Referral marketing works. But it can’t guarantee overnight success. Or can it?
There’s a secret in the world of referral marketing that no one wants you to know about. Finding it requires a unique product or service, patience, consistency and then even more patience. But once you find it, you’ll have reached the tipping point.
One of our favorite authors, Malcolm Gladwell, wrote a whole book on the tipping point. It’s appropriately named—you guessed it—The Tipping Point: How Little Things Can Make a Big Difference. In it, he discusses how tipping the odds in your favor by doing simple, little things can change the way people view you product or service.
“The tipping point,” Gladwell explains in his book, “is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
So how do you reach the tipping point? The point where people are suddenly going wild about your business.
Finding the Connector
In his book, Gladwell discusses three personality types—Connectors, Mavens and Salesmen—that play a role in making things popular.
- Salesmen: The person who could sell you absolutely anything in no time at all.
- Mavens: Your go-to person for when you need to know the answer to something.
- Connectors: That friend that seems to know everyone, no matter where you go.
All three of these archetypes play a huge role in disseminating information. In referral marketing, it’s the Connectors that make a true difference. They are the “golden ticket” to referral marketing success.
The connector will tell their entire social circle about your business and speak incredibly highly of your product or service. However, finding them is hard. There are only a handful of people that can truly call themselves Connectors. When they fall in love with your business, it will feel like overnight success. But it’s not without a little elbow grease that they will discover you.
Patience is Key
Take a deep breath. And be patient. Don’t expect a Connector to just walk through your front door. It will take a while for people to catch on to your referral marketing campaign, let alone someone who knows everyone.
In order to maximize the possibility a Connector will visit your business, you want to be consistent when promoting your referral marketing campaign. Let each and every customer know that if they refer your business, they can receive a discount, free item, etc., and their friend can too.
But let your referral marketing campaign get cold. Don’t be afraid to change things up in order to spike even more interest in your referral campaign. If the messaging you’re using to promote it is falling flat, change it. If your customers aren’t in love with your incentive, offer them something better.
Like another one of our favorite authors, John Jantsch, says, “Perhaps the most important marketing step any business can take is to discover a way to be different.”
Sign up for a free trial of Expect Referrals today. We can help you automate your referral marketing efforts, making it even more likely that you’ll find your Connector.