If word-of-mouth is the most important thing, why do I need a strong marketing and brand presence?
Think of it this way: Word-of-mouth gets you in the door, and marketing seals the deal. A strong online presence doesn't replace a referral; it supports it. Your digital marketing acts as a visual confirmation of your reputation. It shows that you are a relevant, active, and capable company. While a referral might get someone to look you up, your marketing is what gives them the confidence to pick up the phone and hire you.
What is the "Referral Test"?
The "Referral Test" is a way to see how your digital presence holds up after someone has recommended your company. Here’s how it works: Someone refers your company to a potential client. That person then looks you up online—maybe on your website or social media.
Passing the Test: If they find a professional, up-to-date website and active social media with recent work, it confirms the positive things they heard. It removes any doubt and makes them feel confident about reaching out.
Failing the Test: If they find an outdated website, old photos, or no online presence at all, they might start to wonder if you’re even still in business or if you can handle their needs. This can undermine the referral and cost you a potential client.
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