How to use digital marketing to grow a traditional referral-based business.
Referral-based businesses thrive on a good word from prior customers, friends, and families. Traditionally, these businesses have done very well based on word-of-mouth alone. However, even if most of your business comes from referrals, you may not want to overlook digital marketing.
There are certainly some situations where a referral business has more work than it can handle, and they are not interested in expanding. But, for everyone else, developing variety in your marketing efforts can help take your company to the next level. Below we provide some suggestions on how to use digital marketing, even in a mostly referral-based business.
While email marketing can seem somewhat primitive, it can be very effective for a referral-based business. Many companies that rely on referrals are already sending out emails to their current clients. However, they may not be doing it enough—once a year for the holidays is often not enough to continue to engage with your clients on a regular basis.
Many companies don’t want to send emails because they don’t want to seem like they are bugging their customers. They don’t want to seem spammy or end up in the junk pile. But, there are a few email marketing strategies that you can use to avoid making your email seem like spam.
Some customers may even want more emails if you use effective email marketing. By adding value to customers, you communicate with your clients on a whole new level.
How often should I email?
At a minimum, you should be emailing customers one per month, which is far more often than the average referral-based business is using email now.
Social Media Marketing
While social media marketing is often focused on ads, as a referral-based business, you may not need to spend time and money on social media ads. Instead, you need to focus your social media marketing on simply getting in front of your target audience.
Opening a business page on Facebook or Instagram comes with a certain number of followers as a starting point. This is because the social media platform suggests to friends and family that they should like or follow your page when it is created. You can take advantage of this “built-in” audience simply by posting things on your social media page.
How often should I post?
Posting at least once per day is a good rule of thumb, but there really is no “too much” when it comes to social media—if you are adding value.
Adding Value through Any Marketing Channel
As long as you provide some kind of value with your social media or email marketing, most of your clients or potential customers will enjoy what you have to say.
Some examples of “value” that you could add might include things like:
- Information and knowledge
- Visual entertainment
- Sharing success stories
Put yourself in the shoes of your potential client. Is that person going to get some kind of value from your post? If not, skip it.
Get Marketing Help from RealTop Digital Marketing
If you could use some help developing your email or social media marketing, RealTop is here for you. Contact us to set up a free marketing strategy session.
Best regards, Nik Tsoukales, CEO
Direct Line: 617-315-1138
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