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John Jantstch has a new book out,
The Referral Engine Teaching Your Business To Market Itself
John JantschDuct Tape MarketingTwitter: @ducttape - #dtmtexas
The
realities of referral
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#1 People make referrals because they need to
#2 All business involves risk
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#3 Nobody talks about boring businesses
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#4 Consistency builds trust
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#5 Marketing is a system
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Definition of Marketing
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4Ps
vs. 4Cs
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Content
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Context
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Connection
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Community
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Digital interactivity is now at the center of marketing
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The funnel is broken
“When it comes to lead and referral generation, customer experience is the new black.”
Filling the gaps – product and process questions
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The Referral Engine System
• Authentic strategy• Content that builds trust • Content that educates • Customer community• Partner community• Execution• Follow-up
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Authentic strategy
• Ideal customer• Core talkable difference• Supporting elements• Culture to match• Expectation
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Content that builds trust
• Educational• Social media• SEO• Reviews• Testimonials
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Content that educates
• White papers• Webinars• FAQs• Success stories• Perfect Intro
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Customer community
• Champions• Education• Offers• Tools• Community
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Partner community
• Frame of mind• Identify• Recruit• Activate• Platform
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Execution
• Collection• Results review• Moments of truth
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Follow-up
• A lead, now what?• Customers• Partners• Measure
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Small business email evolution
• author of Duct Tape Marketing and The Referral Engine• Forbes favorite for marketing
John Jantsch
@ducttape - #dtmtexas
