Why word of mouth still matters
We spend so much time talking about websites, Google rankings, social media and algorithms that it's easy to forget one of the oldest forms of marketing is still one of the most powerful.
When I launched Beyond Talk Consultancy, I didn't have a big advertising budget or a detailed social media strategy. In fact, I didn't really have a strategy at all. I simply started helping people. One website led to another, a friend recommended me, someone saw a website I'd created and asked if I could help them too, and before I knew it another conversation had started over a cup of tea. It reminded me that good work has a habit of travelling.
Word of mouth has always been one of the most powerful forms of marketing. The difference today is that it often begins offline and finishes online. Someone might recommend your business over coffee, mention you in a Facebook group, leave you a Google review or simply send your website link to a friend. However it happens, the next step is usually the same...
People Google you, and that's where your website quietly steps in. Its job isn't to replace word of mouth; its job is to support it. Think about it for a moment...
"You really should speak to Bev."
The first thing most people will do is search for me online. They're looking for reassurance, and they want to know who I am, what I do and whether I feel like the right person for them. That's exactly the same whether you're a therapist, an accountant, a florist or someone who builds beautiful driveways. Your website becomes the second recommendation. It quietly backs up everything someone has already heard about you and that's why I don't believe websites have to be flashy.
I do, however, believe they have to feel genuine. When your website reflects who you are, explains what you do clearly and makes it easy for people to take the next step, it does exactly what it needs to do - it builds confidence.
One of the things I've learnt over the years is that marketing isn't always about shouting the loudest. Sometimes it's simply about making it easy for people to recommend you. And when they do... make sure your website is ready to say hello.
Trust isn't built overnight. It grows one conversation at a time. Look after those conversations, because you never know where the next recommendation might come from. The next time someone tells you they've passed your details on to a friend...
Don't panic and think you need a brand-new website, just ask yourself one question.
"If they Googled me today... would they like what they found?" If the answer is yes... you're already doing something right.
Right... I'm off to put the kettle on.
See you next time.
Bev ☕