How to Get Word-of-Mouth Going: Referral Programs and More

Word-of-mouth marketing (WOM) is one of the most powerful ways to grow any business, regardless of industry. It means getting people to talk about your product or service and recommend it to others – the kind of buzz that money can’t easily buy.

In fact, customers overwhelmingly trust personal recommendations: according to Nielsen, over 90% of people trust referrals from friends and family more than any form of advertising. When your customers start spreading the word, it can lead to exponential growth without a huge marketing budget.

This guide will explain how to get word-of-mouth going for your business, focusing on referral programs and other strategies to spark conversations. We’ll cover what WOM marketing is, why it’s so important across all industries, how referral programs can jumpstart referrals, and additional tactics (from customer experience to social media and beyond) to amplify word-of-mouth.

Whether you’re in tech, retail, services, B2C or B2B, these approaches will help you turn happy customers into your best marketers. Let’s dive into how you can harness genuine recommendations to grow your business.

What Is Word-of-Mouth Marketing and Why It Matters

Word-of-mouth marketing (WOMM) is a strategy that relies on customers’ recommendations and conversations to promote a brand. In simple terms, it’s the process of people talking about your business – in person, in reviews, on social media, or anywhere – and influencing others to try your product or service.

Unlike traditional ads that come directly from your company, word-of-mouth is driven by the opinions and experiences of real customers, which makes it especially credible.

Why does WOM matter so much? For one, people trust other people more than marketing messages. Personal recommendations are seen as genuine and carry more weight. According to a Nielsen report, 88% of consumers trust recommendations from friends and family above all other forms of advertising.

This trust translates into action: if someone they know raves about a product, they’re far more likely to check it out. In one survey, word-of-mouth had the highest conversion rate from initial interest to purchase of any marketing channel – meaning a recommendation from a peer is more likely to result in a sale than an ad or other tactic.

Moreover, WOM has a huge impact across all industries and customer types. It’s not just for consumer products or restaurants; even in B2B settings, recommendations are critical. 84% of business-to-business decision makers start the buying process with a referral, and peer recommendations influence over 90% of B2B purchase decisions.

From software to healthcare to retail, every industry benefits when happy customers talk about their experience. Word-of-mouth can put your brand on the map in ways traditional marketing might struggle to do.

Another reason WOM is so valuable is that it can be extremely cost-effective. When a customer loves your business enough to tell others, it’s essentially free advertising for you. A satisfied customer might casually tell ten friends how great you are, or post a glowing review online that reaches thousands – and you didn’t have to pay for that exposure.

Of course, there may be indirect costs (like running a referral incentive or a great customer service program, which we’ll discuss), but compared to buying ads, word-of-mouth is a high-ROI strategy.

Organic word-of-mouth (when customers naturally share on their own) is essentially free, while amplified word-of-mouth (when you use campaigns or incentives to encourage sharing) can involve some investment, but tends to be much more affordable than traditional advertising for the results it produces.

Word-of-mouth marketing has incredible influence in purchasing decisions. Studies show that a majority of consumers and business buyers are heavily swayed by peer recommendations over other marketing channels. The chart above highlights some key statistics demonstrating the power of WOM.

Finally, word-of-mouth builds upon itself – it has a viral, compounding effect. One person recommends your brand to two friends, then each of them tells two more, and so on. With social media and online platforms, this amplification is even faster.

A single tweet or Instagram post from a customer praising your product can be shared and re-shared, spreading far beyond the original audience in a short time. In essence, WOM can snowball, creating an engine of organic growth.

In summary, WOM marketing matters because it creates trusted, authentic buzz that cuts through advertising noise, works for any industry, costs little, and can scale exponentially. Next, we’ll look at how to actively get that buzz started – beginning with one of the most effective tools for sparking word-of-mouth: referral programs.

Using Referral Programs to Get Word-of-Mouth Going

One of the quickest and most reliable ways to jumpstart word-of-mouth is by implementing a referral program. A referral program provides a structured way to incentivize and reward customers for spreading the word about your business.

Essentially, you invite your existing customers to refer friends, family, or colleagues to your company – and when those referrals turn into new business, you reward the referrer (and often the new customer as well) with some kind of benefit.

Why referral programs?

Think of them as a formalized word-of-mouth strategy. They give happy customers an extra nudge to actively recommend you, by tapping into their networks with a win-win offer. For example, a popular approach is a “Give X, Get X” deal – e.g. “Give your friend $10 off their first purchase, and get a $10 credit for each successful referral.”

This kind of program motivates customers to share a brand they already like, and new customers are more likely to try you because they get a perk from a friend’s invitation. It systematically turns goodwill into new leads.

As one marketing expert put it, if you’re already getting some organic word-of-mouth from happy customers, a referral program lets you “lean into that word of mouth and get more referrals by asking”.

How referral programs amplify WOM

First, they incentivize recommendations by offering rewards. These rewards can be anything that fits your business model, such as discounts on future purchases, cash bonuses, free products or upgrades, gift cards, loyalty points, or even charitable donations in the customer’s name. The key is to choose incentives that your customers will genuinely value so they feel excited to refer others.

