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The Referral Engine Teaching Your Business To Market Itself

John JantschDuct Tape MarketingTwitter: @ducttape

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The

realities of referral

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#1 People make referrals because they need to

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#2 All business involves risk

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#3 Nobody talks about boring businesses

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#4 Consistency builds trust

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#5 Marketing is a system

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Definition of Marketing

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Digital interactivity is now at the center of marketing

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The funnel is broken

“When it comes to lead and referral generation, customer experience is the new black.”

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The Marketing Hourglasssm

© Duct Tape Marketing – all rights reserved

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Filling the gaps – product and process questions

© Duct Tape Marketing – all rights reserved

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The Referral Engine System

• Authentic strategy• Content that builds trust • Content that educates • Customer community• Partner community• Execution• Follow-up

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Authentic strategy

• Ideal customer• Core talkable difference• Supporting elements• Culture to match• Expectation

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Customer interviews

• Why did you choose us?• Why do you stay with us?• Why do you refer us?• What do we do that’s unique?• What would you Google?

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Content that builds trust

• Educational• Social media• SEO• Reviews• Testimonials

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Content that educates

• White papers• Webinars• FAQs• Success stories• Perfect Intro

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Customer community

• Champions• Education• Offers• Tools• Community

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Partner community

• Frame of mind• Identify• Recruit• Activate• Platform

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Educate – the perfect intro

• How you can spot our ideal client• How to present our core message• List of trigger statements• Our referral offer• Our marketing process

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Intro in reverse

• Letter of introduction• Perfect introduction• Blank perfect introduction

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Execution

• Collection• Results review• Moments of truth

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Follow-up

• A lead, now what?• Customers• Partners• Measure

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Small business email evolution

• author of Duct Tape Marketing and The Referral Engine• Forbes favorite for marketing

John Jantsch