The New Relationship Marketing

ISBN-13: 9781118063064 / Angielski / Twarda / 2011 / 272 str.

Mari Smith

Opis

A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of -relationship marketing.- Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you.

• Outlines how to become a significant -center of influence- for your customers and prospects
• Explains the unspoken rules of online etiquette--and the common -turnoffs- that drive customers and potential partners away
• Details the unique cultures of Facebook, Twitter, and other popular online platforms
• Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch

Even if you currently have zero presence online, this book will help you see measurable results in a short time.

Spis treści

Foreword GUY KAWASAKI xvii

Acknowledgments xix

Introduction What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today? xxiii

PART ONE RELATIONSHIP MARKETING BASICS 1

Chapter 1 How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears 3

Chapter 2 The New Business Skills Everyone Needs 19

Chapter 3 How to Stay Connected, Yet Protect Your Time and Privacy 37

PART TWO NINE STEPS TO SIGNIFICANTLY GROWING YOUR BUSINESS THROUGH RELATIONSHIP MARKETING 51

Chapter 4 Step 1: Create a Solid Foundation With the Right Culture 53

Chapter 5 Step 2: Review Your Relationships and Chart Your Five Contact Circles 63

Chapter 6 Step 3: Assess and Improve Your Online Presence 85

Chapter 7 Step 4: Build Your Network and Become a Center of Influence 111

Chapter 8 Step 5: Become an Authority Through Quality Content 135

Chapter 9 Step 6: Turn Fans, Friends, and Followers Into Paying Customers 145

Chapter 10 Step 7: Go Offline to Optimize Your Online Marketing 157

Chapter 11 Step 8: Protect Yourself From the Dark Side of the New Web 173

Chapter 12 Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader 183

Conclusion How to Adapt as Technology Changes: The Future of Relationship Marketing 195

Notes 203

Resources 207

Index 213

O autorze

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.

Blurb

Praise for The New Relationship Marketing

"A whole new exercise for your networking muscles! Mari Smith shows you how to bridge the gap between technical skills in the modern marketing world and good, old–fashioned people skills." Harvey Mackay, author of the #1 New York Times bestseller Swim With The Sharks Without Being Eaten Alive

"My relationship marketing strategy is quite simple: 1. Be yourself. 2. Be the best self you can be. 3. Share the best parts of yourself with the world. That strategy, while quite effective, leaves the novice with many unfilled blanks. This book is the best way I know to fill them." Mark Joyner, Founder of Simpleology

"The New Relationship Marketing shows you how to quickly and consistently boost your sales and income with the best social media techniques ever discovered." Brian Tracy, author of The Psychology of Selling

"The New Relationship Marketing fuses traditional and online relationship building strategies into a loyalty–generating success system." John Jantsch, author of Duct Tape Marketing and The Referral Engine

"This is not just a theoretical look at how social media works but exactly what you need if you′re stuck and want to know what to do to be successful. I fully endorse the author and recommend the book without reservation." Michael Port, New York Times bestselling author of Book Yourself Solid

"Mari Smith GETS what social media is all about. More than any other technology, it′s changing the face of business, communication, and maybe even human nature. Everything successful boils down to relationships, and Mari will show you how to leverage social media for your success." Ali Brown, entrepreneur, mentor, and philanthropist featured on ABC′s "Secret Millionaire"