Why Online Word-of-Mouth Matters for Pennsylvania Businesses

A bakery in Lancaster sells out every weekend without spending a dime on ads. Why? Word of mouth.

These days, referrals aren’t just swapped over coffee. They show up in Google reviews, Facebook groups, and DMs. That’s why online word-of-mouth matters for Pennsylvania businesses. It’s fast, trusted, and spreads like wildfire.

At LeaseMyMarketing, we’re PA digital marketing experts who get how this works around here. In this blog, you’ll see why word-of-mouth still rules, how it works online, and what your business can do to get folks talking.

Key Takeaways

• Word-of-mouth ain't old-fashioned, it's just gone digital and way faster.

• Online reviews are your new best salespeople, so treat them right.

• If people are talking about you for the right reasons, you're already winning.

What Is Word-of-Mouth Marketing and Why Is It So Effective?

Word-of-mouth marketing is when people share good things about your business after having a positive experience. It’s not paid ads or flashy promos. It’s your happy customers doing the talking.

This happens in two ways:

• Offline word-of-mouth: A neighbor chats about your shop at a cookout. A teacher recommends your service in the staff room.

• Online word-of-mouth: A customer posts on Instagram, tags your business, or writes a glowing online review. Suddenly, hundreds of potential customers are in the loop.

Thanks to social media platforms and review sites, those good words travel fast. One comment or tag can reach more people than a month’s worth of flyers.

And people trust it. Research shows 92% of folks believe friends and family over traditional ads. It feels honest because it is.

Word-of-mouth works because it’s built on customer satisfaction, positive emotions, and excellent customer service. It's the kind of marketing people actually want to hear.

Why Online Word-of-Mouth Matters for Pennsylvania Businesses

From small towns to Philly streets, Pennsylvania businesses thrive on one thing: people talking.

Here’s what makes it so powerful:

• Local trust matters. People here believe friends, neighbors, and loyal customers more than traditional ads.

• Social media spreads it faster. Social media and online reviews act like digital word-of-mouth, reaching far beyond the dinner table.

• It’s a top way people find brands. Word of mouth marketing is the third most common way consumers find new brands, just behind search and TV.

• Pennsylvanians value community. Sharing great finds is second nature, from Yelp reviews on cheesesteaks to Facebook threads on the best wedding venues in Lancaster.

Turn Online Reviews into Real Conversations

Online reviews are like having your best customers speak up for you around the clock. They carry trust, show up in search, and influence buying decisions more than ads.

Why they matter:

• 93% of consumers read online reviews before making a purchase.

• They help you rank higher on Google, Yelp, and Facebook.

• They build trust with potential customers who want honest opinions.

Simple ways to use reviews well:

• Ask your satisfied customers to leave a review

• Respond to every review, including the negative ones

• Share top reviews on your website and social media

Good reviews help you increase brand awareness, show your values, and attract the kind of customers who keep coming back.

Social Media + Word of Mouth = Amplified Advocacy

Word of mouth spreads even faster when it hits social media. What used to be passed between neighbors is now shared in DMs, group chats, and Facebook threads. This kind of private sharing, often called dark social, has a big impact on buying decisions.

Here’s how to make it work for you:

• Share customer stories: Real experiences from real people grab attention and feel authentic.

• Use local hashtags: Tags like #PAeats or #PhillySmallBiz connect your brand to your local community.

• Encourage user-generated content: Repost tagged photos, comment back, and give customers a reason to talk about you.

• Create moments that feel worth sharing: Catchy signs, small surprises, or a thoughtful thank-you can go a long way.

Take this example. A Pittsburgh salon posts a hair transformation. The customer tags them too. That weekend, they gain 3,000 new followers. No ad spend. Just good service, shared in the right place.

When your business is worth talking about, social media helps the message travel farther.

Use Social Currency to Spark Buzz That Drives Sales

Social currency is what makes people want to share something because it makes them feel smart, connected, or ahead of the crowd. When your business gives them that feeling, they spread the word naturally.

People love being the first to talk about a new idea, a clever find, or a hidden gem. That kind of buzz leads to more conversations, more attention, and often, more sales.

Here’s how to create it:

• Offer “insider” previews for email subscribers or VIP customers

• Launch limited-time products or services that feel exclusive

• Use catchy slogans or playful local campaigns like “You’re Not From PA If You Haven’t Tried This”

• Share quirky or unusual offerings that feel like part of a community secret

Word of mouth marketing thrives on this. When people feel like they’re part of a small group that found something first, they talk. And when they talk, your brand becomes worth talking about.

