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.
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.
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