In this week’s post (conveniently titled Part 2 of 2), we continue our discussion from last week covering how to get more customer referrals by taking advantage of the many digital surfaces you control. This week we’ll discuss email, social profiles and customer service.
In our last post, we discussed the importance of maximizing the reach of your customer referral program in order to increase your social referral volume. Making referral widgets freely available to your customers -- on as many digital surfaces as possible -- increases user participation in social sharing, thus boosting you referral traffic volume. In this post, and next week's post (conveniently titled Part 1 and Part 2), we will describe how to get more customer referrals by adding widgets to each digital surface you control. This week we’ll cover the digital surfaces of your website. Next week we’ll cover email, social profiles and customer service.
Here’s a refrain often heard from marketers who want to build a referral program, “I want my customers to share right after they buy something from me…on the order confirmation page.” It’s an intuitive place to encourage your customers to share and refer their friends – tapping directly into their excitement right after they’ve signed up or bought something. It makes sense to get folks to ‘shout from the mountaintop’ when they are excited. However, if you only deploy sharing widgets on your order confirmation page (or registration confirmation page), you leave a tremendous amount of opportunity on the table.
Some types of referral incentives will play better with your customer base and business model than others. Rewarding referrers with store credit is probably a better bet for an apparel retailer than a funeral home. What do you think will create excitement for your customers? Here are some examples to help you think this through.