Posts Tagged Relationship

Relationship Marketing for the 21st Century

Quick! Answer this question: What do you think of when you hear the term “relationship marketing”? If the only things that came to mind were your local business networking group, local chamber of commerce, or service club, you might not be aware of new strategies in 21st century relationship marketing.

There is nothing wrong with any of these organizations, but if your relationship marketing efforts begin and end with them, you are not only operating under the old rules of relationship marketing, you are stuck in the 20th century. 21st century relationship marketing makes active use of Web 2.0.

Web 2.0 and Social Media

Only a few years ago, social media was something most people thought of as a tool for teenagers and college students. That has changed. Facebook now has more than 80 million active users and the fastest growing demographic of Facebook users is the over-25 age group.

If that didn’t make you sit up and take note, it should have. Your customers and potential customers probably have a computer and probably have high speed Internet access. And if they are not already using social media of some kind, just give it a few months. They will be.

Think you are immune? How did you access this article? There is a good chance you came to it online. The communication mogul of the 21st century is the World Wide Web and the tools that make it work have advanced so much in such a short time that the buzz is now about Web 2.0.

What is Web 2.0? No, you don’t need to throw out your year-old computer or buy new software. Web 2.0 really relates to the growing trend to make the web more interactive, collaborative, innovative, and social.

If you favor relationship marketing over the hard sell, then this is good news for you. The growth of interactive social vehicles on the Web supports anyone who prefers their marketing to be personal. Blogs, wikis, business-oriented media sites, and social networking sites allow relationship oriented business people to potentially touch exponentially more people than any community networking event could. Why? Because they not only have the power of the World Wide Web and its spider web of connections behind them, but they are structured to make viral contact more than a concept.

But if you are new to this world of social/business media networking, how can you get started? Here are three options to get you into the Web 2.0 world fast.

Blogging

If you have a product, service, or interest about which you are passionate, there may be no easier way to connect with potential customers, colleagues, and others who need what you have or know than through blogging.

If the idea of creating a blog makes your palms sweat, fear not. Not only are blogs easier than ever to set up (even a complete amateur can create one in a few minutes these days), but you may not need to create your own—at least not immediately.

Comment on Existing Blogs

Do an Internet search of key words relating to your interest. Let’s say you are an Audiologist. Do a search using words like “blogs about hearing loss” and go exploring. Read what is being posted. Submit comments. If this feels a bit foreign to you, think of it exactly as you would if you were at a face-to-face networking event chatting with folks. It is really an online way of doing just that. The difference is that you will potentially be touching many more people, including potential customers. Be a frequent visitor to sites that are related to your professional expertise and you may find yourself becoming the go-to person for those in need of that expertise.

Create Your Own Blog

Consider starting your own blog, too. It has never been easier to create a blog. Both Wordpress (www.wordpress.com) and Blogger (www.blogger.com) offer free blogging that is so easy to set up, you can do it in less time than you can eat lunch. By creating your own blog, you have the opportunity to introduce the subjects you want to address the concerns of your clients and potential clients. If you are an Audiologist, that might include information on advances in the area of implanted auditory prostheses, tools for addressing hearing loss amongst baby boomers, hearing screening protocols for newborns and school-aged children … or virtually any other area of the field.

Consider treating your blog as an interactive newsletter. That is, write a blog post and email your list (clients, colleagues, friends, and others) that a new item has been posted. Tell them the subject of the post, give them a hyperlink to it, encourage them to leave a comment, and suggest that they let others know about your blog. Keep the discussion going when you get comments by responding to them.

What else can you do with your blog? Use it as a way to collect customer feedback. Do an informal survey. Add a link to an RSS feed service. Include an event calendar. The possibilities are endless. Keep your focus on fostering and nurturing relationships that will further your business in an organic way and always, always make sure your blog and website are linked.

Facebook and Its Relatives

Facebook is just one of the many social networking sites on the Internet. Other well known ones include Ning, MySpace, and LinkedIn. Some sites, like Facebook and MySpace, have a broad focus. Others, like the business-focused LinkedIn, are specific in focus. What they all have to offer is the opportunity to touch more people than you could ever touch on your own, no matter how many networking groups you belong to.

Some sites, like Facebook, provide the opportunity to add a customized page you can use to promote a business. Facebook, Ning, LinkedIn, and other sites also allow the creation of groups (such as groups focused on the field of audiology). By joining these groups, you connect with a virtual network of colleagues. You also become more visible to potential clients who need your services.

