Stop Hoping For Referrals – Build Your Referral Teams and Start Getting A Referral A Day

Stop Hoping For Referrals – Build Your Referral Teams and Start Getting A Referral A Day written by Guest Post read more at Duct Tape Marketing

Most people believe that getting referrals is something that just happens, that all you need to do is just turn up to networking events, do a good job with your clients or customers and be part of a referral group. This could not be further from the truth and you are leaving so much money on the table.

There are plenty of things that need to be done to get referrals, but the biggest impact and instant results come from creating your own referral teams. A referral team is a group of people that are helping you to generate new business each day. They want to help you because you want to help them, I see them as part of my sales team, but without having to pay them as a sales person.

Referral Teams

For most people ‘Referral Teams’ will be a whole new concept, however in some way you have already been doing this, but without the structure or process, we are about to put in place. My referral team is a group of people who are out there each day creating new opportunities for our business. They are opening new doors for us, giving our business new exposure, filling our sales funnels and promoting our products and services whenever they can.

Just imagine what having 66 people promoting your business every day would do for your business?

There are 5 different groups of people within our referral teams, they are all as important as one another and all play a role in generating new business for you.

Profitability Partners

First, there are Profitability Partners. This is your A team, the people who have similar networks to yourself and people you really like and trust. You can have up to 6 profitability partners, any more and you will not have the time to help them. This is a 1on1 conversation between you and your partner every week. The phone call should not last more than 10 minutes and you go through and strategize how you can help one another. Most people are lucky if they talk to their referral partners every month, let alone every week. With constant communication, constant strategizing and constantly being front of mind of one another, you will be amazed how much business you can pass each other.

Super Group

Next, there is your Super Group. Your super group is up to 8 people that come together once a month. With technologies these days you can do this face to face or via webinar, zoom or some other conferencing platform. Your super group is about all 8 people sharing their networks, sharing their clients and customers and creating new opportunities for one another. Your super group needs 8 people (including yourself) that all sell to the same type of person but sell something different. For example, a marketing person with a graphic designer with a HR consultant with an IT consultant with a web developer. They all have the same client and all sell something different.

Cross Promotion

Next is your Cross Promotion partners. Doing cross promotions is the quickest way to grow your business and it is so simple to do. A cross promotion is simply I promote someone to my network and they promote me to their network. I know to get to be in front of all these potential clients who sit in another person’s network. Doing cross-promotions could be sharing content, video’s, webinars, live presentation, pdf’s and the list goes on. To set up a cross promotion all you need to do is just ask someone that has a similar network to you if they would like to cross promote. I believe if you have 12 cross promotion partners then you can do 2 a month. Trust me that is a business changer!

Content Distributors

Next is our Content Distributors. There is no point putting up content on social media unless it is being shared into new networks by other people. Most people just ‘hope’ that someone will share their content, I ensure that people do by making them content distributors. Every month I ask people if they would be happy to share my content if I shared their content. Every month we have 20+ people sharing our podcasts, webinars, articles, video’s and that allows us to build a following and reach thousands of new people every month. This is all done through other people’s networks. If you start with 20 content distributors you will start to reach new networks, pick up new clients and customers and create a strong following.

Affiliate Partners

Finally, is our Affiliate Partners. This is the only group of partners that get paid for creating a sale for us. Every other type of partner is helping me because I’m committed to helping them. Affiliates are happy to sell your product or service for a commission when they make a sale they get paid. For most people, they don’t use this type of partnership correctly and they often fail. The key is great communication and building the relationship.

With 20 affiliates, 20 content distributors, 12 cross promotion partners, 8 in your super group and 6 profitability partners you know have a team of 66 people who are out there creating new opportunities for your business. Referral teams don’t get built overnight, you need the right sorts of people and you might have to talk to hundreds before you get the right team. I know I am always looking for people who have the same mindset and values around partnerships, who have similar networks to myself and who have the desire to help one another. Without these, your referral relationship is going to fail before it has even started.

