People turn to friends, family and social media Influencers for guidance and encouragement in uncertain times
Personal referrals are a terrific way to drive your business. It is a good thing when customers are so happy with their experience (leadership, service, cost, performance) that they recommend your company to other potential customers. In moments of uncertainly like we're experiencing this year, referrals from friends, family, and even social media influencers can validate choices and serve as an endorsement.
Companies can benefit from referrals while also capturing the attention of new, developing audiences. If businesses wait to woo audiences until they're needed, they're already behind. Play the long game by building brand awareness among developing demographics while nurturing relationships with current decision makers and referring friends.
Marketing is not only a lead generation tactic. Anytime B2B or B2C customers have a choice, there’s a need for marketing. Businesses need to maintain relevancy in online search, social media, and a dynamic website to communicate with existing stakeholders as well as prospective customers. Marketing delivers value and encourages innovation – customers seek out a product or service to solve a problem or offer conveniences, including the introduction of new ideas that will efficiently and effectively deliver strong results.
A few ways you're marketing, but didn’t know it:
· Networking: When you’re engaged in online networking sites like LinkedIn, LunchClub, Alignable or countless others, you’re marketing. Social and philanthropy events offer in-person interactions. Networking is a significant part growing business awareness and revenue. The more people you know, the broader reach you have to grow referrals.
· Volunteerism & Board Service: Similar to networking, this involves strategically associating with individuals that can benefit your personal or professional improvement. A contact earned through service on a nonprofit’s board of directors or volunteerism with an organization expands your sphere of influence as well as generates awareness for the company among a new professional circle.
Board service also communicates to current and prospective clients what you’re passionate about, your company values, and that your company is engaged in the community with which it serves. Both of these are bold drivers of business development.
· Awards & Honors: Your company applies to and wins community and industry organization awards annually. Why do you do this? Oh, yeah…to draw attention to the awesome work you did for your customer! While partially done for the customer, this tactic also increases your company’s credibility and likelihood of securing more business referrals.
· Partnerships (community, industry): Collaboration with complimentary organizations can improve product or service delivery and provide customers an even better experience. Partnership among like-minded organizations can also be beneficial in amplifying your message. Partnership perks include expanding your reach, the consolidation or sharing of resources and costs, and it can inspire innovative ideas.
