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A good business knows their customer acquisition cost (CAC). Based on that, it wouldn't be hard to come up with a financial incentive that puts you ahead of the game and to offer it to your customers so that they can do your marketing for you. (skip to "Simple and Affordable Viral Marketing - Refer a Friend" by Jennifer Laycock)
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Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.