The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web

Foreword GUY KAWASAKI xvii Acknowledgments xix Introduction What Is the New Relationship Marketing, and Why Is It Crucial to Businesses Today? xxiii PART ONE RELATIONSHIP MARKETING BASICS 1 Chapter 1 How to Get Started in Relationship Marketing and Overcome Your (Perfectly Normal) Fears 3 Chapter 2 The New Business Skills Everyone Needs 19 Chapter 3 How to Stay Connected, Yet Protect Your Time and Privacy 37 PART TWO NINE STEPS TO SIGNIFICANTLY GROWING YOUR BUSINESS THROUGH RELATIONSHIP MARKETING 51 Chapter 4 Step 1: Create a Solid Foundation With the Right Culture 53 Chapter 5 Step 2: Review Your Relationships and Chart Your Five Contact Circles 63 Chapter 6 Step 3: Assess and Improve Your Online Presence 85 Chapter 7 Step 4: Build Your Network and Become a Center of Influence 111 Chapter 8 Step 5: Become an Authority Through Quality Content 135 Chapter 9 Step 6: Turn Fans, Friends, and Followers Into Paying Customers 145 Chapter 10 Step 7: Go Offline to Optimize Your Online Marketing 157 Chapter 11 Step 8: Protect Yourself From the Dark Side of the New Web 173 Chapter 12 Step 9: Implement Advanced Relationship Marketing Techniques and Become a Top Industry Leader 183 Conclusion How to Adapt as Technology Changes: The Future of Relationship Marketing 195 Notes 203 Resources 207 Index 213