Reciprocal Marketing is not just another clever marketing trick it’s a proven fact in social psychology. It’s an automatic reaction to repay that favour by responding to positive or kind actions by others with a positive or kind action yourself.

It can work in business as well as in your personal life and it’s probably something you are already doing. You can start encouraging a positive response in others and create brand loyalty for your business just by being open, friendly and welcoming in your networking.

With the increasing use of content marketing and social media it is now much easier to use the Rules of Reciprocity to your benefit.

Then when you want something – such as an email address, attendance at an event you’re putting on or asking for a meeting, people are much more likely to respond positively.

Top Tips for Reciprocal Marketing

Here’s how to get the most from Reciprocal Marketing:

1. Free Samples – shows confidence in your products and is great for getting feedback or giveaways such as the humble branded pen are a great way to showcase your business.
2. Free Trials – you can offer a free trial to get people to experience your service, a free taster workshop for example.
3. Exclusivity – try to make the offer appear unique to specific customers or prospects and not something that is available to everyone on your website – but don’t make it conditional on buying something. Free delivery is always welcome but these days it is often expected.
4. Make it of Value – it’s not about you, offer something that people will find of value immediately, that is not expected or asked for.
5. Make it Personal – this is easier if you are an entrepreneur running a small business. The gift should come from a real person and not a faceless company.
6. Support Local Businesses – other small independent businesses in your area are great partners for Reciprocal Marketing and shows you care about your local business community. Can you promote a complementary business with flyers or posters, retweeting, sharing a post or making referrals?
7. Sharing Opportunities – can you share resources with other people in your industry? For example a hotel working with florists, wedding dress suppliers and photographers might put on open days or produce a flyer or advert together or offer a discount to people who use more than one of the suppliers in the joint promotion.
8. Sharing Links – you can support other businesses and provide useful information to your potential customers by providing links to other relevant or useful websites.

When you begin to use the Rules of Reciprocity, you will find over time that the more you give, the more you will receive! Has it worked for you? I’d love to hear your comments.

Kim Gilmour
Linking companies, customers and communities
www.connect-consultancy.co.uk