Why should marketers care about relationship building?
@MatthewAYoung Without the relationship, there’s no reason for the customer to buy what youre sellin.
@shuey03 Because relationships trump everything else. If you can get people to know you care about them and to trust you, you can get them to buy into what you’re trying to do. I totally stole that from this video. Seriously changed the way I approach business and marketing.
@NedFL Because it costs 10 times as much to get a new customer than it does to retain one.
@KristiKellogg Relationships are the base of everything. They’re the starting point for every opportunity. Relationships are ESP. important for millenials, who can spot BS a mile away. You can’t market to them the way you do baby boomers.
@cuteculturechic In a saturated industry, the relationships set you apart from all other vendors with equivalent services/products.
@MatthewAYoung People dont buy products, they buy you. Not building relationships is where most social media marketing fails. It’s where most orgs fall short.
@NedFL People buy from whom they know and you need a relationship for that. Relationships are esp important in the B2B world. They need to be tended to via socmed. Relationships in biz is like farming, you have to continually cultivate the crops.
@samueljscott Because all marketing is about people in the end and not algorithms. But here’s the other side: very few brands can build relationships. No one wants a relationship with their detergent.
@igalst 1. Long term brand awareness building. 2. Friends around the world making. 3. Mentions & links!
@directom People buy from people…especially people they like!
@MilwaukeePPC Connecting with your users will earn dedication and build your brand.
@lancemoore22 It’s all about relationships. Relationships make what we do.
@AJutah I like the term “conversation marketing”, coined by @portentint. You can’t build relationships if you’re shouting all the time!
@BruceClayInc The basis of engagement —one of the chief objectives in marketing—is a relationship. You MUST invest in building relationships. Practically, relationship-building in marketing means actually caring about your audience and investing in them.
@cpgetz People do businesses with brands they trust. You don’t trust someone you have no relationship with.
Is it worth building relationships with the media?
@MatthewAYoung Yes. Only serves to amplify messaging, and get more people to potentially trust in your brand and marketing message.
@KristiKellogg You must build relationships w/ the media. I mean, unless you don’t want to be quoted in a HuffPo or Forbes article. As a journalist, I have a SEA of companies to research, interview, etc. But if we have a relationship, I’m going to go to you 1st.
@cuteculturechic Absolutely: Traditional media contacts can give an excellent boost to the efforts you do online. But it’s often a favor.
@samueljscott Of course. The best links are just by-products of doing good PR and publicity.
@emily_C27 It’s worth building relationships with those on all sides of the industry; you never know when you might need coverage!
@NedFL Media is also another means to share your content. I’m not saying media is lazy, but if you can help them do job by providing info, they will repay in kind.
@cpgetz Of course. Journalists turn to people they have relationships with to get sources, story ideas, etc.
@BruceClayInc Building relationships with the media is part of our ongoing PR strategy. Very worthwhile. You WANT to be cited as an expert.
@spyder_trap It’s worth building relationships with the media if it’s genuine, like in any relationship. It can’t be one way.
@AJutah Aside from link opportunities, radio, print and TV journos have tremendous influence in the community.
@directom Absolutely, your customers are listening to what they say! The media plays a big part in getting ‘the word’ out there.
@AndreaMLehr Absolutely. It helps with promoting your brand/story, but be sure it doesn’t become one sided. Give more without expectations.
@kougarov Absolutely. PR is an integral part of link outreach in the post-Penguin world.
@TheMingleMaster Building relationships is not enough. Successful people are careful to build the RIGHT relationships.
How can you find relevant communities within your industry? Forums? Google+? Trade shows?
@fighto There is a Reddit community for EVERYTHING. Just saying. It’s a pretty good starting point and can help identify others.
@AJutah I LOVE Reddit. Goldmine of content ideas, and people who love to talk about them.
@MatthewAYoung Depends on the industry, but you can always count on review sites, qa sites, social communities etc.
@cpgetz Twitter chats can be extraordinarily helpful in finding relevant communities.
@NedFL True about Twitter chats but people not only have to be on twitter but also find chat.
@cuteculturechic I’ve had great luck with G+ communities and Quora. Very engaged niche audiences.
@samueljscott One of my favorite ways: Find the relevant Quora topic and ask questions like that and more for audience research.
@AndreaMLehr @twitter is one the of my biggest tools. See who other industry professionals follow, who is retweeting my posts, etc.
@kougarov Depends on the industry. I’d start with LinkedIn for most professional verticals.
@spyder_trap One way to find relevant online communities is to connect in person. Those connections will lead to online insights.
