Word of mouth marketing is any effort that gets customers to recommend your business to others, in person, by text, or online. People trust recommendations from people they know: 83% did in Nielsen’s 2015 global study.
Below are 12 ways to earn those recommendations, a step-by-step framework, and a 30-60-90 day plan.
What is word of mouth marketing?
Word of mouth marketing is any strategy that encourages customers to talk about your business and recommend it to others. It matters because people trust recommendations from people they know more than most ads. For local businesses, it shows up as referrals, reviews, and repeat customers.
Word of mouth comes in two forms. Organic word of mouth happens on its own when someone has a great experience. Amplified word of mouth is what you encourage: asking for referrals, making reviews easy to leave, and rewarding loyal customers with a thank-you.
Reviews are word of mouth at scale. BrightLocal’s 2026 survey found 97% of consumers read reviews for local businesses, and 28% say they will always write one when asked, up from 16% the year before. For the full business case, see our pillar guide on how to grow your business.
A step-by-step framework
Every tactic below fits one of five steps. Skip a step and the others work less well:
- Deliver: create one moment worth mentioning, such as great service, a surprise, or a result customers can show.
- Ask: request a referral or review at the right moment, with the same message for everyone.
- Make it easy: give customers a link, a card, or a QR code, so sharing takes seconds.
- Thank: say thanks, and reward referrals separately from reviews.
- Track: measure where new customers come from, and who comes back.
Retention sits underneath all five, because customers who return are the most likely to refer. Read customer retention strategies for the full plan.
12 ways to turn customers into promoters
Each example is a sample to adapt, not a client result.
1. Create one moment worth mentioning
Effort: Low
How: Pick a small touch that is easy to repeat, such as a handwritten note, a free sample, or a quick follow-up call. Example: A bakery tucks a small cookie and a thank-you card into every cake box.
2. Ask happy customers for a referral, in person
Effort: Low
How: Ask at the moment of delight, using the same simple words with everyone. Example: “If you know someone who’d love this, we’d be grateful if you sent them our way.”
3. Ask every customer for an honest review
Effort: Low
How: Use a direct link or QR code, and never mention stars or rewards. Google says you can generate the QR code on a computer browser only; see its page on creating a review link. Our how to ask customers for reviews guide has scripts. Example: “Thanks for visiting! If you have a minute, we’d appreciate an honest review on Google: [link].”
4. Reply to every review
Effort: Low
How: Thank reviewers by name and mention a detail. BrightLocal found 89% of consumers expect owners to reply. Example: “Thank you, Maria! We’re glad the lunch special hit the spot. See you soon.”
5. Launch a simple referral reward
Effort: Low to medium
How: Thank customers who bring a friend who buys. Keep it clear, and keep it separate from review requests. Example: “Refer a friend: you both get [$X] off your next visit.”
6. Hand out referral cards and links
Effort: Low
How: Give customers something to pass on: a printed card, a text link, or a QR code to your booking page. Example: A card with a QR code to your booking page and space for the referrer’s name.
7. Reward repeat visits
Effort: Low
How: Use a punch card or phone-number points. Toast’s own platform data shows enrolling a guest in loyalty lifting return rates from a 7% baseline to nearly 30%, though that is vendor data. Example: “Buy 9, get the 10th free.”
8. Surprise and delight your regulars
Effort: Low
How: Teach your team to notice repeat customers and give a small, unadvertised extra. Example: A server brings a complimentary dessert on a guest’s tenth visit.
9. Send a follow-up email with consent
Effort: Low to medium
How: Thank customers who opted in and invite them to share, or send a win-back note to those who haven’t returned. Include your physical address and an unsubscribe link, and honor opt-outs within 10 business days, per the CAN-SPAM Act. See how salons run these in email marketing campaigns for salon retention. Example: “Thanks for visiting [Business]. Know someone who’d love us? Here’s a link they can use: [link].”
10. Send a text follow-up with written consent
Effort: Low
How: Text only people who gave prior express written consent, and honor STOP replies within 10 business days, per this BCLP summary of the FCC’s order. Example: “Thanks for coming in, [Name]! Reply STOP to opt out. Refer a friend with this link: [link].”
