When you own a small business, the time and money you spend on marketing can seem relentless.  Most small business owners I know dream of the day when word of mouth referrals brings in most of their business.  However, building a robust word of mouth marketing stream is not just a stroke of good fortune that might one day happen for your business.  It is something you can intentionally set in motion.  Today we’ll talk about how to maximize referrals.

The first thing to remember is that no one else thinks about your business as much as you do.  Sometimes marketers think that their audience is tired of hearing the message, when the reality is that most people haven’t even noticed it long enough to process it or remember it.  So, if you haven’t made a list of the people you know and contacted them with some version of your message, you are making assumptions about the information your network has.

No one else thinks about your #business as much as you do. #marketing #smallbiz #smb Share on X

There are many levels of connection in your network.  Obviously you are closer to some people than to others.  It may feel easier to communicate with the people closest to you about the work you are doing.  But don’t forget about your acquaintances and long-lost contacts.  Sharing your news in an inviting, informative, purposeful way can open the door to pleasant surprises.

Most importantly, be sure to equip your network to be accurate and effective in their referrals.  You know your elevator speech like the back of your hand.  You are the only one who does.  Someone who is referring you may think they are sharing the news of your business and actually be sharing misinformation.

Equip your network to be accurate and effective in their referrals. #marketing #smallbiz #smb Share on X

Here are some ways you can arm your network with the information they need to share the RIGHT message about your business so you can maximize referrals:

  1. Give them a one-line description. Take as much time as you need to explain the context of what you do, but keep coming back to the same one-line description.  15 words or less is good.  10 words or less is best.  Focus on the correct buzz words in a concise and memorable way.  The simpler your message is, the more emphasis you put on the key words, the better chance they will remember it correctly when they need it.
  2. Give them all the right links. Send them an email with the links to any cornerstone material, such as a website, your top social media page, a blog, etc.  Ask them to file it away for the future.  When they need it, they will have it.
  3. Give them an experience. A tour, a sample, or some other direct experience with your business is one way to give your strongest brand ambassadors a memory that will add texture to how they describe you and strengthen their testimonial.

Remember: referral marketing takes time to build.  Word of mouth is not magic.  It requires thoughtful effort and strategy.  These are some ways you can maximize referrals so you get more conversions out of your referral marketing plan.

Word of mouth is not magic. It requires thoughtful effort and strategy. #marketing #smb #business Share on X

 

If you want guidance on how to name all your contacts, classify them, and reach out to them (including email templates to help you get started), check out my Referral Marketing Guide here!