Web 2.0 ideas for relationship marketing

Posted: 12/16/2007

Web 2.0 ideas for relationship marketing

BY TERRY BROCK

Technology and marketing specialist

This is not your father’s Internet! The world has changed dramatically in the past few years. What worked with Web 1.0 is not as effective with the new Web 2.0.

What is Web 2.0? First, let’s talk about Web 1.0. That was back in the old days. You know -- long ago, in the 20th century (Anyone remember that?). Web 1.0 was all about technology and getting faster computers connected to each other. People had to use technology, and it was all about making computers connect. Web 2.0 has changed that.

Instead of people connecting computers, computers are now being used to connect people in a multitude of ways, including interactive media, audio, video and more. Video and audio are now quite common on the Net. In fact, the bigger challenge is to watch as much of the quality video that is out there as possible. Never mind the junk; there is a lot of good stuff available on podcasts, blogs, video blogs and more. Finding the time to absorb the good stuff is a continual challenge for the thirsty mind!

Web 2.0 is about connecting with people. In business this means providing enormous value to people on a regular basis. I recently heard Rich Sheferen, a marketer using the Internet, talk about the benefits of giving more information. Since you can produce lots of information free with blogs, podcasts, video and more, make that a way to communicate with your market.

As you do that, an amazing thing begins to happen. You build awareness, trust and credibility in the marketplace. You get more people interested in hearing what you have to offer. Actually, this principle has been around for centuries. Called kharma, payback, “what goes around, comes around” and other terms, it essentially means the same thing, regardless of the language: You reap what you sow. Therefore, if you continually sow good and give value, you will reap an abundant harvest. This is what relationship marketing and relationship farming are all about.

Here are some practical steps for relationship marketers to take:

• Make sure that you have a vehicle for information dissemination. Get a blog (I love the free service from Google called Blogger (www.blogger.com) and create a series of ongoing communication forums with your audience, your community. Provide lots of value with information. If you’re a chiropractor, talk about areas where patients can make their lives healthier with certain foods, exercises and more. If you’re an accountant, discuss practical tax-saving ideas and how to manage a small business. Whatever you offer, talk about it in terms of benefits for your community. Don’t forget the benefits of podcasting to talk your way to success. Study the market first to see what is offered now and open up that possibility for your community.
• Check out Web 2.0’s biggest stars. Get involved in communities such as Facebook, MySpace, Twitter, YouTube and VideoJug. Find the places where your customers tend to gravitate. Be there in a pleasant, value-added way. Don’t push your stuff or try to sell. This is not the place for that. Instead, provide value and let people know about you. This soft-sell works much better in today’s Web 2.0 world. Also, check out the hybrid of meet-up groups. Meet-up groups connect online but meet in person with others who share a mutual interest. This is a way to develop not only business relationships but also mutually beneficial personal relationships.
• Provide ways for buyers to connect with you directly. Many in the internet marketing world only want to sell a box of cds, DVDs or pamphlets. Think about how much of that stuff (often selling for $2,000+) you really use. Does it sit on a shelf and collect dust? Find a place where you can get real assistance from a human being. Remember that you won’t get a lot of personal attention for extremely low prices. If you want to learn something really well, get a good coach. This is a time-honored way to learn (think apprenticeships from the Middle Ages), and it still works today. Supplement it with good quality, relevant material that you can get online. It’s not “either ... or”; it’s “both ... and.”

Relationship marketing is about connecting with people on a personal basis, not just selling masses of stuff. Provide ways that people can implement change in their lives and you will prosper. As Web 2.0 evolves and changes (every week is bringing new changes), the time-honored principles of helping others, genuine caring and providing value work more than ever today.