Let’s just assume you already know what referral marketing is, or even that you’re already actively involved with using word-of-mouth style marketing to build your customer base. Maybe you haven’t yet jumped into affiliate marketing, or maybe you’re not yet using the CloudSponge tool to import address book connections, but you basically get it.
Now, the question is, how well do you get it? To help you figure that one out, we’ve put together a handy list of Do’s and Don’ts for general referral marketing techniques.
DO:
Be rewarding
Even if it’s a simple Thank You for their referral, customers want to know that their actions are appreciated. Of course, they’ll love you even more if the reward is something tangible, like a coupon or savings incentive.
Even if it’s a simple Thank You for their referral, customers want to know that their actions are appreciated. Of course, they’ll love you even more if the reward is something tangible, like a coupon or savings incentive.
Be direct
Why just assume your customers know what you’re hoping to get from them? At some point, you need to spell it out. Here’s where you create the classic “Ask” and make it clear what you would like – namely, a referral.
Why just assume your customers know what you’re hoping to get from them? At some point, you need to spell it out. Here’s where you create the classic “Ask” and make it clear what you would like – namely, a referral.
Be flexible
While emailed referrals are the best converters, you should make sure to cover all your bases. Remember to maximize your email efforts (by including address book importing, of course), and get the most from social invites through links on Facebook, Twitter, Google Plus and others.
While emailed referrals are the best converters, you should make sure to cover all your bases. Remember to maximize your email efforts (by including address book importing, of course), and get the most from social invites through links on Facebook, Twitter, Google Plus and others.
Be personal
This is a human-to-human relationship, so treat it that way. Engage your customers with a voice that delights, amuses, entertains, informs and even provokes them. In short, be the person you are in person.
This is a human-to-human relationship, so treat it that way. Engage your customers with a voice that delights, amuses, entertains, informs and even provokes them. In short, be the person you are in person.
Be unique
No doubt, you are not completely alone in your market. Rather than spread your expertise too thin by trying to be all things to all people, set your stake in the ground and identify what makes your business special. Then ask for a referral based on that.
No doubt, you are not completely alone in your market. Rather than spread your expertise too thin by trying to be all things to all people, set your stake in the ground and identify what makes your business special. Then ask for a referral based on that.
DON’T:
Be confusing
Too many marketers get into features before benefits. Worse, they ignore benefits altogether. The referral that goes out to potential new customers and clients should answer this question clearly: “What’s in it for me?”
Too many marketers get into features before benefits. Worse, they ignore benefits altogether. The referral that goes out to potential new customers and clients should answer this question clearly: “What’s in it for me?”
Be late
Referral success hinges on timeliness. The very moment a customer completes their experience with you is when you should be asking for the referral. No need to wait; go for the referral while you’re product or service is still top of mind.
Referral success hinges on timeliness. The very moment a customer completes their experience with you is when you should be asking for the referral. No need to wait; go for the referral while you’re product or service is still top of mind.
Be wasteful
Just because a customer doesn’t refer you the first time, don’t assume they won’t in the future. Never dump those vital connections; persistence is part of the formula and referrals sometime need a little gentle prodding.
Just because a customer doesn’t refer you the first time, don’t assume they won’t in the future. Never dump those vital connections; persistence is part of the formula and referrals sometime need a little gentle prodding.
Be boring
This is, after all, marketing. You won’t be doing yourself any favors by asking for a referral unless you offer a compelling message that goes along with the request.
This is, after all, marketing. You won’t be doing yourself any favors by asking for a referral unless you offer a compelling message that goes along with the request.
Be a quitter
Winners never quit, and quitters never win. It’s a core truth in life in general and referral marketing in particular. If your referral campaign isn’t working, it’s not time to pack it in; it’s time to re-visit, re-target, re-shape and re-try.
Winners never quit, and quitters never win. It’s a core truth in life in general and referral marketing in particular. If your referral campaign isn’t working, it’s not time to pack it in; it’s time to re-visit, re-target, re-shape and re-try.
Now what are you going to DO to make sure you DON’T miss out on the opportunity that referral marketing is presenting to you?