Effective relationship marketing: learn how to do it

by Shani Ahmed
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Are you always looking for new customers, but don’t pay attention to your old ones? Well, this is a major flaw in many companies and they are missing out on great opportunities to increase sales and generate true “brand advocates”. Relationship marketing is a strategy that prioritizes attention to consumers who have already purchased from you as a way to generate new business and gain more space in the market.

With simple daily practices, you can implement this strategy and see your sales results increase in no time. Want to know how to get there? Just pay attention to the tips we have prepared!

What is relationship marketing?

The relationship marketing strategy directs attention to the customers that the company already has, seeking to build consumer loyalty and spread the brand in the market.

Therefore, relationship marketing uses strategies to stimulate repurchases and encourage the creation of brand ambassadors. To this end, relationship marketing values ​​five main segments :

  • use of digital influencers to stimulate brand awareness among consumers;
  • creation of partners to expand the distribution of products through payment of commissions;
  • content generation by company employees as a way of stimulating the brand’s positive image;
  • application of scores or benefits for consumers that help to spread the company’s name, creating true “ brand advocates ”;
  • use of affiliates to expand the company’s reach.

What are your main advantages of relationship marketing?

Using relationship marketing within your company offers many benefits in the medium and long term. Here are the main ones:

Increased Lifetime Value

If you monitor customer data, you should already have an idea of ​​the average lifetime value of your business. For example, a company that sells internet services with annual plans would have its lifetime value as the total number of installments paid by the customer.

Therefore, if the consumer cancels the contract early, the company may even suffer losses. However, if the opposite occurs and the consumer stays with your company for 3 years, the value of the contract will increase, correct?

Relationship marketing has the role of improving interaction with customers, solving their problems and, in doing so, also increasing their lifetime value with the business.

Expansion of indications

Another advantage of this customer-focused strategy is the ability to increase referrals for your business. After all, a satisfied customer can spread the word about your company to their friends, relatives and on their social networks. Therefore, your brand reach increases significantly (and so do your business opportunities).

Customer-centric culture

Working with marketing aimed at customer relationships also helps to improve the organization’s internal processes. A team trained in good customer service can diagnose flaws and propose improvements that will contribute to customer satisfaction .

How to use relationship marketing strategies?

Now that you know the main benefits of using this practice, let’s look at some tips for implementing relationship marketing in your business.

Motivated team

Naturally, if you want to achieve good results in customer relations, you must first train your team to provide quality service. Therefore, promote courses and lectures to bring new information to the team and good examples applied in the rest of the world.

Additionally, create performance indicators for each employee and for the teams. This way, you can identify which process generates the best results and share the practice among everyone.

Use of CRM

CRM (Customer Relationship Management) is a tool for managing customer information and negotiation processes. As such, it provides useful information about customers, the main channels of contact with them and the digital platforms used.

Therefore, CRM can be useful for identifying consumer tastes and creating a closer relationship, sharing tips and building personalized communication.

Multichannel interaction

There is no point in inserting your company into multiple digital channels if you do not have a team to monitor results and interact with customers.

It is known that people today use different platforms to get in touch with businesses. They may start the interaction on Facebook, then migrate to WhatsApp and complete the purchase on the website.

Therefore, your team needs to be prepared to provide good service on these networks, with quick, polite and useful responses for the consumer.

It is also important to build a relationship with the customer on the channel they like to use the most. For example, you can send emails every 15 days to share tips about your area, talk about special offers and invite them to visit your website. This is one of the strategies used in digital marketing .

If he prefers WhatsApp, you can also create groups on that platform to generate discussions on specific topics, share tips and expand your relationship.

Loyalty programs

In addition to improving your communication with customers, you can develop strategies to create engagement and build customer loyalty with your brand. Is it possible to create a special bonus for consumers who bring more people to your company?

Perhaps the best way to generate retention is to offer discounts or rewards to customers who have been buying from you for a long time. Therefore, remember to pay attention to those who already trust your work, as your chances of making a repeat purchase are high.

Data monitoring

You can’t do marketing if you don’t monitor data . So, record all your processes and campaigns, keep an eye on customer feedback and analyze which ones have the best results.

This information serves as insight for you to launch new marketing strategies and further expand your loyal audience.

There you go! Now you know how to create a good relationship marketing strategy for your business. How about putting these tips into practice and seeing your profitability increase even more?

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