Michael Griffiths is the #1 authority on Referral Marketing training and the founder of the Referral Authority Blueprint. Michel gets people to generate more referrals, use their networks more effectively and fill their sales funnels through partnerships. Grab you free referral resources at http://ift.tt/2fTbOQp

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3 Ways to Optimize Customer Experience Via Email

The pressure to create and maintain a stellar customer experience is a daunting challenge faced by brands, and the onus is increasingly falling on marketers to own the strategy and tactics to deliver on the promise of delight.

The CX quest is on. Gartner estimated that by this year, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. This means that a vast majority of companies are putting most, if not all, of their eggs into the customer experience basket.  

While marketers are continually working to define channel effectiveness, the “always-faithful” email channel demonstrates clear value as a helpful way to initiate, maintain, and improve customer relationships.

Nearly half (44%) of responds to a 2015 survey about email marketing influence cite that “marketing and advertising emails remind me to shop,” according to eMarketer. The same percentage of respondents indicated they purchase more often after receiving marketing emails.

Think of your email communications as a means for delivering value to your audience and to your business, by helping people make purchase decisions that are relevant and meaningful to their needs and desires, at the most appropriate times.

Creating laser focused-CX email content doesn’t have to be a tedious task. While we’re often distracted by the wide variance in data sources and an evolving list of channels that challenge marketing, simple-but-carefully executed email content can drive the up and cross sell business to boost the experience your brand delivers.

Here are three ways to immediately demonstrate value and drive engagement to enhance your customers’ experiences via email:

1.Seize the date! Timeliness is a great tool in any marketer’s arsenal. Marketers can leverage a date or multiple dates to initiate and/or continue a dialogue with customers based on a milestone relevant to their previous purchases, anticipated needs, or interests. For instance, B2B marketers can deliver custom communications based on a required renewal date, or customer anniversary.

B2C marketers can optimize value by marking a customer’s birthday, regional holiday, or even to stay in touch by letting customers know they have been “missed”, with a call to action to “See what’s new.” Check out this example from Sephora with a call to action to redeem a special gift in advance of my birthday.

2. Help your customers apply themselves. Helpfulness is a significant value add and great way to transform customers into evangelists. Marketers can empower customers to optimize their use of a brand’s products and services by offering targeted applied use case information, or case study stories of similar customers. Your segmentation strategy obviously will vary, but B2B marketers can consider industry, company size, or short-term business goals to help inform messaging. B2C marketers can consider basic demographics, purchase frequency, or offers complementary to previous purchases, to help inform and drive helpful engagements.

Check out the example from LeadSpace that highlights a breakdown of how discovery from a customer will be beneficial to other users. (*Disclosure: Oracle Marketing Cloud is a Leadspace customer). 

3. Present personalized value. The email subject line is a first impression for many engagements with your audience. To avoid getting lost in the abyss that is the inbox, personalize subject lines that immediately demonstrate compelling emotional value. See this example from FabKids, a children’s clothing eCommerce site.

The FabKids membership calls for customers to share their children’s age, gender, name, and size. This particular email offered a compelling offer for “60% off Estelle’s Christmas Dress.” In a sea of emails, one with my daughter’s name (and a friendly reminder of the upcoming Holiday season) stood out.

Simplifying the Situation

Much of the customer experience is broken because the marketing experience is broken. But it’s not marketing’s fault. With legacy technology, marketers only get a distorted view of the customer because data silos cannot be shared across channels.

Download Customer Experience Simplified to discover how to provide customer experiences that are managed as carefully as the product, the price, and the promotion of the marketing mix.

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Online Marketing News: Content Deluge, Spotify Data Stories and Cyber Monday Breaks Records

