Article

Angela Southall
Angela Southall 16 September 2016

The No.1 Barrier to Customer Advocacy. Life.

In a busy world where brands compete for attention above the noise of the internet and social media, is there any hope of companies harnessing customer advocacy? The trick is ensuring that your brand becomes part of natural conversations.

You have a great product. Your customers love your brand. So how do you harness this great sentiment and translate it into customer advocacy?

A referral scheme is the obvious starting point to encourage happy customers to pass on a recommendation via email or social media and translate this into new sales.

We help many brands do just that, but there might be one stumbling block which might prevent advocacy actually turning into an uptick in sales.

Inertia.

Firstly, your customers have to actually access their email or login to their social media profiles to share a link. Then, their friend might be interested but something gets in the way and they don't action the referral right away. We looked at this in our recent post regarding Moments of Truth in the customer journey.

By the time they are back in the market to buy, they can’t recall where they saved the referral link.

What would be really cool would be if customers could just share a referral in a conversation without the need to give a code or link.

Impossible right? Actually, we have the power.

We have developed unique way for customers to share the brand in natural conversations. It’s called Share by Name.

“I love your new outfit / sofa / make up. Where’s it from?”

“It’s a great brand! As you’re my friend, you can get this offer. Just mention my name at the checkout”

And it really is as simple as that. (for the customer; our tech team would balk at the description of simple).

Their friend can enter their name in the online shopping cart, and we identify their referring friends details and attribute their introductory offer.

Share-by-name.png

Sharing by email and social media are certainly important for referral marketing success, but enabling customers to refer in their natural conversations can take your results to another level. Working with our clients we have found that up to 30% more referrals happen via word-of-mouth rather than traditional referral link sharing techniques.

This post was previously published on the Mention Me Referrral Blog.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
14 Facebook post ideas for each and every brand

14 Facebook post ideas for each and every brand

A lack of creativity – like many things in the world – just happens sometimes. There’s nothing wrong with it, it’s not an irregular event. But nowadays, you need far more than a your average post to attract your audience’s attention instead of losing them to your competitors. And if you don’t enhance your strategy with creative ideas that work towards your business goals, your performance is going to weaken.

Jan Zajac
Jan Zajac 19 June 2017
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
5 Marketing Automation Hacks

5 Marketing Automation Hacks

In 2015, it was predicted that marketing automation will be amongst the most piloted marketing technologies, and since then, the term has become a buzz-word for marketers. Now, marketing automation is almost seen as something both necessary for business growth and essential for generating new leads.

Natasha Orme
Natasha Orme 26 June 2017
Read more