Relationship Marketing & Loyalty Through Digital Channels

By February 9, 2020 Channel, Technology

Relationship Marketing & Loyalty Through Digital Channels

Thanks to social networks and digital channels, relationship marketing is more alive than ever. Relationship Marketing is known to be a strategy that is able to focus attention on the client and on the relationship that binds a person to a brand. These are relationships that need care and management and cannot not be dispersed on external channels.

Relationship Marketing is more the general concept of “loyalty”. This is not to be confused with gaining loyal customers. Relationship Marketing is a business strategy that must allow a brand to increase the value of its relationship with customers. It focuses on customer loyalty and long-term customer engagement rather than short-term goals like acquisition and sales. 

A few of the ways you can leverage Relationship Marketing in your business are through customer service, content marketing, social media and email. 

It doesn’t matter how good your product is, if you aren’t taking care of your customer, they won’t be back.  It is important to make sure that you are requesting customer feedback, and then implementing that feedback. It is also good practice to have continuing education for your employees, not just on your product and services, but also about how to interact with your customers and how to work with them when they are dissatisfied.  A company who can keep their customers happy is way ahead of the competition.

Content marketing, social media and email go hand in hand.  You need to make sure that you are meeting your customers where they are.  It is critical for you to create content that is not only relevant to them, but also informative and even fun.  It can’t be solely focused on your company or your product, but needs to have a call to action that is going to draw them in.

 

For the younger customers, social media is definitely a great way to communicate.  Their attention span is shorter, and they will be more likely to scroll through until they find something that catches their eye.  It is important to keep this in mind as you are creating your content. Good content with eye-catching pictures will draw them in again and again.  Believe it or not, they are likely to remember things like your post for “National Bacon Day” or “Tip Tuesday”. And when they are ready to buy a product like yours, they will come back to you and not your competition.

Just as the younger generation are more enticed by social media,  your Gen-Xers are going to be more apt to open an email and read what it has to say.  But that doesn’t mean it doesn’t have to be quality and eye-catching. As inboxes are becoming the catch all for work, personal and spam alike, your email is going to have to stand out to catch their attention.  Your subject line will need to stand out, and your information needs to be concise enough that the point is gathered within the first 5-10 seconds of reading. If they can’t figure out what you are saying, your email is going in the trash.

Keep in mind that you get more than just a good relationship when you put forth the effort.  Ultimately, you will see an increase in profitability associated with Relationship Marketing. Some factors include: increasing the number of customer visits, expanding your business becomes easier, and it increases word-of-mouth. Not to mention the loyalty, as long as you keep your customers happy, they won’t have any need to look elsewhere. 

As you can see, relationship marketing is pretty significant when you look at the larger picture. Sure, your goals are to acquire new customers but don’t forget about your existing ones – they matter too.  By focusing on the customer and what their needs are, rather than your product or a quick sale, you will be able to nurture these customers into long-term relationships. If you have any questions or concerns on your Relationship Marketing – let us know! We’re happy to help!