The New Relationship Marketing How to Build a Large, Loyal, Profitable Network Using the Social Web

by Smith, Mari; Kawasaki, Guy

• ISBN13: 9781118063064
• ISBN10: 1118063066
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-10-25
• Publisher: Wiley

Summary

People have always done business with people they know, like, and trust.#xA0; That's the essence of "Relationship Marketing."#xA0;#xA0;What has changed in recent years, though, is the immense popularity of online networking.#xA0; Business people today need to hone a whole new set of skills to really master the art of relationship marketing through these social channels. #xA0; This book aims to help busy professionals, executives and business owners understand the vital importance of masterful relationship building and relationship management in the new media world.#xA0; By fostering high quality relationships with customers and their community at large, businesses can easily begin to see an increase in measurable results, including profits.#xA0; Plus, those individuals and companies with the largest "social footprint" get the biggest successes, the big bucks, the big wins. It's not what you know, it's who you know #x13; but, more importantly, who knows you and what they know about you.#xA0; This book provides the reader with an entire game plan for how to build a sizeable, loyal network comprised of quality relationships that results in a continuous stream of leads, happy customers, publicity, deals, opportunities, sales and more.

Author Biography

Mari Smith is a passionate social media leader, specializing in relationship marketing and Facebook mastery. She is coauthor of Facebook Marketing: An Hour A Day. Fast Company describes Mari as "a veritable engine of personal branding, a relationship marketing whiz and the Pied Piper of the Online World." Dun & Bradstreet Credibility named Mari one of the Top Ten Most Influential Small Business People on Twitter. Mari travels extensively nationally and internationally as an accomplished social media speaker and trainer. With her popular blog at MariSmith.com, and her large, loyal following on Facebook, Twitter, and now Google+, Mari is considered one of the top resources and thought leaders in the world of new media marketing.

Table of Contents

Foreword	p. xvii
Acknowledgments	p. xix
Introduction What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today?	p. xxiii
Relationship Marketing Basics	p. 1
How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears	p. 3
The New Business Skills Everyone Needs	p. 19
How to Stay Connected, Yet Protect Your Time and Privacy	p. 37
Nine Steps to Significantly Growing Your Business Through Relationship Marketing	p. 51
Step 1: Create a Solid Foundation With the Right Culture	p. 53
Step 2: Review Your Relationships and Chart Your Five Contact Circles	p. 63
Step 3: Assess and Improve Your Online Presence	p. 85
Step 4: Build Your Network and Become a Center of Influence	p. 111
Step 5: Become an Authority Through Quality Content	p. 135
Step 6: Turn Fans, Friends, and Followers Into Paying Customers	p. 145
Step 7: Go Offline to Optimize Your Online Marketing	p. 157
Step 8: Protect Yourself From the Dark Side of the New Web	p. 173
Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader	p. 183
Conclusion How to Adapt as Technology Changes: The Future of Relationship Marketing	p. 195
Notes	p. 203
Resources	p. 207
Index	p. 213
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