A detailed look at relationships and how to harness their power for business growth
This book teaches marketers how to build successful relationships with early-stage buyers by creating trust and a sense of friendship. The first step is learning to understand buyer activity to gauge what they want—or might want—when they first visit an online site. Then marketers must use strategies to capture the buyer’s attention and build the relationship carefully, rather than aggressively trying to close a sale.
Authors Jason Thibeault and Kirby Wadsworth have proven themselves as innovative thought leaders, researchers, and trustworthy guides in improving revenue streams. Their book aims to show organizations the value of relationships in a digital age and a clear method for quantifying that value. It includes specific techniques, like storytelling and personalized content, which have been proven to improve conversions and engage customers.
The barriers to finding and engaging with consumers have been destroyed by the ease of clicking a mouse button or tapping on a screen. Today’s technology enables competitors to emerge seemingly overnight, and the wide range of choices consumers have today means that businesses can no longer compete solely on product. Recommend This! helps organizations take advantage of the one aspect of business that hasn’t changed—relationships. It teaches marketers the strategies they need to be successful in a digital world where forming, cultivating, and taking advantage of relationships can be difficult.
Recommend This! teaches organizations how to measure and manage relationships while offering specific strategies to create revolutionary change. It is a must read for anyone who needs to understand how digital relationships alter the way we do business.
Foreword by Phil Fernandez vii
Preface: Is Digital Marketing Dead? xiii
Chapter 1 Business as Usual Is Over . . . or Is It? 9
Chapter 2 Digital Changes Everything 19
Chapter 3 The Importance of Relationships 43
Chapter 4 How We Connect in the Digital World 53
Chapter 5 Measuring the Value of Relationships 81
Chapter 6 Bridging Digital 95
Chapter 7 Understanding Need 99
Chapter 8 Developing History 107
Chapter 9 Offering Curation 117
Chapter 10 Recognizing Faces 123
Chapter 11 Telling Stories 135
Chapter 12 Being Authentic 147
Chapter 13 Delivering Consistency 163
Chapter 14 Maintaining Credibility 173
Chapter 15 Helpfulness 185
Chapter 16 Nurturing Online Communities 197
Chapter 17 Delivering the Promise 211
Chapter 18 Looking Forward 227