Top 10 Ways to Get More Referrals

So many of my clients name "referrals" or "word of mouth" as the number one source of growth in their business. However, when I ask how they get those referrals - so that we can increase them - they're not sure. I like business boosts to be predictable, reliable and replicable. Referrals are no different; they're a marketing strategy, not a fantasy. 

Referrals don't happen by accident; they happen by intention. If you follow this list of suggestions, you will see your referrals increase. 

Here are my top 10 ways to consistently and intentionally generate referrals: 

1. Ask!

Your clients have 143 other things on their minds than your business, so they forget to tell their friends or colleagues about you. Don't take it personally; it doesn't mean they don't value you. It just means it may not occur to them to refer people to you. Asking for something, especially referrals, is quite simply the best way to get it! 

2. Explain clearly what makes a good referral for you.

One of the best things about referrals is that better qualified prospects come to you. They're better qualified because a satisfied client knows them and has decided they need to know about you. 

But have you ever had someone referred to you who wasn't a great candidate for your services? Maybe the message they got from your past client was positive but wasn't exactly the one you'd choose to share. 

The best way to ensure you get appropriate referrals is to clearly explain what a good referral for your business would be. It's also useful to let people know about not-so-good referrals. 

[Do you know what makes a good referral for you? Are all warm bodies good prospects for your services? Be sure you know what you're looking for before you begin asking for it.] 

3. Deliver knockout service.

It may seem obvious, but this can create a subtle distinction in your intention: Do you want to meet your clients' needs? Or, will you delight them so much that they just have to spread the word? 

4. Do something "buzzworthy."

What can you include in your knockout service that is unique or unexpected enough to make the news or spark coffee shop conversations? Van Michael, my hair salon when I lived in Atlanta, offered free aromatherapy scalp massages that I felt every human must experience. Remember when hotel chains started upgrading the beds and linens such that people actually wanted to buy them? That's a good way to get people to refer you more business. 

5. Join (or start) a referrals group.

A structured approach can transform your haphazard referral occurrences into systematic, reliable revenue. You'll get the most out of your group if its members share your values and have similar target markets but not a competing service. 

6. Ask others what makes a good referral for them.

Astute, like-minded professionals will almost always respond with a desire to learn more about you. (By the way, this is the ideal thing to ask someone you've just met in a networking situation.) 

7. Give referrals.

It's as much a lesson in karma as it is in business: givers gain! Pass enough referrals to others and you'll soon find them reciprocating. As soon as I get a new client, I start looking for referrals and good contacts for them. 

8. Increase your referral base.

Unless you have a very elite service, relying on a few select clients to refer business to you isn't wise. How can you get more referrals? Ask your vendors, colleagues, family and friends for them. 

In addition, find ways to share your service with larger groups of people, through workshops, public speaking and published works. 

9. Stay visible.

Don't let "out of sight, out of mind" damage your referral business. Keep yourself top of mind with your referral base by staying in touch. 

10. Incentivize and/or thank people for referrals.

You can offer monetary rewards, gifts or other incentives up front to entice people to give you referrals. These rewards should be motivating to them and cost-effective for you. 

Whether you offer up-front incentives or not, always be sure to thank people for referrals. This can range from a phone call or handwritten note to commissions or gifts. Expressing your gratitude is a wonderful way to invite more of this trust and generosity into your life. 

Generating more referrals can reduce marketing costs and increase the joy in your business. I hope you have found at least one idea here that you can take action on today. 

Samantha Hartley

Boost New Patient Referrals With 10 SEO Video Marketing Tips

More and more orthodontic, dental, and professional practices are implementing the latest in online marketing strategies to increase new patient referrals. Using video as a marketing tool not only grabs the attention of viewers when they click on you website, it increases the SEO (search engine optimization), if set up correctly, to improve page ranking on the search engines. Unfortunately, many of these videos on You Tube, Google Video, My Space, and Facebook are not set up properly with SEO to attract patients. This is something that every Internet marketing beginner and advanced marketer should know how to do, especially after spending thousands of dollars on a professional video production as part of a marketing strategy.

Listed are 10 basic SEO tips you can implement to optimize online videos to ensure they are picked up by the search engines. It will also increase viewers from social networking sites that use the search tool to find content they want to watch.

1. Brand Your Video Channel

Use your main keywords in your channel's name; ex: John Smith DDS, your brand name, or City-State orthodontist. Tests report implementing this little optimization trick can improve your SEO ranking. Eventually, you brand name will become popular enough online that users will use your channel name to search for your videos.

