As people place more and more value on social proof, word-of-mouth marketing is becoming crucial. But there’s an art to attracting new business with testimonials, reviews and personal referrals.
At some point in our lives, most of us have gone out to dinner and walked past several restaurants, looking in windows and checking menus before making a decision about where to eat.
Whether we realise it or not, we’re unlikely to choose the restaurants with plenty of empty tables. We’re naturally attracted to those that are packed. Sometimes we’ll even join a queue to get into the most crowded eatery on the street.
Why? Because all the social proof we need is right before our eyes.
Social proof is a psychological concept that describes the way we look to others for answers around decisions that we should make or how we should behave, particularly when we’re feeling uncertain.
It also helps to explain why testimonials and reviews of our businesses are vital tools in the often challenging hunt for new clients.
So, how do you get the best from this marketing method?
Testimonials
Asking clients for testimonials is an art in itself, particularly if hiring a copywriter is not an option. It is important to obtain testimonials that are really going to engage and encourage so asking the right questions is essential to obtaining the right answers. Make sure you have a strategy or plan that begins with the reason you want the testimonial, what you need it to convey and ending with a sincere thanks to the person giving it.
Encouraging referrals
The best time to ask for a referral is when you have delighted your customer. So, that is always the first step. Then when the product or service has been delivered to satisfaction, simply asking if your customer knows anyone else that might benefit from your help will often result in new leads.
Make the most of associations
Networking and support groups can be very valuable sources of referrals. Regular attendance and a genuine willingness to participate and support your fellow colleagues will place you in a good position to receive trust and support from them.
Never stop meeting people
Humans are social beings. If you can’t connect, life is difficult and lonely. That is as true on a business level as it is on a personal level.
Business owners must never forget that customer experience needs to match what is promised by previous customers’ statements. Great experiences need to be consistent, inconsistent service and experience overall is a major issue in any business. But if you can deliver on it, word-of-mouth marketing is more important today than ever before. In the clutter of online marketing, social media and traditional advertising, word-of-mouth brings a level of credibility that simply cuts through.