(For instance, a SaaS software company might offer account credit or a free month of service, while a retail brand might give a percentage discount or a small free gift.) Common successful incentives include percentage discounts, “money off” coupons, free merchandise, or store credit. By rewarding both the referrer and the friend they refer (a double-sided incentive), you give everyone a reason to participate.

Secondly, referral programs provide a seamless process for customers to share. Ease of use is crucial – if referring someone is a hassle (e.g. requiring lengthy forms or logins), customers won’t bother.

A well-designed referral program will make it simple for customers to send referrals via a unique link or code, and allow the new customer to redeem their reward easily. It helps to have a dedicated referral landing page or in-app referral screen that clearly explains the offer and lets customers refer in one or two clicks.

Many businesses use referral program software tools to automate this process: these platforms generate unique referral links, track referrals, and even auto-distribute rewards when a referral purchase is made.

The goal is to reduce friction so that referring a friend is as easy as sharing a link or sending a quick invite. When it’s this easy, customers are more likely to repeatedly refer others, turning word-of-mouth into an ongoing engine for growth.

Finally, referral programs allow you to track and scale your word-of-mouth systematically. Unlike purely organic chatter, an official program gives you data on who is referring, how many new customers are coming in via referrals, and what the ROI of those referrals is.

This means you can fine-tune the program over time – for example, by adjusting the incentive if referral rates are low, or identifying and thanking your top “advocate” customers.

By monitoring referral performance (e.g. referral conversion rates, number of referrals per customer, etc.), you can figure out ways to get even more referrals and keep the momentum going. The ability to measure results is a big advantage of structured referral marketing (sometimes called “refer-a-friend” marketing).

Designing an Effective Referral Program (Step-by-Step)

Setting up a referral program is straightforward, but there are some best practices to make it successful. Here’s a step-by-step guide to designing a referral program that actually gets word-of-mouth going:

Ensure a Great Customer Experience First: Before asking for referrals, make sure your product or service truly satisfies customers. Happy customers are the foundation of any referral program – if you don’t wow them, they won’t recommend you.

(We’ll talk more about creating an exceptional experience in later sections.) In short, get the basics right so customers are willing to refer you.
Define Your Incentives: Choose what rewards to give for a successful referral. Align it with your business economics and what your customers value. You might offer a discount (% or $ off), a free bonus item, account credit, gift cards, or even cash.

Make the reward enticing but sustainable – for example, a small service business might offer a $20 gift card per referral, whereas a subscription software might give a 1-month free extension.

Some programs reward only the referrer, while many use two-sided incentives (rewarding both referrer and the new customer) to encourage uptake. Decide what makes sense for your situation.
Select a Method or Tool: Determine how you will implement and track the program. If you’re just starting and have few customers, a manual approach (like giving customers a unique code to share and tracking referrals in a spreadsheet) could work.

However, to scale up, consider using a referral program software or platform. These tools automate the heavy lifting – generating referral links, tracking clicks and conversions, and even issuing rewards.

Using software ensures the program runs smoothly and is easy for customers to use, which is vital for success. It also prevents referrals from slipping through the cracks.
Create a Referral Landing Page or Portal: Make a dedicated page on your website or a section in your app for the referral program. This is where you send customers to learn about the program and to refer their friends.

On this page, make the call-to-action clear (“Refer a friend, get $X off!”), explain the benefits (for both parties), and provide a simple way for customers to input their friends’ contact info or grab their unique referral link.

The design should be user-friendly, with minimal steps required. Consider including a quick explanation of how it works (e.g. “1. Invite a friend via your link, 2. They get 20% off, 3. You get 20% off when they purchase.”).
Promote the Program to Your Customers: “If you build it, they won’t necessarily come” – you need to actively let customers know about your referral program and encourage them to participate.

Introduce the program through multiple channels: send out an email announcement to your customer base, add banners or prompts after purchase (a post-purchase pop-up or email saying “Invite a friend and get your reward”), and periodically remind customers about the program on social media or in newsletters.

Train your customer service or sales team to mention it in their interactions as well. The idea is to keep the referral opportunity top-of-mind, especially right after a customer has a positive experience.

For example, many companies send an automated email a week after purchase saying “Loved [Product]? Refer a friend and you both get rewarded!”.
Make Referring Simple (Low Friction): When customers decide to refer, ensure the process is extremely easy. Ideally, there should be no cumbersome signup for the referrer beyond perhaps logging into their account. Provide one-click sharing options (like share via email, Facebook, WhatsApp, or a personal link they can copy).

The less information a customer has to input manually, the better. Also, minimize the hoops for the referred friend – if possible, directly apply their reward via a custom link so they don’t need a special code. Simplicity leads to more referrals.
Track and Reward Promptly: Use your tracking system (or software) to monitor incoming referrals. When a referral results in a successful action (a purchase, sign-up, etc., as defined by your program), deliver the reward promptly to the referrer (and the friend, if applicable).

A fast, smooth reward delivery (e.g. an automatic discount, an email with a gift card code, etc.) will reinforce the positive behavior, making the referring customer more likely to do it again.

If rewards are delayed or forgotten, customers will lose trust in the program. Aim to thank and reward them as quickly as possible – immediacy makes the experience gratifying.
Monitor, Analyze, and Optimize: After launch, keep an eye on key metrics. How many referrals are coming in per month? What percentage of referred people actually convert to customers? Which incentives seem to drive the most engagement?

