How to Build Relationships That Grow (It's Not Through Marketing)
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“I really believe that marketing won’t help you grow your business,” says Jon Ferrara.
A dangerous lead given the audience of this column. But suspend your disbelief just for a moment. As the founder of Nimble, a relationship management app for those of us with thousands of contacts and no time to nurture them, Ferrara gathered 100,000 Nimble users and converted 15% of them to paid subscribers — with no marketing budget at all.
How? By building value-adding relationships — not with customers, but with the individuals that your customers trust. In other words, a more sophisticated take on influencer marketing. “Relationships drive everything on this planet, and if you can identify people that matter, reach out and build relevant and authentic pay-it-forward relationships, you can change the world,” says Ferrara, who calls this “social selling.”
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