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Relationship Marketing 101 - How to Build a Responsive Online Community
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Transcript of Relationship Marketing 101 - How to Build a Responsive Online Community
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Dean DeLisle• Founder and CEO of Forward Progress, Inc.• Trained and Coached over 100,000 in Social Network Skills• Over 30 years in Business Coaching, Consulting and Training• Relationship Marketing, Social Selling, Event Management and Production, Web
Seminars, eLearning, Lead Generation and Conversion Social Networking, Email Marketing
• Financial Services, Insurance, Real Estate, Banking, Professional Services, Legal, Accounting, Technology, Marketing Agencies, Coaching and Training, Higher Education and Channel Sales…
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
How to Engage with theGo-To-Webinar Interface
• Questions area on the GTW task bar• Type us a question so we know you understand• Ask us anything throughout the session• Engage and WIN too!
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
What is Relationship Marketing?• Developed following Direct Response Marketing• Focused on customer retention, satisfaction, trust and relationships• Powered By
• Relationship Management• Relationship Building• Social Media Marketing• Content Marketing• Social and Emotional Intelligence
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Relationship Management
• Social Media Engagement• Content Sharing• Value Serving• Listening
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Relationship Marketing
Why does it often not work for organizations?
MINDSET!MINDSET!
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Relationship Community Building
• Social Media Marketing• Increased customer engagement on social media leads to more
visibility and increased followers• Social media and blogs account for 23% of all time spent online
• Content Marketing• Valuable content increases online engagement• Interesting content is a top reason people follow brands on social
media (Business2Community.com)
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Why Practice Relationship Marketing?• Trust• Rapport• Emotional Connection• The Numbers!
• Probability of selling to existing customer is 60-70% while new prospects yield 5-20% (Marketing Metrics)
• An engaged existing customer will spend 33% more than a new customer (Buzzle)• 47% of Americans say Facebook is their Number 1 influencer of purchases (JeffBullas.com)• 70% of buying experiences are based on how the customer feels they are being treated
(McKinsey)• 70% of local businesses are using Facebook
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Why Social Media?
• Interactive• People Respond Well• Builds Trust• Builds Community• Viral Activity• Sharing
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Engagement
• Percentage of consumers who engage with their favorite brands via social media by age• 23% of consumers ages 18-29• 39% of consumers ages 30-49 • 38% of consumers above 50
• 87% of survey respondents indicate that online social engagement with a brand positively impacts their likelihood to purchase
Brafton.com
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Engagement Continuum
Disengaged Mis-Engaged Engaged
Barely logged in Unconsciously likingthings
Posting andcommenting
Learning aboutperson’s profileand background
Engaging with intentto transform
relationship formutual benefit
Transactional Conscious, Tied to Yearning & Emotions
Transformational
Dr. Bob Wright – Wright Graduate University
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Start Managing Your Relationships
1. Plan2. Build3. Launch
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Plan
• Your services and value proposition• Your main goals• Target markets• Where you want to be found online
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Value
• What products/services do you provide?• How do you compare to competition?• How can you help others?
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Goals (Outcome)• Marketing
• Leads• Traffic• Registrations• Friends• Connections• Comments
• Sales• Dials• Clicks• Connections• Proposals• Closes
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Identify Your TargetWho is your target customer/client/partner?
• What do they look like?• What Industry are they in?• What size Company do they work for?• Who do they know?• If they are consumers, what are their interests?• Who will you be talking to?
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Where Does Your Target Exist?
• Facebook?• Twitter?• LinkedIn?• Google+?• Social Mobile?
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Where Do You Want to Be Found?
• Search Keywords (Attraction/Pathway)• Your Website (Destination/Pathway)• Mobile (Destination/Pathway)• Social Media (Destination/Pathway)
• Facebook• LinkedIn• Twitter• Google+
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Build
• Social Media Profiles (Attraction/Pathway/Destination)• Your target may determine which networks are best
• Appropriate Website/Landing Page/Microsite
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Launch• Begin generating valuable content• Interact and engage with customers and prospects• Build relationships• Consistently Measure (Test)
• Connections• Engagement• Outcome/Sales
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Connections
Connection•Emails/Contacts•New Connections•New Followers•New Likes•New Subscribers
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Engagement
Engagement•Likes•Comments•Shares•Direct Messages•Emails
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
OutcomeOutcome•Requests for Proposals…•Orders•Sales•Emails/Contacts•New Subscribers•New Connections*•New Followers*•New Likes*
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
OutcomeRemember NOT WINNING, does NOT mean that you are LOSING!
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ForwardProgress.NET facebook.com/[email protected]
@FwdProgressInc
Connect WITH [email protected]
TWITTER: Twitter.com/FwdProgressIncTWITTER: Twitter.com/DeanDeLisleFACEBOOK: Facebook.com/DeanDeLisleBUSINESS PAGE: Facebook.com/ForwardProgressLINKEDIN: LinkedIn.com/in/DeanDeLisle
www.ForwardProgress.NET