Internet Marketing and List Building: What Is Relationship Marketing?

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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.

Now, in any business, in any interaction, Internet marketing or otherwise, there is a relationship of some sort, but it depends on whether you’re talking about a relationship in terms of comparing two things or how two things are connected, or if you’re talking about a relationship more like a romantic relationship, a friendship, or a family relationship. There’s a certain depth to those relationships that’s important to 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 www.Tut.com.

I’d like you to go to www.Tut.com, and I’d like you to go to “Notes from the Universe.” I’d like you to subscribe, and I would like you to fill out their long form that they have you fill out that has your birthday, your likes, your dislikes, what you’re working toward, all sorts of different things. You’ll get an email from them every day, and that email will tell you about your life. It’s very powerful. That, for me, is relationship marketing and what good Internet marketing is all about. You need to build relationships with the people you have been list building with. They need to know you and they need to trust you.

Then, I said to my student, “There is a big difference between a Coca-Cola billboard on the interstate and what we’re doing here right now. I mean, we’ve never met in person, right? Yet we talk at least once a week during Black Diamond Line. You were part of my Traffic Apprentice program where we talked more. You’ve done work for me and my company. I’ve referred business to you not only from my customers; I’ve referred business to you from my friends and my colleagues. That is relationship marketing. Do you see the difference?” Then, I asked him when the last time Coca-Cola sent any business his way. He understood the difference immediately. Relationship marketing is how you should be focusing on list building in your Internet marketing business.

List building and communicating with your list in an automated way works, but communicate to them in a way that really speaks to them as individuals. Not to just whatever you decided you want to sell, but actually going out of your way to find out what it is that they need, and then addressing it directly. You can do this in a very simple form of an ASK campaign. But what if you did an ASK campaign that tagged those questions that the individual asked or the survey that the individual took to that individual’s record, the name and the email address?

Here’s the thing: You should try stuff just to try stuff and see if it works. Some things will work better than you imagine. Some things definitely will not. Use the good things and try to find a bond with your audience. Relationship marketing and surveying your clients is very, very powerful and it’s extremely important if you want to be successful with Internet marketing. List building is important but building a relationship with that list is crucial.

Tellman Knudson, CEO of OvercomeEverything, Inc., is a master list builder and well-known for his List Building Club. Tellman teaches students how to build a successful online business. Create your successful business from his step-by-step videos at: http://www.sendaemailaday.com/lbc

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Rick Burdo

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1 thought on “Internet Marketing and List Building: What Is Relationship Marketing?”

  1. It always amazes me the power of written words in creating the emotion of the people to take action without the need to be face to face with each other.

    I agree with your comment and I think that it is a skill that everyone needs to master.

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