We’re delighted to introduce a new series from digital marketing expert and author Andrew Brown on generating referrals for your business.
(Part 1)
You’re ambitious. You’re energetic. And, what’s more, you’re “on the hook” for generating revenue. So, like many folks in the same boat, you’ve got your eyes peeled for efficient ways to achieve your top-of-line growth goals.
To that end, chances are you have come across – either deliberately or by happenstance – a new category of solutions that help boost your growth by tapping into the power of referrals. But understandably, you’re skeptical because you’ve seen the all-too familiar promise of “everything you need: applied to new offerings many times before.
So, how can you make sense of the rapidly expanding selection of referral programs and related technologies that are now captured in this broad category that is labelled “Influencer Marketing”?
Well, to start, we should begin with what is most widely promoted and familiar — which invariably are B2C solutions and compare them to B2B solutions. Why should we do this? After all, a “referral” is a “referral”, right? Surely, if you just replicate B2C referral tactics, you’re bound to achieve your targets for referred business. If you believe this, you need to buckle up!
There are very real differences between B2B and B2C referral programs. And, if you’re hoping to get the kind of B2B referral business you want (i.e., profitable business), at the frequency you need, and do so systematically, this snappy series is perfect for you.
In parts 2, 3, and 4 of this series, we’ll clarify the difference between B2B referral programs and B2C referral programs by focusing on seven key dimensions, specifically:
• The core purpose of the programs
• The primary motivations for referral sources to refer
• The primary mechanisms for recruiting, and engaging with, referral sources
• The kinds of skills that referrals need to be effective
• How to determine if the referral program is right for you and right for you now
• Measures of success
• What you should have in place before looking to leverage a referral program
Andrew Z. Brown is author of the Amazon #1 best seller “how to” guide, “Get Referred: How to Increase Sales Velocity, Volume, and Value.”
He is also President of Bridgemaker Referral Programs.
Enter a draw to win one of 10 free copies of “Get Referred…” every month at www.GetReferred.Biz.