TIP:When you setup your channel on sites like You Tube, My Space and Facebook, your user name is your channel name... so brand it with the same name on all sites right from the start. Some sites, like My Space, won't allow you to change your username once it is setup. Make sure it is set up correctly the first time around.

2. Choosing A Category

Make sure you choose the correct category for your videos. Remember, you want highly targeted viewers interested in the services you have to offer, patients who will contact your practice to schedule a new patient exam. Find the general category that relates to your area of expertise, as close as you can. Many categories do not cover your specific areas of expertise, so do your best. This not only gives you better page ranking for your videos, but also increases new patient referrals with SEO, over time.

3. Always Use Attention Grabbing Titles or Headline Copy

Your video title or headline requires two components to ensure better positioning on the search engines and on any site's search tool: The first is keywords or key phrases that are relevant to the content of your video. The second is action verbs. Discuss a problem, solution, or general information people in your target area are online to research. This would include general information available to the entire community, community service, and special events.

4. Optimize Your Description

The same keyword rules apply to video marketing and video search engine optimization as your website... Only use keywords that actually pertain to the subject matter in your video description. Take the time to script your video properly to improve SEO.

Always list your website URL; yourwebsitename.com first.

Use your main keyword at the beginning of your video description and use a variation of your main keyword at least 2 times on the rest of the body description.

Make sure the copy makes sense and offers a good overview of the content in your video. When applicable, point out what viewers are going to learn or experience and the benefits and features of treatment being offered.

If the video is a testimonial of treatment expertise or office event, make note of it.5. Tags

One of the main features of Web 2.0 is "Tags". It is a content management tool that helps computers, web users, and search engines find and categorize online content. This is one of the most important areas of your on-site video SEO efforts. Use them on every video you submit to any type of online video sharing site. Your ticket to success online is your use of main keywords, secondary keywords, and any keyword that relates to your content.

TIP: First use the keywords that you use on your title, and description, then use other keywords related to the content. Also use your brand name as a tag. For example: If your content is about orthodontic treatment, you main keyword is your brand name. Your secondary keywords are orthodontics, braces, orthodontist, plus each keyword listed again with your city, State. Viewers from all over the world help improve your page ranking so you want to include generic and demographically targeted tags alike.

6. Tagging All The Way

This is a simple but very useful on-site SEO tip that you need to use to maximize your video. Use as many tags as you can. Make sure you use the maximum number of characters that the site let you use. Here is why: Every tag you add to your video automatically creates a web page for that tag. Each page has a link back to your video page. This allows you to optimize the site structure to back link from relevant web pages on other sites.

Some sites limit the number of characters you are allowed to use when creating tags. In this instance, make sure to include your strongest keywords and the city, state for each first to optimize new patient referrals. Use secondary keywords to fill in remaining character space allotted.

7. Become A Social Butterfly

With web 2.0 and social media today, you need to be an active user of online communities by visiting other channels, commenting on videos, and not only on those related to your niche, but on any video that you watch. Every time you post a comment on someone else's video page, your channel name becomes a link back to your profile which is linking to your videos. This makes you an on-site active link, expanding the reach of your online video pages. Remember... the more back links the higher your page ranking, and the better your search engine position.

Marketing team members who have access to the business online sites can help with the linking and commenting process to increase visibility.

8. Use Videos To Attract Attention

Post your videos on your website, in your blog, and complement them with some text to encourage visitors to watch your videos. The goal is to attract your viewer's attention, encourage them to research further on your site, and ultimately contact your practice to schedule a new patient exam. Video testimonials, video office tours, and practice overviews with a call to action asking patients to contact your office for an appointment significantly increase new patient referrals.

9. Create A Circular Viral Video Effect

Every time you post a video on your site, whenever possible, link it through You Tube instead of hosting it on your website server and then again uploading separately to video sites. Every time a visitor clicks on your video on your website, blog, My Space, Facebook, etc. it increases the total views on your You Tube video, if linked properly. This in turn increases your video page ranking and SEO for that video. When new patients search in your area for treatment providers, your video will have a high page ranking on the search engines and drive traffic to your website. You will need to incorporate the assistance of your webmaster when adding video to your website. On a blog or social networking sites, it is very easy to upload video yourself.

