Unlock More Marketing Horsepower: How to Leverage Your Connections for Success

Success in business hinges on people – the ones you hire, the ones you sell to, and the ones you buy from. All of them have their own circles of connections, and those connections can lead to valuable referrals.

And guess what? Referrals have the highest ROI of any marketing tactic out there.

Why? Because there's typically no cost involved in bringing in warm leads. When a past customer mentions your business, there’s no marketing expense tied to that. That's marketing magic, my friends.

But it doesn’t stop there. The people involved in your business are what make your business great. Your connections, the ones you hire, and the connections they make all have a circle of influence.

Don't just think of referrals as coming from existing customers. You’ve got to think about your (and your teams’) entire networking circle.

Want a higher ROI and a better understanding of where to find your connections? You need to tap into all of your circles of influence for some serious marketing horsepower. Here’s a guide to help you achieve that goal.

Who Is Your Ideal Customer?

As a business, you need to know who your target market is. You need to understand everything about them and why they need your product.

This is foundational for your business and for referral marketing. Your connections need to know this so they can spread the word effectively about what your product does and who it helps. If there's confusion about your product and who it serves, it hurts your business.

One common mistake businesses make is thinking that everyone is in their target market. They want to sell to everyone because they think everyone will benefit from what they’re selling. But that’s rarely true. You want to serve the community that will benefit the most from your product because you help them overcome a specific problem. THIS is your ideal customer.

To help clarify your ideal customer, create a buyer persona or avatar. This persona gives you insights into where and how your ideal customer lives, their age, their problems, and more. This information helps both your customers and employees understand exactly who you help.

The Power of Customer Reviews

After identifying your ideal customer, focus on giving them a powerful experience with your business. The more positive the experience, the more likely they are to recommend you.

Encourage customers to leave reviews online to support your business. Customer reviews are powerful because they spread awareness. Potential customers look at these reviews to decide if they want to engage with your business. This social proof is invaluable to new prospects.

Ensure you’re delivering a positive experience, so customers are motivated to share positive reviews. But more importantly, make sure every customer interaction is top-notch.

What Is Digital Networking?

Digital networking involves leveraging your social media platforms to grow your business. Show potential customers you exist online by posting pictures and videos of your product. Engage with others by commenting and sharing their content.

Be active on platforms like Facebook, Instagram, Twitter, and LinkedIn. Post articles about your business and industry; demonstrate how you’re making a difference in other peoples’ lives. When people recognize your work, it spreads awareness and encourages new prospects.

What Are Incentive Strategies?

Incentive strategies reward customers for referring others to your business. It could be a discount, cash, or another reward. The goal is to know what your customer wants and use that to encourage referrals.

Why Your Employees Are Powerful Connections

Your employees are key to your business. Each one has hundreds of their own connections. Create a positive work environment, and your employees will share their experiences, which can lead to new conversations and more sales.

Culture matters. Avoid boring meetings and constant reprimands. Instead, foster a positive atmosphere. Include employees in social media posts to make them feel like a part of the team and show how valued they are.

What Makes Great Brands Great

Great brands are sustained by a great culture and workplace. Employees who understand and believe in the brand’s mission and distinctiveness help deepen trust with customers by providing a consistently excellent experience. As Simon Sinek says, “people don’t buy what you do, they buy why you do it.”

What Other Connections Do You Have?

Beyond employees, consider your suppliers and other individuals involved in your business. The experience you create should extend to all connections, not just customers. This helps represent your brand positively.

How Good Is Your Story?

Does your company have a clear, compelling story about its mission, vision, and values? It should be a story that employees believe in and customers see in action every day.

Use storytelling to engage consumers and build connections. Tell a clear, relatable story about your brand’s mission and values. Share this story through your blog and social media platforms. Ensure employees and customers know and share your story.

Why Your Connections Are Cost-Effective

Your connections are cost-effective because you don’t need to advertise to them. They already know your business and its values. Engage with them actively, recognize their contributions, and foster a sense of community. This word-of-mouth marketing is super powerful and doesn’t require a big budget.

Unlock Marketing Horsepower

To add major marketing horsepower, tap into your connections beyond just your customers. Create a positive experience for everyone interacting with your business. This guide highlights the importance of broadening your view of connections to drive more profit and success.