Referral Marketing for Financial and Accounting Firms Course

 

Who It’s For
Marketers, principals and business developers at accounting and financial services firms of all sizes.
 

Course Overview
If yours is like most accounting and finance firms, you depend on referrals to bring in new clients. Yet few firms truly understand what factors drive referrals or how to produce more of them.

In this course—developed exclusively for accounting and finance firms—you’ll learn about an important new study on referrals and how conventional thinking on the topic has gotten it all wrong.

We’ll share the results of our groundbreaking research into how the fastest-growing firms are generating and responding to referrals not only from past clients, but also from individuals who have simply heard or read about their reputation and expertise. In addition, we include real-world data and examples from your industry.

Best of all, you’ll learn about a practical referral strategy that works in the real world—so you can build a more robust and reliable referral program at your firm.
 

What You’ll Learn

  • How to assess your current referral strategy and make it more effective
  • The most effective ways to build awareness of your expertise among key audiences
  • Why engaging in traditional networking activities is probably not worth your time
  • How to plan and implement strategies that prevent referrals from ruling you out
  • Tips for using your website, blog posts, speaking engagements and social media activity to convert referrals to new business

 


 


Watch a sample segment:

 

 

Syllabus


Class 1: The Impact of a Changing Marketplace on Referrals

Today’s Landscape
How Buyers Check You Out
Rethinking Referrals
Getting More Referrals
Keeping the Referrals You Get

Class 2: Finding Your Competitive Advantage

Understanding Differentiators
Three Research Strategies
Creating Your Differentiators
Making Your Expertise Visible

Class 3: Marketing Techniques to Gain Referrals

Identifying Your Referral Sources
Start a Referral Log
Referral Generation Techniques

Class 4: Developing Your Referral Marketing Plan

Key Components of Your Strategy
Baselining Your Current Referrals
Building Your Strategy
Which Techniques Will You Use?
Tracking Your Efforts
Troubleshooting Results

Class 5: Implementing Your Referral Marketing Plan

Securing Speaking Engagements
Securing Guest Posts and Articles
Being Active on Social Media
Components of a High-Performance Website
Showcasing Clients
Networking Tips

Additional Materials:
Finding Your Competitive Advantage Worksheet
Referral Marketing Techniques Worksheet
Referral Marketing Plan Worksheet


 
 

Meet the Instructor

 
Lee Frederiksen, PhD


Lee left a tenured professorship at Virginia Tech to pursue a career as a serial entrepreneur. Managing Partner and Research Director at Hinge, he is considered a leading authority on high-growth professional services marketing. Lee also leads Hinge’s Accounting and Finance practice.