosters engagement and helps spread your message organically.

    Examples and Links:

    • Experiential Content Marketing Example: JWB’s Not Your Average Investor Show created significant engagement and led to substantial revenue growth.
    • Super Consumer Strategy: Highlighting super consumers in your content and events to build trust and loyalty. 
  3. Operationalizing Your Strategy

    Implementing the Plan:

    • Digital Events: Host regular live shows to engage your community. Use these events to create content and foster interaction.
    • In-Person Events: Complement digital events with in-person gatherings. Start small and scale up based on engagement.
    • Content Repurposing: Use content from events in your marketing to continuously engage your audience and attract new members.

Conclusion Building trust and growing a community requires a strategic approach that combines word of mouth with movement-building strategies. By focusing on experiential content marketing and engaging your super consumers, you can create a robust, sustainable community. For more insights and resources, visit our website or connect with us on LinkedIn.

Mark Kilens 2 min

From Word of Mouth to Movement: A Framework To Gain Trust, Build Community, and Skyrocket Your Conversion Rates


Discover strategies to build trust and grow your community from Pablo's webinar. Learn how word of mouth and movement building can enhance engagement and revenue.


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