Pop quiz. You’re about to make a purchase, you’ve searched online, and you’ve come up between two businesses that have the identical offer of what you’re looking for.
Are you more likely to…
- Go with a company that has been in business the longest, even though their website is boring?
- Or are you going to go with a company that a friend says changed my life for the better…aka a referral.
I’m guessing you’re going to go with your friend’s recommendation, think of all the recommendation posts you see on your newsfeed every other day.
An enthusiastic referral given by someone other than the business is way more powerful than history, location and even price.
What Does A Referral / Recommendation Do?
What a referral does is give a potential customer a valuable word of mouth or written testimonial on why they should do business with you.
With that said, let’s take a closer look at how this can go terribly wrong if you don’t back up the word-of-mouth referrals with social proof online.
Have you ever wondered how many people follow through on calling the person that they have been given the referral for? Do you think every time someone refers you; they contact you straight away?
The answer is no!
When they do, what are they going to find?
Is your Facebook page showing up the way you want it to?
Is your Instagram and LinkedIn showing the best side of you in a personable and relatable way, and is it in alignment with your website?
Do not be lulled into a false sense of security of being a predominantly referral-based business.
The way you show up face-2-face should be exactly the way people find you online, the customer’s perception is indeed your reality.
What this means is they need to be able to find you, your social pages and profiles, and know it is you and feel the way they would if they would have met you in the street.
If this doesn’t add up, you almost definitely miss out on some of your word of mouth referrals.
What You Can Do About This?
How you position yourself on all social media platforms and your website is critical to how successful you’re going to be with your referrals in the future.
Never underestimate how little people care about your product or your service…harsh and true.
Like you, they are constantly being bombarded with content, and are swimming with a ‘gazillion’ pieces of information on their timeline every single day.
They will not go looking for your website just because you told them to. Make it ridiculously easy for them to click or to buy.
Tell them why they should care and then how your product or service is going to help them solve the problem.
Pages with low engagement and low sales from organic reach, almost always have this exact problem where there are not enough benefits and way too many features.
Benefits vs Features – It’s A Real Thing
What’s the difference and why does it matter?
When it comes to marketing…aka. content, images, etc. there are two primary approaches you can take. The first focus is on your product or service and what it does, including all the shiny bells and whistles you’ve worked hard to develop.
The other focus is on how your product or service will improve your customer’s life.
Which of these approaches do you think is more effective?
Although closely linked, these two concepts are completely different, and if you don’t consider the user intent (the way you want your customer to feel) from the outset, even the most innovative revolutionary products will fail to hit the mark.
What Is A Feature?
A feature is something your product/service has or is. An example, this could be a razor with five-blade heads, or a power drill with interchangeable bits, or a foaming facial scrub etc.
Features often directly address common problems experienced by the ideal client.