The Referral EngineTeaching Your Business To Market Itself<br />John Jantsch<br />Duct Tape Marketing<br />Twitter: @ductt...
          The realities                 of referral<br />
#1 People make       referrals because           they need to<br />
#2 All business        involves risk<br />
#3 Nobody talks         about boring           businesses<br />
#4 Consistency          builds trust<br />
#5 Marketing is         a system<br />
Definition of Marketing<br />
   Digital interactivity is now at the  center of       marketing<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 />© Duct Tape Marketing – all rights reserved<br />
Filling the gaps – product and process questions<br />© Duct Tape Marketing – all rights reserved<br />
The Referral Engine System<br /><ul><li> Authentic strategy
 Content that builds trust
 Content that educates
 Customer community
 Partner community
 Execution
 Follow-up</li></li></ul><li>Authentic strategy<br /><ul><li> Ideal customer
 Core talkable difference
 Supporting elements
 Culture to match
 Expectation</li></li></ul><li>Customer interviews<br /><ul><li> Why did you choose us?
 Why do you stay with us?
 Why do you refer us?
 What do we do that’s unique?
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The Referral Engine Infusionsoft

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The Referral Engine - Teaching Your Business to Market Itself by John Jantsch - The Realities of Referral

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The Referral Engine Infusionsoft

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