Spread the Word: Your Customers Are Your Best Client Referral Program
When it comes to client referral programs, businesses have tried everything including punch cards, product giveaways, swag and even cash … but at Hallmark Business Connections, we know that often, new connections result from the authentic relationships you’ve already built. Client acquisition doesn’t have to be all about cold calling and how much you spend on advertising; instead, it can be as easy as sending greeting cards to existing customers.
What Is a Client Referral Program?
Any program that offers an incentive to your existing customers for referring friends, acquaintances or social connections to also use your business is a referral program. Your clients may also choose to tell the people they know about your business without any incentive at all … simply because they love you. Word of mouth marketing (WOMM) is an organic strategy in which consumers communicate with each other about their personal experiences with brands. It is highly trusted by consumers, so when your customers receive a greeting card from you and then talk about it within their social circles, your business stands to benefit.
Make no mistake about it, consumers have a broad reach when it comes to getting the word out about experiences they’ve had with products and services. And the people they talk to are listening. Approximately 88 percent of consumers place most of their trust in word-of-mouth recommendations from people they know. That’s why it’s so important to make memorable connections and let your customers know that the days that matter to them are also important to you.
Approximately 88 percent of consumers place most of their trust in word-of-mouth recommendations from people they know.
How Can Sending Greeting Cards Turn Into a Client Referral?
The little things you do for your customers throughout the year make a lasting impression, and they can turn into big gains for your business. A single positive interaction with a customer can result in up to nine new referrals, so it’s important to know that every time you elevate the customer experience, it’s an opportunity to reach even more potential clients. Your customers will love how special they feel when they receive a greeting card from you, and when you surprise them with unexpected messages of kindness, they’ll tell the people they know all about it.
Plus, your colorful envelope will stand out amongst piles of bills and junk mail they don’t even want to look at!
Celebrate With Your Customers
As more businesses leverage the connection power of greeting cards, they are learning how influential this type of outreach can be. Christmas is the largest card-sending holiday in the United States with about 1.3 billion cards sent each year, so it stands to reason that many businesses choose to send holiday cards to their customers during this timeframe.
But what about the rest of the year?
Consider sending anniversary cards, birthday cards, congratulations cards and other greetings for individual client occasions to make sure they feel special and remembered throughout the year. You can stock up on bulk greetings so you’re always prepared or, if you have a special customer or two you’d like to send individual messages to, you can use our Mail to One service to personalize a message from you in a handwriting font. Then, we’ll stamp and mail it for you.
And be sure to reach out and send encouragement cards and sympathy cards when appropriate to let customers know they are on your mind during difficult times.
Send Unexpected Greeting Cards
What about those days when clients may not expect a card from you?
This is one of the best times to send a greeting card because they aren’t expecting anything at all. Whether it’s a well-deserving mom, a hardworking dad or a supportive spouse, they’ll be all smiles when they receive an envelope full of happy wishes on Mother’s Day, Father’s Day and a variety of appreciation opportunities that occur throughout the year like military appreciation, teacher appreciation and more.
When you send Mother’s Day cards and Father’s Day cards for business, you’re doing more than connecting with your customers. You’re surprising them in an unexpected way by reaching out on a holiday that’s not often recognized by businesses. Think of the delight when one of your customers receives a Mother’s Day card from you recognizing not only loyalty to your business, but also her dedication as a mom on her special day. A Happy Mother’s Day card or a Happy Father’s Day card from a business can easily make someone’s day … and that’s something to talk about!
(Psst … they’re going to talk about it. Probably to a lot of people.)
How to Ask for a Referral from a Client
Everyone loves client referrals, and the very best way to get a glowing one is to deliver excellent service and nurture the relationships you’ve built. Reach out regularly and plan on a few surprises throughout the year to keep customers on their toes and to remind them how important they are to you.
Your customers are eager to talk about all the great things your company offers, and they want their friends and family to experience those same benefits. Word of mouth is a powerful marketing tool, so leverage it whenever you can.
If you want to subtly encourage customers to share your business within their social circle, a few creative ideas can help kickstart some chatter. Below are some examples that are great to share with friends:
Include a coupon for your client and a friend inside a greeting card.
Invite your client … and a plus-one … to a grand opening, product premiere or event.
Offer to give product samples or demonstrations at an open house.
Offer a loyalty program.
The little things you do to lift up your customers can turn into big gains for your business. After all, your customers are the best client referral program. They’ll tell their friends and family all about the heartfelt cards you send, and your business will benefit from the positive feedback.
Want to learn more about the benefits of greeting card marketing and how it can augment your current marketing strategies? Read our article Greeting Card Marketing: Powerfully Persuasive in a High-Tech World.