The Refer Funnel
Grow loyal customers into brand advocates
The Refer Funnel
The lasting value you receive from your customers comes not from the purchases they make or products they buy, but from word-of-mouth marketing. Throughout the four initial funnels of the customer lifecycle (Attract, Convert, Fulfill, Delight), you’ve given delighted customers cause to rave about your brand. These eager brand advocates are ready and willing to spread the wonders of your company — but it’s your job to supply them with the means to promote your business. To empower brand advocates to share the warm feeling you’ve given them, incentivize them to refer new customers by offering affiliate commissions, rewarding them for their efforts, and making it easy for them to share with their friends and networks using partner tracking links.
To illustrate this, let’s follow your hypothetical new brand advocate Monica through the Refer phase of the customer lifecycle. Below is a side-by-side view of what each step of the process looks like in Ontraport and what Monica sees on her end.
What your leads see
On her path through the customer lifecycle, Monica has gone from a new lead to a repeat customer. With each interaction, you’ve risen to prominence as a share-worthy brand. One day she gets a “Refer a Friend” email from you. In the email, she’s given a unique referral link to send to her friends.
What you see
Monica is added to your Refer funnel — the final step in the cyclical customer lifecycle — whereupon she lands on a “Send an Email” element. This element sends her the “Refer a Friend” email which delivers her unique referral link. This is the link she’ll send to friends to be credited for referral sales.
What your leads see
Monica, as big a fan of yours as she is, starts sending her friends emails containing her referral link and her kind words about our products and services. Within a few days, one of her friends purchases a product from you.
What you see
Monica’s contact progresses to a “Wait” element where she will remain until making her first referral sale.
What your leads see
Immediately after her first successful referral sale, Monica receives a congratulatory email and login credentials to your Partner Center.
What you see
Monica’s first sale advances her contact from the “Goal” element, designated for this milestone, onto a “Send an Email” element. This email congratulates her on the achievement. In addition, the email delivers her automatically-generated username and password to log in to her personalized Partner Center.
What your leads see
Monica clicks through to your Partner Center and logs in. Here she’s able to monitor her commissions and update her payment details.
Monica’s contact advances to another “Wait” step until she reaches the second milestone: $1,000 in referral sales.
What your leads see
Monica further disseminates her referral link among those in her sphere of influence. Before she knows it, she’s broken the $1,000 threshold in referral sales — a referral milestone that triggers a special email only for those who’ve made it this far. The email rewards Monica for her efforts by giving her a $300 bonus on top of her automatic commission payment.
What you see
Having reached her second partner milestone, Monica reaches the second “Send an Email” element. This email announces her milestone with a paid bonus. Immediately after, she advances to a “Task” element that prompts you to transfer funds for Monica’s bonus payment to her bank account or Paypal. From there, Monica moves on to another “Wait” element where she remains until she’s hit the $5,000 mark.
What your leads see
$5,000 in referral sales later Monica reaches yet another partner milestone. Her reward notification is once again delivered to her via email. Go Monica!
What you see
Monica pushes through the next “Goal” element and arrives at the second “Send an Email” element on your Refer funnel map: the Milestone 2 email, which rewards her generously for her notable contribution to your brand and encourages her further.
What your leads see
With $10,000 in referral sales made, Monica has reached the status of super-affiliate. This time, her reward isn’t merely a lump sum but a higher commission bracket where she’ll stand to earn even more per referral. She beams with pride knowing the new customers she’s sent you will soon become partners of your brand just as she is.
What you see
One “Wait” and “Goal” element later, Monica hits the final “Send an Email” element signifying the ultimate milestone. She’s now a super-affiliate and will remain on your Refer funnel as you continue to add milestones for your best advocates.
What your leads see
By referring her friends and acquaintances, Monica has mobilized a new movement of potential referrers for your brand. While her journey through customer lifecycle has peaked, many others begin.
What you see
From your Attract funnel through your Refer funnel, Monica’s journey through the customer lifecycle was a strategic pathway entirely designed, built, and published in Ontraport.
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