Many people consider referral marketing just social media plus word of mouth. But it will be more if you play your cards right.
The benefits of referral marketing are clear: increased sales, brand awareness, customer acquisition and customer satisfaction, thanks to happy existing customers who want to spread the good word about your business!
With that in mind, here are ways to grow your business with a referral marketing program.
What Do You Mean by a Referral?
A referral is a term used to refer a potential customer to other businesses or individuals. Referred customers are often those who have been referred by someone they know and trust, such as a friend, family member, or colleague. Referred customers are more likely to be satisfied with their experience because they know that the product or service was recommended by someone they trust.
What Is Referral Marketing?
Let’s start with a referral marketing definition.
Referred marketing is when someone tells others about your business (usually in person or online).
In its most basic form, referral marketing means harnessing existing relationships to grow your business. This can be done through word of mouth, email, social media, etc.
Suppose you have happy customers or clients that love doing business with you and are willing to share their experiences with others. In that case, you’re sitting on an untapped goldmine.
What Is a Referral in Digital Marketing?
Referral marketing programs are popular in digital marketing because they can be highly cost-effective. They can also be potent tools for building customer relationships and customer loyalty. Referred customers are likelier to return and recommend your products or services to their friends and family.
Some standard referral programs in digital marketing include:
User Feedback Programs
Users can leave feedback about your product in these programs on websites such as Amazon, Walmart, and Zappos. This allows you to collect valuable customer feedback and use it to improve your product.
Customer Referral Programs
Customers referring to your business because of price and quality is an effective way of gaining new customers. Competing on price and quality attracts more customers looking for the best value.
Rewarding Customers for Referring Friends
This referral incentive program rewards customer loyalty with points (or another incentive) for a referred friend or family member.
What Is the Purpose of Referral Marketing?
The purpose of referral marketing is to build customer relationships and loyalty. Referred customers are likelier to return and recommend your products or services to their friends and family. Referred customers are also more likely to become repeat, satisfied and happy customers.
Why Is Referral Marketing So Valuable?
Referral marketing is valuable because it builds customer relationships. Referred customers are likelier to return and recommend your products or services to their friends and family. Referred customers are also more likely to become repeat customers.
How does referral marketing work?
Referral marketing works by creating a connection between you and the referred customer. You can do this through programs that reward users for referring friends, user feedback programs, or a customer referral program.
How Does Referral Marketing Help Increase Your Sales?
Referral marketing helps increase sales because referred customers are more likely to return and recommend your products or services to their friends and family. Referred customers are also more likely to become repeat customers.
How Does Referral Marketing Work?
Many consumers rely on word of mouth when making a purchase.
A staggering 83% (Neilsen) of customers say that recommendations from friends and family are the most trusted factor in their decision-making process.
While social media is one of the ways companies have been able to tap into that power, it’s still incredibly effective offline. You can use multiple channels, such as phone calls, emails, texts, etc., to connect with customers and ensure they feel comfortable referring your business or product.
Word of Mouth and Referral Marketing
If you think about it, word-of-mouth marketing is much like referral marketing.
The goal is to convince people that your product or service is worth their time and then have them tell others about it in an organic way.
However, you make it more official with referral marketing software by making it easy for customers to spread the news of your business through social media and online platforms. That way, everyone can benefit from word of mouth – even if they don’t do so intentionally! Essentially, doing what you do naturally but facilitating and formalising it in a standard consistent way.
Why Only Using Traditional Word of Mouth Marketing Doesn’t Work Anymore
Getting people to tell others about your business used to be as simple as a phone call or one-on-one interaction. But with so many companies vying for attention in a crowded marketplace, you can’t rely on word of mouth alone. Plus, most people are conditioned to give an automatic no answer when asked if they would recommend something they don’t know much about.
With referral marketing, however, there is no such negative connotation. Rather than shying away from asking someone to spread the word about your product or service, you ask – and make it easy for someone to say yes!
What Is the Importance of Referral Marketing?
Referral marketing does a few things for your business that other forms of marketing just can’t do. For one, referral marketing is personal. It’s about getting to know your customers more personally and building relationships with them. This is important because when customers feel they know you and understand what you’re doing, they’re likelier to recommend your business to their friends and family. In addition, referral marketing generates interest faster than any other form of advertising. It’s the kind of advertising that gets people talking, asking questions, and exploring what you offer. Also, with referral marketing, customers are more likely to stick around and become regulars – rather than ditch your product or service after a short period.
