Building Relationships

Marketing has always been about building and sustaining relationships. We’re all very “wowed” right now by social networking–Twitter, Facebook, Linked In — learning what they’re about and how to use them. However, marketing via social media takes a long time. First you learn what each one is and how to use it, then you find the right communities, and then you learn the best ways to interact.

In the meantime, it’s important to look at how to use the web and email to establish and build relationships. The principle is that same as in traditional media–you want to build familiarity and a comfort-level with your business, free of obligation. When the time comes for the prospect to buy, they will already have experienced the value that you deliver.

Here’s how some marketers are now using the web and email to build relationships:

Initiate a relationship via Google adwords or organically optimized sites that return hits on page one of search results.

Offer a short special report or white paper to people who see the ad or your search result and click through to your web site.

Capture information–ask people to provide some date, including their name, email address and perhaps their place of business, in exchange for the publication. That means whatever you offer must have a strong perceived value (and must deliver that value if you want to establish a relationship and build your credibility).

Advise requesters that they should check their email for a confirmation and link, adjusting their spam filter settings if necessary.

Send the link to the document to the email address.

Capture information in salesforce.com, if applicable, for lead qualification and telephone follow up.

Stay in contact with responder by offering information in subsequent communications. This could include a series of special items (shorter than white papers, on a specific topic. Establish a blog as another resource people can browse or subscribe to.

Offer short videos or podcasts. Offer free teleseminars or webinars (people go to a specific web address, where you show and control a presentation and speak through the computer rather than by phone.

Today I participated in a teleseminar on creating, marketing and delivering successful workshops. It’s the second such seminar offered by Kim Clausen, CEO of Ready2Go Marketing Solutions. Her company is targeting executive and life coaches with fee-based teleworkshops and prepackaged workshops that presenters can adapt and deliver.

Am I thinking seriously of enrolling in her next fee-based workshop? You bet. And she’s sweetening the offer with discounts for fast response. Smart marketing. By the way, the free teleworkshop is great–I recommend it. Here’s what Kim said about marketing that builds relationships:

“Lead people into a relationship where they’re willing to invest more time and money. At the first contact, they’re only willing to invest minimally. Offer a special report, a snippet of something. Then give them ways to stay engaged. As they get to know you, they’ll be willing to spend more time and money. Take the time to do it–one-shot marketing doesn’t work. Reach out with a special offer and nurture these relationships with a value-added product suite that supports and builds up the relationship.” –Kim Clausen

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