Use these insights to refine your approach. For instance, if referrals plateau, you might need to sweeten the incentive or remind customers more often.

If a particular customer becomes a super-referrer, perhaps reach out with a bonus thank-you or consider them for an ambassador program (more on that later). Continually optimize the program to keep word-of-mouth momentum strong.

A well-executed referral program can become a major growth driver. It essentially turns your delighted customers into a volunteer sales force, each motivated by mutual benefits.

And the beauty is that referred customers often become referrers themselves, creating a loop: one referral can turn into a new loyal customer who then brings in more friends, and so on. This is how referral programs scale word-of-mouth in a controlled, trackable way.

However, referral programs are just one piece of the word-of-mouth puzzle. To truly get people talking about your business, you should combine referral incentives with other WOM-enhancing strategies.

In the next section, we’ll explore additional tactics – from providing extraordinary service to engaging on social media – that will amplify word-of-mouth even further.

More Strategies to Boost Word-of-Mouth (Beyond Referrals)

While referral programs can kickstart conversations, word-of-mouth marketing is ultimately about the overall experience and relationship you build with customers.

Here are several other proven strategies to get people talking (in a good way!) about your brand. These approaches apply to virtually any industry and can be used in tandem with a referral program for maximum effect.

1. Deliver an Exceptional Customer Experience (Surprise & Delight)

The foundation of all word-of-mouth is a great customer experience. Before anyone will recommend your business, they have to be impressed or delighted by what you offer. In fact, the simplest way to generate positive buzz is to consistently exceed customer expectations.

This could relate to your product quality, customer service, or little extra touches that make people feel special. When you go above and beyond, customers naturally feel compelled to tell others about you.

Start by ensuring your product or service truly solves a problem or provides outstanding value. As one marketer quipped, “I don’t care how nice the waiters are…if my hamburger tastes like the heel of a shoe, I will never recommend the place”. In other words, get your core offering right – a mediocre product will kill word-of-mouth, whereas a fantastic product will have people raving.

Beyond the core product, look for opportunities to surprise and delight customers. Small gestures can leave a big impression. For example, a retailer might include a handwritten thank-you note or a free sample in an order shipment.

A SaaS company might offer a complimentary account upgrade for a long-time user. A restaurant could send over a free dessert to a couple celebrating an occasion. These unexpected perks create delight that customers will remember and likely mention to friends.

A campaign of random acts of kindness or special customer rewards is often dubbed a “surprise and delight” strategy – and it’s excellent for WOM marketing. People love talking about positive surprises they’ve received from brands.

Consider this real example: a small restaurant, noticing it was a customer’s first visit, brought out an off-menu appetizer “on the house” for them to try. The customers were so impressed by this generous surprise that they not only came back with friends, but also told many others about the experience.

Going the extra mile turns customers into enthusiastic advocates. Even something as simple as personalizing your service – learning regular customers’ names, or following up to ask if a product met their needs – can make them feel valued and eager to recommend you.

Finally, resolve issues with grace and speed, because negative experiences travel fast via word-of-mouth too. If something goes wrong (e.g. a defective product or service slip-up), handling it brilliantly can actually convert an unhappy customer into a loyal one – and they might share how you “made it right.”

Research shows 58% of consumers will stop doing business after a single bad experience, but conversely, many will give you another chance if you provide excellent customer service in response.

In fact, 78% of customers say they’ll return after a mistake if the company’s customer service is excellent in resolving it. The takeaway: treat your customers like gold, fix problems earnestly, and look for moments to delight them. Those customers will reward you by spreading positive word-of-mouth.

2. Encourage User-Generated Content and Reviews

In today’s digital world, user-generated content (UGC) and online reviews are modern forms of word-of-mouth. When customers create content that showcases your brand – whether it’s a five-star review, a social media post about your product, or a YouTube unboxing video – it acts as a public recommendation to everyone who sees it. Encouraging more UGC and reviews can significantly amplify WOM by leveraging online platforms.

Online reviews are incredibly influential. Potential customers frequently check reviews on sites like Google, Yelp, TripAdvisor, Amazon, or industry-specific platforms before making decisions. By some estimates, 99% of consumers read reviews when shopping online, and nearly 98% consider reviews essential in deciding on a purchase.

Moreover, about 85% of consumers trust online reviews as much as personal recommendations from friends. This means a collection of strong reviews can mimic the effect of many word-of-mouth recommendations. Positive ratings build trust and social proof for your business. For example, if someone sees dozens of people praising your service, they’ll feel more confident choosing you.

To harness this, make it a habit to ask satisfied customers for reviews. Don’t leave it entirely to chance. The best time to request a review is when the customer’s experience is fresh and their satisfaction is high.

For instance, shortly after a product is delivered or a service rendered, send a polite follow-up email or text saying, “Thank you for your purchase! We’d love to hear your feedback – please consider leaving a review.”

