How to encourage word of mouth
- Deliver an experience worth talking about: product quality and service come first.
- Ask for reviews on Google, industry sites and social media, at the moment customers are happiest.
- Create a referral program: rewards for customers who bring in new customers, such as discounts or credits for both sides.
- Make sharing easy: shareable content, referral links and ready-made messages.
- Work with advocates and creators who genuinely like your product.
Referral marketing
Referral marketing is a structured form of word of mouth, where existing customers refer new ones, usually in return for a reward. Track referrals with unique links or codes to see how many customers they bring and what they are worth.
Keep it honest
Recommendations must be genuine. Paying for reviews without disclosing it, or writing fake ones, breaks consumer protection laws and platform rules, and Google removes reviews it detects as fake.
Word of mouth example
A family-run cleaning company asks every customer, a day after the job, “Would you recommend us to a friend?” Happy customers receive a link to leave a Google review and a referral card: both the customer and the friend get 10% off the next clean. A quarter of new customers now say they came through a recommendation, and the cost to win them is far lower than through ads.
A simple referral program
- Decide on a clear reward for both sides and a simple way to claim it.
- Ask at the best moment: after a good result or positive feedback.
- Give customers a link or card they can share easily.
- Track referrals with a code or link.
- Thank people quickly, and publish reviews with permission.
- Check local advertising and incentive rules and disclose rewards where needed.
Word of mouth mistakes
- Buying fake reviews, which breaks the law in many places and platform rules.
- Asking before the customer has received value.
- A complicated program with unclear rules.
- Ignoring negative feedback, which spreads too.
Word of mouth FAQs
How do I measure it?
Ask new customers how they heard about you, and track referral codes. See brand loyalty and customer acquisition cost.
Can I influence it online?
Yes, with reviews and community. See Google Business Profile and Reddit marketing.