“When people stop looking at marketing as an event and start thinking about it as a system, everything changes.” Those were the words of small business marketing expert John Jantsch at Wednesday’s Word of Mouth Marketing Supergenius conference held in Chicago.

Having just researched a book on “highly referrable” small business professionals, Jantsch of DuctTapeMarketing.com had a lot to say about building referral systems. Afterward, we asked him a few questions about earning financial advisor referrals specifically.

In this three-minute video, Jantsch recommends following a thoughtful process that relies on advisor-produced content. Advisors’ work on Twitter (as showcased on AdvisorTweets.com) and their other social media activities provide a real-time way for clients and prospects to get to know advisors, what Jantsch considers a prerequisite to earning prospects’ interest and winning client referrals.