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I recently attended an event “The New Relationship Marketing” with Mari Smith, the social media guru and “raging extrovert” hosted by Linked OC. She has a new book out called The New Relationship Marketing: How to Build a Large, Loyal, Profitable. I’ve been following Mari in the social networks, reading her blogs and watching her webinars, but this was my first time seeing her in person. I have to say that she did not disappoint. The experience was a delight.

What is Relationship Marketing?

quality + marketing + customer service
The essence of relationship marketing is showing that you genuinely care (i.e. you remember people’s names). It is going above and beyond for your customers and making them feel special. Thanks to social media, you can go to the social networks to find out personal info about someone like a client to woo him/her. You’re not leading with dollars first. It’s relationship first and business second. It’s about meeting up with people and shaking hands, which goes beyond social media requiring an offline component to marketing. The longer relationships are sustained, the more profitable your company will be (i.e. building a relationship on that email list of yours). I would also like to add that relationship marketing relates to user experience in that you have the customer at the top of mind and that you are offering a high quality and easy experience for your patrons.

Here is her four part formula to relationship marketing:
1. Quality
2. Content
3. Consistency
4. Caring

Mari’s Tips

  • Use first names in the social networks as if you’re in a conversation. This builds trust.
  • Get a better retweet rate by leaving a comment in a RT. This brings in your opinion which offers more trust.
  • 80% of the population is in the Eastern and Central time zones, so try tweeting earlier in the day.
  • Keep your Facebook posts under 80 characters and leave a call to action (i.e. Click “like” if you agree or, add your comment below).
  • Don’t forget to integrate your offline marketing.
  • Twitter backgrounds are underutilized so make sure you make the best of this real estate by displaying all the ways people can connect with you.
  • Don’t be afraid to give your best stuff away.
  • Before you write something online, ask yourself what is your deepest intent.
  • Apply the 80/20 Rule – help others 80% of the time.

Mari’s Quotes To Share

“New marketing is about relationships, not the medium.” – Ben Grossman
“What the world needs most is emotionally intelligent leaders.” – Martha Beck