Timing matters: if you catch them at the peak of their happiness (like right after they express appreciation or achieve success with your product), they’ll be more inclined to give a glowing review. Some additional tips for reviews:

Identify Promoters: If you use customer surveys (like Net Promoter Score surveys asking “How likely are you to recommend us?”), follow up with those who give you high ratings to invite them to share a review. They’ve literally indicated willingness to recommend.
Make it Easy: Provide a direct link to your review profiles (Google, Yelp, etc.) in your request. The less work they have to do to find where to review, the higher the response rate.
Non-Direct Prompts: You can also casually mention where you’re listed (e.g. “We’re on Yelp and Google Reviews!”) on receipts or emails as a gentle reminder, without pressuring customers.
Respond and Engage: When customers do leave reviews, respond to them – thank people for positive reviews, and address negative ones constructively. Publicly engaging shows you care, and can turn even a neutral review into a positive impression for onlookers.

Apart from reviews, social media posts and other UGC are powerful word-of-mouth amplifiers. When customers post about your brand on their own Facebook, Instagram, Twitter, TikTok, or other channels, they expose your business to their entire network of followers. To encourage this kind of sharing, try the following:

Create a Hashtag or Sharing Campaign: Come up with a fun, branded hashtag and invite customers to share their photos or stories using it. For example, a fitness apparel company might use #MyFitJourney with BrandX gear. This not only prompts customers to post, but also makes it easy for you to find and reshare their content.
Engage with Customer Posts: When you see a customer posting about your product, comment, like, or share it from your official account (with permission if needed).

This acknowledges the customer and encourages others to post for a chance to be featured. Showing off real customers using your product provides authentic social proof to everyone watching.
Run UGC Contests or Giveaways: Contests are a great incentive for user content. For instance, you could run a photo contest (“Post a creative picture using our product for a chance to win a $100 gift card!”).

Similarly, social media giveaways often ask people to tag friends or share a post to enter, which widens your exposure. Ensure the prize is appealing enough to motivate participation.
Reward UGC Creators: Even outside of formal contests, you might occasionally surprise a customer who posted something great about you with a small reward – a discount code or freebie – as a thank you. This kind of recognition builds loyalty and signals to others that you value word-of-mouth.

One example of effective UGC cultivation: a local bike shop noticed that customers often shared Instagram photos of themselves riding bikes purchased from the shop. The shop made a habit of reposting those customer photos on its own Instagram feed (with credit).

This not only thrilled the customers who were featured, but also showed potential buyers a vibrant community of happy riders, which in turn inspired more people to buy and share their own photos. It created a virtuous cycle of word-of-mouth and social proof.

In essence, make your customers the stars. When others see real people vouching for your brand – through five-star ratings or creative social media content – it magnifies trust and interest in your business.

User-generated content and reviews are digital word-of-mouth that can spread far beyond a customer’s immediate circle, so nurturing them is key.

3. Leverage Social Media and Communities

Social media deserves special focus in a word-of-mouth strategy because it’s where modern conversations happen at scale. To get word-of-mouth buzz, you should establish an active social media presence and engage with your audience.

This doesn’t mean just advertising on social – it means participating in genuine interactions, providing share-worthy content, and building a community around your brand.

Here are some ways to spark WOM on social and community platforms:

Be Highly Responsive and Human: Treat your social media accounts as an extension of your customer service and brand personality. Respond to comments, answer questions promptly, and thank people for shout-outs.

When customers know there’s a real, friendly person behind the account, they’re more likely to converse with you and about you. Also, handle any complaints or issues openly and helpfully.

(Remember, don’t delete or ignore negative comments – address them sincerely; responding well to a problem can actually turn the situation into a positive impression.)
Share Engaging Content (That People Want to Share Further): Give your followers content that they find valuable or entertaining enough to repost or talk about. This could be how-to videos, inspirational stories, behind-the-scenes peeks, or humorous posts that align with your brand voice.

Content that evokes emotion or showcases your unique personality tends to get shared more (people love to share things that will make them look insightful, funny, or “in the know” to their friends – a concept known as social currency). For example, some brands go viral by using witty humor on Twitter (think of Wendy’s famous snarky tweets that got people talking).

Others might share heartwarming customer stories or impactful mission-driven content that people forward to others. The more shareable your content, the more word-of-mouth you generate on those platforms.
Use Visual Triggers: Especially on image-focused platforms like Instagram, create visual moments that followers can’t resist sharing. This could be aesthetically pleasing product photos, or encouraging customers to share images with your product in interesting settings.

Some businesses even design their physical spaces or packaging to be “Instagrammable” – an attractive mural wall, creative packaging, etc., prompting customers to snap pictures and post them. Visuals can act as triggers for social WOM.
Build a Community or Group: Depending on your business, you might benefit from creating a community space – for example, a Facebook Group, a subreddit, or a forum for your customers/fans. This gives your most passionate users a place to connect (with each other and with you), ask questions, share tips, etc.

As they interact, they’ll strengthen their attachment to your brand and naturally invite like-minded people in. Cultivating a community can turn customers into a tribe that actively promotes you. Just be sure to moderate and keep adding value to the group so it remains vibrant and positive.
Influencer and Partnership Shares: (This overlaps with the next section on influencers, but worth noting here.) Collaborating with influencers or complementary brands on social media can expand your reach dramatically.

