Who
Are
We?

 •  Marke,ng
services
firm
–
coaching
and
consul,ng


      »  1:1
Coaching,
Group
Coaching

      »  Frac,ona...










The







reali&es



















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
Marke,ng
is










a
system

Defini,on
of
Marke,ng





       Know
   Like
   Trust











4Ps















vs.



















4Cs
+3

Content

Context

Connec,on

Community

+1
Contacts

+2
Calendar

+3
Consistency




Digital

interac,vity


is
now
at
the






center
of








marke,ng

The
funnel


       



is
broken

“When
it
comes
to
lead
and




referral
genera3on,
customer




experience
is
the
new
b...
The
Marke,ng
Hourglasssm

      Know

                • Who
and
how

                • Ads

                • Referrals


...
Filling
the
gaps
–
product
and
process
ques,ons

         Know

                   • Who
and
how

                   • Ads...
The
Referral
Engine
System

 • 
Be
more
referable


 • 
Authen,c
strategy

 • 
Content
that
builds
trust


 • 
Content
tha...
Referral
Engine
Pro
Groups

          • 
Group
Based
Coaching

          • 
Create
a
Unique
System

          • 
Develop
t...
Authen,c
strategy


• 
Ideal
customer

• 
Core
talkable
difference

• 
Suppor,ng
elements

• 
Culture
to
match

• 
Expecta,...
Content
that
builds
trust


• 
Educa,onal

• 
Social
media

• 
SEO

• 
Reviews

• 
Tes,monials

Content
that
educates


• 
White
papers

• 
Webinars

• 
FAQs

• 
Success
stories

• 
Perfect
Intro

Customer
community


• 
Champions

• 
Educa,on

• 
Offers

• 
Tools

• 
Community

Partner
community


• 
Frame
of
mind

• 
Iden,fy

• 
Recruit

• 
Ac,vate

• 
Plajorm

Execu,on


• 
Collec,on

• 
Results
review

• 
Moments
of
truth

Follow‐up


• 
A
lead,
now
what?

• 
Customers

• 
Partners

• 
Measure

Summary


• 
7
C’s
Help
Make
You
More
Referable

• Digital
Interac,on
isn’t
a
tac,c
–
it

   underlies
everything

• 
It’s...
Referral
Engine
Pro
Groups

          • 
Group
Based
Coaching

          • 
Create
a
Unique
System

          • 
Develop
t...
We
help
small
businesses
stop
was,ng
money
on
marke,ng



         Thank
You
&
Ques&ons
                            

Plea...
Teaching your business to market itself
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Teaching your business to market itself

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Review of the key principles for making you business more refer-able and an overview on creating a referral marketing system so that you business markets itself.

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Teaching your business to market itself

  1. 1. Who
Are
We?
 •  Marke,ng
services
firm
–
coaching
and
consul,ng

 »  1:1
Coaching,
Group
Coaching
 »  Frac,onal
VP
of
Marke,ng
 »  Referral
Marke,ng
Coaching
and
Classes
 »  Social
Media
Coaching
and
Learning
 •  Authorized
Duct
Tape
Marke,ng
coaches
 •  Offices
in
Boston
and
Philadelphia
 •  Clients
throughout
North
America
 •  We
help
our
clients
stop
was,ng
money
on
marke,ng
that
 does
not
create
results

  2. 2. 









The

 




reali&es

 
















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
Marke,ng
is

 







a
system

  8. 8. Defini,on
of
Marke,ng
 Know
 Like
 Trust

  9. 9. 









4Ps

 












vs.

 
















4Cs
+3

  10. 10. Content

  11. 11. Context

  12. 12. Connec,on

  13. 13. Community

  14. 14. +1
Contacts

  15. 15. +2
Calendar

  16. 16. +3
Consistency

  17. 17. 


Digital
 interac,vity

 is
now
at
the


 


center
of

 





marke,ng

  18. 18. The
funnel

 



is
broken
 “When
it
comes
to
lead
and

 

referral
genera3on,
customer

 

experience
is
the
new
black.”

