Tips for increasing word of mouth program referrals

This is part two of a five part series on the Recipient Experience. You can access the other articles below.

Part 1: The Recipient Experience
Part 2: Generating word of mouth referrals through social sharing
Part 3: Maximizing member engagement with timely delivery
Part 4: Ensuring value through trusted verification 
Part 5: Boosting adoption by increasing accessibility

Download the entire ebook for free here.


Enable Social Sharing

There is a lot of competition in the online learning, certification, executive education, and training spaces. Whether you’re providing a free online course to learn a skill like social media marketing or whether you’re issuing a prestigious professional certification, praise from happy students is the gold standard for referrals. Given the overlap between many personal and professionals makes this praise an excellent source for new certificate-seekers. Word of mouth and individual referrals have a much lower cost of acquisition when compared to paid advertising or paid lead generation. In short, you want to make it as easy as possible for people to download and share their certificate, as this can be an effective and inexpensive lead generation tool for your organization.

There are a number of ways individuals share their achievements. Most common are:

1. LinkedIn

LinkedIn is the largest professional social network, and for many, their one place to showcase professional achievements. Most certifications and course completions will get posted to LinkedIn if you provide the right share link. It’s important to note that new changes to LinkedIn have made it more difficult to share with one click. This means you need to make the process as seamless as possible, and provide detailed instructions on how to add achievements to a profile.

2. Twitter

We’ve noticed Twitter, although for many considered a more personal social network, is one of the most popular places for people to share their achievement. The key is to make sure you make it easy to do with two clicks, and it shouldn’t take them more than a few seconds. The first click should bring up the Twitter posting form, and the second click should be to Tweet the message. Yes, some people will want to tweak what’s written, but it is up to you to make sure the default message is clear, concise, and ready to go to eliminate as much friction as possible.

3. Embed Options: Website and Email Signatures

Many professionals have personal websites where they showcase their resumes, CVs, or other skillsets and domain knowledge. Being able to easily embed the digital certificate on their website, or link to it in their email signature, is hugely important. Professional email signatures get lots of visibility by colleagues and clients, and this is free visibility for your organization to exactly the people who you should want seeing your certification. In contrast to places like Twitter or Facebook where old posts are buried quickly, a personal website has a much longer lifespan, continuing to show your certification. Again, it’s important to make sure that your embedded code or link follows good best practices:

  1. Make sure the URL is permanent. The last thing you want to do is provide a URL that ends up being broken or taken down.
  2. Ensure the certificate is mobile friendly. Now more than half of internet traffic occurs from mobile devices, so you want to make sure your design looks good even when it’s on a phone or tablet.
  3. Know that your online certificates are compatible with all major browsers. Since a lot of people are doing their work-related browsing from work devices, it’s not uncommon for them to be using older or more dated versions of web browsers. Just because your certificate looks good on the latest version of Chrome doesn’t mean it will look good on a two year old version of Internet Explorer.

4. Facebook

It’s not as common for people to post work-related items to Facebook as it is LinkedIn, or even Twitter, but considering over 2 billion people are now on Facebook, it’s good to provide the functionality. Much like Twitter, you want to make sure that the default share message is ready to go with the proper organization names, URLs, and other information.

 

5. Other Social Networks

The truth is various professional industries end up having their own unique sets of social networks. When you’re providing sharing options, only supporting LinkedIn, Facebook, and Twitter won’t suffice. Make sure to use a sharing widget that can offer a wider variety of sharing options depending on who the end user is. For example, a graphic designer may want to post his certificate to a different location that a teacher.

6. Print

Print is dead! Long live print! Sure, for many organizations the need for printed certificates is no longer a given. However, some organizations still want (or need, for compliance reasons) to provide physical copies, and that’s important to remember. When you’re choosing a digital issuing service, make sure you choose one that has the options for creating high-resolution designs that can be printed professionally or from home.

Wherever you encourage sharing, make sure to always give detailed, step-by-step instructions. Take time and put effort into crafting well thought out default messages to make sharing as frictionless as possible. Don’t forget to show your support for your recipients by liking, commenting, or sharing their posts. It’s a great way to show you care and it goes a long way in building rapport.


This is part two of a five part series on the Recipient Experience. Continue on to part three here. You can access the other articles below. 

Part 1: The Recipient Experience
Part 2: Generating word of mouth referrals through social sharing
Part 3: Maximizing member engagement with timely delivery
Part 4: Ensuring value through trusted verification 
Part 5: Boosting adoption by increasing accessibility

Download the entire ebook for free here.

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