According to market research, at present, referral marketing stands at one of the highest peaks in the professional world, with assured success, in regards to the changing dynamics of the businesses and industries globally. Online referral marketing or referral business is a direct promotion technique that involves attracting leads for your products or services effectively with the help of referrals, especially word of mouth promotion.
However, referral marketing or referral business is not limited to just word of mouth promotions as it is an entire system or strategy in itself, that is traditional and yet progressive in nature, to successfully align well with any type of product or service in question. In simple words, referral business encourages and influences the existing customers of any business to promote the product or service on the behalf of the business for increased lead conversion, in return for different incentives.
Why Does Referral Business Work?
The speed at which information spreads from word of mouth is not even at the close par to any other type of marketing technique there is used today. It has been around since ancient times and even today, 84% of the current population believes in finalizing a purchase for a product or service on the suggestion or recommendation from past customers that they know. Trust is known to be the highest level of encouragement that a customer requires to complete a purchase with a business.
Moreover, in the current generation, the population leads with a herd mentality wherein they require confirmation bias, even for buying goods and services for the requirement. Additionally, for starting a referral business, even connecting with someone for business requirements is primarily done with the prerequisite of trust assured by a third party. According to some studies, businesses who make effective use of benefits of referral marketing grow from an increased customer base by 65% just by referrals who spend more than 13.2% than the regular customers. There are multiple advantages of incorporating this system into your business operations outside the regular marketing and advertising services and some of them include the following.
Benefits of Referral Business
Now that you are well aware of the basic functionality of the referral business, let us discuss some of the top benefits of incorporating referral business or referral marketing in your company umbrella to improve operational efficiency while keeping the customers happy.
Better Market Reach
One of the biggest advantages of using a referral business or marketing strategy for your service or product sale is that it allows you to target customers with the help of your existing customers, increasing the overall outreach. The traditional marketing methods might be limiting in some aspects, however, with referral marketing or business, there is no limit as customers can talk to numerous people at the same time to spread good word of mouth about a product or service. Therefore, the overall reach of the market for your potential business has increased evidently.
Increased Customer Retention
As already concluded, the easiest way to target customers is to build trust which is only possible when an existing customer vouches for the product or service in question. Reviews and recommendations by the existing customers increase the chances of lead conversion, especially when done by a friend or family member. This directly encourages the new leads to trust the company and stay. Additionally, the existing customers, with the help of referral business or marketing are also further encouraged to stay with the same business, thus increasing the overall customer retention.
Increased Customer Loyalty
One of the lesser-known benefits of referral business marketing is that it provides a business with a new yet loyal customer base. This is because the customers or the leads achieved through referral business marketing are already convinced about the quality of product or service being provided to them by a business. So, along with increased customer loyalty from the new customers as they are referred to the business, the company does not have to spend a lot of money to attract these customers and make them stay, making it a win-win situation.
Higher Customer Engagement
When you set a referral business strategy in action, you encourage the existing customers to spread all about your products and services. However, in order to do so, the existing customers as well as the customers that are potential leads have to continuously interact on the product or service website. This directly increases the overall customer engagement with the business and also improves the chances of lead conversion and final purchases significantly.
One of the major reasons that increase the sales and revenue for a business is brand awareness and reputation. With the help of referral business marketing, the outreach to the existing as well as the potential customers is higher than usual, allowing customers to align with the business or brand for a longer time period. Additionally, as customer experience is the key factor that determines the make a break of a business, targeting the customers by being honest and selling the brand to prove its alignment with their requirements is the way to go forward. Thus, all this, in turn, increases the brand reputation for a business without spending extra money for the same.
Also Read: 7 Best Brand Management Software In 2021
How To Begin with Referral Business?
If you are convinced that referral business is the way to move forward for your products and services, it is important to understand how to begin this journey to ensure you get the desired results. Before you jump the gun and put in a lot of money and a referral business strategy without understanding the effectiveness, keep in mind these below-mentioned pointers.
● Choose the right model between offline and online
Both of them are different and effective in their own ways like in the case of online referral business, social media plays a vital role as it allows customers to interact with each other and spread the word about different products and services. Most times, the product or service in question does not even have to be presented in front of the potential leads as just a positive review or recommendation does the job.
Offline referral business on the other hand requires more traditional methods like word of mouth through conversations. It might be effective for certain products and services however given the popularity of social media, it might be more useful to opt for an online referral business.
● Train your team
Even though all employees in the sales department for a business work effectively to convert leads into customers. However, to carry out referral business practices successfully, the members of the sales department have to be more proactive in their approach towards reaching out to the customers, both existing and potential, and pitching the right qualities to convince them to stay with the business. Two things you need to keep in mind are the talent of the potential sales employee you wish to hire and the number of attributes he/she possesses in regards to the job requirements laid down by you.
Overall, to conclude, the future of a successful business is directly dependent on the type of strategies they adopt to sustain the competition. With the help of the referral business, the hassle of lead conversion is reduced significantly as the majority of the work is carried out by the existing customers. Additionally, the ease of the internet has further improved the methods of referral business, increasing the chances of more positive results, regardless of the nature of the business. So, if you are looking to improve your brand reputation and increase your customer base, a referral business strategy is the way to move ahead and achieve success.
We hope that this blog post has helped explain what is referral business and how it can benefit organisations! ZapInventory is an integrated, multi-channel inventory management software for businesses of different sizes, especially eCommerce businesses to help them manage their inventory across all their sales channels. They also offer a FREE trial of the platform, and if you’d like some additional help in getting to know the platform, just schedule a call here.