How Storytelling Turns Word-of-Mouth Into Brand Momentum

People remember stories more than taglines. A good story makes your brand feel human and gives word of mouth marketing something real to carry.

Stories work because they create emotion, build trust, and stick in people’s minds longer than facts. When someone shares a story, it feels more like a conversation than a pitch.

Here’s how to use storytelling in your marketing:

• Highlight real people and why they chose your service

• Share personal wins that came from your business helping someone

• Keep it simple, honest, and focused on the customer, not the brand

• Make it easy to relate to, so people want to pass it along

Here’s an example. A Bethlehem business shares how a customer used their service to open her shop. It gets reposted, talked about, and suddenly becomes part of the community story.

That’s how a great story becomes something worth talking about and helps your brand build lasting momentum.

Don’t Forget Offline Word-of-Mouth Marketing

Not everything has to happen online. In Pennsylvania, old-school word of mouth still moves the needle. People still talk at farmers markets, local events, and the barber shop. That kind of mouth marketing feels real and trusted.

Here’s how to keep it going:

• Show up at community events and encourage guests to share their experience

• Add QR codes in-store that link to Google reviews or your social media

• Sponsor a Little League team and post game day photos

• Use printed signs with positive reviews or catchy slogans

When you mix offline efforts with online ones, you create more chances for people to talk about your service and spread your message.

Let’s Get People Talking About Your Business

At LeaseMyMarketing, we know that the best marketing comes from real conversations. That’s why we focus on helping Pennsylvania businesses like yours build trust, earn positive reviews, and create the kind of content that gets shared.

As a full-service marketing team, we work alongside you to craft smart strategies that connect with your community. From reputation management and social media to local SEO, we’re here to turn everyday moments into lasting word of mouth.

Want more people talking about your business for all the right reasons? Let’s make it happen. Schedule your free strategy call today.

Conclusion

Word-of-mouth marketing isn’t new, but online platforms have made it louder, faster, and harder to ignore. A quick comment or share can now reach hundreds of potential customers looking for something they can trust.

For Pennsylvania businesses, including event venues and tutoring services, connection still beats flashy ads. People remember the most exciting things when they come from someone they know. They trust their friends more than polished promotions. That’s where real word of mouth still wins.

Start small. Reply to reviews with care. Share a feel-good customer moment. Celebrate the everyday things worth talking about. Give your community something they’ll want to pass along, and they will.

Frequently Asked Questions

Why is word-of-mouth so important in business?

People trust people. It’s that simple. A real recommendation from a friend or neighbor often means more than any ad. In Pennsylvania, word-of-mouth spreads quickly and feels more personal. It brings in customers who already trust you and are ready to buy.

What role do you think word-of-mouth can play in your business?

It’s the kind of marketing that keeps working long after the sale. A happy customer talks, others listen, and suddenly you’ve got new business without spending a dime on ads. That’s the power of word-of-mouth marketing.

Are online reviews considered word-of-mouth?

Definitely. They’re just word-of-mouth in digital form. Whether it’s a five-star Google review or a Facebook post, people are sharing their experiences. And potential customers are paying attention.

Do 88% of consumers trust online reviews?

Actually, it’s even higher. A 2024 BrightLocal study says 93% of consumers say reviews influence their purchasing decisions. If your business isn’t asking for reviews, now’s the time to start.

How can I encourage reviews from my customers?

Keep it simple and friendly. Ask right after a good experience, include a direct link, and let them know their feedback helps others. A kind reminder at checkout or in a follow-up email can go a long way.

Are there other forms of word-of-mouth besides online reviews?

Absolutely. From casual conversations to social media shares to a neighbor's recommendation at a BBQ, word-of-mouth comes in many flavors. Some of the best ones still happen face-to-face.

What are referral programs, and do they actually work?

Referral programs give happy customers a reason to spread the word. Think small discounts, store credit, or a freebie when someone they refer makes a purchase. It's simple, affordable, and keeps word-of-mouth going strong.

What do marketing professors say about word-of-mouth?

Marketing professors like Jonah Berger from the University of Pennsylvania say word-of-mouth beats most forms of traditional advertising. In his research, Berger notes that people share things that feel useful, emotional, or worth passing on. Word-of-mouth sticks because it feels personal and trusted.