Kim Kardashian gets paid up to $10k for one sponsored tweet (According to WetPaint). One! Why? Because she has 22 million + followers on Twitter. Teresa Guidice (I have no idea who that is) get’s paid $650 for one sponsored tweet. Why? Because she has almost 1 million followers. Granted, that’s not $10,000, but it’s still not bad. On a personal note, if I ever got $650 per tweet, I’d never shut up.
So why is Kim (yes, we’re on a first name basis) getting paid ridiculous amounts for pounding out some words on her iPad (if she’s even the one doing it)? Simple, she’s promiscuous. Oh, I know you know that’s not what I meant and are wondering where I’m going with this….
Brands that want to get noticed are paying celebrities, who they believe best represent their target market, to refer products like Valentino to their followers (I wonder how much Valentino paid for this tweet 4 days ago).
These types of referrals are what Seth Godin in Unleashing the IdeaVirus calls Promiscuous Referrals (see what I did there? Also, buy the book through this link and I get paid $1.40…my tweets are still free). Now this strategy might work, but it’s a short-term tactic.
I’m not knocking it, but for a much more effective approach, Powerful Referrals are a better option. This is a type of referral in which both the referrer and the one receiving the referral both benefit. You might not get paid to do it, but because you made a suggestion that resulted in someone else’s positive experience, you’ve gained their respect and trust.
Here’s a simple example: if a friend recommends a book, and you end up hating the book, will you listen to them the next time they recommend a book? Doubtful. But what if they recommend a book that rocked your world? You’ll ask them for more recommendations. In fact, you’ll probably listen to any of their next recommendations/referrals because you now trust their judgment. This is the same idea behind review sites like TripAdvisor, Yelp, and even Amazon.
So now you’re probably thinking to yourself, “there’s nothing wrong with a little promiscuity every now and then, but how can I get those Powerful Referrals for my business?”
One thing you can do is to think about what you want your loyal clients to say to someone who isn’t a client yet…And then simply ask them to. People love feeling like they had some part in finding a new source of joy for a neighbor. Think about it. Don’t you relish in the praise you get when you’ve told someone about something you “discovered” and it changes their life?
You should also make your clients aware that you accept referrals (it never hurts to stay top-of-mind). Lastly, you can promote referrals, either with a paid program or just by mentioning it in a small text box in a monthly eNewsletter to your client database.
3 Steps to Powerful Referrals
- Know what you want your clients to say
- Make sure you’re living up to that statement
- Then tell them in the eNewsletter
“Viral Marketing” is really just marketing that markets itself. Imagine having all of your current loyal clients out there marketing for you! In fact, you need evangelists and amplifiers of your product or service out there that are proud to recommend you. Find those people who like to talk about you and let them know what to say.
To Your Continued Success,