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

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