The Definitive Guide to Referral Marketing

Looking to put together a successful customer referral program? This comprehensive guide teaches you everything you'll need to know about doing referral marketing effectively.

The Definitive Guide To Referral Marketing

Referral marketing is powerful, but difficult and misunderstood.

Referral marketing works extremely well when it's done right. There are literally dozens of studies and surveys (we'll dig into the details inside!) that reveal over and over again that referral marketing yields some of the highest quality leads for a wide range of businesses, at great cost-effectiveness.

"A trusted referral is the Holy Grail of advertising." - Mark Zuckerberg, Facebook CEO

Why doesn't everybody do referral marketing, then? Why isn't it more popular?

Because referral marketing is notoriously hard to execute properly. It requires a significant investment of time, energy and resources. It requires commitment. It requires a quality product that's worth talking about. It requires great incentives, effective communications, and the system has to be functionally watertight, or you'll have unhappy customers.

We put together this guide to help you get it right. In this guide we share what we've learned from running thousands of referral programs for merchants, retailers and businesses of all sizes, across all verticals. We'll discuss every single detail, from the incentive structures to how to effectively communicate them to your advocates.

Let's get right to it.


ReferralCandy can increase your sales with a customer referral program.



Building a referral program

Anatomy of a referral program
Using incentives effectively
Communicating your offer well
Measuring success with analytics

Running a referral program

Multiple ways to run a referral program
All the ways things can go wrong
Play the long game - give it time