The funny thing about marketing is that when something works for your business, you want to know what’s the next thing you should try.
In the book Traction by Gabriel Weinberg and Justin Mares, which is a book written for startups who want to grow and build a customer base. It dives into 19 or so different channels to do this.
At the heart of the book though is traction. It’s not a book that tells you to try all the 19 different marketing channels. It’s a book that tells you to completely exhaust the one channel that’s working for you. To the point at which you start to almost see a decline.
Yes, this book is mainly designed and written for startup Saas companies, but much of the methods and strategies can be used for consultants as well.
Why WOM is bad
I know right now that 50+% of your new business and sales comes by way of word-of-mouth. And you are no doubt falling victim to the thoughts and pressures that your marketing is based off of someone else’s words.
Perfectly understandable and definitely something to consider.
Instead of thinking about diving head first into ads, or social, or some other form of marketing, have you thought about why 50+% of your business is word-of-mouth?
Maybe it’s due to:
To be honest with you, it’s probably a combination of several things.
Can I share with you what the reason for why word-of-mouth is such a big portion of my business?
It’s because I make the technical aspects of what I do easy to digest and understand.
I know this because I asked. I asked clients what they liked and I asked those that were referred to me what was it that they heard about me.
Why WOM is great
People are 4x more likely to buy when referred by friends.
Word-of-mouth generates 2x more sales than paid ads.
Think about your own buying habits. Do you look at reviews? Do you ask your friends and family for recommendations? Or do you eagerly wait for those 2:20 breaks in between your favorite tv shows?
If word-of-mouth is 50% of your business today, and your best customers are coming out of those referrals, then I ask, how much effort are you putting into word-of-mouth marketing?
My guess is the bare minimum.
Here are 7 things you should be putting into your marketing right now to help promote yourself by allowing your existing and past clients to refer you.
- Ask for referrals during and after your project. Every milestone you have with clients, you should be asking your clients if there’s someone that they know that has a similar problem that you just solved because it was awesome working together to resolve it.
- Ask for reviews.
- Create a referral program. These are easy to do nowadays with services like Rewardful and AffiliateWP.
- Create an incentive
- Create a podcast and invite your industry leaders, influencers, and other individuals with strong ties to the market on your show.
- Create a memorable experience for your clients and customers.
- Share your reviews, testimonials, and other nice things that folks say about you on your website, social platforms, and even in your email signature.
If you are doing all these things, then awesome. Well done. Move on and test the next channel, as the guys in Traction suggest. But if not, why not double down on what’s working for you now, dominate all that so that the word-of-mouth stops becoming happenstance and becomes predictable.
Marketing for Freelancers
More episodes in this topic:
Social Media Marketing, is it worth it to do?
What social media platforms to spend time on?
How to get clients when I have no portfolio?
How to get the messaging right to attract customers?
Have advice for soliciting podcasters to be a guest?
Should I focus on SEO or Paid Ads to gain new clients?
Do you get any leads from your content? And what traffic acquisition methods have worked best?
When creating a new freelance service what’s the best way to send cold emails?
What is my second most successful lead generation tactic?
Why is an email list important for a freelancer?
What is the best way to attract larger clients?
How do you market your business to local clients other than attending networking meetings?
How do I pitch some big companies in my niche?
Imagine I was going to bring you $100k in revenue
How does a freelance web designer build a client profile when preparing their marketing plans?
How do you price your services on your site?
How important is branding?
What are some useful tools that you use?
What makes a great case study?
How do you turn the things I do into benefits?
How do you decide what to start blogging with if you’ve never blogged before?
How often should I write a blog post?
Should I put pricing on my website?
How to overcome objections people have about you?
What is the best lead generation strategy?
What is your cold outreach strategy?
How would you get into the corporate business as an independent professional?
What is the difference between warm and cold outreach?
How to answer objections and get clients to say “yes”?
How to grow with word-of-mouth marketing?
How to ask?
All my work has been word of mouth, how do I find work on my own?
How do you handle a good fit for you that doesn’t really fit for your marketing message?
What do you say when a lead comes to you from a bad experience with another freelancer?
What to say when a potential client says you are too expensive?
How do I find the time to create content for my business and what do I write about?
Is this going to get me clients fast?
What is the #1 business trend for 2019?
How to sell on Twitter?
How do you make it simple for a lead to sign?
Why did I move my business from Drip to ConvertKit
How do you sell strategy?
11 Lessons on How to Find Clients
Finding Clients Lesson #1: Targeted Referrals
Finding Clients Lesson #2: Zero Line Item
Finding Clients Lesson #3: The Client Sandwich
Finding Clients Lesson #4: The Sneak Peek
Finding Clients Lesson #5: Buy a cup of coffee
Finding Clients Lesson #6: Get Yourself On A Podcast
Finding Clients Lesson #7: Your Up Level Skills
Finding Clients Lesson #8: Brag about your clients
Finding Clients Lesson #9: Are you priced right?
Finding Clients Lesson #10: Who do you hang with?
Finding Clients Lesson #11: Group Coaching for Leads
Is Instagram a better vehicle for visibility? Sales?
Best of Season 3 - Get out of the comfort zone
Best of Season 3 - Building Relationships
S06 E12 - Undercharging, Targeting the Wrong Audience, and What You Should Do About It with Alex McClafferty
S03 Bonus - Tom McFarlin on Blogging, Balancing Work and Family, and Building a Business that Lasts
S09 E11 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja
S01 E11 - Kai Davis helping freelancers get more clients with outreach