8 Promotions to

Recruit Advocates

Promotional strategies for referral success

1. Homepage

The first place to promote your referral program is on your company’s homepage. This offers many benefits such as: A wide reach Conveying the referral program message and incentives front and center Speaking to the importance you place on customer relationships Providing an always-on channel that drives awareness to the referral program IMPORTANT

Include benefits of participation in the program and a clear call to action

2. Email

Email is a prominent promotional method resulting from: It’s inexpensive ability to reach a broad audience The ability to schedule your promotional emails during slower periods for extra lead generation The option of creating standalone emails specific to the referral program as well as references in newsletters, etc.

IMPORTANT Email alone is not sufficient to promote your referral program

3. Targeted Display Ads

Consider investing in promoting your referral program on vertical or external sites that your potential advocates frequent. Target: Online communities Industry specific sites Publications Etc.

IMPORTANT Targeted display ads extend your brands reach and influence your specific customer or partner base.

4. User Events User events are an opportune time to ask for a referral and take advantage of your demographic by: Launching your referral program at an event Promoting the referral program between sessions on projection screens Using a kiosk to take advantage of face-to-face opportunities in order to sign up new advocates and ask for a referral Rewarding customers with the highest number of referral shares to promote the benefits of referring to the crowd

IMPORTANT Don’t forget about promoting at employee events if you have an employee referral program

5. Enable Sales Educate your direct sales team or customer support team on the benefits and nature of your referral program to: Enable them to drive higher quality leads that close faster and at a higher rate Ask for a referral after a new sale, renewal event, or after a positive call or experience with your service or product

IMPORTANT Provide your sales team with simple, straightforward materials like pre-written emails and a landing page

6. Online Product/Account Center If your product has an authenticated online presence, like an online account, show your customers: Prominent messaging to make a referral when they log in Use single sign-on so there is no need to register separately

IMPORTANT This is a great time to target your most engaged customers

7. Social Media This is a relatively inexpensive way to promote your referral program and: You’ll reach people who are more likely to make a referral because they already follow your brand This is a great place to show your brand’s personality

IMPORTANT While you can and should promote your referral program on Twitter twice a day, don’t overdo it on LinkedIn. Once a month is a safe way to promote through LinkedIn but not annoy your Connections.

8. Physical Flyers Flyers are great for getting the word out especially for employee referral programs. Make sure to: Display signage promoting the program around the office Distribute with pay checks or bill inserts Leave behind flyers at events Include in printed newsletters IMPORTANT

Employee referral programs show employees that they are being counted on to help grow the business

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