Local Marketing Blog
Local Marketing Blog
Local Marketing Blog

How to Get More Referral Business

Referrals from the (good?) old days:
Friend 1: “Do you know a good {insert industry name}?”
Friend 2: “Check out Acme.”
Friend 1: (Later that day, looks up Acme in phone book to get phone number.)

Referrals today:
Friend 1: “Do you know a good {insert industry name}?”
Friend 2: “Check out Acme.”
Friend 1: (Later that day, Googles ‘Acme reviews’ before deciding to call.)

Google Knows

Peter Krasilovsky recently blogged about Google’s view of (and their data on) of how search is changing how local services are purchased. The fundamental idea (the “Zero Moment of Truth”) is that consumers are looking for information on a business before they engage with that business. Traditional marketing (website, company-filtered testimonials, promotions, ads, etc.) and traditional referrals are less impactful today because potential consumers look for the experience of others before making a decision.  Over the last few years, searches for reviews have increased nearly 100%.

Want More Referrals? Build Reviews

Try this: Google “{your company name} {your city} reviews”. Are there a bunch of eye-catching stars to be clicked like the ones below?

Want more referrals?  Start by capturing more of the ones you get but never know about.  Many consumers who are referred to a business check them out on line before deciding to call or visit.  By building a base of reviews, you are giving them a reason to choose you!

Do you have a story of how a review helped you capture referral business?

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