There was a time when word of mouth really was enough – you did a good job, people talked, they recommended you to friends and family, and slowly but surely, your business grew. And to be fair, that still works because a recommendation from someone you trust is always going to go a long way.
But things have changed, and although this used to be all the marketing some small businesses needed, these days it’s not going to be enough because even when someone is recommended to you, the first thing most people do now is search online so they can check reviews, social media, the website, and so on. So even if word of mouth starts the process, it doesn’t often finish it – keep reading to find out more.
People Double Check Everything
Think about it – when someone tells you about a great restaurant or a reliable tradesperson, you don’t just take their word for it completely; you look them up because you want to see proof, and you can find it online.
It’s the same in professional services. In sectors like healthcare, for example, good dental marketing is all about helping word of mouth do more, and making sure there’s proof when proof’s needed that you can do what other people say you can. So if someone hears about a practice through a friend but then finds an outdated website or very little online presence, they’re going to be doubtful, but with good marketing, that’s not going to happen.
Visibility Matters
Word of mouth only works if people are already in your circle somehow, but what about the people who’ve just moved to the area or who don’t know anyone locally? Or the ones who just search online for what they need?
If your business isn’t visible when they look, they’re not going to find you, and if they don’t find you, they can’t use you or recommend you either. That’s why marketing today is about making sure that when someone’s actively looking for what you do or sell, you’re there with clear information and consistent messaging, and ideally some good reviews as well.
Reputation Needs Reinforcement
A good reputation used to spread slowly through conversations, but now it spreads through search results and online platforms, and reviews, testimonials, case studies, and helpful content all add up to create a more full picture of who you are.
Word of mouth might spark the initial interest, but it’s usually your online presence that really confirms that you’re the right choice, so don’t let people think you’re not.
Growth Needs More Than Hope
Relying only on referrals can feel fine because it seems organic, but it also means you’re leaving your future to chance – some months might be busy, others might be quiet, and you’re really not going to know because it all depends on other people.
When you combine recommendations with clear marketing, you’re really building on the trust that already exists, and you’re making it much easier for people to say yes to using you because all the information they need is right there.
