Lisa’s video production company had always thrived on producing high-quality content for her clients. But as competition increased, she started noticing a slowdown in new projects. With a turnover of £1.2 million, she knew her business had reached a stage where growth wasn’t just about creating great videos — it was about getting more people to know and trust her work. She needed to find a way to attract new customers without spending big on advertising or marketing campaigns.
That’s when Lisa realised the power of word-of-mouth marketing. Without even trying, she had built a reputation for delivering exceptional service, and her loyal clients often recommended her to others. But now, she needed to take that organic growth and turn it into a strategic plan. Here’s how Lisa leveraged word-of-mouth marketing to grow her customer base, and how you can do the same for your small business.
Building Trust through Relationships
Lisa’s first step was focusing on the relationships she had already built. She knew that her clients were her greatest advocates. But rather than waiting for referrals to happen naturally, she made a conscious effort to nurture those relationships. After each project, Lisa reached out to her clients personally to check in on how the videos were performing for their businesses. This extra step of care showed her clients that she was genuinely invested in their success.
One of her clients, a national fitness chain, was so impressed with her follow-up that they recommended her to their sister company. Without spending a penny on advertising, Lisa had gained another client, simply by showing she cared. The lesson here? A small act of relationship-building can lead to big results.
Encouraging Clients to Spread the Word
Lisa knew she couldn’t just rely on clients to refer her naturally; she needed to make it easy and rewarding for them. So, she set up a simple referral programme. Every time a client referred her to a new customer, they received a discounted rate on their next project. But more than that, she made it personal. Each time a client referred her, Lisa sent them a handwritten thank-you note, showing her genuine appreciation.
This personal touch encouraged even more referrals. Clients felt valued and were happy to share her services with others. As a result, her word-of-mouth referrals began to snowball, and her business started growing faster than she had imagined.
Delivering Memorable Experiences
Beyond just producing high-quality video content, Lisa realised that creating memorable experiences for her clients was key to word-of-mouth marketing. She started adding small, unexpected touches to her service — whether that was delivering the finished product with a personalised video message or offering clients an extra short clip for free as a thank you.
These small gestures didn’t cost much but made a lasting impression. Clients not only appreciated the extra value but also talked about their positive experiences with others. Lisa found that these memorable moments made her clients more likely to recommend her company, simply because she stood out from the crowd.
Leveraging Social Proof
Another tactic Lisa used to grow her customer base was showcasing the positive feedback she had already received. She created a dedicated testimonials page on her website and asked her most satisfied clients to share their experiences. She also encouraged clients to leave reviews on her Google My Business page.
These testimonials became a powerful form of social proof, reassuring potential customers that Lisa’s company was trustworthy and reliable. When new clients saw the glowing reviews, they felt confident in choosing her services, further driving her business growth.
Making Word-of-Mouth Marketing Work for You
Lisa’s journey is proof that word-of-mouth marketing is a powerful, cost-effective way to grow your business. By focusing on building strong relationships, encouraging referrals, delivering memorable experiences, and leveraging social proof, Lisa was able to grow her video production company without spending big on traditional advertising.
If you’re ready to grow your business using the power of word-of-mouth marketing, contact Mark A Preston, Customer Growth Coach & Speaker. Mark specialises in helping businesses like yours develop strategies that focus on building trust and creating lasting customer relationships, without the need for expensive marketing campaigns.
