Generate Buzz For Your Business
 By Amanda C. Garrett

Word-of-mouth referrals are a coveted form of advertising because they’re highly effective and free. Many startups leave word-of-mouth advertising up to fate, mistaking it for an organic process that takes time.

But small-business startups can take charge of word-of-mouth referrals just as they do other forms of marketing.

Here are four ways you can fast-track word-of-mouth referrals and generate some buzz for your startup business.

1. Super size your professional network
It goes without saying that you plan to spend most of your waking hours talking about your new business. It stands to reason, then, that in the beginning, you yourself will serve as the main source of buzz for your business. Think about ways you can consciously extend your reach with professional contacts.

Volunteer for a local charity to showcase your skills and meet potential clients. Cultivate relationships with people who are connected across several industries or who are positioned to make frequent referrals (like consultants, journalists and hair stylists).

Tell everyone you know about your new business. Ask them to spread the word to friends and family.

2. Look for new ways to stay in touch with your customers
E-mails, newsletters, phone calls and holiday cards are all great ways to build one-on-one relationships with your customers. But you can take the thought a step further by finding opportunities to build them into a community.

Host an event like a coffee, a preview or a cocktail hour. Send eye-catching invitations, but make it open to the public, too.

If your business doesn’t lend itself to social events, focus on your Web site by making it more interactive. Include forums, write a blog or experiment with social networking tools like Facebook or Twitter.

3. Offer discounts and other incentives
One of the best ways to get those e-mails, newsletters and blog entries noticed is to include a coupon for discounted goods or services. For e-mail promotions, make sure to tell your readers to forward the savings to their friends and families.

Make the coupon all-inclusive or focus on a particular group—new customers, returning customers or customers who make referrals. Consider other incentives like drawings or contests to celebrate special occasions.

4. Listen to what your customers are saying
Careful listening is at the heart of excellent service, but savvy owners can apply customer feedback to their business in more ways than one.

Analyze customers’ praise to determine what they like most about your business and apply that knowledge to all of your marketing efforts. Whenever someone says something especially nice, get it in writing. With permission, you can use their words as a testimonial in your promotional materials.

Get help from AFS
The team of small-business consultants at ProTalk can help you maximize word-of-mouth referrals. And access to these knowledgeable consultants is included in the cost of your AFS membership.

With a phone call or a keystroke, you can get advice about:

• Taking advantage of informal and structured networking opportunities
• Using social media tools like Twitter and Facebook
• Developing referral incentives
• Creating buzz about your business with e-mail marketing
• Generating testimonials from satisfied customers
• And more word-of-mouth marketing ideas

The ProTalk team has consulted with more then 80,000 small-business owners, saving them more than $7 million in professional fees. And as an AFS Member, you have unlimited access to these experienced professionals.



(Posted April 2009)

>>More Startup Success Articles