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Your company, and therefore your marketing round, is likely working with a tight budget, which is going to require you to be very strategic about how you choose your tactics.

Some of the most powerful groundswell tools are brand monitoring, word of mouth, brand ambassadors, public and private communities, owned content, user-generated content, crowdsourcing, and social media.

The marketing department can foster the relationships necessary in the groundswell by seeding conversations that help foster forward motion and boost sales.

But it’s increasingly important those in the marketing round work together. Customer service, public relations, community managers, and sales must work so the left and right hands know what the other is doing and provide a unified front to external stakeholders. Though you aren’t paying high out-of-pocket expenses for this approach, time from everyone on the team is necessary.