Presentation by Rick L'Amie of Moxie Marketing to RISE Conference, Austin, Texas on March 7, 2011 Content used by permission, Duct Tape Marketing

1. 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

2. The
realities
of referral

3. #1 People make
referrals because
they need to

4. #2 All business
involves risk

5. #3 Nobody talks
about boring
businesses

6. #4 Consistency
builds trust

7. #5 Marketing is
a system

8. Definition of Marketing
Know Like Trust

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. 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. The Referral Engine
System
• Authentic strategy
• Content that builds trust
• Content that educates
• Partner community
• Customer community
• Execution
• Follow-up

12. Authentic strategy
• Ideal customer
• Core talkable difference
• Supporting elements
• Culture to match
• Expectation

13. Content that builds trust
• Educational
• Social media
• SEO
• Reviews
• Testimonials

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

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. Locating partners
• By reputation
• Ask your customers
• Search engines/social sites
• Networking events

17. Partner network program
• Recruit and introduce
• Create content opp
• Acquire special
• Make referrals
• Rate and review
• Create events
• Meet as a group

18. Content for partners
• Blog network
• Co-branded content
• Audio/video interviews
• Win-win events
• MeetUps/Biznik
• Local biz intros

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

21. Intro in reverse
• Letter of introduction
• Perfect introduction
• Blank perfect introduction

23. 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

24. Customer community
• Champions
• Education
• Offers
• Tools
• Community
• Social Media

25. Scoring customers
• Are they profitable?
• Do they already refer?
• Equip them with tools

26. 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

27. Customer content
• Review process
• Manual/audio – Acrobat
• Rating/review sites – Yelp!
• Testimonial party

28. Success stories
• Describe customer
• Challenge
• Solution
• Result
• Video or interview

29. Some referral offers
• Expectation
• Work for referrals
• 100% refund
• Gift certificate giveaways
• Referral pricing
• Bring a friend free

30. Moments of truth
• Lead conversion process
• Results review process
• Follow-up meetings
• Quarterly communication
• Handwritten notes

31. 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?

32. Execution
• Collection
• Results review
• Moments of truth

33. Follow-up
• A lead, now what?
• Customers
• Partners
• Measure

34. Questions?

35. 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

36. 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

37. Preview: Winning
the Local Search
Game
A 5-step process
for dominating your
local search
landscape

38. • 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)

39. 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

40. 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

41. What makes it geo
1. Addresses
2. Maps and more
3. Meta data
4. hcard and snippets
5. Local/mobile keywords

42. 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

44. Build out your local search
profiles
1. Org name
2. Description
3. Category (5)
4. Service Area
5. Images (10), Video (5)

45. Resources
Google – ducttape.me/placespage
Bing – ducttape.me/localbing
Yahoo – ducttape.me/yahoonewbiz

47. 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

48. 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

49. Generate Reviews
1. Ask for references
2. Repurpose and post
3. Teach reviewing
4. Give reviews - Hotpot
5. Hold a review event

50. Get listed, cited and mentioned
1. Data compilers
2. IYPs
3. Memberships
4. check my listing – getlisted.org/

52. Get listed, cited and mentioned
1. infoUSA
2. Localeze
3. Universal Business Listings

53. 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

54. Questions?

55. 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.

56. 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

57. 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

58. Rick L’Amie Has Worked With

59. Sample Current Clients

60. 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

61. 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)