The Secret to Growth: How Word-of-Mouth Marketing Can Transform Your Business
Discover how word‑of‑mouth marketing can fuel business growth through insights from Anita Erickson, CEO and Founder of The Marketplace ATX. From her entrepreneurial journey to practical strategies for building customer advocacy, this conversation reveals how referrals can evolve into a powerful engine for sustainable success.
Anita Erickson’s Path from Corporate to Design Entrepreneurship
Anita’s career began in radio and print marketing, leading to a corporate role at Dell. Despite her success, her passion for design steered her toward launching a platform for high‑end furniture sales. This entrepreneurial endeavor grew into a coworking space designed specifically for the design community, evolving into The Marketplace ATX—a unique, to‑the‑trade showroom.
Rather than selling products directly, The Marketplace provides vendors with the tools to curate product displays and grow their businesses, fostering collaboration and strong industry relationships. This innovative approach emphasizes the importance of community—a cornerstone of word‑of‑mouth marketing.
Referrals: The Backbone of Business Growth
Anita believes that “word‑of‑mouth is the most effective form of promotion,” especially in industries like design and construction. She emphasizes that referrals come from delivering exceptional client experiences. Positive experiences often turn customers into advocates, while negative ones can hinder future recommendations.
Her advice? Address any unresolved issues before asking for a referral. This ensures that customers are satisfied when they recommend your business. The ideal moment to request a referral is right after completing the final punch list and sending the last invoice. When making the ask, follow up both in person and in writing, being clear about the type of referral or review you need.
Creating Advocates by Making Clients the Hero
Anita stresses the importance of making clients feel valued and integral to your business. She recommends expressing genuine appreciation and positioning your request as a way for the client to help others find similar success.
“Genuine connections matter,” Anita notes. “People naturally want to help.” She suggests overcoming any awkwardness by being honest and specific in your requests. Yard signs, frequently used by realtors and construction firms, are another subtle but effective way to invite referrals.
Networking Advice for Young Professionals
Anita also offers guidance for young professionals entering the industry. Building connections with industry leaders and surrounding yourself with positive influences can open doors. A simple coffee chat with a professional can provide insights into whether a company or career path aligns with your goals. Approach networking with sincerity—asking for advice with genuine interest leaves a lasting impression.