- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The First Step to Brand Advocacy: Referral Marketing
Posted on March 28th 2014
When brands approach us to increase their social reach and brand advocacy, the first social tool we suggest is a referral program. Refer a Friend is one of the easiest ways to get your shoppers to share your products with their friends, increasing your social reach, driving new traffic and helping your current traffic convert.
Referral marketing programs are structured to complement your business plan and are customized to attract your unique customer base. At Social Annex, we’ve come up with 6 best practices for developing your referral marketing program.
1. Think of your customers, employees and partners as brand advocates from the get-go.
Many brands are too narrowly focused on turning their customers into brand advocates. Instead, businesses should expand their vision to realize their best brand advocates are their employees and partners. No one has more product knowledge than employees. Make sure each employee is helpful, online and in store and can make relevant and thoughtful suggestions to customers.
2. Take advantage of every available touchpoint.
Today, customers can be reached at multiple touchpoints, from in store to online to mobile. Make sure it is easy for your customers to share and refer friends every step of the way. Online referrals work like word-of-mouth and can have the same viral effect. Enable shoppers to refer friends through their preferred social networks, through email or even in store with written referrals.
3. Send reminders to keep your referral program robust.
Referral programs need a little bit of nurturing, you can’t simply just launch a referral campaign and expect your shoppers to adopt it without a little push. After launching, send reminders to customers with your email newsletters and social blasts. Keep referrals top of mind by making sure the Refer a Friend widget is easily visible on every page of your site.
4. Motivate your shoppers with incentives.
To achieve constant high quality referrals, we recommend incentivizing your shoppers and their friends to convert with either a discount or perk, like free shipping. This helps get customers excited about referrals and new customers coming back.
5. It should be easy for them and for you.
Enable shoppers to easily share with just one click using Social Login. The less fields they need to fill out, the more likely they will share. Keep it easy for them to track and for you as well by integrating referral programs into your existing POS and ESP, then displaying progress in your My Account experience. Customers may be referred online, but could choose to redeem it in store. Referral programs should be seamless and flexible to make the experience easy for everyone involved.
6. Empower your advocates.
Give each brand advocate an up to date dashboard so they can track their referrals and reward statuses. Enabling them to see their statuses keeps them happy and motivated to refer more friends.
Referral programs must be thought of as a long term sales and marketing channel. It is always on. Keep tracking, testing and optimizing for continuously improving results. People trust recommendations from people they know. Fast track this word-of-mouth strategy with easy to share referrals.
Share and Enjoy
The post The First Step to Brand Advocacy: Referral Marketing appeared first on Social Commerce Blog.