5 alternatives to word-of-mouth marketing for small businesses

“I get all my business from word-of-mouth marketing.”

“I’m a referral business.”

“I don’t have the budget for marketing.”

“I’m just too busy to market my business!”

If you find yourself saying any of the above, it’s likely that you experience considerable peaks and troughs in your small business.

Why?

Because it means that you are not actively pursuing marketing to generate leads and opportunities for your business. There is no steady flow of new business to help even out the peaks and troughs - so you are either flat-out busy or twiddling your thumbs.

When times are good, it seems like everything is in place and your business is a resounding success.

More often than not, however, the leads dry up and there is nothing churning away in the background to generate new opportunities. No mechanism is in place to bring new prospects in to help you grow.

But the bills still need to be paid.

That’s why EVERY small business should be investing in marketing, regardless of size, turnover, or budget.

There’s nothing wrong with word-of-mouth leads. In fact, they’re wonderful! It’s just that you are reliant upon others. You are not in control of your own destiny. You are essentially playing a game of hope.

Word-of-mouth leads and referrals should be considered the icing on the cake – not the cake itself. Build a strong ‘base’ from the right ‘ingredients’ and you have a creation that will sustain your business for years to come!

But if you just have the icing, there will be periods when you inevitably go hungry!

Here are five ideas that will help you bake something to create a consistent flow of opportunities to protect your business from famine in the years ahead… 

1. Build a client referral marketing system 

Word-of-mouth marketing needs systemising or it is just a game of hope. It’s all well and good waiting for referrals to come to you but you can achieve much more by implementing a simple system 

To do that, go through these steps:


  • Get clear on your value proposition – what your business provides that others’ do not and why people should choose your business.
  • Trim your existing client list – you may need to shed some low-value or ‘problem’ clients to focus your time on higher value clients and new business.
  • Segment your database by value, how long they have been with you or what stage of the sales funnel they have reached.
  • Set expectations from day one – when a prospect signs up, set the expectation by telling the client that you will speak with them in the future to request referrals.
  • Ask the question– if you feel awkward asking for referrals, start by asking your closest clients for details of two businesses that would benefit from your services.
  • Get creative - include a line in your email signature or arrange special events for clients - and ask them to bring two business associates along.
  • Show your appreciation with a verbal or emailed ‘thank you’ - or take it a step further and send a card. 

2. Get smarter with LinkedIn

LinkedIn is the world’s largest database of professionals. Somewhere in the region of 500,000 professionals use the platform. It’s free to use – or low-cost for paid membership. 


Depending on your type of business, it’s possible to make LinkedIn the hub of all your marketing activity at very low cost. It will take a bit of time but if you focus on the following areas, you will have a head start on the many other LinkedIn users:


  • Get crystal clear on what’s unique about your business and who exactly you’re serving (your target audience).
  • Optimise your profile to focus on exactly what you do and your value proposition – and include your main keywords. Focus your summary on talking to your target audience.
  • Grow your network by connecting with your target audience
  • Engage with this growing network by liking/commenting/interacting in groups and posting status updates and links to valuable content. 


The two mistakes that many business owners make are:


  • Treating LinkedIn as a peer-to-peer network - wasting time talking to other industry professionals rather than potential clients; or
  • Treating it as a sales platform - and losing their network by trying to sell straight off.


LinkedIn is a superb marketing platform for small businesses to generate a steady flow of leads if you get the strategy right as per above. 

3. Put resources into SEO marketing 

Search Engine Optimisation (SEO) marketing can be time-consuming – but it is essential for getting found by your target audience. 


SEO is the process of optimising your online content for the search engines (Google, Bing, Yahoo etc.) This includes your website’s standard pages, but also its blog posts, and anything else you have published online—such as videos—that can be found through ‘organic search’. (Organic search means ‘free search’, as opposed to paid search such as Google AdWords or Facebook Advertising). 


Understand the basics of keywords and SEO – then hire reliable and recommended SEO professionals to look after your campaigns. 