For instance, doing an Instagram Live with an industry expert, or a giveaway in partnership with a related brand, can introduce your business to new audiences through a trusted voice. Those new people hear about you via someone they follow – which is effectively word-of-mouth at scale.

The main point is to stay engaged and genuine on social platforms. Social media is like a giant word-of-mouth engine – conversations, shares, tags, and trends all occur there. By actively engaging and fostering a positive, interactive presence, you increase the likelihood that people will mention and recommend you to their followers or friends.

In one example, an e-commerce apparel brand called Oodie built a massive Instagram following by constantly sharing customers’ photos in their product and encouraging user posts; this not only drove free engagement (customers creating content for them) but also made others want to join in and buy, seeing the vibrant community.

Use social media to your advantage by turning it into a two-way conversation, not just a marketing broadcast channel. When done right, it keeps your brand in the social feed and on people’s tongues.

4. Work with Influencers and Ambassadors

While organic customer referrals are ideal, you can also accelerate word-of-mouth by enlisting influencers, affiliates, or brand ambassadors who talk about your product. These are individuals (or other businesses) who have their own audiences and credibility, and who can spread the word about your brand to a wider group in a trustworthy way.

Influencers: These are typically social media personalities, content creators, or industry experts who have a following. Partnering with influencers (big or small) can rapidly increase awareness through a personal recommendation-like format.

For example, a beauty brand might send free samples to YouTube or Instagram beauty gurus in hopes they’ll review or showcase the product. If you have some budget, you can sponsor influencers to create content featuring your brand. Why does this work?

Because their followers trust them; when an influencer says “I love this product,” it’s akin to a friend’s recommendation for their audience. In fact, surveys have found that 7 out of 10 consumers trust influencer recommendations almost as much as recommendations from friends. When you spark WOM via influencers, you essentially borrow their credibility.

Tip: Micro-influencers (with smaller, niche followings) can be as effective as major celebrities, often with higher engagement rates and lower cost. Also, ensure any influencer you work with aligns well with your brand values and has an audience that matches your target market – relevance is more important than sheer reach.
Affiliate Partners: Affiliates promote your product to their audience in exchange for a commission on any resulting sales. This is common in B2B and online services (think bloggers who review software and get a referral fee, or websites that list top products with affiliate links).

Affiliates are driven by incentive, but the good ones only promote things they genuinely endorse to maintain their own credibility. By recruiting affiliates, you create a network of motivated recommenders.

It’s a more sales-driven approach to WOM, but it can yield high-quality leads – referral leads from affiliates or referrals are often 4× more likely to make a purchase than other leads. If you go this route, provide your affiliates with good training and materials, and track their referrals diligently so you can pay commissions accurately.
Brand Ambassadors: Ambassadors are like long-term influencers or super-fans who regularly advocate for your brand, often in exchange for perks like free products, exclusive access, or occasional payments.

They might be customers, industry pros, or even employees who are passionate about your business. For example, outdoor gear companies often have ambassador programs where avid athletes represent the brand, wear the gear, and talk about it in their communities.

Ambassadors operate more informally than paid influencers – they weave your brand into conversations naturally because they genuinely love it. You can cultivate ambassadors by identifying your most enthusiastic customers and giving them reasons to stay engaged (sneak peeks of new products, a referral program bonus tier, etc.).

Over time, they become loyal evangelists who spread positive word-of-mouth consistently. Unlike one-off influencer campaigns, ambassadors keep the drumbeat of WOM going.

It’s important to note the distinction: influencer campaigns are typically shorter-term and transactional (you pay for a few posts or videos), whereas ambassador relationships are ongoing partnerships that are often more authentic and deeper.

Affiliates sit somewhere in between (transactional but possibly long-term if they keep selling). Choose what fits your brand and budget – or use a mix.

When done correctly, these partnerships can significantly broaden your reach while still leveraging the trust factor inherent in word-of-mouth. A friend’s recommendation is gold, but not every prospect will know one of your customers personally.

However, they might follow a respected blogger or local expert – hearing about you from that person can be the next best thing to an actual friend telling them. And in B2B contexts, a well-placed referral from a partner or industry influencer can open doors to big deals.

Pro Tip: If you engage influencers or ambassadors, allow them creative freedom to tell your brand’s story in their own voice. Scripted or overly salesy plugs can backfire. The message should come off as a genuine personal endorsement (“I use this and here’s why I love it…”), which carries the true spirit of word-of-mouth. Authenticity is key to maintaining credibility.

5. Do Something Unique (and Shareable)

Sometimes, the fastest way to get word-of-mouth rolling is to create a story that people want to talk about. This means doing something a bit out-of-the-ordinary with your marketing or customer experience that makes people go “Wow, have you heard about this?”

Essentially, think about what could give your brand an “X factor” that sticks in people’s minds. This strategy overlaps with general marketing creativity, but it’s especially relevant to WOM because remarkable actions get remarked upon.

Some ideas to consider:

Viral or Buzz Campaigns: These are campaigns specifically designed to generate buzz through humor, surprise, or originality. Often they involve unconventional content or stunts.

For example, the blender company Blendtec famously launched a video series “Will It Blend?” where they would blend absurd items (like smartphones or toys) in their powerful blender.