What Can Be Done About the Content Deluge? Insights From 42 Content Marketing Influencers [Infographic] Content marketing isn't easy. Although it's not a new tactic by any stretch of the imagination, marketers are still struggling to spread their message to an increasingly inundated audience. So, how can marketers make their content marketing stick? These 42 influencers, including our own Lee Odden, have some helpful tips. Business to Community Spotify Crunches User Data in Fun Ways for This New Global Outdoor Ad Campaign Spotify mined user data for a delightful purpose - a playful new outdoor campaign thanking 2016 for, frankly, being really weird. Some highlights include showing some love to the 1,235 guys who loved the "Girl's Night" playlist this year, and wondering why someone would need to play "Sorry" 42 times on Valentine's Day. AdWeek Report: Cyber Monday was the largest e-commerce day in history This year, Cyber monday was the largest day in history for eCommerce, bringing in $3.4 billion in revenue. For comparison, eCommerce revenue for Black Friday was $3.34 billion. Interestingly enough, 53% of that revenue came from mobile -- 44% via smartphone and 9% via tablet. Marketing Land Google is Saying Goodbye to Content Keywords Google announced this week that it's retiring the Content Keywords feature in Google Search Console. Not to worry - this same data and much more can be found by using the Fetch as Google feature within GSC, which enables users to test how Google crawls and renders an on-site URL. Google Webmaster Central Blog Four top digital priorities for B2B marketers: Report A new study from Adobe and eConsultancy shows the top digital marketing priorities for B2B marketers, including catching up on content optimization, targeting and personalization, mastering the tools and analytics for data driven marketing and implementing a customer experience strategy. eConsultancy Instagram Is Facebook's Biggest App Advertiser. Twitter Is Banned. Instagram is advertising on Facebook - and quite successfully. Twitter doesn't share the same luck. Ad Age reports: "Instagram has grown to 500 million monthly users today from 100 million monthly users in 2013, likely aided in part by its promotion on Facebook. But social-media competitor Twitter, whose 317 million monthly users are growing only slowly, is barred from advertising on Facebook." Ad Age Programmatic To Grow 31% In 2017, Ahead Of All Other Channels A recent report from Zenith suggests that programmatic will grow by 31% in 2017, which is faster than all other digital marketing channels, like social media (25% growth) and even online video (20% growth). The report also found that the U.S. is the largest programmatic ad market, valued at $24 billion this year and making up 62% of total programmatic spend. MediaPost Blogging Benchmarks: Writing Time, Post Length, and Media Use A recent survey showed that 56% of bloggers say that it takes them three hours or fewer to write a typical blog post. 25% of survey respondents say it take them between one and two hours, 24% said between two and three hours, while only 8% said it takes them less than one hour to write a blog post. MarketingProfs What were your top online marketing news stories this week? I'll be back next week with my lovely co-pilot, Josh Nite, to bring you more online marketing news. Have something newsy to share? Tweet it to @toprank or leave it in the comments!

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Key Customer Metrics You Need to be Tracking (Infographic)

In order for a business to generate a long-term, sustainable profit, new customers need to be driven to your site, existing customers need to be satisfied and ideally, existing customers should become repeat customers. For this to happen, it’s essential to have a deep understanding of how your customers behave in relation to your brand— luckily, the tools to get these insights are more readily available than ever before.

With key customer metrics such as churn rate and average revenue per user at your disposal, you can determine which parts of your business strategy are effective and which parts need a fine tune! Taking a data-led approach to analyzing the behavior of your customers will allow you see why they chose you over a competitor, how they respond to your marketing and in precise detail, how they interact with your brand online.

For more information on which customer metrics you should be looking at, check out our infographic below:

 

About the Author: Ciaran Daly is the Copywriter for Mammoth Infographics.

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The Power of Proactive Customer Service

The Power of Proactive Customer Service written by Guest Post read more at Duct Tape Marketing

Are you happy now? Or simply, happy overall? As a company, you don’t just want your customer happy in this moment in time. You want them happy all of the time.

According to McKinsey & Company, evaluating a customer’s satisfaction throughout his or her entire journey with a company is 30% more predictive of overall customer satisfaction than measuring happiness based on individual interactions.

What does this mean?

Delightful customer service can’t simply be limited to solving problems, such as reacting to customers who are calling to complain their online order was never delivered or that the software they downloaded no longer works on their computer.

Creating happy and loyal customers must be the mission at each and every touch point with the brand. It’s not just reactive. It’s proactive, too.

Proactive customer service, as opposed to reactive, means delivering an efficient and helpful experience from the customer’s first interaction with the brand, whether that’s in a brick-and-mortar store, on a website or otherwise. If a customer has a positive experience from the get-go, they are more likely to be a repeat customer. In fact, engaged consumers buy 90% more often and spend 60% more per transaction (source).

