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Welcome to  RISE WEEK 2011Teaching Your Business to Market Itself   With Referrals + Local Search Pro                  Hos...
Therealities        of referral
#1 People make   referrals because      they need to
#2 All business    involves risk
#3 Nobody talks    about boring      businesses
#4 Consistency     builds trust
#5 Marketing is    a system
Definition of Marketing        Know   Like   Trust
The Marketing Hourglasssm             •Who and how     Know    •Ads             •Referrals             •Web site/blog     ...
Filling the gaps – product and process questions                  •Who and how        Know      •Ads                  •Ref...
The Referral EngineSystem• Authentic strategy• Content that builds trust• Content that educates• Partner community• Custom...
Authentic strategy• Ideal customer• Core talkable difference• Supporting elements• Culture to match• Expectation
Content that builds trust• Educational• Social media• SEO• Reviews• Testimonials
Content that educates• White papers• Webinars• FAQs• Success stories• Perfect Intro
Partner Community • Who else could be motivated to   refer business to you? Make a list. • Think next in line, think outsi...
Locating partners • By reputation • Ask your customers • Search engines/social sites • Networking events
Partner network program• Recruit and introduce• Create content opp• Acquire special• Make referrals• Rate and review• Crea...
Content for partners• Blog network• Co-branded content• Audio/video interviews• Win-win events• MeetUps/Biznik• Local biz ...
Educate – the perfect intro•   How you can spot our ideal client•   How to present our core message•   List of trigger sta...
Intro in reverse• Letter of introduction• Perfect introduction• Blank perfect introduction
Action Steps• Make your list of strategic partners• Create your perfect introduction document• Create blank perfect intro•...
Customer community• Champions• Education• Offers• Tools• Community• Social Media
Scoring customers • Are they profitable? • Do they already refer? • Equip them with tools
Educate – the perfect intro • How you can spot our ideal client • How to present our core message • Trigger phrases • Our ...
Customer content• Review process• Manual/audio – Acrobat• Rating/review sites – Yelp!• Testimonial party
Success stories• Describe customer• Challenge• Solution• Result• Video or interview
Some referral offers • Expectation • Work for referrals • 100% refund • Gift certificate giveaways • Referral pricing • Br...
Moments of truth  • Lead conversion process  • Results review process  • Follow-up meetings  • Quarterly communication  • ...
Action steps• Complete referral education system• Create testimonial/success study plan• Choose one customer referral mark...
Execution• Collection• Results review• Moments of truth
Follow-up• A lead, now what?• Customers• Partners• Measure
Questions?
Free ResourcesComplete evaluation formto request:• Perfect Introduction Kit  – How to Refer Example  – Blank How to Refer ...
Referral Engine                Power Groups• Pre-session – Introductions & sharing• Week 1 - Overview, goal setting and sy...
Preview: Winningthe Local SearchGame  A 5-step process  for dominating your  local search  landscape
•   90% of online commercial searches result in offline    bricks and mortar purchases (comScore)•   82% of local searcher...
The Steps  1. Make your web pages local     friendly  2. Build out your local search profiles  3. Get proactive in the rev...
Make your web pages local     friendly1.   Geo Content2.   Links and External Anchor Text3.   Community resource4.   Local...
What makes it geo1. Addresses2. Maps and more3. Meta data4. hcard and snippets5. Local/mobile keywords
Build out your local searchprofiles  1.   Claim – Place, Bing, Yahoo  2.   Keywords, Categories, and       Description  3....
Build out your local searchprofiles  1. Org name  2. Description  3. Category (5)  4. Service Area  5. Images (10), Video ...
Resources  Google – ducttape.me/placespage  Bing – ducttape.me/localbing  Yahoo – ducttape.me/yahoonewbiz
Get proactive in the review game  1. List, claim, and build  2. Use it to make you better  3. Monitor profiles  4. Get pro...
Review Sites beyond SearchEngines  1.   Yelp.com – check-in offers  2.   Facebook, Foursquare check-in  3.   Insiderpages....
Generate Reviews  1. Ask for references  2. Repurpose and post  3. Teach reviewing  4. Give reviews - Hotpot  5. Hold   a ...
Get listed, cited and mentioned  1. Data compilers  2. IYPs  3. Memberships  4. check my listing – getlisted.org/
Get listed, cited and mentioned  1. infoUSA  2. Localeze  3. Universal   Business Listings
Spread the local social love1. Start a Local Group Online2.   Find and Network with Local Bloggers3.   Hold Meetups and Tw...
Questions?
Local Search Pro           • Four online Sessions –             delivered every other week at             Duct Tape U.    ...
