How to Encourage Word-of-Mouth Marketing

Word of mouth is the oldest and most powerful form of marketing. People trust a friend’s recommendation far more than any advert, and it costs you nothing in advertising spend.

The good news is that word of mouth is not purely luck. There are practical things any business can do to encourage more recommendations.

Be worth talking about

Word of mouth starts with doing genuinely good work. People only recommend businesses that impressed them, so consistently great service is the foundation everything else builds on.

A small, memorable extra — a thoughtful touch, going slightly beyond what was expected — gives customers a story worth sharing.

Make it easy to refer you

People are happy to recommend you, but they need it to be effortless. Make sure your business is easy to find, your name is easy to remember and your details are easy to pass on.

Sometimes a gentle prompt is all it takes. A simple "If you know anyone who could use us, we’d really appreciate the introduction" works surprisingly well.

Reward referrals

A referral scheme can give people an extra nudge. A small discount or thank-you for both the referrer and the new customer can turn goodwill into action.

Keep any scheme simple and genuine. People can tell the difference between a heartfelt thank-you and a gimmick.

Turn reviews into recommendations

Online reviews are word of mouth at scale. Encourage happy customers to leave them, since a strong set of reviews recommends you to every future visitor.

Share the kind words you receive — on your website and social media — so your existing reputation keeps working to bring in new customers.