owners how to build, maintain, and market their own fully search engine optimized websites

如何建造、維持並行銷他們已經搜尋引擎最佳化的網站

and I'm glad that you are here. So in today's video we are going to talk about referral

我很高興你們在這裡！今天的影片要講的是推薦營銷計畫

programs and I love referral programs I really think that every business should have an official

我愛推薦營銷計畫，我覺得每個公司都應該要有一個正式的推薦營銷計畫

referral program, and if you don't at least take a couple minutes and really kind of think

但如果你還沒有，至少先花個幾分鐘仔細思考一下

about it and see if that makes sense for your business so what a referral program does is

看看他是不是適合你的公司。所謂推薦營銷就是

it incentivizes your existing customer base to basically talk about you and how cool your

給予你既有的客戶一些誘因促使他們與人分享你的服務有多酷

services are now they are probably are already doing that anyway because if they don't like

現在他們可能已經這麼做了，因為如果他們不喜歡你的服務

your service then they probably wouldn't be with you anymore but this is just kind of

他們早就離你而去。但推薦營銷是一種用以告訴你的顧客

an official way to really show them some respect and the fact that you appreciate them talking

你有多重視並感激他們推薦你的正式做法

about you so it can be something like you know if you refer a friend I'll give you a

例如當你知道你的顧客和朋友推薦你，你就在下個月提供他一晚的寵物寄宿

free overnight pet sit or I'll give 20% of something, something, something, next month.

或著提供百分之二十的某種獎勵

It doesn't really matter what the incentive is it's just the fact that you're showing

你提供了什麼誘因並不是最重要的，重要的是你展現了

a level of appreciation now again some of your customers again probably already do this

你對這些客戶的感激，再次強調你的客戶很可能已經這麼做了

but the problem with word-of-mouth advertising is that it's not consistent it's hard to relying on

但口碑行銷的問題是它並沒有持續性，所以不能只依賴口碑行銷

so as a business owner what we want to be able to do it put systems in place to keep

作為一個企業家我們要做的是建立一個系統，這個系統能確保

the ball rolling it would be great if you can count on a certain level of referrals

口碑行銷能持續發動，如果你能在某種程度期待口碑行銷的每個月的效益那不是很棒嗎！

every month so there's 3 reasons why I really like referral programs and we are going to

所以我有為什麼我愛推薦行銷計畫的三個理由，我們現在來談談它

talk about those right now the first reason I really like referral programs is because

第一個理由：我愛推薦行銷計畫因為

you have increased trust immediately so the way this works is that people feel more comfortable

它能讓你很快地獲得消費者信任，這是因為人們

with the service provider or product if they get a referral from somebody that they already

在被已經瞭解那樣商品的人推薦之後會對服務或產品提供者感到比較沒有戒心

know so what you're doing is you're piggybacking off of their existing relationships so it

所以你只要利用已經存在的客戶間關係

looks something like this so I like Bob and Bob likes you and therefore I am probably

有點像是例如：我喜歡Bob，Bob喜歡你，因此我也可能因此喜歡你

going to like you and we want to be able to take advantage of that piggyback off of that

我們希望能利用推波助瀾這種

existing relationship and use that trust. The second reason I like referral programs

已存在的關係，善用這種信任。第二個我喜歡推薦行銷計畫的原因是

is because referred customers are typically less price sensitive. So think of something

被推薦的客戶通常比較對價錢不敏感，想想看

like this when you come into a relationship with a customer they call you on the phone

當你與你的客戶建立關係，例如他們打電話給你、和他們在辦公室會面

you meet him at his office, whatever the case is, when you start talking to them before

或任何情況。在他們還不知道你的服務或商品的價值之前

they know the value that you provide it really becomes a matter of price. I get this all

價錢就成了他們最主要的考量，我在網路圈就遇到很多這種情況

the time with web stuff, people go I've got a kid down the street that can do it for half

人們會說：「我可以去街上隨便找一個年輕人幫我做你說你可以做的事情而他們只收你一半的錢」

the price exactly because they don't know the value that we bring. They don't know the

因為他們不知道你能提供他們什麼樣的價值

value you bring but what happened is that when you have your customers bringing these

但你知道嗎？如果你讓你那些已經和你談過

referrals they've already been chatting you up so they see the value of your service that

的客戶推薦你，他們就能了解你能提供的服務有什麼價值

means that you're not going to have to dip your prices or offering discounts to get that

這意味著你不需要降低你的價格或提供折扣好說服那些客戶

person's foot in the door at the great thing for a business owner and the third reason

這對於企業家來說絕對是好事。第三個我愛推薦行銷計畫的原因

why I really like referral programs is because they produce better customers I mean really

是他能創造出更好的客戶，我是說真的

referred customers are just better people, I'm just kidding they're not better people

被推薦的顧客都是更好的人，開玩笑的他們不是更好的人

but studies have shown that referred customers will not only give you a higher retention

但研究顯示，被推薦的客戶不但有更高的客戶保持率

rate they'll stick around longer they also have higher initial cost structures so initially

他們會更持久的忠於你，還會有更高的最初花費，所以他們一開始的花費會更高

the rates are little bit higher but there was a study done last year at the Wharton

但去年有一項賓州大學旗下華頓商學院的研究

school which is the business school for University Pennsylvania where they showed that referred

指出被推薦的客戶

customer lifetime value was about 16% higher than a non-referred customer so that means

的客戶終身價值比一般的客戶高出百分之十六，這代表如果你知道

you know if you have you have a customer good for $1000 a year a referred customer in a

你有一個客戶能讓你在一年內賺一千塊，同樣的情況

similar situation would be worth 1160 I don't know about you but I can always use an extra

被推薦的客戶能讓你賺進一千一百六十塊，我不知道你的情形，但多餘的十六趴收益對我來說很有用

16% okay so if you don't already have a referral program in place I would I would ask you to

所以啦，如果你還沒有一個推薦行銷計畫我會請你

just take a couple of minutes and really think about it and see if that something that you

花幾分鐘認真想一下，你可能錯過某種

can get your customers could get behind again increase that word-of-mouth marketing because

能讓你獲取客源的工具，再次強調，你必須增強口碑行銷

those people and gold, they are ready to rock 'n roll when they call you. It's as simple

因為這些口碑客戶是珍寶，當他們打給你時早就蓄勢待發了

as that, so on behalf of Black Dog Education and Pet Sitter Marketing I want to say thank

就是這麼簡單。以 Black Dog Education和 Pet Sitter Marketing之名，我要感謝

you for stopping by. make sure to check out Pet Sitter Marketing on Facebook, it's just Facebook.com/PetSitterMarketing

你收看，記得在FB上追蹤 Pet Sitter Marketing

for more news, tips, and information to help jumpstart your pet sitting business. Again

好獲取更多新知、技巧和資訊以幫助你的寵物服務事業起飛

this is Mike Linville from Black Dog Education saying thank you and happy sitting. }

我是Black Dog Education的Mike Linville，謝謝你，事業順利愉快！