The Ripple Effect of a Recommendation
In my previous blog, I touched on the idea that supporting a small business does not always have to mean spending money. A like, a share, a comment or a recommendation can all make a real difference. This article feels like a natural follow-on to that conversation, because I want to explore one of those ideas a little further: the power of recommendation.
There is something wonderfully familiar about it too. Long before social media, recommendations often happened in the most ordinary of ways — over the garden fence, across a kitchen table or during a chat with a neighbour. Someone would mention a florist, a tradesperson, a hairdresser or a local café, and just like that, a business might gain a new customer.
That kind of word of mouth still matters today. In fact, I would argue it matters just as much, if not more. Because whilst a recommendation may only take seconds to give, its impact can travel much further than we realise…
Photo by Matt Sweeting Photography
The Power of Digital Word of Mouth
Long before social media existed, recommendations happened naturally…
A neighbour would mention a local tradesperson. A friend would pass on the details of a florist. Someone would recommend a restaurant, a hairdresser or a saddler over a cup of tea.
Businesses grew through trust and reputation.
In many ways, very little has changed. The only difference is that today’s word of mouth often happens online.
- A tag in a social media post.
- A comment recommending a service.
- A testimonial on a website.
- A quick mention in a Facebook group.
- A share of someone’s work.
- These are todays equivalents of those conversations people used to have over garden fences, or down the pub.
And they still matter. Perhaps now more than ever?
Featuring @sanawellness_training
Featuring @finalfitmethod
Featuring @fabricsewnbeautiful
The Journey of a Simple Recommendation
Imagine this… if you will…
A wellness practitioner shares a beautiful image from a recent brand photoshoot. One of their followers notices.
Who clicks through to the photographer’s profile.
A few weeks later, they book their own shoot.
Those images help refresh their website.
The business grows.
The photographer gains a client.
The client gains clients.
And all because somebody took a moment to share or mention the person behind the work. What started as a simple action created a ripple effect. Not because it was complicated. But because it was HUMAN and in a world where AI begins to take a grip in many areas, the truth behind human connections can’t be ignored.
Things That Don’t Come with an Invoice
As business owners, we’re often encouraged to invest in marketing.
Advertising.
Software.
Automation.
Strategies.
Funnels.
And obviously, many of those things have their place, some of the most valuable forms of marketing still cost absolutely nothing.
A recommendation.
A review.
A referral.
A social media share.
These small gestures don’t arrive with a price tag attached, yet they often carry enormous value. Many independent businesses can trace opportunities, collaborations and new clients back to a single recommendation. Not a paid advert or an elaborate campaign.
Just one person taking the time to say, “I worked with them and I’d happily recommend them.
Featuring @weave.wood.interiors
We Rarely Build Businesses Alone
One of the things I love most about running a small business is seeing how interconnected we all are. Behind almost every business is a network of people helping things happen, such as…
Photographers (ME!) creating imagery.
Designers building brands.
Copywriters finding the right words.
Website developers solving technical headaches (Thank God for mine – The Web Barn)
Virtual assistants keeping everything organised.
Mentors and Coaches keeping you on the path that works best for you (That’s you that is Emma)
Makers, suppliers, accountants, printers, florists and countless others quietly contributing behind the scenes.
Many of these businesses rely heavily on referrals and recommendations. Not because they’re incapable of marketing themselves (!), but because trust remains one of the most valuable currencies in business. When somebody recommends your work, they’re lending you a little of that trust.
That’s powerful.
Featuring @jesswinrowequinephysio
Creating Ripples
We often assume we need to do something grand to support another business. But sometimes the most meaningful actions are the simplest.
- Leaving a review.
- Sharing a post.
- Tagging the person who helped.
- Recommending a service you’ve genuinely enjoyed.
- Mentioning a business when someone asks for advice.
None of these things take very long, seriously, they don’t. Yet each one has the potential to create opportunities we may never even see.
The next time you’re about to post, comment, recommend or share, remember that you might be creating a ripple. And whilst you may never know how far it travels, the person receiving it almost certainly will. In a world that can sometimes feel increasingly automated, recommendations remain wonderfully human.
And perhaps that’s why they still matter so much.
Hillside Farm, Martock - AirBnB
Thank you for reading – and naturally, I hope you picked up on those links to those who feature in this article 😉
Wishing you all a wonderful day and week ahead.
Rachel x
