You started your own business. In this economy, that was a brave thing to do. I commend you for that. By now you have probably realized that one of the most difficult things to do in business is to get new customers.
In fact, trying to get more customers can be downright expensive. So, how can you get more customers without taking out a second (or third) mortgage on your home? You implement a Referral Marketing system in your business, that’s how.
What does that mean? It means that you concentrate on marketing to your current customers and strategic partners to get referrals as opposed to sending out a cold marketing message to the masses. So what does a referral marketing campaign look like?
First, you need to pull out your list of current customers and strategic partners. If you haven’t already been collecting this list then start immediately. There are a variety of tactics for collecting the list, but that is for another article.
Second, you need to evaluate the list to see if there are certain types of customers that you would like more of and if there are those whom you would rather not have more of. (i.e. Who gives you the most joy when you work with them? Who is easy to work with? Who will pay the most for your service/product?) This will help you narrow down who to target for your referral marketing.
Third, create two referral marketing campaigns. The first will target your customers. The second will target your strategic partners. These campaigns need to be multi-step. After all, you can’t expect to send them one postcard and suddenly have dozens of referrals pouring in. That is unrealistic.
You need to have a referral marketing campaign that will market to them on a steady and consistent basis. This will allow you to stay top-of-mind which is ultimately what will provide you the referrals and therefore the customers that you desire.
What should you include in your referral marketing? Ideally you will create a message that is integrated across several media. For example:
Step 1- Letter or jumbo postcard introducing your new referral program
Step 2- Email with call back to postcard
Step 3- Jumbo postcard sending them to a video landing page where they can give referrals
Step 4- Email follow up to video landing page visit
Step 4a- Thank you card to those who did submit referral
Step 5- Monthly email or print newsletter mentioning referral program and crediting those that have already referred.
If you are thinking, “That is way too much work and will cost too much,” let me ask you this. How much is one customer worth to you? How much does it cost you to get a new customer using cold marketing tactics instead of referral marketing tactics?
For the roughly $6 worth of referral marketing I laid out above you can create a steady stream of referrals into your business. When the system is implemented properly these referrals will be of the same caliber of your top clients. They will have cost you less than your cold marketing customers and they are more likely to refer to you as that is the way in which they were introduced to your business.
You can begin to get more referrals today with a good referral marketing campaign. Click here to get my Get Massive Referrals Program and start getting referrals!