So you’ve decided to ditch the one-off, transaction-only approach to marketing and start investing in customer relationships and satisfaction.
Smart move.
Relationship marketing is a crucial key to success in our modern world. Its patient, time invested approach creates a community of dedicated, brand-loyal clients who will not only continue to throw money at you (so long as you care for them, of course), but will spread the word about your business from coast to coast.
Now that you’ve decided to wise up and start playing the game like its 2015, how exactly do you get started? Well, lucky for you, we’ve put together 5 things you can do THIS WEEK to implement a relationship marketing strategy.
You’re welcome.
Get Real With Customer Service
You simply can’t underestimate the impact of customer service. People will pay more for your product or frequent your business more than others if your customer service is on point. True story.
And it’s not hard. All you really have to do is be available. When someone calls, make sure a human answers. Fix problems immediately. Respond in real time. Treat the customer like they matter. If you’ve got any policies that keep you from communicating with the customer on their level, break them. Trash them. Set them on fire, and get real with your audience.
Get Your Hands on a CRM System
CRM stands for Customer Relationship Management, and it’s a system designed to manage interactions with past, present, and future clients. Basically, it keeps a record of all the contact you’ve had with a particular person so you know how much interaction you’ve done, what interactions works the best, and what you need to do next.
It also allows you to keep detailed information about the customer, which, if you’re serious about implementing a relationship marketing strategy, you NEED to know. And that doesn’t just mean name, address, and phone number. It means interests, hobbies, favorite sports teams, family members, etc.—the kind of information that you actually need to develop a real relationship with the client.
If you want a visual example, check out the awesome work over at Salesforce and Getbase.
Start Producing Mind Blowing Content
You have a website (at least, you better), so use it! Blogs, articles, videos, infographs, whatever. Start producing content that WOW’S your audience. And don’t hide behind the “I’m not a writer/speaker,” excuse. Anyone can produce great content (just read this, this, and this).
A great way to start is by answering a few simple questions. What are your customers looking for? What do they need help with? Let your content be a source of problem solving and support. If you can offer just one applicable bit of knowledge in every piece of content, you’re doing it right, and people will come to you because they KNOW you can give them answers.
Stop Ignoring Social Media
Seriously, we shouldn’t even have to say this anymore. It does not matter what you do. If you’re NOT using social media for your business, you’re leaving a pile of money on the table.
Not only do BILLIONS of people across the globe log on to a social platform every. single. day, but sites like Facebook, Twitter, Instagram, Snapchat, and LinkedIn let you (virtually) interact and communicate with your audience face to face and in real time. And believe it or not, communication is actually pretty crucial if you want to have a worthwhile relationship.
Social media takes your customer service game to a whole new level. It lets you move the experience past the walls of your business and into the real world where you can get to know your audience in a way that shatters the divide between company and client.
Of course, you have to actually USE social media. You need to be updating, posting, and engaging your followers every day. If you don’t have the time to do it, hire someone who can.
Get Smart With Email
A lot of us make the mistake of thinking that email is only good for catching spam and signing up for stuff online. But that’s far from the case. Despite all the different platforms of communication available today, email marketing is still one of the most effective tactics you can use.
When it comes to relationship marketing, email campaigns can be really effective, especially when paired with a CRM because you can tailor your message directly to the recipient. It’s personal, it’s intimate, and it’s an incredible line of communication.
Anymore questions about relationship marketing? Then check out this awesome presentation from our CEO Chris. After that, share this blog with someone you know. It would mean a lot to us.
Sources:
12 Customer Service Stats to Help You in 2015
Salesforce
Getbase
WideNet Blog: How to Write Good
WideNet Blog: 5 Blogging Mistakes to Avoid
WideNet Blog: 5 Questions to Answer Before Publishing
Marketers Continue to Rate Email the Most Effective Marketing Tactic
Social Networking Reaches Nearly One in Four Around the World
WideNet U: Relationship Marketing