So, how can your brand stop waiting and get proactive with customer service? There are a few strategies to keep in mind:

1. Make answers easy to find

According to a report from Aspect’s Cloud Solutions, one-third of customers say they’d ‘rather clean a toilet’ than speak with customer service. That’s unfortunate (and kind of gross), but it says a lot about how customers are changing. They want to find answers to their questions on their own, more and more frequently using their mobile device and by browsing a brand’s website or social channels.

Therefore, develop a frequently asked questions (FAQ) page on the website for straightforward questions, create how-to videos to teach customers best practices for using the product, create e-books providing more information on the company’s services, and, overall, make sure all content about your products and services proactively address the customers’ most common questions and concerns.

The easier (and faster!) it is to find solutions on their own, the happier the customers will be.

2. Provide accurate information

Though you might make answers easy to find on your website or your customer service representatives are always available on the phone, proactive customer service requires that your information always is up-to-date and exact.

It’s incredibly frustrating for customers to receive a response from one customer service representative, only to get a different response from another employee. Make sure that the information they’re receiving is accurate and consistent so that they don’t have to contact you again should the issue resurface (see the statistic above in #1).

3. Be honest and forthcoming

While real-time responses might be the expectation from customers, don’t sacrifice accuracy or honesty just to get an answer to them as soon as possible. Instead, let them know when they can expect a phone call or email response and that the team is working on getting a resolution for them. People can be understanding when they know they have been heard and that someone is working to find a solution. Being upfront with information and setting expectations will go a long way in making a customer feel valued and engaged.

 4. Welcome customers and keep in touch

The point of proactive customer service is to build a relationship with consumers outside of when they have a problem or question. To accomplish this, brands should welcome customers and stay in touch with them via social media, email or snail mail.

To make customers feel like a part of the brand’s community, keep them up to date on new products or service offerings, as well as events being hosted by the company. Additionally, like and respond to customers’ own updates. For example, FitBit and Nike cheer on their customers via social media when they’ve accomplished a goal. Pampers, the go-to diaper supplier for millions of moms, makes relevant comments on parents’ photos. These seemingly small interactions go a long way in building a relationship with customers.

https://twitter.com/Pampers/status/757953984455909376

 5. Keep improving

Making customers a part of a brand’s community is a two-way street. Their input and feedback must be heard, in addition to them receiving updates and news from the company. There is some great insight available by taking relevant suggestions and listening to customer chatter online.

Take, for example, a beauty company that was considering updating its formula for a best-selling face cream to change the cream’s color from blue to white. After researching online and realizing that its primary customer base called the cream “the blue stuff,” the brand ended the endeavor and instead embraced this nickname in its communication with customers.

While many people might think of customer service as only relevant when there is an issue with a product or service, proactive customer service works to go beyond those touch points. This approach can help build better relations with customers, increase communication with them should there ever be a problem, and make them feel like a valued part of a brand’s community.

Ian Landsman is the founder of HelpSpot HelpDesk, help desk software for customer service professionals. He writes a regular blog about the fundamentals of excellent customer service, titled The Delightenment Blog. Follow Ian via Twitter and LinkedIn.

 

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Pause Your Holiday Playlist. It’s Time for Content Pros!

The holiday season is in full swing. For those of you in the States, we hope you’re pleasantly stuffed, rested, and back to work in preparation for some well-deserved downtime. To get you back in the swing of things, Randy Frisch and I invited Joanna Wiebe, Mark Masters, Ruth Carter, and Amanda Nelson to share their marketing experience. Put your Christmas music on pause, grab a steaming mug of cocoa, and start listening to these Content Pros guests.

The Problem with Content’s Squiggly Line to the Yes

Metrics on clicks and shares are pushing aside financial aims, resulting in the goal of content becoming more and more about generating interest rather than direct dollars. The thought is that if you draw people to your site often enough, they will eventually buy your product.

Joanna Wiebe finds this roundabout way of closing deals through content cumbersome and unnecessary. It is also undercutting the educational and value aspect of content, leading to short fluff pieces with no truly measurable purpose or impact.

