Referrals Are Rolling In—So Why Bother With Marketing?

Can marketing really generate referrals?

Like most small businesses I work with, a solid chunk of my work comes from referrals. 👭 A friend here, a colleague there—it’s lovely, and it keeps the lights on.

But today? I got a referral… from ChatGPT. ChatGPT. Yes, ChatGPT. Normally, I'd reach out to someone who referred me to send them a big fat thank you with wine, flowers and sometimes a gift card. In this case, I guess I'll ChatGPT a thank you note and keep the wine for myself.

I've heard about this happening, but I was surprised when it happened to me!

And it got me thinking: referrals are amazing—but they’re not magic; they’re part of a bigger marketing ecosystem. Here’s why:

1. Referrals are wonderful — but marketing can help create MORE of them

So many businesses tell me, “We just do referrals, don’t bother with marketing.” But what if you could attract even more referrals if people thought of you more often? Marketing sprinkles reminders that help keep you top of mind.

2. That referral might’ve come via your marketing

The person who referred you might’ve seen your Instagram Story, LinkedIn post, employee wearing your company polo shirt, or window decal on your car. So yes, the referral came via word-of-mouth—but they were possibly primed by your ongoing visibility.

3. Marketing nurtures existing clients too

Do you drop helpful emails? Share wins on socials? Check in from time to time? All that reinforces your relationship and turns happy clients into super-referrers.

4. Sales usually need multiple touchpoints

You’ve probably heard the stat: it takes about nine brand exposures before someone buys. So while a friend’s recommendation counts, that buyer might’ve also seen your van, your logo hoodie, your billboard on the freeway, or your Facebook ad. Things add up.

5. Even Colonel Sanders was mystified

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”If it’s good enough for Colonel, it’s good enough for us. Marketing is part art, part science—and sometimes part smoke-and-mirrors.

So, what’s the bottom line?

Referrals are pure gold—but they don’t exist in a bubble. Keep showing up, stay visible, and give people something worth talking about. Whether it's your content, your signage, your brand vibe, or yes—even your AI sidekick recommending you—it all works together.

And hey, if ChatGPT ever sends you a client? Definitely blog it. It’s too good not to share. 😉

Love, Jamie xo Your Marketing Strategist • Fractional CMO • Bedford Avenue Marketing

Ready to make referrals unstoppable? Book in a chat with me.