How to Get More Referrals and Reviews for Your Small Business
Some of the best marketing for a small business doesn’t start with an ad. It starts with someone saying:
“I know someone who can help with that.”
Recently, I started working on a website with someone I worked with years ago in finance. He was actually one of the people who taught me how to ask for referrals early in my career, while selling what can be one of the most intimidating things to sell, financial products.
He would flat-out ask clients:
“How do I find more clients like you?”
He was bold and confident about it, and the way he asked almost made it funny because he would get laughs signaling his assurance. But years later, that question has stuck with me.
Seriously—how do I find more clients like you?
Some of my favorite projects have come through referrals. Friends have recommended me in neighborhood Facebook groups by sharing my website. A great client who owns an accounting business referred a former neighbor. Members of a women’s organization I’m involved with have thoughtfully connected me with other business owners in their networks.
A referral comes with something that’s hard to recreate through traditional marketing: a layer of trust.
When someone vouches for your reputation and knows someone who could benefit from your services, their recommendation carries weight. That personal connection can make it easier for someone new to feel confident reaching out, while helping both the person they’re referring and the business they’re recommending.
Make Referrals Part of Your Business
Asking for referrals doesn’t have to feel salesy.
Asking for a referral can feel uncomfortable when it comes out of nowhere. But there are plenty of moments when it naturally makes sense, after someone shares positive feedback, compliments your work or talks about their experience with your business.
Last week a local business came under fire online over a community event they were hosting. As negative reviews started coming in, they turned to social media and asked supporters to share their own experiences by leaving a Google Review. Positive reviews quickly followed and fortunately, the business already had a stellar reputation with a strong history of good reviews behind it. You bet I have left mine.
The ask made sense in the moment. It wasn’t simply, “Please leave us a good review.” There was a reason for their community to speak up and share their experiences.
Just as members of the women’s organization I’m involved with have referred me, I refer and support them too. While volunteering on their marketing committee a few years ago, I noticed our thrift store had a Google rating below four stars. I reached out to our private member Facebook group and let member's know, asking if they would leave a review.
The organization's thrift store's Google reviews got unindated with more than 25 reviews almost instantly. They easily surpassed 4 stars taking the stores public online presence to the next level with this minimal effort intervention.
Sometimes it’s not that people don’t want to support or recommend your business. They just need to be asked.
7 Ways to Build Referrals Into Your Business
1. Actually ask.
It can feel direct, but it doesn’t have to come out of nowhere. If a client tells you how happy they are with your work or mentions the compliments they’ve received, that’s a natural opportunity to ask, “Do you know anyone else who would also like this?”
2. Prioritize Google reviews.
Google reviews give potential customers ongoing access to real experiences from past clients and customers. Share the link with people throughout all of your marketing.
3. Automate the follow-up.
Set up an automated email after a purchase, appointment or completed service that asks for a review or referral. Your website and CRM can make this part of your process instead of something you have to remember.
4. Give referrals a place on your website.
Highlight testimonials in short form or long form content and make it clear how someone can recommend your business. Linking your Google reviews to your site can also help with search engine optimization (SEO).
5. Use the marketing materials you already have.
Add a QR code to a business card, brochure, sign or other printed material that links directly to your reviews. Share this material at events, in your office or ask another local business about displaying a card or flyer on their community board. Referrals don’t have to happen entirely online.
6. Give people a reason to refer.
A referral bonus or loyalty program can be a simple way to thank someone for making an introduction.
7. Build complimentary partnerships.
Connect with businesses that offer different but related services. When each business comes across a client who needs what the other provides, you have a natural opportunity to refer one another.
Your Website Should Be Part of the Referral System
Your website should help build trust and credibility while making it easier to encourage, support and generate referrals. Give referrals a place within your website and marketing, while making sure referred visitors have a clear next step to contact, schedule or purchase.
To get started incorporating referrals, reviews or automated follow-ups into your website and marketing we can help through a website support plan.
Double Referral Points for September
Oh! And of course, you can give people a little extra reason to refer by running a referral promotion or offering a reward for making an introduction.
For September only, refer a friend, colleague or business owner who becomes a new client and receive 1,800 loyalty points, a $200 value that can be redeemed for future marketing services.
Do you know a small business who could use website and marketing help? Please share with them that new clients have access to schedule a free 15-minute Website Consultation and if you haven't yet left a Google review, please do! Thank you for supporting this small business.
