Having a website, social-media presence or e-newsletter does not guarantee people will talk about you.

People will talk about you, however, if they like you and value your services and advice.

The more strongly they feel about you, the more they’ll go out of their way to let others know.

But will they pick up the phone and call everyone they know? Probably not.

Recently, a financial advisor contacted me to share how his business has changed dramatically over the past few months.

He said he focuses on “over-servicing” his clients, but still growth at his firm was not steady. He knew he should be getting more referrals from his clients.

Something was missing.

A decade ago, he reluctantly started a website. Then, six months ago, even more reluctantly, he started an email newsletter.

And over the past three months, he was pushed to develop a social-media presence—a LinkedIn profile, Facebook business page and blog.

Suddenly, things started to change.

The advisor made a concerted effort to get his clients and prospects to connect with him online. His clients not only read his blog posts but passed them along to others.

He posts new content every two weeks on his blog and sends out an email newsletter containing the same information as the blog.

The result? His clients now have an easy way to share him with others, and the referrals are pouring in.

He can trace seven referrals and two new clients so far to his new online activity—an unqualified success!

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Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC, which consults to Fortune 500 firms on strategic marketing planning and business growth. For more information, go to www.redzonemarketing.com