I understand the quality of the video on your website is affected by uploading and viewing through You Tube. However, the goal of your video is to "Grab Attention". The ability for patients to find your video, website, blog, My Space page, etc. immediately with high page ranking... supersedes the loss of video quality that may occur through You Tube, especially with testimonials and office events.

10. Take Advantage of All Your Social Options

If you have the time, besides My Space and Facebook, to increase viewers, upload your video to other social and video networking sites. The more social network sites you use, the more one way back links you receive to increase your page ranking.

Always remember to provide good content in each video. Include useful tips whenever possible, and always add some fun... Nothing happens overnight. Be patient... let your videos work for your 24/7, behind the scenes to increase referrals. Sooner...rather than later, new patient referrals will begin to increase with a strategically optimized video marketing program.

 

Mary Kay Miller 

Who Else Wants More Referrals?

Getting new clients by referral is one of the most effective, simple, and low cost ways to grow your business. So how many referrals have you received lately? How often do you ask for referrals? 

It's exciting to open an e-mail or pick up the phone to find that unexpectedly someone you know wants to introduce you to a potential new client. Some people will give you referrals without you asking for them. And while that's great, it is an unpredictable situation. 

Another relevant question is how many referrals have you given lately? By giving referrals you understand the process better and demonstrate that it's not only about getting. And if you're like me, you enjoy connecting people who can help each other. 

The people you give referrals to may not be the same people who give you referrals. The point is, what comes around goes around in its own way. 

In order for referrals to be an effective marketing strategy, you must create a structured system and stick to it. This is the best way to generate referrals on a consistent basis. Asking for referrals randomly or when you remember won't cut it. 

I know from my clients that sometimes they are reluctant to ask for referrals because they are afraid of being intrusive or pushy. Find a way that feels right for you, and remember it's just a question. A great time to ask is when someone compliments your work. 

In addition, think about asking clients before, during, and after they buy from you. Asking for referrals is like any other skill, the more you do it the easier and more natural it becomes. 

WHO TO ASK 

- Current clients 

- People in your professional networks 

- Strategic alliance partners 

WHAT TO ASK 

This is actually very important and it's not just about semantics. Don't ask someone this question: "Do you know anyone who might need my services?" 

Why? Because it's vague and makes it difficult for the person to come up with 'someone' because you're asking for 'anyone.' 

Make it easy for people to give you referrals. Ask them something specific that is simple to answer. Ask something like this: "Who is one business owner you know who may need help attracting more clients to his/her business?" See the difference? 

You need to be clear about the next step you would like the person giving you a referral to take. You can ask them to make the introduction via e-mail and copy you. Or you can ask the person to phone the person before you make contact. Another idea is to ask the person to direct the interested person to your website to obtain some preliminary information. 

HOW TO ASK 

There are loads of opportunities to ask for referrals. Decide what you feel comfortable doing and commit to taking action. Think about asking for referrals: 

* In person 

* On the telephone 

* In an e-mail 

* Using snail mail (postcard or letter) and follow up with a phone call 

In general people you know are happy and willing to help you by giving you referrals. But, remember it is you who wants something so it's up to you to check back about your inquiry. People are busy and can forget about your request. A friendly reminder can do wonders. 

WHAT TO GIVE TO PEOPLE WHO SEND YOU REFERRALS WHO BECOME CLIENTS 

Many times the people who send you referrals will let you know. But that's not always the case. That is why you must ask everyone who contacts you how they heard about your business. That way you are always able to thank people who give you referrals. 

There are infinite ways to thank people who refer clients to your business. Be creative and come up with things that are valuable to them. Here are a few ideas: 

> One of your products for free 

> Free additional services 

> Recognition for them in your ezine or blog 

> 2 for the price of 1 to an upcoming event 

> Training or education to the people who give you referrals 

When you know the people who give you referrals well, you can share more personalized gifts like: 

> Concert tickets 

> Coffee or tea with a cup 

> Gourmet food basket 

> Designer chocolate 

> A relevant book 

> Movie passes 

> Restaurant certificate for lunch or dinner 

Gift or no gift, at the very least do say thank you. Pick up the phone, send an e-mail, or drop a handwritten note in the mail. If you like referrals, and want to keep them coming, be sure to thank the people who send them to you. 

Are you starting to see how creating a referral system is an easy and effective way to grow your business? Give referrals, ask for referrals on a consistent basis, and thank everyone who sends you referrals. And discover how attracting more clients has never been so fun! 

Stephanie Ward