The videos were quirky and entertaining – people shared them widely, effectively spreading the word about the blender’s strength in a memorable way (and sales spiked as a result).

The lesson: if you create marketing content that’s fun or shocking enough, people will do the sharing for you. However, virality is hard to guarantee – the best approach is to know your audience’s humor and interests, then try something a bit bold that aligns with your brand.
Memorable Customer Stories: Sometimes the “story” isn’t an ad but a real customer service moment that you engineer to be special. We touched on surprise-and-delight; take that further by crafting experiences that are worth retelling.

A classic example: a luxury hotel once went the extra mile to return a child’s lost stuffed toy, including taking photos of the toy “enjoying” the hotel amenities before shipping it back, to comfort the child.

This charming story made headlines and exemplified extraordinary care – it’s still shared in marketing circles as a case study of word-of-mouth done right. Think about what small but remarkable gestures you can make that would prompt a customer to exclaim, “You won’t believe what they did for me!”
Connect to a Cause or Mission: Doing good can get people talking, too. If your brand stands for a larger mission or supports a worthy cause, it gives customers something meaningful to share.

For instance, a company that donates a portion of proceeds to charity or actively supports sustainability can inspire customers to mention, “I support them because they’re doing XYZ for the community.”

Nearly 40% of consumers seek out companies aligned with their values, and when they find one, they often encourage their friends to support it too.

So, highlight any charitable or purpose-driven initiatives – genuine goodwill not only helps the world, but also generates positive buzz among values-driven customers.
Tell Your Brand Story: Craft a compelling origin story or narrative about your business that people can relate to. Maybe your company was started in a garage by two friends trying to solve a problem, or you overcame a big challenge to get where you are.

When your story is authentic and resonates emotionally, customers are more likely to share it. Storytelling marketing essentially turns facts about your brand into a narrative that fans retell.

A good story (especially one that connects to human values or emotions) can travel far on social media and press. For example, a company that turns ocean plastic into products has a story that customers eagerly share because it’s inspiring and distinctive.
Emotional and “Feel-Good” Content: Emotions drive sharing. Content that is heartwarming, hilarious, or even tear-jerking can prompt people to forward it to others with a “you have to see this” message.

Consider how you can infuse emotional appeal into your marketing. Inspirational campaigns (like Dove’s #LikeAGirl or other empowerment messages) often get significant word-of-mouth because they strike a chord.

The same goes for witty content that makes people laugh – they’ll tag their friends to share the joy. So, don’t be afraid to show some personality and emotion in your outreach.

The underlying principle is: remarkable things get remarked on. If your marketing or customer interactions are bland and identical to everyone else’s, they won’t spark conversation. But if you dare to be a bit different, creative, or extraordinarily thoughtful, you create fuel for word-of-mouth.

As marketing guru Seth Godin famously says, be a “purple cow” in a field of ordinary cows – something so notable that people can’t help but talk about it.

Of course, whatever unique thing you do should align with your brand and feel authentic (gimmicks that don’t match your identity can backfire). But with the right idea, you’ll give customers a story to tell, and those stories spread.

6. Monitor and Participate in Conversations

This last strategy is more about maintaining momentum and managing WOM, but it’s vital for an intermediate guide: keep tabs on what people are saying, and actively participate when appropriate.

Word-of-mouth can happen in many places – social media, review sites, blogs, forums, offline chats. Set up tools or routines to monitor mentions of your brand online (through Google Alerts, social listening tools, etc.), so you catch both the positives you can amplify and the negatives you may need to address.

When you see positive mentions, engage and amplify them. Share testimonials (with permission) on your platforms. Thank customers publicly for shout-outs. Perhaps compile and publish success stories or customer spotlights – this not only flatters the customers featured but also provides credible WOM-style content for others to read.

For example, if someone tweets “Loving the service from [Your Company]!”, retweet it with a thank-you comment. This shows you’re listening and encourages others to voice their feedback too.

When you encounter negative word-of-mouth, whether it’s an unfavorable review or a complaint on social media, address it promptly and professionally. Do not ignore or censor negative feedback.

Responding calmly and helpfully can sometimes neutralize the negativity and even earn you respect from observers. Apologize if appropriate, offer to make it right, or clarify any misunderstandings.

By solving a customer’s issue in public view, you demonstrate your commitment to customer satisfaction. Remember, a few negative reviews among many positive ones can actually lend credibility (people know not everyone will have a perfect experience), and how you handle them is what counts.

A sincere, solution-focused response can turn a critic into a fan – or at least show others that you care. And if the issue is resolved, that customer might update their review or tell people, “They fixed it and I’m happy now,” which is the best outcome you can hope for in a negative WOM scenario.

Also, encourage questions and discussions about your brand in public forums, and be present to guide them. For instance, if someone asks on a community forum “Has anyone tried [Your Product]?”, you could chime in with a helpful answer or connect them with resources, alongside any customer responses.

Just be transparent about who you are (don’t pose as a customer; be the helpful company rep or founder). By being part of the conversation, you keep the word-of-mouth accurate and positive, and you glean valuable insights into what people are saying about you.

