How to make the most of positive word-of-mouth

Many small-business owners say most new customers come through referrals.

Though there’s often no better marketing perk than having customers rave about your work, relying on them to actively recruit new clients probably isn’t the most brilliant long-term marketing plan.

Think of a product or service that you really like and use regularly. How many people did you talk to today about that product or service? How about yesterday?

For example, pretend this product/service that you love is your barber. Unless someone mentions they’re looking for a new barber or compliments your hair, you probably aren’t going to mention your barber—even though you are a raving fan.

How that translates to PR

Your clients are the same way. They may love what you do, but most days they’re not thinking about you or telling other people about you. Does that mean expanding your business solely by referrals is a bad thing? No, it just means you can’t leave it to fate or to your customer’s undying love. You must give referrals a helping hand.

RELATED: New tactics to incorporate storytelling into your everyday writing.

If you want to boost your brand using referrals, try these ideas:

1. Throw an exclusive party.

Create an event that your best customers would attend. Send them an invitation, explaining that it’s an exclusive event—and that only your “best customers” are invited.

As a special thanks, tell them they can invite one guest; the only caveat is the guest cannot be a current customer.

Promise them that there will be no sales pitch or selling. Now, you’ve got a buzz-worthy event to generate its own word-of-mouth marketing, and your best customers are walking prospects right to your door.

2. Show them some love.

At my organization, we created our own holiday, “Who Loves Ya, Baby” Day—a hat tip to Telly Savalas in his “Kojak” days. On that day—which happens to be Valentine’s Day—we shower our clients with love.

We let them know how much we value them and their trust in us.

In your own way, let your customers know that they’re more than a buck in the cash register. Create something that overtly expresses your affection for them—something they can’t help but talk about.

3. Make it smart and easy to share.

Become a reliable resource of useful insights and information for your customers .

Offer tools (e-newsletter, infographics, tip sheets, etc.) that they can—and will—pass along to their peers. Then, without even meaning to, they’re referring people to you with each share.

What you send them must actually be valuable—not self-serving. No one is going to pass along your sales flier or promotional materials. The added advantage of this tactic boosts your content’s reputation and reinforces the message that you really know your stuff.

Referrals are an incredibly valuable way to expand your business, but sometimes even your biggest fans need a little nudge.

Drew McLellan is an author and national speaker and has owned McLellan Marketing Group since 1995. A version of this article first appeared on his blog.

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