@JesseStoler I would say G+ is the best place for communities. It might be the only way in which G+ is the best place for anything.
@My_Binesta Ask the people around you! Best way to find social communities is to ask social communities.
How do you keep track of all these communities? Spreadsheets? Tools? Post-it notes?
@cuteculturechic I liked using Buzzstream when my agency had it, but then I left. I usually keep my contact notes in Evernote or spreadsheets.
@emily_C27 #Google spreadsheets! Share your resources with your team.
@AndreaMLehr Spreadsheets, spreadsheets, spreadsheets.
@My_Binesta Google docs, so I can access the notes from any computer.
@JesseStoler I’ll echo spreadsheets, but I also like making a calendar that reminds me 2 spend time in all of the various communities.
Can you use blog commenting as leverage for a future guest post?
@alexpeerenboom When done right, blog commenting is one avenue to build relationships. Provide value, not just “great post!” Add additional insight, supporting stats they might have missed, etc. But you can also add thoughtful, constructive arguments to their point. Keep the conversation going.
@BruceClayInc YES — that is comments at their best — a method to keep the conversation going and pull in more voices.
@emily_C27 Of course! Engagement prior to pitch is key. Don’t Spray & Pray!
@MatthewAYoung Absolutely. Just need to make sure your comments are substantive. Be content-forward. If you know your audience, then will have no problem engaging with your content.
@NedFL Some are turning off blog commenting bc of the troll factor.
@cuteculturechic Most of the comments I get on my blogs after the first week are comment spam with sketchy links. It’s annoying.
@AndreaMLehr I’ve used blog comments to prove how engaging my guest post was on a site, and then earned the opportunity for more posts.
@My_Binesta Absolutely! Leaving thoughtful blog comments is one of the best ways to network and build relationships online.
@cuteculturechic Blog comments that are generic or insincere are essentially comment spam. If you comment, take time and mean what you say.
@JesseStoler Absolutely. In fact, I feel blog comments are where the best digital relationships can be born.
@manishw2gi Absolutely. If you see a community member with insight and value, have them guest post and take it a step further.
@samueljscott One good comment of mine on a @Moz post led to an invite to write there which led to a speaker invitation at SMX and more.
What are ways to build links through relationship and community building?
@NedFL The best way is the old fashioned engagement, build the links through engaging others.
@samueljscott Do all of that without thinking about links directly and you’ll get the best long-term results.
@spyder_trap Link building done well is an arduous task of finding relevant sites, cultivating an authentic relationship, then asking.
@My_Binesta Once you build a solid relationship, you can just ask them for a link. No need to beat around the bush.
@cuteculturechic Focus on quality over quantity. It’s better to have 1 engaged relationship than 10 stagnant ones.
@NedFL So true about Quality. It’s all about how deep you build the relationships
@AndreaMLehr Don’t think about what you’re going to get out of the relationship–especially links; that’s how you’ll get more.
@AJutah I’ll throw out one method I use. Crawl sites in your network, find broken links and offer them pages from your own site.
@tonyxrandall Can’t get more simple. just show the person you’re asking for a link that you actually give a shit about them beyond a link.
@alexpeerenboom One way not talked about – USING the relationship itself. Build content like an interview, include people in your network and relationships you’ve built. People love talking about themselves and will share that content. You get links and social media mentions.
How can you prove value of relationship building to your boss or client?
@JesseStoler Explain the opportunities that have opened up BEYOND links that the relationships you’ve forged have created.
@samueljscott Depends on the reason for the building. If it’s for PR then use PR metrics. If it’s for X purpose than use X metric.
@tonyxrandall Ask them if they’ve ever had a friend help them in ANY aspect of their life. tell them to apply that to digital relationships.
@MatthewAYoung Brand sentiment analysis, but its tricky. I tend to steer convos away from ROI of qualitative inititaives. Same with social. Its difficult to say that this community building at this time netted x amount of revenue. Focus on the process.
@kougarov Frame it traditionally, such as as networking, brand/business/partner development and/or endorsement/sponsorship development.
@emily_C27 Examples of successful vs. unsuccessful #pitches should show that very thing.
@AndreaMLehr Show how many contacts we’ve gained by one of my previous guest posts; the relationship with that editor becomes invaluable.
@alexpeerenboom To someone not in SEO, that could seem counterintuitive, but it’s so true!
Can you use Analytics to show the value of an engaged, active community?
@BruceClayInc Definitely — pull up the social referrals report.
@MatthewAYoung Yes, the numbers will show how people reacted/engaged to things like content shared socially.
@AndreaMLehr High analytics can show what your highly-engaged community likes and focus your content for future projects.