Referral marketing is a strategy of promoting your product or service to new customers through word of mouth by your existing customers or network. Your clients, family, friends, and business associates can be part of those who will spread your good news through word of mouth. 

However, most businesses ignore this part of marketing; leaving it to occur as just another spontaneous conversation between an returning customer and a potential customer. But in this age of social media, you must create strategies—online and offline—that will place referral marketing as one of your marketing strategies to enhance your business growth.

Now, you don’t have to call up all your existing customers, persuading them to aggressively promote your product or service through word of mouth. If you do that, you may succeed for a while; but it won’t last long and it may ruin your brand. Here are the few things you need to do to enjoy the benefits of referral marketing.

Firstly, you will need to turn your product or service into a very unique brand. What you will spend the rest of your life selling is not a product or service; it is a brand. What customers buy is not the best product or service; but the best brand. So, your first task will be to make every effort to build your brand into a unique one that cannot be ignored. This goes beyond excellent packaging and publicity stunts; it is hidden in the quality of product and service that you offer. Such will give the customers an unforgettable experience.

Secondly, you will need to make your brand available to your customers. This explains why brands like Coca Cola and DHL are in the most remote villages in third world countries. Availability is the key to becoming a referral product or service. Availability should include prompt delivery. I’m sure, from wherever you are right now, you can access a bottle of Coke in less than five minutes. Whether you are selling online or not, think of how quickly you can make your product or service available to consumers or buyers hitch-free.   

Thirdly, love and care for your customers like you love and care for your brand. Your brand is nothing without your customers. Customers create brands, not brand owners. So, if your customers are as important as your product or service, then love them. This should be your first golden rule in your customer service policy. Teach yourself and staff to give 101% attention to every single customer. Treat them as royals and they will love your product and referral you to everyone in their network. Trust me; they will.

Lastly, once you start getting referrals, make sure you call or send a thank you note to those who referred you to their friends. Then design an automated program that rewards customers for referring your brand to others. And whatever you do, make sure you reward them no matter how small it is.