When you launch a referral marketing program, you’re encouraging your customers to match you and/or your product with their friends. For many people, matchmaking is natural. When they’re on your site or in your app, they just need to know they have the opportunity to make the connection. Telling your customers about the referral opportunity is called promotion, and effectively promoting your referral marketing program will lead to better results. Here are some basic placements to consider when promoting your referral marketing program:
Your homepage is your most valuable piece of real estate. It’s the first page your customers and potential customers land on when they are looking for you. Your customers should be able to easily and immediately participate in the referral marketing program and know what they will get if they do. As with the American Giant example below, the call to action (CTA) promoting the referral incentive (Refer and Get $15) is clear and concise. American Giant uses both the header and the footer of the homepage to promote the program. Homepage promotion is the highest driver of participation in a referral program, so make sure you take advantage of this owned asset.
Your email database is filled with customers who have raised their hands and said they want promotions from you. Why not ask them to refer their like-minded friends? By tapping into your database, you access the friends of your customers, an otherwise untapped audience of potential new customers. The likelihood that your customers’ friends will participate in the referral marketing program is high since there is a level of trust associated with a friend-to-friend referral.
Your customers feel great after they’ve clicked “Submit Order” and are deeply connected to your brand after they have made a purchase, so remind them to share that good feeling with their friends. By adding a promotional placement for the referral marketing program in the post-purchase or confirmation pages, you can increase brand affinity, drive friend participation, and acquire new customers.
Use your owned assets like Twitter, Facebook, Google+, and Instagram to promote your referral marketing program. Since these networks reach a large audience of people who have chosen to follow you, they are great broadcast tools. Make sure to include the CTA, what’s in it for your customers and their friends, and a link to check the program out. Also, include your brand’s name in the post – it can positively impact SEO.
Finally, make sure all promotional placements have clear and strong CTAs that highlight why your customers should participate and the benefit to their friends. Using your homepage, email database, confirmation page, and social properties to promote your program will all help drive the highest level of participation and success.
For more referral marketing best practices, download our Ultimate Guide to Referral Marketing Programs HERE.