A fan of long-form content and pop-ups, Joanna has made the business case for meaty content that educates, engages, and, most importantly, converts your readers. By embracing the sales aspect of content and using it as a tool for conscious, immediate conversions, she has repurposed content and made it an active part of the funnel.

In this episode, Joanna shares the following with us:

• Why measuring the success of content doesn’t mean looking at shares or clicks
• How lengthy, in-depth content leads to holding customer attention better in a crowded marketplace
• Why paying for content means pop-ups, whether you like it or not

How Disruptive Learning Keeps Content Relevant

Anybody can start a blog or podcast these days. But how does a content marketer stand apart from these hobby-bloggers? Furthermore, how do they gain momentum and keep it going over time in a diluted market?

In Mark Master’s extensive experience it’s deceptively simple. Start with finding the value in your content by asking why. Why are you creating this content? What is it you’re trying to do? Once you understand the value that you are bringing to the table, you create content that fulfills one of three conditions: it entertains, it challenges, or it comes from genuine experience.

A few highlights from our conversation with Mark:

• Why developing actionable content means taking a step back and asking “why” first
• How cutting down on content leads to valuable, relevant, and consistent messaging
• How being ok with being bad at something leads to confident momentum

How to Safely and Legally Curate Content

As the volume of content published online continues to explode, navigating the legal rights and wrongs of this content has become increasingly complex. Curation tools make it all too easy to accidentally plagiarize content, and it’s hard to keep track of current copyright rules.

Ruth Carter’s experience in creating content while working as a lawyer has provided her with the skills and knowledge necessary to share insightful information to help you stay on a safe path while keeping your materials profitable. When it comes to being safe online, the fine print is your friend! Carefully reviewing terms and conditions, citing original sources, and liberal use of disclaimers can help steer you out of harm’s way.

Learn from Ruth about:

• How using the tools of content curation can lead to shaky copyright ground
• Why determining legal ownership of content means examining the who and what of it first
• How the incorrect order of words when it comes to FTC disclosures can lead to a possible five-figure fine

What Content After the Funnel Really Looks Like

Most content marketers’ journey begins and ends with the sales funnel. They draw prospects in, convert them to customers, and leave it at that.

Amanda Nelson focuses on content that comes after the funnel. She sits in the space after the sale with a goal to engage and retain customers through targeted, responsive content.

One unique aspect of her approach is to join forces and brainstorm with customers on what is important. By talking to them, hearing their stories, and putting them at the center of everything she does, she lets the customer become the voice of the product.

Not only does this keep customers after the sale, but it also feeds information back to the company as to what consumers are looking for in their products. So while Amanda’s content starts after the sale, it has a ripple effect throughout all stages of the funnel.

Listen in on our conversation to gain insight on:

• How content does and does not change after a sale
• Why curating the best content means interviewing customers
• How regular internal check-ins lead to efficient and relevant content across platforms

This monthly round-up of the weekly Content Pros podcast shares some takeaways from recent episodes. If you like what you've read (and heard), please subscribe to the show on iTunes or wherever fine podcasts are downloaded.

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Curb End-of-Year Marketing Burnout with These Digital Marketing Quick Tips

For many marketers, the holiday season is one of their busiest times of year. But let’s face it, focusing on solving your top marketing problems when you have a holiday party to go to and a new year just around the corner isn’t always easy.

This year, let’s change our perspective. Instead of letting things slip with the notion that you’ll pick back up in the new year, finish 2016 with a bang!

This post has a little bit of everything to keep you motivated and ranges from social media marketing, to email marketing and SEO.

Pick the top one or two items that you’re struggling with most this time of year and commit yourself to maintaining a laser focus through the end of the year.

Need to Inspire Engagement with Social Media Marketing?

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Content is KING, but engagement is QUEEN, and she rules the house! - @MariSmith
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• Listen and empathize – Learn the current situation, goals and troubles involved as well as the ability to empathize with both the brand marketer and the customers they’re trying to reach.
• Social Media program Audit – Inventory your assets and examine current social performance. This will help you determine where to focus efforts, and what to let go.
• Community building and distribution of content – It’s more than pushing brand content, it’s making active efforts to attract and engage a community.
• Improve Social User Experience – SUX – Make it easy for users to find your brand social channels from your company website. Include social sharing widgets on your blog to make it easy for readers to share on their favorite social network.