  19. 19. The
Marke,ng
Hourglasssm
 Know
 • Who
and
how
 • Ads
 • Referrals
 Like
 • Web
site/blog
 • Recep,on
 • Newsle[er
 Trust
 • Search
 • Expert
content
 • Sales
presenta,on
 Try
 • Webinar
 • Evalua,on
 • Nurturing
 Buy
 • Service
team
 • New
customer
kit
 • Finance/delivery
 Repeat
 • Post
project
survey
 • Cross
selling
 • Quarterly
events
 Refer
 • Results
reviews
 • Partner
intros
 • Peer2peer
events
 ©
Duct
Tape
Marke3ng
–
all
rights
reserved

  20. 20. Filling
the
gaps
–
product
and
process
ques,ons
 Know
 • Who
and
how
 • Ads
 • Referrals
 Like
 • Web
site/blog
 • Recep,on
 • Newsle[er
 Trust
 • Search
 • Expert
content
 • Sales
presenta,on
 Try
 • Webinar
 • Evalua,on
 • Nurturing
 Buy
 • Service
team
 • New
customer
kit
 • Finance/delivery
 Repeat
 • Post
project
survey
 • Cross
selling
 • Quarterly
events
 Refer
 • Results
reviews
 • Partner
intros
 • Peer2peer
events
 ©
Duct
Tape
Marke3ng
–
all
rights
reserved

  21. 21. The
Referral
Engine
System
 • 
Be
more
referable

 • 
Authen,c
strategy
 • 
Content
that
builds
trust

 • 
Content
that
educates

 • 
Customer
community
 • 
Partner
community
 • 
Execu,on
 • 
Follow‐up

  22. 22. Referral
Engine
Pro
Groups
 • 
Group
Based
Coaching
 • 
Create
a
Unique
System
 • 
Develop
the
Tools
Needed
 • 
Create
a
Precise
Strategy
 • 
Real‐Time
Feedback
 • 
Online
+
Offline
Tools
 • 
4
Weeks/Once
per
Week
 • 
$495.00

  23. 23. Authen,c
strategy
 • 
Ideal
customer
 • 
Core
talkable
difference
 • 
Suppor,ng
elements
 • 
Culture
to
match
 • 
Expecta,on

  24. 24. Content
that
builds
trust
 • 
Educa,onal
 • 
Social
media
 • 
SEO
 • 
Reviews
 • 
Tes,monials

  25. 25. Content
that
educates
 • 
White
papers
 • 
Webinars
 • 
FAQs
 • 
Success
stories
 • 
Perfect
Intro

  26. 26. Customer
community
 • 
Champions
 • 
Educa,on
 • 
Offers
 • 
Tools
 • 
Community

  27. 27. Partner
community
 • 
Frame
of
mind
 • 
Iden,fy
 • 
Recruit
 • 
Ac,vate
 • 
Plajorm

  28. 28. Execu,on
 • 
Collec,on
 • 
Results
review
 • 
Moments
of
truth

  29. 29. Follow‐up
 • 
A
lead,
now
what?
 • 
Customers
 • 
Partners
 • 
Measure

  30. 30. Summary
 • 
7
C’s
Help
Make
You
More
Referable
 • Digital
Interac,on
isn’t
a
tac,c
–
it
 underlies
everything
 • 
It’s
not
a
funnel,
it’s
an
hourglass
 • 
Create
Referral
System
 • 
Execute
and
Measure
 • 
Follow
Up

  31. 31. Referral
Engine
Pro
Groups
 • 
Group
Based
Coaching
 • 
Create
a
Unique
System
 • 
Develop
the
Tools
Needed
 • 
Create
a
Precise
Strategy
 • 
Real‐Time
Feedback
 • 
Online
+
Offline
Tools
 • 
4
Weeks/Once
per
Week
 • 
$495.00

  32. 32. We
help
small
businesses
stop
was,ng
money
on
marke,ng
 Thank
You
&
Ques&ons 
 Please
take
a
moment
to
complete
the
post
 
 presenta,on
that
you
will
receive
shortly Contact
Us 
 Web:
www.leadingresults.com
 Email:
info@LeadingResults.com
 Phone:
888‐717‐1715
 Twi[er:
@LeadingResults
;
@LauraBLorenz
 FaceBook:
facebook.com/leadingresults


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