I have just started reading her newly-released book of the same name – stay tuned for a review; in the meantime, here’s the thrust of Mari’s philosophy of marketing in today’s socially connected world.
Traditional marketing is about the sale, while relationship marketing is about making people want to do business with you person-to-person.
“It’s about relationships, not the medium,” she says.
Mari’s four cornerstone tips are:
- Focus on building a quality community.
- Generate quality content – this includes being excellent in curating content: each day, cherry-pick relevant, interesting content.
- Be consistent with brand across all of your social channels.
- Be genuine, passionate and caring (Mari gave the example of Gary Vaynerchuk, author of Crush It and The Thankyou Economy).
Other tips included:
- Turn fans/friends/followers into paying customers by having clear offers and calls-to-action.
- Maintain the same style in everything you do, whether it’s personal or professional.
- Create a promotional calendar first interspersed with editorial in between the marketing blocks (she gave the example of Social Media Examiner and how it has only a handful of promotional chunks during the year; the rest of the time it’s all about quality free content.
- Make people want you – give away your best stuff!
- Integrate offline to optimize online.
- Embrace sharing of your content online.
If this topic is of interest to you, check out Mari’s new book - The New Relationship Marketing: How to build a large, loyal, profitable network using the social web.