Referral marketing isn’t just for businesses with products or services – it can work for any company!
How do I get started with referral marketing?
There isn’t one “right way” to start using referral marketing in your business. What matters most is that you begin by finding out what works best for you and your business. There are a few things you can do to get started:
- Assess how many people in your area already know about your product or service. If many people don’t know about it yet, social media may be an effective way to reach them
- Consider making it easier for people to refer others to your company. One way is by setting up a referral program where participants can earn rewards for referring new customers
- Consider offering special discounts or privileges to those who refer others to your business. This can help attract new customers while rewarding those who have been your loyal supporters over time!
What Are the Benefits of Referral Marketing
Finding time to do your marketing can be hard when you’re a busy business owner. So, why not turn to your customers?
There are several benefits of referral marketing for both you and your customers. Here are just a few:
Customers Trust Referrals
When someone trusts you enough to refer you to a friend, they say I believe in your product so much that I would trust my friend – someone I care about – to try it out and see if they like it. They trust that person to tell them if they made a mistake, but they also imply that they can trust you.
Improved Customer Retention
As a business owner, you always look for ways to improve your bottom line.
A big part of keeping customers is ensuring they have a positive experience when interacting with your company. If you have customers who tell their friends and family about you, those referrals are some of your best assets.
The theory behind referral marketing is that happy customer naturally refer businesses they love because they want others to benefit from what they’ve experienced. This technique leads directly to improved customer retention rates and higher profits.
Increased Marketing Reach
Traditionally, marketing a business was as simple as erecting a sign or two and placing an ad in your local newspaper. Today, it’s common for small businesses to use social media networks like Facebook and Twitter and traditional marketing methods.
Many small-business owners still have trouble building a customer base beyond their region. You can exponentially increase your potential reach with referral marketing by asking existing customers for referrals from friends and family.
Referred Customers Are More Valuable
In addition to coming from a trusted source, referred customers are 3.5 times more likely than their peers to stay longer and purchase more.
By encouraging your current customers and prospects to refer you, you’ll build an even stronger relationship with those key influencers and gain more leads – without additional marketing spend!
Save on New Loyal Customers
New customers are good, but loyal customers are great!
As a business owner, cultivating these valuable relationships is in your best interest.
This can be done through referral marketing. Encourage through benefits, such as a discount, existing customers for every new person they bring into your store or service (not always easy, but it works).
Increase Brand Awareness and Reputation
If there’s anything you can count on in today’s business world, people buy from people they know, like and trust.
When customers refer to your product or service, they provide a personal recommendation for it, thus boosting your brand awareness and reputation.
So, if you want more of your customers to become sales leads and brand ambassadors, make them part of your referral marketing strategy.
A Social Media Boost
Start posting on social media to get your referral marketing campaign running.
You can post pictures of happy customers and a brief testimonial or offer a discount code for your next purchase in exchange for feedback.
The goal is to show potential customers that other people already love your business enough that they’re willing to spread the word about it. Facebook, Twitter, Pinterest, and Instagram are excellent places to start.
Why Your Business Needs Referral Marketing
There are many reasons why referral marketing is so essential for your business.
- Referral marketing helps you increase brand awareness and reputation
- It grows your customer base and creates more leads
- Referral marketing is a great way to generate new customers and keep the current customer loyalty
- Referral marketing can be used to reward an existing customer for their loyalty or as a way to promote new products or services to a new customer
Do You Want to Launch a Referral Marketing Program for Your Business?
Here are a few tips to get started:
- Determine your referral marketing goals
- Create a referral marketing plan
- Set up by using marketing automation, i.e. a referral program software; use a referral link to track results
- Reward customers for referring friends and family
How Do You Promote Referral Marketing in Your Marketing Strategy?
There are a few different methods to promote your referral marketing programs.
- Use social media platforms to promote your referral program
- Use an email marketing referral campaign to contact referrals and reward a loyal customer for referring friends and family
- Create video or blog content about your successful referral program and share it on social media and another marketing channel
- Run competitions or give away a referral reward to referral participants
- Engage influencer marketing as a brand advocate to promote your business through the referral process to non-referred customers
Final Thoughts
One of the most significant benefits of a successful referral marketing strategy is that it enables you to spread your brand’s reach and generate new leads.
The great thing about running referral marketing is that its benefits are multiplied when referred by someone you trust!
You can also benefit from their network when you do business with an influencer. This strengthens your brand’s image and reputation while building connections within the marketing sector.
