I believe you have guessed the name of this operation:Referral from old customers!
This customer acquisition method is actually a link in owned-channel operations, and it is also a decisive link. If the design is good, it will naturally lead to explosive customer acquisition growth. If the design is not good, it will be all in vain. Today’s article,I would like to introduce the meaning of referral of old customers and some methods on how overseas owned-channel operations can do a good job in referral of old customers:
01 It’s time to start with your “old customers”
We all know that it is difficult to get new customers, and customer acquisition from public domain platforms is even more difficult, but it is relatively easy to introduce new customers to old customers.
Users are all in a circle, which lays a good prerequisite for referrals from old customers:It is easier to operate, the trust endorsement effect is better, the users are more direct and accurate, the marketing method can be copied infinitely, and of course the customer acquisition cost will be lower.。
After all, they are all people who have bought your product. As long as the product and service are not too bad, it is still feasible to add a WhatsApp user in the name of after-sales service (little tip: SocialEpoch once suggested that many merchants add users to WhatsApp in the name of following up on express delivery information. Very few people will refuse. It is a small operation that has been tried and tested every time). After adding WhatsApp, you can firmly lock in your old customers and take the marketing initiative into your own hands.
Platform sellers please pay attention here: Many platform sellers cannot directly obtain users’ contact information, let alone add WhatsApp friends. This point also exactly illustrates the necessity for platform sellers to perform owned-channel operations. Whether they use owned channels to feed back the public domain or operate in multiple modes to reduce risks, owned channels are necessary for platform sellers. This goes without saying for a model like independent stations, which is inherently endowed with owned channel genes.
02 Soft planting + hard-core benefits double stimulation referral
If an old customer recommends you, why? In this matter, SocialEpoch empowers customers by“Soft planting” and “hard-core profit-driven”。
Soft grass planting: Old customers need to be cultivated, marketed, educated and managed.
After every purchase and sale, in addition to the transaction of goods, there will also be an exchange of materials, energy, and even emotions:
- Those sellers who have added WhatsApp and invited users to the owned channel community will definitely be more impressed than those who leave after just one transaction;
- And those sellers who give old customers exclusive discounts and VIP membership rights are definitely more sincere than those who just add friends and form a dead group;
- Those businesses that achieve refined communication with users, respond timely and effectively, and occasionally send red envelopes are definitely more interesting than those businesses that chat in groups with everyone on Aite and send messages mechanically.
Operations have no boundaries, as long as the supply chain and products are not bad,Put marketing in front of people and put "service" in front of people. In an era where experience is value, users will naturally be "kidnapped" by such operational services., willing to follow the steps of the merchant to complete the relationship progression from fans to customers to members to referral partners. In fact, this kind of service experience also provides sufficient confidence for referrals from old customers.
Let’s talk about it againHard core profit driven: Don’t start early without profit. It can be said that profit is the driving force behind all commercial activities.
Profit-driven design must be based on the premise of benefiting everyone. Sellers must make a profit, otherwise this drive will not continue from the source; old customers must gain both fame and fortune, otherwise they will lose not only their income, but also their personal credit and social relationships; new users who are recommended must gain something - at least gain a good product experience; finally, if new users make a new round of recommendations, then naturally everyone in the chain must also benefit.
Only by forming a chain of gratitude and friendship that is both self-interested and altruistic, a win-win situation for you, me and others, can the cycle continue continuously.. Now, global expansion is introducing the advantage of the owned channel model not only in the replication of domestic successful experience, but also in the favorable conditions for overseas distribution. In India, distribution can even reach level 10. The space opportunities are huge and exciting.
On the road of referral, services and products are the train running forward, so the benefits are fuel and power, both of which are indispensable.
03 Behind the combination of soft and hard measures, it is inseparable from the strong support of operations and systems.
Operations are soft, and old customers need to be treated as old friends, rather than a set of data behind the transaction. Humanized operation, creative copywriting and activities, as well as homely conversations with every old user.
In this matter,SocialEpoch has been striving to achieveWarm operation. On the one hand, it provides all merchants with vivid and interesting marketing material support and operational reference; on the other hand, through efficient batch customer management tools, this tool has built-in functions such as user portraits, batch login, automatic translation, etc., to realize the reach and communication of "thousands of people and faces" in the external owned channel model. Internally, it realizes the needs of streamlined work processes and internal supervision and management for each merchant, achieving the goals of internal and external consideration, interesting and informative operations, and efficiency optimization.
Of course, the core of referral is to bundle everyone’s interests and form a chain of gratitude and friendship. Register by invitationMall, share links to promote purchases, develop to the next level, etc. Each link needs to be recorded and summarized through information connection, so that participants at each level can view and harvest their own results. Therefore,It is necessary to open up the information system. Data carrying, information security, technology research and development, system support, etc. are all important carriers and supports for this link.。
In the process of global expansion of cross-border e-commerce, the problems faced are ever-changing. Changes in different countries, regions, users, policies, and behavioral habits will cause various changes in the design of referrals for old customers. As a key link in overseas owned-channel marketing, it has strong replicability and scalability. At the same time, it can achieve the effects of customer relationship advancement, brand cultivation, and product-efficiency integration. Proper design in the early stage will naturally generate benefits in the later stage. It can be said to be a classic low-cost customer acquisition operation that must be done.