Social Media Advertising Just Not Hitting the Mark?

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Be so good they can’t ignore you. @SteveMartinToGo
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• Find the right platform – One message does not fit all social media platforms.
• Tailor messaging – Always create content that speaks directly to your audience. Messaging for a CEO should be different from that for a Manager or Consultant.
• Ad targeting – Test different types of targeting within your  social media advertising campaigns to find the best mix.
• Incorporate compelling imagery – Creating images that are unique, bright and energetic will go a long way.
• Rethink your CTA – If users aren’t signing up for demos or more information, consider offering a gated downloads.

Experiencing General Digital Marketing Burnout?

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Attention is a precious commodity. @briansolis
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• Read a book and explore new places – Stories give us new perspectives and a vacation can provide new scenery to provide new and fresh perspectives.
• Spark your personal life – Have a good diet, sleep 7-9 hours and exercise that makes you sweat.
• Mix up your work life – Network with other digital marketers to gain inspiration from by talking about what you do and try attending conferences to rev up your marketing know-how.
• Jumpstart creativity – Go to local theaters, art museums or concert halls to feel cultural. It can help in supplying you inspiration and motivation to keep creating.

Struggling with Influencer Marketing?

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Everyone is influential about something. @leeodden
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• Defining influence – Take into account their ability and willingness to affect action – not just achievement of high fan, friend and follower counts.
• Don’t get distracted – Don’t be blinded by the prospect of fame by association. Popular influencers  won’t necessarily create positive effects for brand marketing and PR goals..
• Validate influencers – Narrow down a short list of influencers by finding correlations across multiple influencer discovery tools and then validating through manual inspection of their work.
• Share a game plan – Provide examples of a thought leader who is already speaking to your target audience. Share steps for how you might attract, engage and partner with those influencers.
• Be the expert – Help your boss & constituents understand what influencer marketing is and isn’t.
• Be mindful of results – Focusing on social shares vs clickthroughs and actions creates fuzzy influencer results.

Want to Take Your Optimization Strategy Beyond Search Engines?

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Google only loves you when everyone else loves you first. @emom
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• Create a connection – SEO can deliver content-rich answers to buyers at the moment of need, and social media can provide the means to connect and engage.
• Be where customers are searching – While many marketers will debate what comes first, content, social media or SEO, the most practical approach is to use the tactics necessary for your target audience in order to “be the best answer” wherever customers are looking.
• SEO success – More than keywords and links, search engine optimization is an important part of the success equation when it comes to content marketing.
• Be conversational – While SEO has traditionally been able to drive online marketing performance on its own, search engine updates to address content quality and the more conversational nature of search behavior have combined with the growing popularity of social networks to change the SEO landscape forever.
• Think of SEO this way – If a customer-focused content marketing program is the sandwich, then SEO is the mayonnaise. It touches nearly everything and enhances the overall flavor of the sandwich. But on it’s own, not very appetizing.

Email Marketing Campaigns Failing to Nurture Leads?

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Email is the glue that binds everything together. @Mike_Stelzner
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• Segment your list – Begin incorporating and requiring segmentation information in lead capture forms by adding simple qualifiers.
• Develop a lead nurturing strategy – It may be worth taking the time to develop a few user personas based on the data that you have. Proper persona development can help guide your strategy for different communication streams.
• Set lead nurturing goals – Understanding what exactly you want to accomplish can help drive your lead nurturing strategy and execution.
• Consider marketing automation – Marketing automation can simplify the lead nurturing process. However, it’s not a decision to be taken lightly. Marketing automation can be a large investment and requires the appropriate resources to execute effectively.

End the Year with A Bang!

This calendar year isn’t over until it’s over. Take the time that you have left and focus on the marketing activities that will help you have the biggest impact throughout the end of the year. If there are any additional quick tips or inspirations you’d like to share with our other readers, include them in the comments below!

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