Customers hear about businesses in all sorts of ways, and with everyone wanting to stand out from the crowd these days, marketing tactics are becoming more elaborate. But when you look at marketing closely, there are generally two ways in which a customer will hear about your business. The first is through getting yourself in front of them – advertising, emails, social media and cold calling for example. The second is through word of mouth. They’ll often ask friends for a referral and recommendations when they’re looking for a particular product or service. The big difference between these two methods is the conversion rate, with referrals producing a whopping 400% increase in conversions! W