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

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

Mari Smith, Guy Kawasaki (Foreword by)

ISBN: 978-1-118-06306-4

Oct 2011

272 pages

In Stock

$24.95

Description

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.

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