“I’m a chiropractor running a small office.  What is the best, least expensive way for me to get the word out about my business? I network with local business associations having heard that word of mouth is the best form of marketing.  Any tips for me?”

Word of mouth advertising—people telling other people how wonderful you are—is great because it is based on positive experience and the trust between friends.  But how do you generate positive word of mouth?

Great word of mouth advertising is no accident—and it’s not entirely free.  Here are five tips to start creating good buzz and get word of mouth working for you.

#1 Don’t Limit Your Networking.  Business groups are great, but you’re likely to meet good prospects everywhere you go.  This is especially true for someone in a business like this chiropractor.  Everyone knows someone with a sore back.  Go to women’s organizations, newcomer groups, area sports programs, recreation and lifestyle groups.  Get out into the community and get to know people—and let them get to know you. 

#2 Ask for Referrals.  Ask your current clients or patients to recommend you to their friends and family.  Depending on the norm for your industry, it may be appropriate to offer some kind of thank you for a referral that schedules an appointment—ranging from a discount on the next visit, to an affiliate fee or a small imprinted item.  Ask on the intake form, ask when you’re talking to the client, ask when they pay at the register or on your invoice.  Ask!

#3  Always have an elevator speech.  Your “elevator speech” is a 30 second answer to the question, “And what do you do?”  It should be 4-5 sentences long, and should cover your name, your company’s name, the key benefit you provide to clients and what makes you unique.  Practice until you’re comfortable, and you’ll always be your own best advertisement.

#4 Educate.  Provide free educational programs at fitness or recreation centers, libraries, senior centers and houses of worship.  Make the program truly worthwhile—not just an advertisement.  Help people become healthier and reduce pain and they’ll remember your name!

#5 Connect.  Offer a free educational newsletter to your existing customers, and fill it full of really useful information, plus special offers and news about your company.  Ask for referrals—and provide an easy way to type in the information right there.  Mail out a buddy coupon—one to use and one to share.  Hold an open house. Just stay in touch.

Word of mouth doesn’t happen over time.  Patience and hard word are the investment in lieu of cash.  You can’t buy word of mouth, but you can encourage it, and while it’s free, it’s also priceless.

By Gail Z. Martin