In summary, word-of-mouth marketing isn’t a one-and-done tactic – it’s an ongoing process of delighting customers, incentivizing them to share, and engaging with the dialogue around your brand.

By combining an excellent customer experience with a smart referral program and these supporting strategies (UGC, social media engagement, influencer partnerships, unique campaigns, etc.), you create a robust WOM engine. Next, we’ll address some frequently asked questions to clear up any remaining details and help you implement these ideas effectively.

FAQs on Word-of-Mouth Marketing and Referral Programs

Q1. What’s the difference between organic and amplified word-of-mouth?

A: Organic WOM refers to the natural buzz that happens without any direct encouragement from the business. It’s when customers voluntarily talk about your brand because they had a great experience or love your product.

It has no external stimulus – it’s driven purely by customer initiative (for example, a person spontaneously recommending a restaurant to a friend). Amplified WOM, on the other hand, is when a company actively runs campaigns or programs to generate word-of-mouth.

This includes things like referral programs, influencer marketing campaigns, contests, or any strategy where you’re nudging customers to share and perhaps offering rewards for doing so. Amplified WOM is orchestrated and easier to track (since it’s tied to a campaign), whereas organic WOM is more spontaneous and can be harder to measure.

Both are valuable – organic WOM is seen as very trustworthy because it’s completely voluntary, and amplified WOM allows you to scale up referrals and recommendations in a systematic way.

Q2. How can I encourage customers to refer others (even beyond a referral program)?

A: Beyond setting up a formal referral program with incentives, you can take several steps to foster a referral-friendly customer base. First, identify your happiest customers – for instance, those who give high NPS scores or leave glowing feedback – and personally encourage them to spread the word.

Sometimes a simple sincere request like, “We’re so glad you’re enjoying our product. If you know anyone else who might benefit, feel free to share your experience,” can plant the seed for a referral (people often just need a reminder).

Second, make sharing easy and accessible: include social share buttons, give customers tangible referral cards or discount codes they can pass to friends (in retail settings), and keep your messaging about referrals prominent.

Third, time your ask well. Catch customers at moments of delight – right after a purchase arrival, after a successful project completion, or when they express satisfaction. For example, if a client thanks you, that’s a great opening to say, “We appreciate that! By the way, we have a referral offer if you know someone else who’d love this.”

Finally, build referral prompts into customer touchpoints: post-purchase emails can mention referrals, your app/website can have a “Refer Friends” option in the menu, and in-person service providers can mention that their business grows by referrals.

The key is to be gently proactive. Happy customers often are willing to refer, but they may need to be asked or shown how. Combine great service (so they’re happy) with straightforward requests and tools to share, and you’ll see more word-of-mouth activity.

And of course, always thank customers who do refer – a personal thank-you note or small bonus reward to the referrer can go a long way in reinforcing the behavior for the future.

Q3. What incentives work best for referral programs?

A: The best incentives are those that your customers genuinely value and that also make financial sense for your business.

Common successful incentives include discounts or credits (e.g. $10 off for both the referrer and friend, or a 15% discount on the next purchase), cash rewards, free products or upgrades (e.g. refer a friend to a SaaS and get a free month, or refer someone to a gym and get a free personal training session), or gift cards.

Some companies also use tiered rewards – the more people you refer, the bigger the reward (which can motivate power-referrers). For instance, referring to one person gets you a small gift, three referrals gets something larger, etc.

When choosing, consider your profit margins and customer preferences. For example, if your product is a subscription, free service time might be inexpensive to give but highly valued by customers.

Double-sided incentives (rewarding both parties) tend to increase engagement because the new customer has an extra reason to try you, and the referrer feels good about giving a perk to their friend.

Whichever incentive you pick, communicate it clearly (“Give $X, Get $Y” is easy to understand at a glance), and test the attractiveness – you can adjust if you find uptake is low.

Lastly, non-monetary incentives can work in some cases too: recognition (like a referral leaderboard or “ambassador” status for top referrers), or charitable donations (“we’ll donate $X to a charity of your choice for each referral”) can appeal to certain customers.

In summary, the best incentive is one that aligns with what your customers want and nudges them to act, while still keeping your cost-per-acquisition reasonable.

Q4. Does word-of-mouth marketing work for B2B businesses?

A: Absolutely, yes. Word-of-mouth is crucial in B2B markets, sometimes even more so than in B2C. Business buyers are people too, and they heavily rely on peer recommendations, industry reputation, and referrals when making decisions. In fact, as mentioned earlier, a Harvard Business Review study found 84% of B2B decision-makers start the buying process with a referral from someone they trust.

Additionally, many B2B companies find that referred leads have much higher close rates and lifetime value – they trust you more from the get-go and often become loyal clients. To leverage WOM in B2B, focus on building strong relationships with your clients and ask for referrals or testimonials.

For example, you might have a formal client referral program where you reward clients for introducing new prospects (some firms offer account credits or service discounts for this). Also, use case studies and reviews on platforms like G2 or Capterra – these testimonials act as word-of-mouth for prospects researching solutions.

Networking and industry partnerships matter too: if you deliver great results, other businesses will mention you in their circles. Don’t forget internal influencers – industry influencers or thought leaders can be powerful; a mention of your product in an expert’s blog or at a conference is like word-of-mouth on a broad scale.

