As a marketer, we always look for strategies to entice and engage existing as well as new customers. Therefore, if you need a simple yet solution, then here are a few key referral marketing strategies and notable trends that you should consider. There are a few questions like how you leverage the power of word-of-mouth with your customers? Do you run multiple programs, like affiliate and influencer campaigns?
The best-kept strategy for most successful word-of-mouth marketing campaigns is to invest in the expertise, process, and technology while combining it with every aspect of your marketing strategy.
So whether 2021 is your first foray into referral marketing or you’re taking the giant leap from manual processes to automation to balance your current referral programs, we’re here to help you.
Let’s dive into referral marketing strategies to know more about them.
Here are a few referral marketing strategies to start thinking about as you set your marketing plan for this year
The most reliable referral marketing programs share a common string: Referrals are embedded into each aspect of the user experience. Referral calls to action are involved in newsletters and blogs. Employee email signatures highlight referral messaging. And the referral program is completely integrated with other important systems (customer relationship management, eCommerce technology, marketing automation, point-of-sale systems, optimization tools, etc.).
For referrals to continuously deliver bottom-line results, they must be twisted into how your team conceives and operates. Without a consistent focus on how referral marketing can be applied to other channels and campaigns, you’re mainly at the mercy of chance. Whenever your team has any conversation about marketing campaigns, make sure word-of-mouth is part of it.
If your referral program isn’t public-facing, or it’s challenging to use and share with the click of a button, then you’ll severely limit your performance. The most successful brands highlight their referral programs on their website, in mobile apps, and over the highest-performing marketing channels — and they make sure that the referral experience is effortless and seamless.
Your referral marketing program should have some real effects on a homepage or landing page. Combining a link in a header, sidebar, or even smack-dab in the middle of your page will direct customers to take action and sign-up.
Surely, people refer to people and not necessarily the business. That’s why it’s necessary to build relationships with your customers.
This is particularly important if you’re dealing with consumers on a one-on-one basis. You have to make sure that you’re doing a good job of hearing from the customer and making them feel satisfied. Even if you work for a large brand and can not interact with customers on a one-on-one basis, you can still develop relationships through your digital marketing initiatives. For instance, you can send personalized emails that show a customer’s individual interests, telling them that you know them and care about who they are. Even you need to be transparent with them. Revealing what goes on behind the scenes encourages customers to see who you really are.
As we have mentioned above, the more you can personalize the experience for the customer, the happier they’ll be. Whether it is about remembering information about them, reminding them of something valuable, or sending them a well-timed promotion, personalization tells customers that you care.
For instance, if a customer purchases a new snowboard from your sporting goods website, it makes sense to send out material that’s important to that subscriber. You might share information on snow conditions, references for more gear, or a promo code for a lift ticket at a local mountain. Alternatively, if someone buys a basketball, they might get different recommendations.
Personalization leads to a more engaged customer base, one that is likely to refer to your friends, family, and colleagues.
Once you set up a referral marketing program and start running, it’s natural to fall into the trap of thinking the engine will run itself. That’s a misconception. Like all strategic marketing drives, referral marketing programs grow in an environment of perpetual optimization.
Your team should constantly be measuring and assessing referral conversion metrics and fine-tuning the strategy to optimize results.
Best of all, when you can drive referrals and word-of-mouth at scale, it produces this cyclical flywheel effect that compounds results. As you obtain customers through referrals, you’ll also make more customers referring to your business. Over time, this will make your sales and marketing efforts more expected, efficient, effective, and profitable.
Even though referrals usually happen naturally, it can be challenging to get people to remember about you after they leave. That’s why you should always request a referral.
Customers are usually happiest post-purchase, so this is a great time to ask for referrals. For instance, an e-commerce store asks for referrals on their thank you or receipt pages. This process can be programmed, making it easy for you.
You can also give incentives to make referring even more exciting. For instance, Booking.com sends an email after a customer has made a booking, urging the customer to share with a friend to get $25 off.
Obviously, everyone loves to be appreciated. But, it is especially important to show gratitude to those who send more customers your way. If someone recommends you, not only are they giving you recognition, but they are going out of their way to support you.
If you can find out who referred you, make sure you thank them. You don’t necessarily need to do some big or grand gesture, but recognizing their effort is important. Plus, it will further reiterate why they supported you in the first place.
It’s building these types of deep connections that will keep you associated with your target market. This keeps referrals coming in.
No matter where you are in developing your brand, referrals should be an indispensable part of your marketing program. Ultimately, recommendations are what drive businesses forward. With these referral marketing strategies, you should be able to create a more referable business that relishes current customers and keeps new ones coming in.
Shivani is a content writer at InviteReferrals & NotifyVisitors. She writes SEO articles, blogs, and guest posts for businesses to improve website ranking on SERP. She follows a balanced approach for the quality of content and its marketing. She loves to do creativity, although she had an English major in her graduation.