There is no doubt that customers always seek to be well cared for and enjoy a positive experience. And, in this sense, relationship marketing is an excellent strategy to attract and retain them.
But do you know what this technique consists of? What are the steps to apply it? Or what relationship marketing techniques can you carry out? We will tell you!
What is the relational marketing?
Relationship marketing is a set of strategies that seek customer loyalty. Thus, through various actions, it aims to establish solid and lasting relationships with the target audience over time.
In this way, the consumer experience is improved and the relationship does not end when you purchase a product or service.
In short, the idea is to connect with the audience, optimize their experiences and create a close link between the buyer and the business so that they continue to bet on them in future occasions, either by recommending their products or services or by buying others.
What are the main benefits of relationship marketing?
• Build customer loyalty
• Improve the experience and satisfaction of consumers with the brand
• Get to create long-lasting and close relationships over time
• The brand acquires greater notoriety and differs from its competition
• Customers perceive the company as more trustworthy
• Increase brand reputation
• A personalized and fluid communication is achieved
• The needs of customers and their consumption habits are much better known, which in turn allows establishing new marketing actions
• Profits and sales increase
The Steps to Apply Relationship Marketing
The implementation of relationship marketing or relationship marketing is divided into four different stages.
Collect information and create a database
In this first stage, it is important to generate quality leads in order to get to know the audience better, extract information about them and create a database.
But how to do it? A good idea may be creating quality content on your website, betting on powerful advertising campaigns or, why not, following a careful SEO strategy.
Once you have created a database and have information about your target, it is time to segment it. Think that the basis of relationship marketing is customer satisfaction and each of them will have different needs.
Thus, you have to fully personalize your actions and group consumers based on their tastes, interests or habits.
You already have a segmented database, what is the next stage? The adaptation! That is, personalize the actions and messages with which you are going to address each group. Of course, you will also have to decide the tone in which you are going to communicate with them, or the channels.
Finally, it is time to implement all the strategies to communicate with your customers, interact with them and create the best experiences to achieve a close bond with them that leads you to retain them.
Some tools you can use in your relationship marketing strategy
The email marketing is an excellent tool to develop relationship marketing certain actions with which to create a close relationship with your customers.
Thus, you can send those discounts and promotions, congratulate them in a personalized way on their birthday and other special dates such as Christmas or even offer them new products based on their interests. In the same way, you also have the opportunity to deliver relevant and valuable content to them.
Obviously, it is important that you properly segment emails based on the interests or consumption habits of your audience. In addition, it is crucial that you take maximum care of the design and the copy.
Customer service is a basic pillar of relationship marketing, which is why you must have a specialized team. In this way, all doubts and incidents can be solved as soon as possible.
For this, it is necessary to have different channels, from social networks, to email or a contact telephone number.
Social networks not only allow you to know your customers better, but also to establish a much more fluid communication with customers, share quality content and, of course, collect valuable information about your target.
On the other hand, it is a channel that will help you anticipate possible crises that may arise and it is also possible to discover what they say about your business, Instagram social marketing as well as resolve doubts and incidents.
Satisfaction surveys are perfect for knowing the opinion of your customers and establishing improvement actions aimed at increasing their positive experiences. In addition, you also show them that their reviews and comments are important.
Stimulate cross selling and up selling
As we anticipated, with relationship marketing loyalty is sought. In other words, contact with the customer does not end when he buys a product or acquires a service, but goes further.
Therefore, a good action is to offer them, at the time of purchase or shortly after, other products using cross selling (suggesting a complementary product) or up selling (a product that improves the main article).
And how? There are different techniques, but among the most used is the option of recommending it to them at the time they are going to pay in ecommerce or doing it in an email a few days later.
What did you think of this post about relationship marketing? We hope that it has been useful to you and that, with our advice; you can start working on an effective and successful strategy.
And remember, if you need help to attract and retain new customers through relationship marketing, do not hesitate to contact Click age. We will advise and guide you throughout the process!