What's the best way to get more client referrals without paid ads?

Looking for ways to get more client referrals and grow your business without spending on ads? It’s possible! In this episode, Sonaya Williams shares proven strategies to build predictable referrals without paid ads, using simple relationship-based systems that actually work.

It’s myth buster time!

“You need ads, funnels, and a big social media presence to scale your business. Referrals, on the other hand, are random. You can’t control them.” 

At least, that’s the story. But what if I told you that’s simply not true?

Let’s bust that myth wide open with Sonaya Williams from The CEO Partner. Sonaya is a systems-driven entrepreneur who built her agency powered by a smart strategy to get more client referrals without paid ads.

Meet Sonaya from The CEO Partner

Sonaya is the founder of a thriving consulting agency that helps service-based businesses streamline their operations and scale sustainably. Like me (If you’ve listened to my previous podcasts, you know this is totally my jam), Sonaya believes good systems are the backbone of any successful business. 

They are about creating consistent, repeatable and streamlined experiences that guarantee a great outcome.

You can find some of the previous podcasts about how to streamline business processes here and here. 

Spoiler alert: Sonaya’s systems expertise can also help you get more client referrals in a predictable way.

How to make referrals predictable

But back to referrals. Most entrepreneurs treat referrals like a surprise birthday party. 

Sonaya, on the other hand? She’s sending out the invites, she bakes the cake (not quite, but you catch my drift), and makes sure everyone leaves with a goodie bag. And it’s paying off big time. 

Here are some of the strategies she uses to get more client referrals. They are especially powerful for service-based and agency business models.

1. Quarterly “Wow” packages

Every quarter, Sonaya sends her clients and top partners a physical package. Think a glossy magazine packed with client success stories, a branded notebook, a pen, and her business card. Her clients absolutely love it. 🎁

Why it works: It’s memorable, tangible, and makes people feel special. It helps her stay top of mind and gently encourages referrals without paid ads. Let’s face it, who doesn’t love getting mail that isn’t a bill?

2. The Friday relationship ritual

Forget #FollowFriday on Twitter. Sonaya’s got her own Friday ritual: every Friday, she reviews her contact list, shoots off a few casual DMs, sends a couple of thoughtful emails, or heads off for a coffee chat with past clients and referral partners.

Why it works: Consistency! She stays top of mind, so when someone hears, “I need help with documenting systems,” Sonaya’s name is the first they mention. This simple, relationship-driven habit is a brilliant way to get more client referrals on repeat.

3. Partner power-ups

Sonaya teams up with other service providers for joint webinars and workshops. It’s like a business playdate, but everyone leaves with new leads.

Why it works: She gets in front of new audiences, builds trust by association, and creates a win-win for everyone involved. It’s collaborative marketing at its best, and it makes it completely possible to grow your business through referrals without paid ads.

4. The art of the ask

Sonaya doesn’t just hope for referrals; she asks for them. But she’s specific: “Do you know anyone who’s struggling with their business systems?” No awkwardness, just clarity.

Why it works: When people are happy with your work, they usually don’t mind a referral. But unless you specifically ask for it, they won’t give it spontaneously. Being confident in your ask is key to getting more client referrals that actually convert.

Relationship-driven marketing: the secret sauce 🥫 

If you think marketing is just about posting on Instagram until your thumbs go numb, Sonaya’s here to save you from carpal tunnel. She proves you can grow sustainably and get more client referrals without paid ads by focusing on real connections.

1. Storytelling that sticks 

Her magazine isn’t just pretty. It’s packed with real client stories and case studies. People see themselves in those stories, and suddenly, they want to be the next success story.

2. Live client sessions 

Before the magazine, Sonaya hosted live sessions where clients shared their experiences. It’s authentic, unscripted, and way more convincing than a five-star Google review.

3. Personalised outreach 

She’s not afraid to pick up the phone, send a handwritten note, or drop a thoughtful email. In a world of bots and auto-DMs, this stands out like a unicorn at a pony show. 🦄

Why This Works (And Why It’s Fun!)

• Trust Factor: People buy from people they trust. You may tell potential clients how fabulous you are till the cows come home, but when they hear it from other people, they pay attention. 
• Less Hustle, More Flow: Instead of chasing cold leads, Sonaya’s building a warm community that sends business her way.
• It’s Actually Enjoyable: Who knew business growth could feel like catching up with friends over coffee?

The risk of being too hands-off with referrals ⚠️

In the initial stages of her business, Sonaya was involved in all aspects of her business. Her network had ample opportunity to build a relationship with her. 

Like many, she assumed that delivering great results would be enough for referrals to roll in on autopilot. For a while, that’s exactly how it worked: clients were happy, and word-of-mouth brought in new projects. But then, things slowed down. Sonaya realised she’d become invisible to her network. 

As the business grew, Sonaya had become more hands-off and, as a result, invisible to her network.

Sonaya realised that the success of her business came with a hidden trap. 

Here’s why that’s risky:

• Out of sight, Out of mind: If you’re not regularly connecting with your network, people forget. Even your happiest clients have busy lives, and it’d be foolish to assume they’re thinking about your business 24/7.
• Trust is essential: You lose that trust if you fail to connect at regular intervals, resulting in inconsistent pipelines and missed opportunities.
• No feedback loop: Without staying engaged, you lose valuable insights on what’s working, what’s not, and how your business is perceived in the wild.

In short, getting more client referrals requires visibility and intentional relationship management, not luck.

Final Thoughts: Relationships Are Your Business Superpower 💥  

Sonaya proves that you don’t need to be on every single SM platform or spend a fortune on advertising. You can absolutely get more client referrals without paid ads by focusing on human connection and thoughtful systems. 

So go ahead. Send that note, make that call, and start treating your network like the goldmine it is. Who knows? Your next best client might just be a friend-of-a-friend away.

Now, excuse me while I go off to write some thank-you cards… ✍️💌

Contact Sonaya Williams From The SEO Partner 

🌐 Website: theceopartner.com

📧 Email: team@theceopartner.com

📸 Instagram: @Sonaya.Williams