Relationship Marketing 101 - How to Build a Responsive Online Community

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@FwdProgressInc

Relationship Marketing 101

@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…

@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!

@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

@FwdProgressInc

Relationship Management

• Social Media Engagement• Content Sharing• Value Serving• Listening

@FwdProgressInc

Relationship Marketing

Why does it often not work for organizations?

MINDSET!MINDSET!

@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)

@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

@FwdProgressInc

Why Social Media?

• Interactive• People Respond Well• Builds Trust• Builds Community• Viral Activity• Sharing

@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

@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

@FwdProgressInc

Start Managing Your Relationships

1. Plan2. Build3. Launch

@FwdProgressInc

• Your services and value proposition• Your main goals• Target markets• Where you want to be found online

@FwdProgressInc

• What products/services do you provide?• How do you compare to competition?• How can you help others?

@FwdProgressInc

Goals (Outcome)• Marketing

• Leads• Traffic• Registrations• Friends• Connections• Comments

• Sales• Dials• Clicks• Connections• Proposals• Closes

@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?

@FwdProgressInc

Where Does Your Target Exist?

• Facebook?• Twitter?• LinkedIn?• Google+?• Social Mobile?

@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+

@FwdProgressInc

• Social Media Profiles (Attraction/Pathway/Destination)• Your target may determine which networks are best

• Appropriate Website/Landing Page/Microsite

@FwdProgressInc

Social Media Profiles

@FwdProgressInc

Website/Landing Page/Microsite

@FwdProgressInc

Launch• Begin generating valuable content• Interact and engage with customers and prospects• Build relationships• Consistently Measure (Test)

• Connections• Engagement• Outcome/Sales

@FwdProgressInc

Connections

Connection•Emails/Contacts•New Connections•New Followers•New Likes•New Subscribers

@FwdProgressInc

Engagement

Engagement•Likes•Comments•Shares•Direct Messages•Emails

@FwdProgressInc

OutcomeOutcome•Requests for Proposals…•Orders•Sales•Emails/Contacts•New Subscribers•New Connections*•New Followers*•New Likes*

@FwdProgressInc

OutcomeRemember NOT WINNING, does NOT mean that you are LOSING!

@FwdProgressInc

Questions?

@FwdProgressInc

http://socialsellinglinkedin.com

@FwdProgressInc

http://socialsellinglinkedin.com

@FwdProgressInc

Thank You!Thank You!

@FwdProgressInc

Connect WITH us!dean@forwardprogress.net

TWITTER: Twitter.com/FwdProgressIncTWITTER: Twitter.com/DeanDeLisleFACEBOOK: Facebook.com/DeanDeLisleBUSINESS PAGE: Facebook.com/ForwardProgressLINKEDIN: LinkedIn.com/in/DeanDeLisle

www.ForwardProgress.NET

Relationship Marketing 101 - How to Build a Responsive Online Community

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