Buch, Englisch, 272 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 554 g
ISBN: 978-1-118-06306-4
Verlag: Wiley
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.
Fachgebiete
Weitere Infos & Material
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
