Customer advocacy is nothing new - friends and family have been sharing brands that they find useful, unique or just plain interesting for years, and social media has only supercharged that. What has changed in recent years is the technology to facilitate this sharing via referral marketing, and actually measure its success as a marketing channel.
At first glance then, referral marketing should be easy, right? Actually, when you look closer there are many aspects that can make or break a referral program, and the key to really getting it to work for a brand is understanding the psychology behind what makes a customer share a brand.
We’ve all done it: grazed through our Facebook newsfeeds and impulsively hit the like button.
But beyond the fact that it’s so easy to use, what exactly is it that we find so irresistible about this tiny, seemingly innocuous function? And why are we so compelled to like people, updates and media online?
"Those who don't know how to get people say 'yes' soon fall away. Those who do stay and flourish." - Dr. Robert Cialdini
Benjamin Hardy, Josh Steimle, Neil Patel, Seth Godin, Jeff Weiner, Josh Hoffman. I don't mean to drop names here. But their posts are the ones that I often 'like' or share on social media, sometimes even without thinking.
They are my top social media influencers, and I'm sure you have your own list of go-to experts. You've probably liked, shared or commented on their articles, as well, without giving it much thought.
If you are building a company that depends on making people feel sexy and sophisticated, it’s probably going to confuse your consumers if you your logo is bright green.
That’s because different colors are associated with different feelings. Green conveys organic growth, the earth, nature, or feelings of caring. Meanwhile, black communicates feelings of sophistication, authority or seduction. Not convinced? Consider the green logo for Starbucks or Greenpeace and the black logos of Chanel or Sony.