Presented in the 2017 Hubspot Agency Webinar Series by Lee Frederiksen, Managing Partner of Hinge.

1. #VisibleExpert
Image
here
Rethinking Referrals: Why Conventional
Wisdom is Wrong…and What to Do About It
Presented by: Lee Frederiksen, Ph.D.
Managing Partner at Hinge

2. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
What We’ll Cover Today
1
2
3
4
How Referrals Work
How to Increase Referrals
How to Keep the Referrals You Get
5 Must-Haves for a Successful Referral Marketing Strategy
2

3. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
1168
3
participants

4. How Referrals Work

5. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Experience-Based Reputation-Based
Two Types of Referrals
5

6. professional services buyers
say they would refer their provider.
Source:
Inside
the
Buyer’s
Brain
8 10out of

7. of firms have received a referral from
people they have not worked with.
Source:
Visible
ExpertsSM:
How
High
Visibility
Expertise
Helps
Professionals,
Their
Firms,
and
Their
Clients
Going Beyond Traditional Client Referrals
81.5%

8. Where Do Non-Client Referrals Come From?
Comes from your
reputation, expertise,
and visibility
Comes from someone
you’ve met before
Source: Referral Marketing for Professional Services Firms

9. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Think Brand
Brand = Reputation x Visibility
9

10. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
“I’ve heard
they’re a great
firm.”
10
Anatomy of a Reputation
“They’re experts in
working with
chain restaurants.”

11. Source: Referral Marketing for Professional Services Firms
more referrals than your
general reputation*
61%
Your Visible Expertise
generates

12. How to Increase Referrals

13. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
0 302010
13

14. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
1.1%, Social Responsibility
0 302010
14

15. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
0 302010
1.1%, Social Responsibility
15

16. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
5.5%, Attending Networking Events
0 302010
1.1%, Social Responsibility
16

17. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
5.5%, Attending Networking Events
17.5%, Reciprocity
0 302010
1.1%, Social Responsibility
17

18. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Reciprocity works
18

19. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
5.5%, Attending Networking Events
17.5%, Reciprocity
21.8%, Social Relationship
0 302010
1.1%, Social Responsibility
19

20. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
5.5%, Attending Networking Events
17.5%, Reciprocity
21.8%, Social Relationship
24.1%, Professional Relationship
0 302010
1.1%, Social Responsibility
20

21. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Which factors increase the probability of referrals?
0.4%, Sponsorships
2.2%, Asking for Referrals
5.5%, Attending Networking Events
17.5%, Reciprocity
21.8%, Social Relationship
24.1%, Professional Relationship
27.4%, Visible Expertise
0 302010
1.1%, Social Responsibility
21

22. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
How Do They Learn About Your Expertise?
22

23. How to Keep The Referrals You Get

24. #RethinkingReferrals
Source: Referral Marketing for Professional Services Firms Research Report
51.9%
of potential clients have
ruled out a referral before
speaking with them.

25. Why are these firms being ruled out?

26. #RethinkingReferrals
rule out a firm because
they couldn’t understand how
the firm could help them.
Source: Referral Marketing for Professional Services Firms Research Report
43.6%

27. 29.6%
Source: Referral Marketing for Professional Services Firms Research Report
of professional services buyers have
ruled out a firm because of an
unimpressive website.

28. #RethinkingReferrals
rule out firms because
of poor quality content.
23.5%
Source: Referral Marketing for Professional Services Firms Research Report

29. 5 Must-Haves
for a
Successful Referral MarketingStrategy

30. Showcase successful,
high-profile projects.
11

31. In house-experts who
speak at conferences
and trade shows
22

32. A high-quality,
professional website
33

33. 44Being at
the forefront
of industry
trends

34. 55Generating
high-quality,
educational
content

35. Rethinking Referrals: Why conventional wisdom is wrong and what to do about it |
Contact Info
Lee Frederiksen, Ph.D.
Managing Partner, Hinge Marketing
lfrederiksen@hingemarketing.com
www.hingemarketing.com/blog
www.twitter.com/HingeMarketing
www.facebook.com/HingeMarketing
www.linkedin.com/companies/Hinge
www.hingemarketing.com
703.391.8870
Connect with Hinge
Connect with me:
in/leefrederiksen
@LeeFrederiksen