About Moxie Marketing – Creative Services – Jolly Design    • Logos, business identity    • Marketing collateral    • Web ...
Services• Core offering: Guided Marketing Program (One-  on-one) – Your Virtual Marketing Manager• Marketing Training Camp...
Rick L’Amie Has Worked With
Sample Current Clients
About Duct Tape Marketing• Used worldwide by        “Clever marketing ideas galore and                            lots of ...
Rick L’Amie•   Web: www.getmoxiemarketing.com•   Blog: www.marketingwithmoxie.com•   Twitter: twitter.com/MoxieMarketing• ...
RISE 2011 Presentation:  Referral Engine + Local Search
RISE 2011 Presentation:  Referral Engine + Local Search
RISE 2011 Presentation:  Referral Engine + Local Search
RISE 2011 Presentation:  Referral Engine + Local Search
RISE 2011 Presentation:  Referral Engine + Local Search
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RISE 2011 Presentation: Referral Engine + Local Search

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Presentation by Rick L'Amie of Moxie Marketing to RISE Conference, Austin, Texas on March 7, 2011

Content used by permission, Duct Tape Marketing

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Transcript of "RISE 2011 Presentation: Referral Engine + Local Search"

  1. 1. Welcome to RISE WEEK 2011Teaching Your Business to Market Itself With Referrals + Local Search Pro Hosted by Rick L’Amie Founder & President, Moxie Marketing Twitter: @moxiemarketing
  2. 2. Therealities of referral
  3. 3. #1 People make referrals because they need to
  4. 4. #2 All business involves risk
  5. 5. #3 Nobody talks about boring businesses
  6. 6. #4 Consistency builds trust
  7. 7. #5 Marketing is a system
  8. 8. Definition of Marketing Know Like Trust
  9. 9. The Marketing Hourglasssm •Who and how Know •Ads •Referrals •Web site/blog Like •Reception •Newsletter •Search Trust •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  10. 10. Filling the gaps – product and process questions •Who and how Know •Ads •Referrals •Web site/blog Like •Reception •Newsletter •Search Trust •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  11. 11. The Referral EngineSystem• Authentic strategy• Content that builds trust• Content that educates• Partner community• Customer community• Execution• Follow-up
  12. 12. Authentic strategy• Ideal customer• Core talkable difference• Supporting elements• Culture to match• Expectation
  13. 13. Content that builds trust• Educational• Social media• SEO• Reviews• Testimonials
  14. 14. Content that educates• White papers• Webinars• FAQs• Success stories• Perfect Intro
  15. 15. Partner Community • Who else could be motivated to refer business to you? Make a list. • Think next in line, think outside your industry • Would you refer them? • Resource library
  16. 16. Locating partners • By reputation • Ask your customers • Search engines/social sites • Networking events
  17. 17. Partner network program• Recruit and introduce• Create content opp• Acquire special• Make referrals• Rate and review• Create events• Meet as a group
  18. 18. Content for partners• Blog network• Co-branded content• Audio/video interviews• Win-win events• MeetUps/Biznik• Local biz intros
  19. 19. 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
  20. 20. Intro in reverse• Letter of introduction• Perfect introduction• Blank perfect introduction
  21. 21. Action Steps• Make your list of strategic partners• Create your perfect introduction document• Create blank perfect intro• Create letter of introduction• Mail and follow-up
  22. 22. Customer community• Champions• Education• Offers• Tools• Community• Social Media
  23. 23. Scoring customers • Are they profitable? • Do they already refer? • Equip them with tools
  24. 24. Educate – the perfect intro • How you can spot our ideal client • How to present our core message • Trigger phrases • Our referral offer • Our marketing process
  25. 25. Customer content• Review process• Manual/audio – Acrobat• Rating/review sites – Yelp!• Testimonial party
  26. 26. Success stories• Describe customer• Challenge• Solution• Result• Video or interview
  27. 27. Some referral offers • Expectation • Work for referrals • 100% refund • Gift certificate giveaways • Referral pricing • Bring a friend free
  28. 28. Moments of truth • Lead conversion process • Results review process • Follow-up meetings • Quarterly communication • Handwritten notes
  29. 29. Action steps• Complete referral education system• Create testimonial/success study plan• Choose one customer referral marketing offer• Outline your referral marketing tools - letters, postcards, client coupons?
  30. 30. Execution• Collection• Results review• Moments of truth
  31. 31. Follow-up• A lead, now what?• Customers• Partners• Measure
  32. 32. Questions?