B2B referral programs do exist (often rewarding with service discounts, gift cards, or even cash for high-value contracts), but even without formal incentives, simply asking happy corporate clients “Do you know of other companies that could benefit from our services?” can open doors.

Q5. How should I deal with negative word-of-mouth?

A: Negative word-of-mouth – such as bad reviews or customers sharing poor experiences – can be uncomfortable, but it’s important to tackle it head-on. The worst thing to do is ignore it or try to silence it. Transparency and responsiveness are key. Here’s how to handle it:

Listen and Monitor: First, be aware of what’s being said. Set up Google Alerts, monitor social media mentions, and check review sites so you catch issues early. You can’t address what you don’t know about.
Respond with Empathy and Solutions: When you find negative comments, respond promptly (but without being defensive). Apologize genuinely if your company is at fault. Show empathy: e.g. “We’re sorry to hear about your experience.”

Then, whenever possible, offer to make it right – this could be a refund, a replacement, a do-over of the service, or anything appropriate.

The response might be public (a reply to a tweet or a review) so that others see you’re addressing it, but for detailed resolution it’s often best to move the conversation to a private channel (“We’ve sent you a direct message so we can resolve this for you.”).
Don’t Censor Honest Criticism: Trying to delete or hide negative reviews (unless they are spam or violate policies) can backfire by angering customers and eroding trust.

Leaving them up actually lends credibility to all your reviews – viewers know that what they see isn’t just artificially positive. It’s okay to have an occasional not-great review; focus on responding constructively.
Learn and Improve: Treat negative WOM as free feedback. Is there a recurring issue being mentioned? Use that insight to fix underlying problems. When customers see you implementing changes based on feedback, it can turn the narrative around over time.
Encourage More Positive WOM: Often, the best “cure” for negative buzz is to overwhelm it with positive. Without astroturfing, you can encourage more happy customers to speak up.

As more positive reviews or testimonials come in, they will outweigh the bad and give a more balanced picture. For example, a negative review that said your support was unhelpful will carry less weight if the next 10 reviews praise your excellent support.
Follow Up: If you’ve resolved an unhappy customer’s issue, politely ask if they wouldn’t mind updating their review or simply thank them for giving you a chance to fix things.

Many times, a customer who felt heard will tell others about how you responded, turning a negative situation into a net positive word-of-mouth (“They initially messed up, but then they went above and beyond to fix it.”).

In summary, address negative word-of-mouth with sincerity and a commitment to do better. Show the public that you take feedback seriously. Even negative comments are an opportunity in disguise – a chance to demonstrate your customer-centric values.

When others see a brand openly engaging and improving from criticism, it builds trust. And trust is the currency of word-of-mouth. Remember, a negative review or two isn’t the end of the world; what matters is that overall, your positive word-of-mouth greatly outshines the negative, and that you continuously refine your business based on what you hear.

Conclusion

Getting word-of-mouth going is like igniting a chain reaction of goodwill. It starts with making your customers genuinely happy and then giving them the means and motivation to share that happiness with others.

We’ve discussed how a well-crafted referral program can be a powerful catalyst – by rewarding referrals, you encourage more customers to proactively recommend your business, thereby multiplying your reach.

But equally important are the broader efforts to create a talk-worthy brand: outstanding customer experiences, active engagement on social media, encouragement of user content and reviews, partnerships with influencers or ambassadors, and occasionally doing something delightfully unexpected or innovative that puts your name on everyone’s lips.

For businesses of any size and in any industry, word-of-mouth marketing is a game-changer. It leverages the oldest and most trusted form of promotion – a friend telling a friend – now supercharged by technology that can amplify one voice to thousands. And crucially, it builds a community of advocates around your brand.

When done right, WOM marketing doesn’t just bring in new customers; it creates loyal customers who stick around longer and continue to refer others, creating a virtuous cycle of growth. Marketers often call it the “secret weapon” because its effects, though sometimes hard to measure precisely, are profoundly effective in driving sustainable, organic growth.

As an intermediate guide, you now have both the strategic understanding and practical steps to boost word-of-mouth for your business. Start by assessing your current customer satisfaction – are you exceeding expectations to give people something to talk about? If not, shore that up first.

Next, consider launching or refining a referral program to harness those goodwill ambassadors you’ve cultivated. Meanwhile, pick a couple of the other strategies outlined (perhaps ramping up your social media engagement or implementing a “surprise and delight” initiative) and integrate them into your marketing plan.

Remember that consistency matters: keep nurturing relationships, keep delivering excellence, and keep asking for and amplifying customer recommendations. Word-of-mouth is not an on/off switch but a continuous process to nurture and maintain. Stay patient and authentic – it takes time to snowball, but once momentum builds, it can become your most powerful marketing asset.

In a world where consumers are bombarded with ads and promotions, a genuine recommendation stands out as pure and trustworthy. By focusing on getting word-of-mouth going, you invest in the kind of marketing that money alone can’t buy – the heartfelt endorsements of your happy customers.

Make your business worth talking about, and people will talk. Then, listen, thank them, and watch your community (and customer base) grow. Good luck, and may the buzz be ever in your favor!