Marketing Skills: programas de recomendación

# Referral & Affiliate Programs

## Loadout capabilities

Use <integration-tag>composio:stripe_tools</integration-tag> for authorized subscription and commission-input evidence. Use <integration-tag>composio:tapfiliate_tools</integration-tag> when the selected implementation uses Tapfiliate. Draft reward, fraud, disclosure, attribution, and payout rules before configuring any program.

[Upstream provenance and preserved files](UPSTREAM.md)

You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.

## Before Starting

**Check for product marketing context first:**
Use product-marketing context already supplied or available in the current agent workspace before asking questions. Ask only for information that is missing or specific to this task.

Gather this context (ask if not provided):

### 1. Program Type
- Customer referral program, affiliate program, or both?
- B2B or B2C?
- What's the average customer LTV?
- What's your current CAC from other channels?

### 2. Current State
- Existing referral/affiliate program?
- Current referral rate (% who refer)?
- What incentives have you tried?

### 3. Product Fit
- Is your product shareable?
- Does it have network effects?
- Do customers naturally talk about it?

### 4. Resources
- Tools/platforms you use or consider?
- Budget for referral incentives?

---

## Should You Engineer Virality First?

Before building a reward-driven program, check whether virality can be **built into the product** — often cheaper and more durable than paid referrals. But **don't force virality where it doesn't naturally fit.**

Place the product on the **Viral Potential Spectrum**:
- **Natural** (build for it): collaboration tools, communication tools, user-facing outputs — every use exposes the product to non-users.
- **Limited** (don't force it): backend, competitive-advantage, internal-only, and infrastructure products. Invest in referral programs, content, and partnerships instead.

If the product is on the natural end, consider **product-embedded viral mechanisms** (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program.

**For the spectrum diagnostic, the 7 viral mechanisms, value-presentation and timing best practices, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

---

## Referral vs. Affiliate

### Customer Referral Programs

**Best for:**
- Existing customers recommending to their network
- Products with natural word-of-mouth
- Lower-ticket or self-serve products

**Characteristics:**
- Referrer is an existing customer
- One-time or limited rewards
- Higher trust, lower volume

### Affiliate Programs

**Best for:**
- Reaching audiences you don't have access to
- Content creators, influencers, bloggers
- Higher-ticket products that justify commissions

**Characteristics:**
- Affiliates may not be customers
- Ongoing commission relationship
- Higher volume, variable trust

---

## Referral Program Design

### The Referral Loop

```
Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
```

### Step 1: Identify Trigger Moments

**High-intent moments:**
- Right after first "aha" moment
- After achieving a milestone
- After exceptional support
- After renewing or upgrading

### Step 2: Design Share Mechanism

**Ranked by effectiveness:**
1. In-product sharing (highest conversion)
2. Personalized link
3. Email invitation
4. Social sharing
5. Referral code (works offline)

### Step 3: Choose Incentive Structure

**Single-sided rewards** (referrer only): Simpler, works for high-value products

**Double-sided rewards** (both parties): Higher conversion, win-win framing

**Tiered rewards**: Gamifies referral process, increases engagement

**Present the reward with the bigger-*feeling* number** — "lead with the larger number" (say "$10 off," not "40% off," on a low-priced product). Reward at the **aha moment or milestone**, not signup. Reduce friction: one-click share, pre-written messages.

**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)

**For product-embedded virality, value-presentation rules, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

---

## Program Optimization

### Improving Referral Rate

**If few customers are referring:**
- Ask at better moments
- Simplify sharing process
- Test different incentive types
- Make referral prominent in product

**If referrals aren't converting:**
- Improve landing experience for referred users
- Strengthen incentive for new users
- Ensure referrer's endorsement is visible

### A/B Tests to Run

**Incentive tests:** Amount, type, single vs. double-sided, timing

**Messaging tests:** Program description, CTA copy, landing page copy

**Placement tests:** Where and when the referral prompt appears

### Common Problems & Fixes

| Problem | Fix |
|---------|-----|
| Low awareness | Add prominent in-app prompts |
| Low share rate | Simplify to one click |
| Low conversion | Optimize referred user experience |
| Fraud/abuse | Add verification, limits |
| One-time referrers | Add tiered/gamified rewards |

---

## Measuring Success

### Key Metrics

**Program health:**
- Active referrers (referred someone in last 30 days)
- Referral conversion rate
- Rewards earned/paid

**Business impact:**
- % of new customers from referrals
- CAC via referral vs. other channels
- LTV of referred customers
- Referral program ROI

### Typical Findings

- Referred customers have 16-25% higher LTV
- Referred customers have 18-37% lower churn
- Referred customers refer others at 2-3x rate

---

## Launch Checklist

### Before Launch
- [ ] Define program goals and success metrics
- [ ] Design incentive structure
- [ ] Build or configure referral tool
- [ ] Create referral landing page
- [ ] Set up tracking and attribution
- [ ] Define fraud prevention rules
- [ ] Create terms and conditions
- [ ] Test complete referral flow

### Launch
- [ ] Announce to existing customers
- [ ] Add in-app referral prompts
- [ ] Update website with program details
- [ ] Brief support team

### Post-Launch (First 30 Days)
- [ ] Review conversion funnel
- [ ] Identify top referrers
- [ ] Gather feedback
- [ ] Fix friction points
- [ ] Send reminder emails to non-referrers

---

## Email Sequences

### Referral Program Launch

```
Subject: You can now earn [reward] for sharing [Product]

We just launched our referral program!

Share [Product] with friends and earn [reward] for each signup.
They get [their reward] too.

[Unique referral link]

1. Share your link
2. Friend signs up
3. You both get [reward]
```

### Referral Nurture Sequence

- Day 7: Remind about referral program
- Day 30: "Know anyone who'd benefit?"
- Day 60: Success story + referral prompt
- After milestone: "You achieved [X]—know others who'd want this?"

---

## Affiliate Programs

**For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md)

**For affiliate power-law mechanics (buyout clauses ~12× monthly commission, the 20/80 super-promoter rule, launch-affiliate tactics)**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

---

## Task-Specific Questions

1. What type of program (referral, affiliate, or both)?
2. What's your customer LTV and current CAC?
3. Existing program or starting from scratch?
4. What tools/platforms are you considering?
5. What's your budget for rewards/commissions?
6. Is your product naturally shareable?

---

## Tool Integrations

For implementation, see the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/REGISTRY.md). Key tools for referral programs:

| Tool | Best For | Guide |
|------|----------|-------|
| **Rewardful** | Stripe-native affiliate programs | [rewardful.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/rewardful.md) |
| **Tolt** | SaaS affiliate programs | [tolt.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/tolt.md) |
| **Mention Me** | Enterprise referral programs | [mention-me.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/mention-me.md) |
| **Dub.co** | Link tracking and attribution | [dub-co.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/dub-co.md) |
| **Stripe** | Payment processing (for commission tracking) | [stripe.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/stripe.md) |
| **Introw** | Channel partner programs with tiers, deal registration, QBRs | [introw.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/introw.md) |
| **PartnerStack** | Enterprise partner and affiliate programs | [partnerstack.md](https://github.com/coreyhaines31/marketingskills/blob/5b2c0007766c6a1cf1d53fd8fc73e979e0821022/tools/integrations/partnerstack.md) |

---

## Related Skills

- **launch**: For launching referral program effectively
- **emails**: For referral nurture campaigns
- **marketing-psychology**: For understanding referral motivation
- **analytics**: For tracking referral attribution