January is the time to build your marketing calendar. Here's our quick hits to help you build a great strategy for 2015. Knowing how busy you are we prioritized by level of impact. That said we know each business is unique; we're available for a free review to build a strategy customized for you.
3. Reward ReferralsToday you have two options for client acquisition, harvesting demand or creating demand. Tools like SEO and SEM (Adwords) are used to attract people already looking for a service. This is expensive and competitive. Referral marketing creates demand from a trustworthy friend resulting in a loyal, referring client. We use the following formula to develop a high performing program:
1st: Create a compelling offer for the client and a unique offer for the friend. The right balanced offer will increase conversions and sharing.
2nd: Promote it effectively at key touch points. This is your website, your waiting area, your emails, etc.
3rd: Make it easy to share: Perhaps it's an e-mail or maybe a facebook post. Make the program available and comfortable to them. Allow them to customize the message, but don't rely on them to do it. Provide a default message, they'll leave it about 40% of the time
4th: Measure and Manage: We will periodically examine the campaigns effectiveness and adjust the offers and promotions to maximize the program.
Typical pay back period: Less than 30 days
Time to Build: 60 minutes
Time to Manage: 15 minutes every 3 mo.
Immediate Impact Level: High