Many times we (marketing professionals) talk about the concepts of an integrated marketing approach. “You should be doing email marketing, billboards, radio ads, blah blah blah blah. ” Sometimes it gets a little heavy… Sometimes it gets a little burdensome.
Business owners want to know one thing: How do you drive brand awareness or revenue. As a small business owner there is one form of marketing/communication strategy that should be the MAIN focus of all of your endeavours: word-of-mouth marketing or referral marketing. We are a small business economy built off of referrals.
When building out your marketing plan or talking with a marketing company… make very sure they are discussing the leveraging power of referrals. There is no better way to build your business.
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This is a very compelling argument that supports your cause.
Your marketing efforts don't control WOM or Referral, though. You can not control who tells who or who refers who through marketing. Your excellence in achieving results for your clients controls WOM and Referrals, not your marketing. One might argue that NONE of your Marketing efforts should be spent on WOM and Referrals. I personally think there are ways to grease the skids there… but first you must be able to exceed expectations.
I've noticed the same holds true for my job search
WOM is a powerful core, but to make it work effectively, you need to have some of the other pieces in place such as a Website , brochure, flyer or case study so there is something to support the referral.
Often, friends ask, what should I say or how should I introduce you? My response, send them to my website to learn more about us.
You should focus all of your marketing on demonstrating your competency to others.
Not telling them how you are fantastic. Not begging others to talk up your products and services, but showing your best-of-breed work.
I have known a few people who excel through WOM without a website. It is an interesting thing to take into account.
Producing great work should be the basis of all business and marketing. You will not be around to get the referral if you produce crappy work.
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