If you were to ask us for one of our secret ‘ingredients’ to a successful business, we’d immediately think about the power of referrals. While you can’t depend on them as a stand-alone way to generate business, referrals are a fantastic way to secure new clients and better yet – they’re often paired with a positive review from whomever is recommending your business. So, how can you maximize your visibility and likelihood that others will refer you?
Make sure your offerings are up-to-date
Step one for guaranteeing your referral-worthy status is actually an easy one, and it starts with simply evaluating your services and online presence. Take the time to really sit down and ensure that your business is accessible to your ideal audience. Are your products and/or services appealing? Are they relevant?
To take it a step further, perform a full review of your website and digital presence and see how you’re being perceived online. This doesn’t necessarily mean going through and picking apart your Yelp reviews (although feedback is a great way to see what you may need to update), but rather making sure that you’re displaying any press or awards that may also elevate your status in the industry. Your portfolio will speak volumes, so keep your past work as a reference for potential clients.
Be consistent in your communications
Whether it’s a new client or a fellow professional, how you present yourself and the level of genuine communication you relay to them is key. You want to present yourself as a consistent business person and even more so, one that goes the extra mile.
Unfortunately for us in the wedding sphere, we don’t generate a lot of repeat business as most people will only have one wedding. However, that isn’t to say that you shouldn’t put your best foot forward and stay in touch! Believe it or not, past clients are some of your best marketing assets, and you can ensure their experience with you is memorable by staying in touch. This can be as simple as sending a bottle of champagne and a card their way on their one-year wedding anniversary – a small but powerful gift. They’ll be more likely to recommend you to a friend or family member that’s also in the market to plan a wedding.
Strategize and be patient!
You never want to come off as pushy at any stage with a client or fellow creative partner. The ROI of a referral may not be instant, but when the new business does start rolling in, you’ll be grateful for the strategy and steps you took to get there.
We like to say that the best way to receive referrals is often to give referrals. Other creative partners that you notice are making a difference in the industry by providing exceptional service can also benefit, and they’ll take notice that you’re putting their name out there. The next time a client asks them for a recommendation, the chances they’ll give out your information are much higher.
Don’t overlook the benefits of a great referral. Putting a little bit of extra time in to update your website and give clients and partners alike a great experience will pave the way of an abundance of new business!
Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the past president for Silicon Valley NACE, and current international president for WIPA.