And You Don’t Have to Drive to an Event

Not only does Web 2.0 impact the possibilities for relationship marketing in the 21st century, but it allows you do it from your office or home instead of attending meetings and events. Time is precious, fuel is expensive, and the options for networking are many. By spending just a bit of that precious time and only enough juice to power your Internet connection, you can market your business, deepen your relationships with clients and colleagues, and reach potential customers who might never find you otherwise.

Of course, like all relationship marketing, it takes good will, time, and a great product or service to win customers. But your customers are out there—and they are probably online right now.

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Build A Relationship With Your Leads

In my previous article I talked about “How To Have Endless Business Leads -Everyday.”

I explained about the difference between most people’s marketing and attraction marketing.I also explained the right way to get traffic and build leads.If you missed that article,you may wish to read it first.

Now you’ve got some leads,how do you build a relationship with them?

To put it another way: Do you buy from or do business with places and people you don’t know,or from places and people you do know -and have had good reports about?

Exactly!

It’s no different with Network and Internet Marketing.

Firstly,I should point out that having a photo of yourself on your website increases signups,because others can see what you look like and they can connect with you.Adding audio and video is even better.

Assuming you’ve done that,you have a list of say 500,or whatever,now you need to build a relationship with them.In business and particularly in Network and Internet Marketing,it’s called “Connecting.”

A lot of marketers are under the impression,for example,that the more friends you add to Facebook,the more signups you’ll get and to a certain extent that may be true,but you’ve still got to personally “connect” with those “friends.”Email them and say ‘hello’ then mention something the two of you have in common,then offer to help and sign off with your name,website address,blog address and contact info and go from there.

So….firstly,if you can,in your autoresponder,your emails could go out with your photo and bio included.

Secondly,if they gave a phone number,you can call them.They’re a “warm lead” now,so why not?

Thirdly,send them an email -with your signature included that includes your photo and contact info.This is what I do at one of my websites.

Fourthly,and very important: Have an account on Facebook,Myspace,Adlandpro,Direct Matches and some of the other personal and business oriented social networking sites.

Fifthly,have a blog,preferably a self-hosted blog.That means a wordpress(or other software ) blog hosted somewhere using its own domain name.

Remember: “It’s all about YOU!

In my previous article,I talked about Attraction Marketing and how your goal should be to brand yourself(not your business) and present yourself as a leader with something of value to offer.

Your blog is one of the best places to do that,because:

* Your bio and photo are posted (connection)
* Your helpful articles are posted (connection) (value)
* They can leave a comment,and/or connect with you personally.(connection)
* Facebook,Twitter and other social networking link badges are on your blog(connection)
* Skype and other IM connections are listed (connection)

Your list has to get to know you,to learn to trust you and perceive that you are a leader and someone who can offer them something of value.

That means they have a problem,or problems and they signed up because your website offered something appealing whether a product(digital,or otherwise),an ebook,or access to some affiliate program,membership site,etc.

I also must add,that as an upline in any affiliate programs,or even if you just have a website selling some products,while a personal email is best,even an automated welcome email,thanking them for making a purchase with support info included is a step in the right direction,because they understand your organization may be to big for personal connections,but that email still shows them you and/or your organization cares.

I read an email once from the owner of TrafficWave who told a story of how marketers would join the ad coop and whereas one person would get referrals,then complain because they got ripped off,no referrals,etc,another praised the ad coop,because it worked so well.

What was the difference?I’ll bet you know the answer already!

The first person didn’t even bother to make personal connection with any of those referrals.Maybe they were struggling to get set ip,or even just wanted to feel valued and that somebody cared.After,no personal contact,for whatever reason,they eventually dropped out.

For the second person,though,it was an entirely different story: They contacted each of the referrals personally.Most likely,they welcomed them,thanked them for signing up,told them what a great program it was and how it had helped them,offered to help them get them set up,offered helpful advise as to where and how to advertise to begin getting results -the result is those referrals stayed.Somebody cared.

The Internet and technology can be a cold place.The well known book “Megatrends” whose author’s name escapes me at present called it “High Tech,High Touch.”People still need and want “a personal connection!”

So..even if your list is too big to “personally” contact every ‘lead’,at least make a ‘personal’ connection,in one,or all of the ways I described and you will not only increase your signup rate,you will also increase your retention rate.

Network Marketing Training Here:

http://www.mlmleadbiznow.com

 

Richard Bligdon is an Online Business Coach and List Building Expert who teaches people how to market and build a huge,highly targeted,responsive optin email list.

More about him:

http://www.consistentmarketing.net

This article copyright Richard Bligdon may be redistributed as long as resource box is included.

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