Marketing Mojo: How to gain more and better referrals

Did you know that regardless of their level of satisfaction, less than a third of consumers will take the initiative to make a referral?

It is your responsibility to teach your clients, especially your heroes, how to refer your business. You will have to give them an occasional boost, perhaps an incentive, and most importantly, the tools to make it easier.

(Image: designer491/iStock/Getty Images Plus/Getty Images)

(Image: designer491/iStock/Getty Images Plus/Getty Images)

Why referrals matter

  • Your ideal customers are more likely to refer others who value the same things.
  • Referrals shorten the sales cycle because potential customers tend to trust you.
  • The best referrals will willingly pay for excellent service.
  • Referrals increase the lifetime value of each customer.

referral process

Referrals can come from clients, friends in the community, and employees. To help them all, you need to have a referral process that guides the experience.
A landing page that explains the problems your company solves is essential. This page should show what it’s like to work with your company. This is an opportunity to show your uniqueness, what makes your company the right choice for its ideal clients. Consider adding videos to your landing page.

Videos are a powerful tool for humanizing your work. Use testimonial videos from clients or employees to give people an idea of ​​who you are and your work environment. Show how your business is taking its customers to a better place. Studies show that buyers trust 50 percent more employee messages than they trust a brand.

In addition to increasing revenue, referrals are probably your most valuable recruitment tool. Create another landing page that talks about what is most relevant to potential employees. Again, a powerful way is to have an existing team member share his or her story in a 90-second video. You want these things to be honest and real, the employee said.

Each referral begins with an introduction. To make a positive first impression when you make it, you have to help your customers or other referral partners get it right. The easier it is for them, the more likely they are to follow it.

To make a positive first impression when you make it, you have to help your customers or other referral partners get it right. The easier you make this for them, the more likely they are to follow through on it.

A short introductory email that includes some or all of the following is a great start to the referral process:

  • How do you find your ideal client?
  • The core distinction of your company
  • Release the words and phrases that customers love to hear
  • Your process, how you deliver value
  • Link to a landing page that tells your story

what happened after that

If a referral is responded to by you, the owner, you should have a process in place to ensure this happens. Whenever possible, ask to be notified when a referral is made. This gives you the opportunity to start your own process designed to honor and refer your referral partner.

The referral process is specific to your company and the community you serve. It is the ongoing education of employees, customers, and business partners that helps them expand the audience your company serves. This may include:

  • Providing incentives to employees
  • Publicly thank referral partners in your newsletter
  • Create joint marketing with similar companies
  • Rank, review and refer other companies
  • Hosting and supporting community events and charitable causes

According to research by the referral network Alignable, 85 percent of small business owners claim that referrals are driving the majority of their new business. That’s why it’s essential to have a referral structure in place to encourage this type of growth.

Texas Tech University conducted a survey that revealed that 83 percent of satisfied customers are willing to make a referral, but only 29 percent actually do.

Most people think of referrals as happy accidents, but this research shows they are available to any company that wants to do the work. Create the tools and build awareness to make referrals a byproduct of your company’s daily activities.

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