  33. 33. Free ResourcesComplete evaluation formto request:• Perfect Introduction Kit – How to Refer Example – Blank How to Refer Template – PerfectIntro In Reverse Letter• 50 Snack-sized Referral Ideas
  34. 34. Referral Engine Power Groups• Pre-session – Introductions & sharing• Week 1 - Overview, goal setting and system action plan for the program• Week 2 - Define target referral market and core referral message• Week 3 - Create referral education and strategic partner plan• Week 4 - Create referral marketing offers, tools and follow-up systemRISE special price: $425 (regular $495) – register by March 14
  35. 35. Preview: Winningthe Local SearchGame A 5-step process for dominating your local search landscape
  36. 36. • 90% of online commercial searches result in offline bricks and mortar purchases (comScore)• 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP/comScore)• 74% of internet users perform local searches (Kelsey Group)• 61% of local searches result in purchases (TMP/comScore)• 54% of Americans have substituted the internet and local search for phone books (comScore)• 35% of all searches are local (DM News)
  37. 37. The Steps 1. Make your web pages local friendly 2. Build out your local search profiles 3. Get proactive in the review game 4. Get listed, cited and mentioned 5. Spread the local social love
  38. 38. Make your web pages local friendly1. Geo Content2. Links and External Anchor Text3. Community resource4. Local Contributors5. Local Landing Pages
  39. 39. What makes it geo1. Addresses2. Maps and more3. Meta data4. hcard and snippets5. Local/mobile keywords
  40. 40. Build out your local searchprofiles 1. Claim – Place, Bing, Yahoo 2. Keywords, Categories, and Description 3. Add Video and Images 4. Google Tags and Google Boost 5. Rate and Review - Hotpot
  41. 41. Build out your local searchprofiles 1. Org name 2. Description 3. Category (5) 4. Service Area 5. Images (10), Video (5)
  42. 42. Resources Google – ducttape.me/placespage Bing – ducttape.me/localbing Yahoo – ducttape.me/yahoonewbiz
  43. 43. Get proactive in the review game 1. List, claim, and build 2. Use it to make you better 3. Monitor profiles 4. Get proactive 5. Consider advertising
  44. 44. Review Sites beyond SearchEngines 1. Yelp.com – check-in offers 2. Facebook, Foursquare check-in 3. Insiderpages.com 4. Citysearch.com 5. Local.com 6. MerchantCircle.com
  45. 45. Generate Reviews 1. Ask for references 2. Repurpose and post 3. Teach reviewing 4. Give reviews - Hotpot 5. Hold a review event
  46. 46. Get listed, cited and mentioned 1. Data compilers 2. IYPs 3. Memberships 4. check my listing – getlisted.org/
  47. 47. Get listed, cited and mentioned 1. infoUSA 2. Localeze 3. Universal Business Listings
  48. 48. Spread the local social love1. Start a Local Group Online2. Find and Network with Local Bloggers3. Hold Meetups and Tweetups4. Find local leads – 7 ways search Twitter5. Places – Facebook, Foursquare Twitter6. Location Games
  49. 49. Questions?
  50. 50. Local Search Pro • Four online Sessions – delivered every other week at Duct Tape U. • Webinar group coaching • Tutorials, videos, audios, how tos • RISE special $199 (regular $249) • Must enroll on or before March 14 for special price.
  51. 51. About Moxie Marketing – Creative Services – Jolly Design • Logos, business identity • Marketing collateral • Web Design – Public Relations – Dave Manzer Creative Relations – SEO, SEM – Advertising & Copywriting – Video & Direct Marketing – Email Marketing
  52. 52. Services• Core offering: Guided Marketing Program (One- on-one) – Your Virtual Marketing Manager• Marketing Training Camp• Referral Engine Group Training• Social Media Group Training• Match experts and contractors to match the client’s needs and budgets (writers, etc.)• Services: Constant Contact, SEO, Pixability Video Marketing
  53. 53. Rick L’Amie Has Worked With
  54. 54. Sample Current Clients
  55. 55. About Duct Tape Marketing• Used worldwide by “Clever marketing ideas galore and lots of contrarian thinking about thousands of small what works and what doesn’t” ― Forbes magazine business owners• A system, not a plan• Up to date marketing techniques• Used by a network of more than 50 marketing professionals worldwide• Backed by companies such as Sage, Marketing Plan Pro HP and Constant Contact
  56. 56. Rick L’Amie• Web: www.getmoxiemarketing.com• Blog: www.marketingwithmoxie.com• Twitter: twitter.com/MoxieMarketing• LinkedIn: www.linkedin.com/in/ricklamie• Email: rick.lamie@getmoxiemarketing.com• Phone: 512.814.MOXIE (6694)
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