It is unlikely that you will have the time or expertise to effectively manage your own campaigns but your SEO professional should be able to guide you with on-page SEO (keyword placements), off-page SEO (link-building etc.), and the content required to improve search rankings. 



If you take informed and consistent action, results will come. Think long term with SEO – and if you are largely targeting your local market, be sure to optimise well for local search. 


4. Reach out with email marketing 

If you have spent time and resources to connect with prospects online (on LinkedIn, Twitter, etc.), and offline (at various networking events), you will rapidly build a large database of potential clients. 


How do you reach out regularly to these prospects and stay top of mind? 


As well as through your activity on LinkedIn, you can get your prospects’ permission to include them in your newsletter marketing and in email marketing campaigns for other offers you may present from time to time. 

Well-written email marketing campaigns have the power to convert prospects into customers – or at least move them along the sales funnel so they are closer to signing up. 



Get professional copywriting assistance here to increase open rates, click-throughs, and conversions. 


5. Build authority with content marketing 

Nothing beats regular, original, relevant content for improving the relationships with prospects. And, in the long term, that’s what marketing is all about. 


Why? 


If you focus on the main questions going through your prospects’ minds, you establish authority status. It builds trust and confidence and you will be top of mind when they are ready to sign up for the types of services you offer. 

That may not be today or tomorrow – it could be six months down the track or even longer. But this longer-term marketing activity will pay dividends in the future, as part of a multi-pronged marketing strategy. 


The types of content you can focus on include:



  • Articles that answer key questions in clients’ minds
  • Blog posts about industry changes
  • How-to or FAQ videos
  • Infographics that succinctly provide useful data and concepts 


Market your small business – no excuses!

There are literally no excuses for not marketing a business.


No time? Make time.

No budget? You don’t need it.


Don’t know how? You do now.


Don’t need it? You will.


Got enough leads? You soon won’t.


Marketing is the key to bringing a steady flow of opportunities in – and leads are the lifeblood of any small business. With a good sales system to convert leads, you have new revenue, healthy cash flow, and growth.


But generating leads can be an awkward subject for accounting and financial professionals with little to no marketing or sales experience. It’s easier to rely on leads coming to you than to go out hunting for them.


Don’t confuse marketing with sales: marketing is the process by which you bring in leads. It doesn’t need to be salesy. Sales is the process of converting leads into revenue.


Remember that your word-of-mouth leads always have the potential to completely dry up. Such passive marketing is dangerous and stressful for any small business owner: suppliers still need to be paid and things can quickly go south if the cash flow dries up.


Get proactive and market your business on multiple fronts and you have a much better chance of not only maintaining a healthy cash flow but growing your business for the future.


If you need assistance with developing marketing for your small business, get in touch with us and we’ll be able to point you in the right direction, as we know a number of marketing specialists in different areas.



Need help with your accounting?

