The Best Marketing There Is
by Karen Porter

As a marketing consultant, the most common questions I get are those related to how and where to find the best marketing for a particular business. “Where should I spend my advertising dollars for the greatest impact?” “What kind of marketing would be most effective for me?”

Unfortunately, when it comes to making advertising recommendations or suggesting promotional techniques, there just isn’t a “right” answer that fits everyone. Each business, market and situation is different, making it impossible to give one-size-fits-all responses.

However, there is one universal method of effective marketing and it lies within your very own customers. It’s called referral marketing, better known as “word-of-mouth” marketing. Your satisfied customers are your best promotion. Yet sadly, most businesses don’t link their customers to their marketing plan. . . and they should.

Happy customers tell others about you and your business. Referrals are quite simply the BEST marketing there is! Think about it.  If you need a new hairdresser, do you go to the phone book or do you ask people who they’d recommend? Personal recommendations are far more credible than the best written ad ever will be.

More than likely you’re already getting referrals.  But what would happen to your business if you could double, triple, or quadruple your referrals or more? The bottom line impact could be phenomenal!

So how do you encourage your customers to become great sources of referral for you?

1-Be great at what you do.  Loyalty and referrals come from excellent service so make sure you are delivering what you promise.  Better yet, go above and beyond expectations. Businesses that do this consistently have greater customer loyalty and get lots of referrals naturally.

2-ASK for referrals. You’d be surprised how few businesses actually request referrals from their customers. Let your customers know that referrals are your best way to market your business and that you appreciate their help in spreading the word. You’ll be surprised how many folks will take your request to heart.

3-Reward referrals. Everyone appreciates getting a thank you when deserved. Verbal thanks are fine, but don’t really make a significant impact. Sending a thank you card or giving a small gift is especially memorable. A small item of value that reminds them of your store, or a discount off their next purchase might be just right. For multiple referrals, a gift of greater value might be appropriate.

4-Consider a referral contest or referral event. Promote a customer contest where you offer a nice prize to the customer who refers the most new customers during a specific month. Or hold an event where your customers are invited to bring guests that are new to your business and give prizes to those who bring the most guests.  

The small investment in time and money spent to show your appreciation and simply ask for referrals will be the least expensive and best performing marketing you’ll ever do.

© Karen Porter. This article may be freely published provided all content is left intact and the author bio/resource information below is included in its entirety.

Karen Porter is a marketing consultant with over 20 years marketing experience working with businesses large and small. With a special fondness for assisting small business owners, her KPorterMarketing.com website contains articles, tips and recommended resources specifically of interest to budget conscious, small business marketers.  Subscribe to her marketing newsletter to get marketing tips and cost effective marketing ideas.