Unlike some other forms of marketing where a message is thrown out into the ether like a piece of bait in the hopes someone will take a bite, relationship marketing requires you to develop a very specific message and groom your audience in such a way that they will want to pass that message along to the people in their own social network.
Traditionally, relationship marketing was difficult to develop or maintain. There were very specific avenues to follow when it came to relationship marketing, but for the most part it relied upon a simple word-of-mouth formula that developed more less spontaneously from a given advertising campaign.
With the advent of social media, advertisers now have a clear path for developing relationship marketing. In fact, everything about social media is relationship marketing. the entire global social media network is built on the premise that will want to share the messages that matter to us with people in our network. Those messages might be from friends, family, the local news or the brands we trust.
For advertisers the road to building strong relationships with clients is open. All they need now is a map.....
Are you or your employer new to social media or relationship marketing? Here’s your chance to get up to speed, with the following excerpt from the first chapter of Mari Smith’s new book The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web.
To help you get started with social media marketing, let’s use the acronym P.O.S.T., a concept developed by Forrester Research.
P.O.S.T. helps to simplify and use a template for how to approach social marketing.
P Is for People
Where are your people? Are they mostly on Facebook? Are they on Twitter, LinkedIn, or Google Plus? Are they on a completely different network
that may be serving the Asian or European market?
You need to do some research and find out if your target market uses a particular online social network more than any others. Before you can do this, however, you first need to be clear about who your target market is.
Marketing professionals have long used psychographics to determine target markets — an analysis that consists of behaviors, trends, cultures, and ways of thinking attributed
to certain geographic locations.
With such a surge in online engagement, you can now also assess your target market based on technographics.
Technographics is a composite picture of the type of people you’re trying to reach, which networks they hang out on, and — perhaps most importantly — how you’re going to reach them.
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