You already know that referral marketing tactics are great in getting people to talk about your business. According to research from Nielsen in 2013, 77% of people trust their friends and family more than other resources when it comes to learning about new products. And by using the Expect Referrals software, you can encourage more people to refer your business by offering them something in return for their good word.
Our software not only gives your customers the ability to refer your business through social media and email, it allows you to collect the contact information of your customers and potential customers as well.
But what do you do with all of these contacts? And how do you nurture your customers into coming back to your store, and potential customers to come in and redeem your offer?
If you ask anyone on the Expect Referrals team, the answer will be inbound marketing. Inbound marketing has become the most effective way of marking on the Web. Instead of old-school marketing tactics that interrupt people’s daily activities, inbound marketing pulls people toward your business by providing them with the answers they need to make an educated buying decision.
Let’s walk through each step of the inbound methodology:
In the attract phase of the methodology, your goal is to get people who don’t know about you yet to your website. Through keyword research, you’re able to find the words people are using to find you using a search engine like Google. Placing these words naturally throughout your blog copy will increase your search engine ranking overtime, making it more likely that someone finds your website over a competitor. Once they’ve found your website, that stranger has become a visitor.
Publishing all of your blog post on social media is essential to attracting visitors. While the people who follow you on social media already know you, their friends and family probably don’t. When your followers engage with your content, it’s more likely that your post shows up on other people’s news feeds as well.
To get those visitors to become leads, you have to start providing them with more information that positions you as an authority in your industry. Creating premium content for your website visitors encourages them to give you their contact information, primarily their name and email address. To download your content, a user will go to a landing page and through strategically placed calls-to-action they will be encouraged to fill out a form.
For example, if you’re a tailor you might create a sizing guide that will allow your customers to make better decisions when they are shopping for clothes. In exchange for this guide, you ask for contact information so that you can follow up with them. This is when your website visitors become quality leads.
Now you’ll want to turn those leads into sales. And since you have their contact information, you’ll be able to send them through lead-nurturing email series that will encourage them to purchase from you. The easiest way to do this is to set them up using marketing automation software, allowing you to send your emails automatically once someone has downloaded your premium content.
When potential customers are in this stage, you’ll also want to keep track of the premium content that sent them here in the first place. Was it an e-book, white paper or informational video? Figure out what content resulted in the most leads, and emulate that content moving forward. This will increase the amount of leads you get, giving you more opportunities to make sales.
In this stage, your customers have purchased your product or service, and now your goal is to keep them coming back for more. Send them surveys to see how their experience was and if there’s anything you can improve. Or you can send them through a personalized email campaign, giving them tips on how to get the most out of their purchase.
This is also a great stage to ask customers to refer your business. During a follow up email campaign, you can send them the link to your Expect Referrals site. This will allow them to easily tell their friends and family about your business, and will encourage them to come back to your store because of the offer they get for referring you.
That’s why inbound focuses on lifecycle marketing. It’s goal is to get people to enter the buying process at any stage, and keep delighting them through the inbound methodology until they become loyal customers.
So when you collect a contact through the Expect Referrals software, you will push those contacts into email lists. The emails you collect from your customers will enter the inbound methodology in the delight stage. These people have already purchased from you and are ready to be nurtured into referring your business and coming back to redeem your incentive.
The people that your customers are referring will enter the inbound methodology in the close phase. They’ve become a lead because a friend or family member has referred them to your business. You’ll want to send these potential customers emails that encourage them to redeem