Find Out What We Do
October 13, 2025
It’s very common for retirement priorities to shift over time. But for some, the change arrives with a jolt. You may spend years—even decades—planning exactly what your post-work life will look like. While life can throw a curveball into your plans at any stage, the closer you get to retirement, the more unsettling the disruption can be. Whether it’s family breakdowns, the death of a loved one, an inheritance received, or unexpected expenses, you'll face a different personal and financial landscape. One that no longer matches the retirement you envisioned. Adjusting your working life. When a major life change hits, the most important rule is: don't rush anything. While you're reshaping your future and contemplating big moves, avoid making any rash decisions that are irreversible. The event may alter the required length of your working life or your willingness to continue working: Health issues could force you to retire earlier than planned A substantial inheritance might enable a more enjoyable, earlier exit from work. Conversely, a divorce late in life, particularly for someone with high spending habits, might necessitate staying chained to a desk longer. The separation may leave you with an unexpected mortgage or simply drain your finances through the legal process, creating difficulties. Make a basic plan. Take the time to sit down and rationally think through what your new retirement might involve. If retirement is still five to 10 years away, that's a good timeframe to start contemplating your next steps. The most critical step is to determine how much money you will need to spend. While most people worry about whether they "have enough money," the key question is almost always, "How much do I need to spend in retirement?". Consider this example: If you retire with $1 million and your annual spending requirement is $50,000, you're likely secure. However, if you have $1 million but need to spend $150,000 per year, you have a problem. You'll need to either dramatically increase your savings or significantly reduce your spending expectations. If you are struggling with these figures or want a professional opinion, see a financial adviser ( we can direct you to one ). Paying for a few hours of their time will help you consider things you hadn't thought about. A change of pace. Remember, retiring from your main career does not mean leaving the workforce for good. You have options: Moving part-time in your current job for a few years, using your extra days for hobbies. Taking on volunteer work. Leaving a stressful executive role for paid work you actually enjoy. Hopefully, your surprises on the path to retirement are positive ones. If they are not, don't panic. Stay calm and seek advice. We can help. Early advice and planning can make a real difference in managing your retirement well—understanding the tax implications is a huge part of that. Don’t wait — let us help you !
October 13, 2025
If you're living and working in Australia on a visa, you may be required to lodge a tax return with the Australian Taxation Office (ATO). Australia's tax system is complex—even more so if you're a visa holder. We specialise in helping visa holders understand and manage tax obligations with clarity, compliance, and confidence. With years of experience in this niche area, our dedicated team of tax professionals is here to make tax time stress-free. Do visa holders need to lodge a tax return? If you earn income in Australia, you're likely required to lodge a tax return. This applies even if you're on a temporary or bridging visa. Common visa types that often require a tax return include: Working Holiday Visa (subclass 417 or 462) Student Visa (subclass 500) Temporary Skill Shortage Visa (subclass 482) Graduate Visa (subclass 485) Partner Visa (subclass 820/801 or 309/100) If you earn more than the tax-free threshold (currently $18,200), you must lodge a return. Some visa holders, however, don’t qualify for this threshold—more on that below. Australian Tax Residency Test explained. When it comes to lodging your tax return, your tax residency status makes a huge difference. Even if you're on a temporary visa, you could still be a resident for tax purposes. This affects how much tax you pay, what deductions you're eligible for, and whether you can claim the tax-free threshold. 1. The Resides Test (Main Test) This is the primary test. You’re likely a resident if: You live in one place and have regular routines (like renting a place, going to work or uni) You’re part of the local community (bank account, phone, gym, etc.) You stay in Australia for a continuous period of 6 months or more You intend to stay long term—even if your visa is temporary 2. The Domicile Test You may be a resident if your domicile (legal home) is in Australia, unless you can prove your permanent place of abode is overseas. This usually applies to: Australian citizens or PRs working overseas temporarily People who still maintain strong ties to Australia Note: Most temporary visa holders don’t pass this test unless they’ve been in Australia long-term. 3. The 183-Day Test. If you’re physically in Australia for 183 days or more in a financial year (doesn’t need to be consecutive), you may be a resident—unless your usual place of abode is clearly overseas and you don’t intend to live here. You’re likely a resident if: You stay for 6 months or more You rent long-term accommodation You’re working or studying with the intention to remain for an extended time Common visa types & how tax applies. 