11. Share customer stories, with permission
Effort: Medium
How: Ask permission before you feature a customer’s story, photo, or quote, and keep it truthful. Never invent or edit testimonials. Example: A short post featuring a regular who tells her own story, shared with her written permission.
12. Build local partnerships and community presence
Effort: Medium
How: Swap referrals with neighboring businesses, sponsor local events, and join community groups. For more free tactics, see how to advertise your business for free. Example: A gym and a smoothie shop hand out each other’s first-visit cards.
Tools and budget: free versus paid
| Need | Free option | Paid option |
|---|---|---|
| Review link and QR | Google Business Profile link and QR code | Review-request software, with pricing that varies |
| Referral tracking | A spreadsheet and a “how did you hear about us?” question | Referral or loyalty software |
| Thank-yous | Handwritten notes and personal replies | Gift or reward costs |
| Email and text | Low-cost or free tiers of email tools, used with consent | Marketing automation platforms |
Spend in this order: time first (asking, replying, thanking), then printed cards, then tools. As hypothetical math, not a benchmark: if a referral reward costs $10 and a new customer is worth $720 over three years, the reward is about 1.4% of that customer’s lifetime value.
Customer lifetime value is average spend per visit × visits per year × years as a customer. Compare it with what you spend to win each referral.
Common word of mouth marketing mistakes
- Never asking. Happy customers rarely refer on their own without a nudge.
- Rewarding reviews. That breaks Google’s policy and the FTC’s 2024 rule.
- Screening who gets your review link. That is review gating, which Google prohibits.
- Faking or editing testimonials. Only share real, permitted customer words.
- Hiding a reward connection. If a customer posts about you in exchange for a reward, the connection must be disclosed clearly.
- Emailing or texting without consent. Get permission first and honor opt-outs.
- Not thanking referrers. A thank-you keeps the habit going.
- Not tracking. Without data, you can’t tell which tactic works.
General information, not legal advice. Referral, advertising, and consent rules vary by state and change over time. Check current requirements before you launch.
A 30-60-90 day plan for a small business
| Days | Focus | Tasks |
|---|---|---|
| 1 to 30 | Ask and make it easy | Set up your review link and QR code, start asking every customer, reply to every review, print referral cards |
| 31 to 60 | Reward and retain | Launch a referral thank-you and a punch card, start a consented email list, begin tracking how customers hear about you |
| 61 to 90 | Amplify | Add a win-back message, share customer stories with permission, build one local partnership |
Word of mouth marketing FAQ
What is an example of word of mouth marketing?
A customer tells a friend about your salon, or posts an honest Google review after a great visit. You can encourage it by delivering a memorable experience, asking for referrals and reviews, and making sharing easy.
Is word of mouth marketing free?
Mostly. Asking, thanking, and replying cost time rather than ad spend. Costs appear if you add referral rewards, printed cards, or software, so track what each new customer costs you.
How do I start a referral program?
Pick a simple reward for customers who bring a friend who buys, tell customers about it at checkout, and give them a card or link to share. Keep referrals separate from review requests.
Can I give customers a reward for referrals?
Yes, you can thank customers for referring a friend who buys. Don’t reward reviews, though: Google prohibits incentives for reviews, and the FTC’s 2024 rule bans incentives tied to sentiment.
How long does word of mouth marketing take?
It builds over weeks and months, and no one can guarantee a result. Track new customers by source so you can see which actions bring referrals.
Can I text or email customers to ask for referrals?
Only with permission. Marketing texts need prior express written consent, and marketing emails need an unsubscribe option and your physical address. This is general information, not legal advice.
Want follow-ups to run automatically?
Our all-in-one marketing platform can automate consented emails and texts. We offer it ourselves, so compare your options.
Sources (checked October 23, 2026): Nielsen Global Trust in Advertising (2015); BrightLocal Local Consumer Review Survey 2026; Toast: loyalty return rate (vendor data); Google: prohibited content; FTC, 16 CFR Part 465 (2024). Examples are samples, not client results.