Welcome to

RISE WEEK 2011 Teaching Your Business to Market Itself

With Referrals + Local Search Pro Hosted by Rick L’Amie

Founder & President, Moxie Marketing Twitter: @moxiemarketing

The

realities

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

•Who and how

•Ads

•Referrals Know •Web site/blog

•Reception

•Newsletter Like •Search

•Expert content

•Sales presentation Trust •Webinar

•Evaluation

•Nurturing Try •Service team

•New customer kit

•Finance/delivery Buy •Post project survey

•Cross selling

•Quarterly events Repeat •Results reviews

•Partner intros

•Peer2peer events Refer

The Marketing Hourglasssm

© Duct Tape Marketing – all rights reserved

•Who and how

•Ads

•Referrals Know •Web site/blog

•Reception

•Newsletter Like •Search

•Expert content

•Sales presentation Trust •Webinar

•Evaluation

•Nurturing Try •Service team

•New customer kit

•Finance/delivery Buy •Post project survey

•Cross selling

•Quarterly events Repeat •Results reviews

•Partner intros

•Peer2peer events Refer

Filling the gaps – product and process questions

© Duct Tape Marketing – all rights reserved

The Referral Engine

System • Authentic strategy

• Content that builds trust

• Content that educates

• Partner community

• Customer community

• Execution

• Follow-up

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 outside your industry

• Would you refer them?

• Resource library

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 • Create events • Meet as a group

Content for partners

• Blog network • Co-branded content • Audio/video interviews • Win-win events • MeetUps/Biznik • Local biz intros

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

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

• Create letter of introduction

• Mail and follow-up

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 referral offer

• Our marketing process

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

• Bring a friend free

Moments of truth

• Lead conversion process

• Results review process

• Follow-up meetings

• Quarterly communication

• Handwritten notes

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?

Execution

• Collection

• Results review

• Moments of truth

Follow-up

• A lead, now what?

• Customers

• Partners

• Measure

Questions?

Free Resources

Complete evaluation form

to request:

• Perfect Introduction Kit

– How to Refer Example

– Blank How to Refer Template

– PerfectIntro In Reverse Letter

• 50 Snack-sized Referral Ideas

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 system

RISE special price: $425 (regular $495) – register by March 14

Preview: Winning

the Local Search

Game

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 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)

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

Make your web pages local

friendly

1. Geo Content

2. Links and External Anchor Text

3. Community resource

4. Local Contributors

5. Local Landing Pages

What makes it geo

1. Addresses

2. Maps and more

3. Meta data

4. hcard and snippets

5. Local/mobile keywords

Build out your local search

profiles

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

Build out your local search

profiles

1. Org name

2. Description

3. Category (5)

4. Service Area

5. Images (10), Video (5)

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 proactive

5. Consider advertising

Review Sites beyond Search

Engines

1. Yelp.com – check-in offers

2. Facebook, Foursquare check-in

3. Insiderpages.com

4. Citysearch.com

5. Local.com

6. MerchantCircle.com

Generate Reviews

1. Ask for references

2. Repurpose and post

3. Teach reviewing

4. Give reviews - Hotpot

5. Hold a review event

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 love

1. Start a Local Group Online

2. Find and Network with Local Bloggers

3. Hold Meetups and Tweetups

4. Find local leads – 7 ways search Twitter

5. Places – Facebook, Foursquare Twitter

6. Location Games

Questions?

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.

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

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

Rick L’Amie Has Worked With

Sample Current Clients

About Duct Tape Marketing

• Used worldwide by

thousands of small

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

“Clever marketing ideas galore and lots of contrarian thinking about what works and what doesn’t”

― Forbes magazine

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)