Using Word-of-Mouth Marketing For Your Business

Word-of-mouth recommendations are still an effective way of driving customers to your business without the massive costs attached to other forms of marketing. This article will help you think through how to use word-of-mouth marketing and how to encourage more recommendations from your customers.
word of mouth marketing friends coffee shop

Even as an insurance company, Towergate Insurance knows one of the primary ways you will gain customers is by word-of-mouth recommendations. If the statistics are right, you’ve probably taken out a trade specific policy for your business based on a personal recommendation.

Often a word-of-mouth recommendation comes off the back of a painful experience for a customer – an experience they would like to avoid a repeat of.

Given the option of pleasure or pain, a customer will choose to avoid pain every time. A good recommendation, then, can be the difference between a pleasurable experience and repeat business or a painful one.

How can you make sure that, in the words of the adage, ‘all news is good news’ when it comes to recommendations from previous customers?

Great work recommends itself

If you do a great job to the best standards, customers will naturally recommend you the next time a friend, family member or colleagues needs a job done. Great works sells itself – every single time.

Ask for feedback and referrals

  • If a customer believes you value their opinion, they will gladly give it and gladly give to someone else!

  • Leave a comment card or an online survey. Once you get a good idea and implement it, thank the customer for their suggestion.

  • Don’t be afraid to ask for feedback or for a referral.

Use social media to drive word-of-mouth recommendations

Social media is built on the principle of conversation – so use that conversation for your business.

You could get customers to take pictures of completed work with their reviews and provide a face to the recommendation.


Delivering great work means your customers will be at their happiest once the job is done.

Make the most of their satisfaction by getting in touch to thank them for the opportunity. Encourage them to give their feedback and refer you to others who may need your services.

Build on your existing relationship with customers by following up and finding out how they are enjoying your work. Ask them to recommend you to others in future.

Do not underestimate the power of a follow-up conversation for driving new business in your directions.

No matter your trade, we’re here to help you get the most out of your business.

About the author

Mike Stephens FCII is a respected senior industry professional and Fellow of the Chartered Insurance Institute (CII) with well over 40 years’ varied experience in the commercial insurance sector as a director, underwriter, and operational improvement manager.