Ask small business owners where their best clients come from and a lot of them will give the same answer: referrals. Someone told someone. A happy client mentioned you to a friend. A peer passed your name along.
Word of mouth is often the most effective marketing a small business has. It’s also the one most owners leave entirely to chance. You can’t control what people say about you, but you can make it much more likely that they say something, and say the right thing.
Why it works so well
A recommendation from someone you trust carries more weight than any ad. The new client arrives already trusting you, already somewhat sold, and usually a good fit, because the person referring them knows both of you.
Start with work worth talking about
No strategy can make up for mediocre work or a frustrating experience. The foundation is doing excellent work and being easy to work with: clear communication, deadlines met, problems handled well. People talk about experiences that were better than they expected.
Make it easy to explain what you do
People can only refer you if they can describe you. “She’s great, she does… marketing stuff?” isn’t much of a referral. Give people a simple, specific way to describe your work and who you help. Repeat it often enough that it sticks.
Tell people you welcome referrals
Many happy clients would gladly refer you but assume you’re too busy or don’t need it. A simple line at the end of a project works: “If you know anyone else who could use this, I’d love an introduction.”
Be specific about who you want
“Anyone who needs a website” is hard to act on. “Small professional service firms that have outgrown their DIY website” is easy. The clearer you are, the more likely people are to think of the right person.
Thank people who refer you
Always say thank you, whether or not the referral becomes a client. A handwritten note, a small gift, or a referral back all show you noticed. Some businesses also have a formal referral program. Building an Effective Referral Program covers how to set one up.
Build a network of referral partners
Your clients aren’t the only source. Other business owners who serve the same clients in different ways can be some of your best referral sources, and you can refer to them in return. A bookkeeper and a tax preparer. A designer and a copywriter. A real estate agent and a mortgage broker.
Those relationships come from getting to know people over time, which is a big part of why communities like WEN matter. WEN Round Tables are a good place to meet potential referral partners, and on Thursdays in the WEN Facebook group, members share who they’d love to be connected with.
Stay remembered
People refer businesses they remember. Staying in touch, through a newsletter, occasional check-ins, or useful content, keeps you in mind for when the opportunity comes up. That’s the “remembered” part of being Seen, Heard and Remembered.
