Indication Marketing, the showcase of the new business, underestimated in Brazil

Referral Marketing is one of the most powerful strategies to win customers! But, after all, what is this strategy, how can it transform the business and increase sales exponentially?

In short, Referral Marketing, by definition, is a method that uses current customers to generate sales. In this aspect, first of all, it is important to point out that when a customer recommends a brand, it brings confidence and credibility. And, in the age of social networks and with the advent of artificial intelligence (AI), a simple recommendation can reach hundreds and even thousands of potential customers.

Leandro Martins, a specialist in Indication Marketing and CEO of Buzzlead, helps companies to win new customers through those already in the portfolio.

“We are facing a new blue ocean of Marketing, but unfortunately, this strategy is still ignored. Companies and Marketing professionals were programmed to invest in paid traffic and other techniques, which caused people in the sector to leave aside the root marketing, also known as Mouth-to-Mouth Marketing”, commented Leandro during the live “O Power of Indication Marketing to Win Clients”, promoted by the Goian startup Poli Digital, specialized in the management of digital service for small and medium-sized companies.

But, after all, how to turn customers into the best sellers from the indication of themselves?

To answer this question, Leandro first goes to the root of the theme, addressing the issue of the concept of Referral Marketing. This channel is aimed at acquiring new customers, but instead of exploring ads, events or paid traffic, focuses exclusively on how to leave the customer satisfied. “E this is one of the things that most companies ignore and that, at the same time, is the main marketing asset.”

In short, Referral Marketing is a strategy to be built in companies so that they win more customers through indications. “In addition to the customers themselves in the portfolio, the action covers strategic partners who know my product well and, even better, sell to the same audience as me.”

Differences between the Referral Marketing customer and other marketing actions

Have you ever stopped to think about the differences between the customer obtained by Referral Marketing and the customers who arrive by other means?

When the company uses the Referral Marketing, it is as if it rewards with several benefits through this market access strategy. There are six advantages to the whole”, explains Leandro, citing:

1. Access to much more qualified leads (potential customers).
2. Significant reduction in customer acquisition cost.
3. Reduction of the sales cycle, that is, of the time to close the sale.
4. Credibility: those who arrive by referral come with a high level of brand trust, which increases the average ticket by up to 18%.
5. Loyalty: those who arrive by indication tend to be 13% more faithful.
6. Generation of more indications: the referral client, in domino effect, tends to indicate more than the one that was not recommended.“This is what I like most, because the human being follows behavior patterns; what we receive, we want to share.”

How to start from scratch?

To implement Referral Marketing, companies need to understand that giving awards in exchange for referrals is not enough.“It is a better initiative than nothing, but it will not take very far”, warns Leandro.“Marketing actions need to generate recurrence and volume. Having just a few dripping sales will not help meet the goals.”

Both recurrence and volume are essential to generate the much desired predictability.In other words, start the month knowing how many leads will enter and how many sales will be made.

Companies should focus on creating a well-structured program that encourages authentic referral. To do this, it is critical to provide a memorable experience to customers, which will naturally encourage them to recommend the brand.It is also crucial to segment the target audience, ensuring that the indicated customers are aligned with the desired profile.

Analysis tools should be used to measure how many leads result in sales, identify the most effective channels, and adjust strategies as needed. This not only helps to understand customer behavior, but also optimizes marketing investment.

Finally, communication is key.“Keeping regular contact with customers, reminding them of the referral program and sharing success stories can motivate them to participate.A transparent approach, with clear incentives, can transform customers into true brand ambassadors, contributing to the sustainable growth of the company”, highlights Alberto Filho, CEO of Poli Digital, which offers practical solutions for the management of digital service for small and medium-sized companies.

The live also featured the participation of Timothy Luis, COO of the company.

Watch the program on Referral Marketing in full: https://www.youtube.com/watch?v=qxQN5mkRNMc