Internet Marketing and List Building – What Is Relationship Marketing?
During one of my personal Internet marketing coaching calls, a student asked me about relationship marketing and how he could use it to create better responsiveness in his list. The way I see it is that you know your customer and he or she knows you. You know something about each other, and then you market according to that knowledge. But the thing about Internet marketing is that you can be list building until your list is more than half a million people, but if you don’t build a relationship with those people, and maintain that relationship in a special way, you won’t make much money.
Internet marketing or not, any business involves some level of interaction between the business and its customers. You can be talking about how two things are connected, or a romantic or personal relationship where there is much more involved. These relationships bear a certain depth, which is important for effective Internet marketing, too.
Relationship marketing is one that has some emotional attachment, and it’s beyond all the hype and people just trying to sell crap, which is where many list building strategies just bomb. The kind of relationship marketing I’m talking about is when you go to a seminar and meet someone who’s on your list, for example, and you go out to dinner. You learn a lot about them, including the name of their pets. That’s an example of relationship marketing, because you’re connecting with someone on a personal level. With Internet marketing, it’s just not as deep, unless you make an effort to keep it that way. One great website that uses relationship marketing very well is http://www.Tut.com.
You should go over there, and then find “Notes from the Universe.” Subscribe to that, and fill out the long form that asks several questions about you, like your birthday, what you like and what you don’t like, what your goals are, and so forth. Then, you’ll get an email from Tut every day, which will tell you interesting things about your life. It’s quite powerful. To me, that’s good relationship marketing and good Internet marketing. If you’re list building, as you should be every minute, remember that you need to build relationships with those people. They want to know you and they need to trust you.
So, I explained to my student, “There’s a huge difference between the Coca-Cola billboard on the roadside and what we’re here doing right now. We’ve never met in person, right? But I know you because we talk here every week and you were part of another program I had running. I’ve asked you to do some work for me and my company. I’ve referred your services to other people, even my friends and colleagues. That’s relationship marketing at its best. There’s a huge difference. When was the last time Coke sent any business to you?” Relationship marketing is how you should view list building, and it’s how you need to build your Internet marketing business.
Though it’s true that automated communications works okay when you’re talking about Internet marketing, you need to “speak” to them in a way that feels as if you’re talking directly to them. Here’s another example: Run an ASK campaign. find out what people really need and want. If you can tag those questions to the individual and market to those wants and needs, can you see how powerful that can be?
The thing is that you need to do a lot of testing. Just try things and see if they work for you. You might be surprised at how well some of it really does. Use the best things and use them to bond with your audience. Surveying your clients and learning what makes them who they are is very powerful in Internet marketing. But don’t just be list building to be list building. Build relationships and watch your business grow.