The Power of Referral Marketing -"How Much is Too Much?"

Kadie O'Connor of Referral Marketing Solutions wrote the following article for her newsletter. I thought that it was worth sharing.

The Power of Referral Marketing -"How Much is Too Much?"

By now most people know what "Referral Marketing" means - the name itself is pretty descriptive. Once you understand the theory and the benefits such as efficiency, economy and effectiveness, it's time to decide exactly HOW you are going to keep in touch with your referral circle.  As I mentioned in my article about needing time to create your database, you need to take time to decide the best way to contact your three degrees of relationship.

All of the ideas and concepts I talk about are very subjective and always personal, depending on the nature of your business, of course.  What works for one person doesn't always work for anyone else.  In your Referral Circle, you are always trying to migrate the outside group to the inside of the circle (that is, the people you know the least to the ones that refer you consistently!) Your budget must always be considered before choosing your options.  It won't do you any good to start something you can't sustain!  Personally I believe that nurturing your best (A group) will bring the fastest results.

One option for keeping in touch with your whole Referral Circle is through newsletters, either emailed, mailed, or both.  One benefit of the emailed one is the cost, but the downside is the possibility of being deleted!  The benefit of using a company such as Constant Contact is that you are sending the newsletter to people that you know in some way and you aren't sending spam, so at least you know you'll make it to their inbox. The challange is to make your message as interesting and/or valuable as possible!  I consider the fact that I have had my newsletter "unsubscribed" only a handful of times in the last year a WONDERFUL thing!  If I had had more, I would have re-designed or re-thought my approach.

Now - when is too much - too much?  I have based my decision on the frequency of my newsletters (quarterly) on how often I like to receive newsletters from other people.  Most of us have full, crazy busy lives, and we tend to open the emails that we really want to read - the rest are cut off and never read due more to time constraints than to relationship to the sender.  I receive some emails from certain businesses on a weekly and sometimes bi-weekly basis.  After awhile I become immune to them, and automatically delete them, not because I don't think they are not worthwhile, but I just don't HAVE THE TIME!  It also is less stressful creating a newsletter four times a year than twelve times!  I feel that I can put better content in each one.

Finally, it's up to you how often you keep in touch, and how.  My suggestion is to use that Golden Rule again!  How often do YOU like to hear from others??? 

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Comments

[Lisa Katz]

Kadie,

Wow, we are on the same exact page! This isn't a plug but our company Referral Key allows you to to manage your referral relationships and create campaigns right on our website. Please get in contact with us. we would love to share some ideas with you.

Thanks,
Lisa Katz
lisa@rocketmail.com
http://www.referralkey.com/

[Jeff Paul Internet Business]

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[Jeff Paul Scam]

I run an internet marketing business and looking around on the web to help promote my website. Your post was interesting. I will look into your post on my end.

[Jeff Paul Scam]

I agree the importance of newsletter and emails in an enterprise , these help build constant contact building organization culture . Likewise internet marketing help build your name through online processes .

[Jason Jacobsohn]

Absolutely. This is very important for building a brand for you and your business.

[Jeff Paul Forum]

Interesting , in case of referral marekting you need to tack effeciency , effectivity and economy to track the marketing circle .

[Jeff Paul Shortcut to internet]

Referral Marketing has a great impact in building key contacts , it results in migrating the outside group to the inside of the circle (that is, the people you know the least to the ones that refer you consistently!)

[Jeff Paul internet marketing]

Businesses have been searching for ways to cost minimization , hence internet marketing proved to be a great option .

[jeff paul forum]

Different Methods are used to create effective direct contacts as email marketing you are sending emails to contact list but not scam .

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