1. Student Visa (Subclass 500) Likely considered a tax resident if you stay over 6 months Can claim the tax-free threshold ($18,200) Can deduct eligible expenses (like textbooks, computers for study if working in a related field) 2. Working Holiday Visa (Subclass 417 or 462) Taxed at a flat rate of 15% on income up to $45,000 Must lodge a return if you earn any income Generally, not eligible for the tax-free threshold Superannuation can be claimed back when leaving Australia (through DASP) 3. Temporary Skill Shortage (TSS) Visa (Subclass 482) Often considered a tax resident, especially if you're working full time and have relocated Must lodge a return and may be eligible for tax offsets Can claim work-related deductions and rental expenses (if conditions apply) 4. Partner Visa (Subclass 820/801 or 309/100) Usually treated as a resident for tax purposes Same obligations and entitlements as an Australian citizen Tax returns may support future PR or citizenship applications Key differences for visa holders. 1. Tax Residency Status Your tax residency is not the same as your immigration residency. You could be a temporary visa holder and still be considered an Australian resident for tax purposes. If you're a resident for tax purposes, you may be eligible for the tax-free threshold and lower tax rates. If you're a non-resident, you’ll pay tax on every dollar earned (no tax-free threshold) and possibly at higher rates. Factors like how long you’ve been in Australia, your living arrangements, and whether you plan to stay long-term affect your tax residency status. The ATO provides a residency test to help determine your status. 2. Working Holiday Makers If you hold a working holiday visa, you're taxed at a special flat rate (15% on income up to $45,000 as of 2024-25), regardless of your residency status. You're still required to lodge a return if you’ve worked. 3. Access to Tax Offsets and Benefits Only Australian tax residents can access certain tax offsets, such as the low-income tax offset. You may also qualify for superannuation contributions, but you'll need to apply for a Departing Australia Superannuation Payment (DASP) when leaving the country permanently. What are the common mistakes to avoid? We see four common mistakes: Assuming you don’t need to lodge because you're a student or on a short-term visa Not declaring all income (including freelance or cash jobs) Using the wrong tax residency status Forgetting to lodge a return when leaving Australia Let us take care of your tax return. Whether you're a student, skilled worker, working holiday maker, or about to leave Australia permanently, getting your tax return right is crucial.  This is a niche area Ascent Accountants specialises in. We understand the unique situations that come with different visas—and we make sure you claim every dollar you’re entitled to. Contact us today to get started.
October 13, 2025
Bringing clarity to concealed sales prices. Scrolling through property listings and seeing phrases like 'offers from', 'expressions of interest', 'all offers considered', or simply 'contact agent' instead of a clear price can be frustrating for buyers. This lack of transparency makes it difficult to figure out what a seller is truly expecting for a property. In fact, the frustration at properties advertised with no price at all is consistent feedback clients give to agents. Buyers often report frustration after calling agents and not being given any guidelines on where the property sits on a price scale. The absence of price information can impact user engagement, with industry feedback suggesting it can significantly influence how users interact with property websites. Clear, visible pricing may enhance user trust and interest. Strategic steps for buyers. How to overcome the problem when agents don't give a price guide. Navigating a property purchase without a price guide is challenging, but buyers can take strategic steps to reduce uncertainty and strengthen their buying position. Research comparable sales: Understanding market trends and researching comparable sales in the area is crucial for setting realistic expectations. While median values are widely referenced, they don't always accurately reflect individual property values, so look at recent sales of similar properties for a clearer picture. Know your financials: Have a clear understanding of your risk profile and financial position. Know your borrowing capacity and secure a loan pre-approval. This streamlines the buying process and makes your offer more appealing to sellers in a competitive market. Use online tools: Experimenting with the minimum-to-maximum price range feature online can assist in providing a general price range. The limitations of desktop valuations. While desktop valuations can be handy, be careful not to overstate their accuracy due to certain variables. Desktop valuations are just averages based on an area's lot size, house size, nearby sales, number of bedrooms, and bathrooms. They may not accurately account for homes that are unique, have views, or don't fit the suburb's prescribed pattern. Furthermore, distinct features are ignored. A significant difference between properties may be that one has been totally upgraded and renovated, with sellers spending hundreds of thousands, versus a property in original condition. This difference is often not taken into account by automated valuations. We’re here to help. Buying a home is a financial and an emotional decision. If you’re buying, do your homework on comparable sales and understand the tax implications with Ascent Accountants . You can also consult with Ascent Property Co. and be matched with a home that suits your needs.
September 15, 2025
From 1 July 2025, interest on ATO tax debts won’t be deductible. This could add big costs—but smart planning now can ease the cash flow hit.
September 15, 2025
ATO is targeting WFH claims, car deductions, rental expenses & crypto. Our blog shows how to maximise deductions legally & avoid penalties.
September 15, 2025
Selling in 2025? Small details can make or break your price—but most pitfalls are avoidable. Read our blog to boost your property’s value.
More Posts