Referral Programs: Making your customers do your marketing for you
Many successful ecommerce businesses have expanded their customer base through referral marketing. The reason why referral marketing is so widely successful is the same reason why it is difficult to get it to work: it relies on a referral to your business from someone that a potential customer trusts, be it a friend, online reviewer, or social media celebrity. It's word-of-mouth marketing, but in this day and age people have an abundant amount of options to communicate with one another, and therefore there are far more avenues for referral marketing to work in.
DOES REFERRAL MARKETING SUIT YOUR BUSINESS?
Targeting an audience is a major consideration for any marketing program. Referral marketing can target not only a large sample of people, but it will also target the people most likely to find your goods and/or
Referral marketing works really well with other forms of marketing. Along with
Call to action marketing strategies are often used (think of the button on the website that says "Refer a Friend Now" or "Share on Facebook"), and so are traditional incentives like a discount or coupon. When deciding what to pair with your referral marketing program, keep in mind your audience and your product. It would do no good to make a Buy 1 Get the Second 1/2 Price offer if you are selling a one-off item like a fridge.
WHERE TO DISPLAY YOUR PROGRAM
Working out how to get your program in front of your customers so that they can start referring others to your business is the next thing. For
Email is a really useful tool, as your customers would already be getting information from your business that way. It is also useful to include it in a series of newsletters, which has the advantage of not being intrusive if it's amongst
There are different ways that
CONNECTING WITH THE CUSTOMER
If there ever was a place to focus on good copy, it is when writing text for the referral program. All the text that goes into convincing your customers to participate in the program needs to proudly state the brand's ethos. If your customer feels at home with your brand, they are more likely to refer someone to your business. It creates a personal connection, and personal connections are the driving force behind referral marketing.