Show Notes

Air date: 8/6/2019

About this episode: 

Nancy Marshall, CEO of Marshall Communications and The PR Maven®

Word-of-mouth marketing is the most cost effective and impactful form of marketing and delivers the highest return on investment. This form of marketing is so successful because it comes from a genuine place in the customer’s heart and mind. An important part of word-of-mouth marketing is making connections with the people in your network, which can be made simpler through creating a network map.

In this podcast, Nancy shares how the different groups in your network, including the people from your hometown, schools you have attended, your gym or YMCA and the sports teams you follow, can increase word-of-mouth about you. Once you’re aware of where your network stems from, you can determine the tactics that will help strengthen your connection with each member of your it. Nancy also provides several quick tips for building your network.

In this episode: 

1:30 – Nancy shares the technique she uses to build her own business and her clients’ businesses, called a network map.

2:13 – Nancy compares word-of-mouth marketing to the Bonnie Raitt song, “Something to Talk About.”

3:56 – Nancy suggests creating a written network map to generate more referrals.

4:21 – To give listeners an idea of what a network map looks like, Nancy provides some examples of groups that can be listed on a network map.

6:13 – Nancy shares how being fan of a particular sports team can help build your network, such as being part of Red Sox Nation.

7:48 – Nancy encourages listeners to take a large piece of paper to draw out your personal network map and how you connect with each of the groups.

10:25 – Nancy suggests that going to reunions, such as high school and college reunions, can broaden your network, which will lead to more happiness and fulfillment.

12:06 – Nancy stresses the importance of having in-person interactions with the connections you make online, giving an example of a friend she made online and then met in person.

15:13 – Getting people to know, like and trust you is the key to word-of-mouth marketing.

16:12 – Nancy states that good customer reviews are another aspect of generating word-of-mouth.

17:00 – A book Nancy suggests about how to appropriately handle negative reviews is Jay Baer’s “Hug Your Haters.”

19:50 – Nancy discourages listeners from going back and forth and being defensive online.

21:13 – Nancy shares some quick tips for building your network.

23:00 – Nancy explains how the Trek Across Maine enabled her to build her network with people who have similar interests as herself.

24:52 – Nancy wraps up by talking about what a brand is, which is more than just a logo.

27:29 – Nancy states that the key to building your business is having a tribe of raving fans who will refer your business to others in their network.


On receiving business referrals: “I thank people profusely, because thanking people who refer you is really important to keep fueling the fire for them to do it more.” —   Nancy Marshall, CEO of Marshall Communications & The PR Maven®


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