Most people still think referrals only happen in private conversations. But your online presence, when done right, can work the same way and sometimes better.
Let me show you what that looks like through a story.
Jason had never liked cold outreach.
He’s a leadership coach. Good at what he does. But every time he thought about sending a pitch or sliding into someone’s inbox, it felt forced. Salesy. Awkward.
So instead, he started doing something different. He began commenting—thoughtfully—on posts from people he admired. Not just “great post!” but adding insights, asking follow-up questions, and sharing short personal takes.
At first, it felt small. But something shifted.
One day, someone tagged Jason in a post: “You should talk to Jason—he always has good input on this stuff.”
He’d never spoken to them directly. But they’d seen his name. They’d seen his value.
That tag worked like a warm intro.
People trust people.
Just like hearing “you should meet this guy” from a friend, seeing someone show up with value in the comments creates trust—even if you’ve never met. Jason didn’t pitch. He showed up. People noticed.
“Hey, I saw your comment on Morgan’s post. I’ve been thinking about that same problem. Can we chat?”
That message came without Jason lifting a finger beyond sharing his perspective.
Another time, Jason left a thoughtful reply on a thread about team communication. A week later, a stranger messaged him:
That’s a warm signal.
Just like a friend whispering, “You should talk to them,” your presence online can spark curiosity and interest, especially when it’s rooted in value—not noise.
Jason also started joining the same conversations regularly. He engaged in familiar spaces—threads, groups, and events where his people already gathered.
Over time, even people he hadn’t spoken to knew who he was.
Familiarity became proof.
💡 82% of consumers are more likely to trust a company when their content appears consistently across platforms.
— Lucidpress/Marq, State of Brand Consistency Report
Check out the Buffer article on consistency.
https://buffer.com/resources/consistent-posting-study/
Just like seeing someone around town or at church builds trust, seeing the same face online in meaningful places makes people feel like they already know you.
Digital visibility worked like word of mouth
Jason wasn’t chasing leads. They started coming to him. People visited his profile, read his posts, and reached out. Not because he shouted the loudest, but because he showed up consistently and with clarity.
Final Thought
Word of mouth used to happen around tables and phone calls. Today, it happens in comment sections and shared posts.
If you show up in the right places, with the right energy, and the right message—people will start saying your name.
And you won’t have to ask them to.
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