Having a steady flow of referrals is an important aspect for most businesses. It’s a great way to generate leads that are already warmed up to who you are and what you can do. That’s because the person who referred them to you already gave them a hint about the results you can achieve. Maybe they even gave a glowing testimonial along the way. So how does email fit into this exactly?
Educate and Inform
When you send out emails to your list, you’re doing more than just informing your audience about your latest products and services. This is an opportunity to provide a little education. You can share tips and valuable insider information about your industry and business. People love to see your unique personality shine through, but more importantly this is your chance to show them who makes a great referral for you. By sharing case studies, and recent wins you are actually giving a detailed sketch of who you like to work with. Your reader will see this and may think, “Hey I know someone like that!” or “My neighbor just said he was looking for some help with that exact thing.”
Forward to a Friend
Emails are especially good at helping your audience spread the word about you because they are easy to forward to a friend or colleague. Most services even include a “Forward to a Friend” button. How simple is that? Just don’t forget to include a “Join Our List” button underneath that so the new person can actually sign up themselves.
Share Your Plan
While you’re visiting your readers’ inboxes, this is the perfect time to give a little detail about your Referral Program. What, you have no formal program?! Well, it’s time to get one. Having a formal program will help you get consistent results and make it easy for your current customers to send business your way in a steady stream. Having a plan also ensures that you’re spending your time in profitable activities. Like anything else in your business, it needs a system where you are always nurturing and educating your referral partners so that they send you ideal customers.
Tweak & Fine Tune What Works
If you’re already getting a good number of referrals, congratulations! Just remember that success in business comes from constantly refining your proven systems for getting the results you want. When you invest some time and attention into fine-tuning your referral marketing you will see that small improvement yield huge results. Tweaking what you’re already doing can mean more profits and who can’t use that?
Partner Up for Better Results
Lastly, your email can be a great place to work with strategic partners. You can find partners who work I the same target audience as you and offer to promote each other to your lists. Now I’m not saying to hand your list over to someone. (Don’t ever do that.) But write an article for their newsletter with the rest if the article and a call to action back to your website. They can do the same for you. Now you’re helping promote each other in a way that is helpful for your audience. If I’m recommending someone to my readers, I know that they will find value in the service or product and it fits in with their needs. You can even find other ways to promote each other using email marketing. Think about co-branding an eBook or other content that can be used as the giveaway for subscribing to your email lists. You and your strategic partner could even promote each other on Thank You pages or welcome email letters when a new subscriber signs up.
The possibilities are endless! Just remember to keep it relevant and useful otherwise it’s just annoying to your reader. In the spirit of strategic partnering, I recently co-authored a book with a group of Duct Tape Marketing consultants all about creating a referral program called “Renewable Referrals”. (http://renewablereferrals.com/rosiemedia ) If you visit my page now, you can grab the first chapter for free! So go leverage your email for referrals and watch your business grow!