How Do I Get More Leads in the Top of the Funnel 6

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.

Joseph Jaffe

Joseph Jaffe is President of jaffe, LLC. His popular blog and audio podcast, “Jaffe Juice”, provides daily and weekly commentary respectively on all things new marketing. His latest book, “Flip the Funnel: How to use existing customers to gain new ones,” presents a powerful hypothesis that retention can become the new acquisition through the strategic incorporation and elevation of customer service, customer experience and customer initiated word-of-mouth, content creation and incentive-based referrals.

How Do I Get More Leads in the Top of the Funnel 6

Want more leads for the top of your funnel? Then perhaps you want to take a step back and think about WHY you needed those leads in the first place. Did you not have enough customers to begin with? Or perhaps you just didn’t convince them to spend enough….keep coming back for more….and tell others about it. Or perhaps you just lost them – through poor customer experience, service or support, or just plain apathy (being forgotten)

Unless you’re a new business without a very short track record, getting new leads is really not your problem at all. Your real problem is churn. Attrition. You lose customers and try and constantly try and replace them with new blood. You are addicted to acquisition as you cast out that wide net, which just happens to be full of holes.
And you’re not alone.

But what would happen if, instead of ending with the sales conversation; the new customer, you began with the customer purchase? What would happen if you focused on the 20% of your customers responsible for 80% of your revenue? What would happen if you rewarded and recognized your lifeblood instead of wooing imperfect strangers or first time buyers with a slew of deals, discounts , special offers and/or coupons?

Would they pay it forward in return?

If Community 1.0 and 2.0 were the buzzwords of the original digital and more recent social media waves, then advocacy is going to be the next wave that crests and breaks on the shores of marketing engagement and innovation. Using existing customers to gain new ones by proving that retention is the new acquisition is a whole new paradigm that goes back to the future in order to demonstrate that word-of-mouth is most influential and credible when it comes from the hearts and minds of actual customers.

This is ultimately how a small, growing or even larger business can grow its revenue, customer and content base from the inside out by adding new leads to the traditional funnel without necessarily having to sacrifice any on the back end.

It’s good business sense. It’s common sense. And it’s a surefire way to add substantial dollars and cents to your top line growth and bottom line profitability.

Read the rest of today’s mystery posts here

The Referral Engine Launch Day Bonus

Note: When an author launches a new book (well, at least this author) it’s kind of a big personal deal. So, I know I’ve been a bit commercial of late in promotion of my new book, but the good news is today is launch day so regular old thoughts on helping your grow your business to return. Thanks for your patience, trust and support.

The Referral EngineMy new book, The Referral Engine – Teaching Your Business To Market Itself is finally available to ship! In fact, the online retailers are blowing it out at as low as 55% off during the launch. Go to The Referral Engine book site for details.

The buzz for the book online has been tremendous and the reviews over the top positive. To continue the momentum I want to make you an offer to take action today. I have a library of incredible interviews available exclusively to those who buy my new book today.

Here’s the deal –

The book has received praise from the following thought and business leaders in the form of a blurb on the book’s jacket.

As a bonus for purchasing today you’ll receive audio recordings of the interviews I did with each. These are not pitches for the book, these are deep conversations about their thoughts on marketing and business.

  • Chris Brogan, coauthor of Trust Agents
  • Seth Godin, author of Linchpin
  • Guy Kawasaki, cofounder of Alltop
  • David Meerman Scott, author of The New Rules of Marketing and PR
  • Tony Hsieh, CEO,
  • Bob Burg, coauthor of The Go-Giver and Go-Givers Sell More
  • Marcy Shinder, vice president, American Express OPEN

I addition I’ve included double bonus interviews from some of the people you’ll meet in the book who also know a thing or two about referrals.

  • Ivan Misner, founder of BNI
  • Stephen MR Covey, author of The Speed of Trust
  • Scott Ginsberg, The Nametag Guy
  • Zingermans Community of Businesses, a chat with Ari and Mo

That’s 11 interviews in all with some folks I consider the brightest minds in marketing today.

Order today and send a copy of your receipt to [email protected] and you’ll receive your special link to download or listen to this entire library.

Go to The Referral Engine book site to choose your favorite online retailer – you can also send me the receipt from an offline retailer to qualify as well.

Thanks for all your support, you truly inspire me.

What Really Generates Referrals

So much of the literature on the subject of referrals focuses on the proper ways to network, ask for referrals, and create incentive programs for referral sources. While some of these more tactical things do indeed produce referrals for the organizations and salespeople that employ them, they are often little more than window dressing when it comes to the big picture.

Building a foundation that automatically generates referral momentum is not done through external actions – like some many things in life, you do it from the inside out. Plain and simple the most widely referred business are purely more referable.

I’ve studied a lot of businesses that easily generate referrals and they share some common internal tendencies as part of their brand and culture.

Make people look good

Looking at all business relationships with an eye on making prospects, customers, vendors, mentors, and staff look and feel good is a tremendously attractive internal quality. I read this quote recently and I think it works well here – “To a large degree, our success and happiness in life depends on how much people like themselves when they’re with us.” Joe Caruso