by Debbie Josendale
Wow…a breath of fresh air. At last a marketing book that doesn’t scream social media is the end-all be all! I have just finished reading Mari Smith’s new book The New Relationship Marketing, How to Build a Large, Loyal, Profitable Network Using the Social Web and I am dazzled with the fresh and actionable perspective.
The first sentence in Chapter 1 sets the stage for the entire book. It speaks volumes to the thought leadership shared by Mari.
It also sums up the reason why I believe this will be an all time best seller. And recognized as the book that started a marketing paradigm shift from online mania to a balanced online/offline relationship building approach to marketing.
That first sentence is:
“New marketing is about the relationships, not the medium.”
Ben Grossman, founder BiGMark
Mari is a marketing superstar who is most often associated with Facebook. She was the first to understand and then teach others how to use Facebook for marketing. But it turns out that Mari’s real strength is Relationship Marketing and Facebook simply provided a platform to showcase her expertise.
It’s Always Been About Building Relationships
Mari acknowledges that the importance of building relationships for business growth is not new. People have always preferred to do business with people they know, like and trust. But what’s different today is the explosion of opportunity to communicate and do business all over the world due to social media.
Instead of starting from the overused position that marketing is all about social media, Mari believes that marketing is about building relationships and social media is a tool to help you do that. And that’s the brilliance of this book.
Part One is devoted entirely to Relationship Marketing Basics. You may be familiar with Relationship Marketing, or perhaps you are new to this concept. Either way you will learn something that improves your ability to develop relationships in today’s 24/7 online and offline business world.
Part Two introduces Maris’ 9 steps to Growing Your Business Through Relationship Marketing. This section really delivers on the promise of the tag-line of the book “How to Build a Large, Loyal and Profitable Network using the Social Web.” And the operative word is “Using” the social web.
Mari skillfully connects the dots between social media marketing, offline marketing, building a loyal community and reputation management by “using” the web. She provides many examples of her own and others’ experiences along with easy to implement steps.
Step 2: Review Your Relationships and
Chart Your Five Contact Circle
My favorite step is Step 2: Review Your Relationships and Chart Your Five Contact Circles. Mari provides a great way to give structure to your relationship building from both a personal and business standpoint. Using three cool exercises-Build Your Hollywood Squares, Five Relationship Circles, and Who’s in Your Room-you develop a strategic and tactical approach to building and developing relationships.
This step helps you to understand how to move from the social media overwhelm of “so many people and so little time,” that often leads to exhaustion and a sense of meaningless. When you complete the 3 exercises, you will be energized as you connect your actions to the purposeful building of relationships. This step alone is sure to increase your profits.
Building Relationships Builds Business
Building relationships has been and continues to be the heart of good business. Contrary to recent hype, relationships are not built on technology or social networks. Relationships are built on people connecting with people, getting to know, like and trust each other, and choosing to do business together.
Mari Smith’s new book will show you how to best use the complex maze of social technologies to do just that! It is a must read. Learn more about The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web.
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