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The Referral EngineTeaching Your Business To Market Itself<br />John Jantsch<br />Duct Tape Marketing<br />Twitter: @ductt...
          The realities                 of referral<br />@ducttape - #dtmtexas<br />
#1 People make       referrals because           they need to<br />@ducttape - #dtmtexas<br />
#2 All business        involves risk<br />@ducttape - #dtmtexas<br />
#3 Nobody talks         about boring           businesses<br />@ducttape - #dtmtexas<br />
#4 Consistency          builds trust<br />@ducttape - #dtmtexas<br />
#5 Marketing is         a system<br />@ducttape - #dtmtexas<br />
Definition of Marketing<br />@ducttape - #dtmtexas<br />
          4Ps vs.                 4Cs<br />@ducttape - #dtmtexas<br />
Content<br />@ducttape - #dtmtexas<br />
Context<br />@ducttape - #dtmtexas<br />
Connection<br />@ducttape - #dtmtexas<br />
Community<br />@ducttape - #dtmtexas<br />
   Digital interactivity is now at the  center of       marketing<br />@ducttape - #dtmtexas<br />
The funnel    is broken<br />“When it comes to lead and   referral generation, customer   experience is the new black.”<br />
The Marketing Hourglasssm<br />@ducttape - #dtmtexas<br />© Duct Tape Marketing – all rights reserved<br />
Filling the gaps – product and process questions<br />@ducttape - #dtmtexas<br />© Duct Tape Marketing – all rights reserv...
The Referral Engine System<br /><ul><li> Authentic strategy
 Content that builds trust
 Content that educates
 Customer community
 Partner community
 Execution
 Follow-up</li></ul>@ducttape - #dtmtexas<br />
Authentic strategy<br /><ul><li> Ideal customer
 Core talkable difference
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Moxie 100506081732-phpapp02

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John Jantstch has a new book out,

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Transcript of "Moxie 100506081732-phpapp02"

  1. 1. The Referral EngineTeaching Your Business To Market Itself<br />John Jantsch<br />Duct Tape Marketing<br />Twitter: @ducttape - #dtmtexas<br />
  2. 2. The realities of referral<br />@ducttape - #dtmtexas<br />
  3. 3. #1 People make referrals because they need to<br />@ducttape - #dtmtexas<br />
  4. 4. #2 All business involves risk<br />@ducttape - #dtmtexas<br />
  5. 5. #3 Nobody talks about boring businesses<br />@ducttape - #dtmtexas<br />
  6. 6. #4 Consistency builds trust<br />@ducttape - #dtmtexas<br />
  7. 7. #5 Marketing is a system<br />@ducttape - #dtmtexas<br />
  8. 8. Definition of Marketing<br />@ducttape - #dtmtexas<br />
  9. 9. 4Ps vs. 4Cs<br />@ducttape - #dtmtexas<br />
  10. 10. Content<br />@ducttape - #dtmtexas<br />
  11. 11. Context<br />@ducttape - #dtmtexas<br />
  12. 12. Connection<br />@ducttape - #dtmtexas<br />
  13. 13. Community<br />@ducttape - #dtmtexas<br />
  14. 14. Digital interactivity is now at the center of marketing<br />@ducttape - #dtmtexas<br />
  15. 15. The funnel is broken<br />“When it comes to lead and referral generation, customer experience is the new black.”<br />
  16. 16. The Marketing Hourglasssm<br />@ducttape - #dtmtexas<br />© Duct Tape Marketing – all rights reserved<br />
  17. 17. Filling the gaps – product and process questions<br />@ducttape - #dtmtexas<br />© Duct Tape Marketing – all rights reserved<br />
  18. 18. The Referral Engine System<br /><ul><li> Authentic strategy
  19. 19. Content that builds trust
  20. 20. Content that educates
  21. 21. Customer community
  22. 22. Partner community
  23. 23. Execution
  24. 24. Follow-up</li></ul>@ducttape - #dtmtexas<br />
  25. 25. Authentic strategy<br /><ul><li> Ideal customer
  26. 26. Core talkable difference
  27. 27. Supporting elements
  28. 28. Culture to match
  29. 29. Expectation</li></ul>@ducttape - #dtmtexas<br />
  30. 30. Content that builds trust<br /><ul><li> Educational
  31. 31. Social media
  32. 32. SEO
  33. 33. Reviews
  34. 34. Testimonials</li></ul>@ducttape - #dtmtexas<br />
  35. 35. Content that educates<br /><ul><li> White papers
  36. 36. Webinars
  37. 37. FAQs
  38. 38. Success stories
  39. 39. Perfect Intro</li></ul>@ducttape - #dtmtexas<br />
  40. 40. Customer community<br /><ul><li> Champions
  41. 41. Education
  42. 42. Offers
  43. 43. Tools
  44. 44. Community</li></ul>@ducttape - #dtmtexas<br />
  45. 45. Partner community<br /><ul><li> Frame of mind
  46. 46. Identify
  47. 47. Recruit
  48. 48. Activate
  49. 49. Platform</li></ul>@ducttape - #dtmtexas<br />
  50. 50. Execution<br /><ul><li> Collection
  51. 51. Results review
  52. 52. Moments of truth</li></ul>@ducttape - #dtmtexas<br />
  53. 53. Follow-up<br /><ul><li> A lead, now what?
  54. 54. Customers
  55. 55. Partners
  56. 56. Measure</li></ul>@ducttape - #dtmtexas<br />
  57. 57. Small business email evolution<br />John Jantsch<br /><ul><li> author of Duct Tape Marketing andThe Referral Engine
  58. 58. Forbes favorite for marketing</li></ul>@ducttape - #dtmtexas<br />
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