For the past 8 years, CelebrateWithHART has helped businesses grow through customer appreciation. Talk to us today about how we can support your growth, limit your turnover, and put you on a solid track to success and deeper relationships with your clients. Sign up today for GOLD account for a small monthly fee to enable you to get amazing discounts. Imagine being able to send out unlimited postcards every month and all you pay for each mailing is the cost of the postage!
Banner Season is a system that helps you create personalized greeting cards and to anyone.
Our easy to use campaign builder allows you to create a schedule to automatically send your personalized gifts and cards when YOU want them to go out, not when a holiday says you should.
Perfect for never missing another birthday or creating a monthly top-of-mind marketing campaign to your customers.
Close More Prospects
Break through the inbox barrier by seamlessly sending a thoughtful and personalized gift of appreciation.
Engage your customers and show more gratitude with personalized gifts that encourage and reward their loyalty.
Recognize a job well done by those who work side by side with you to build your business every day.
Relationship marketing focuses on building long-term relationships with customers instead of shorter-term objectives like customer acquisition and sales. Relationship marketing comes as an option to stand out from competition and acquire (think captivate) the customer right from the start. The goal of relationship marketing is to create strong, even emotional, customer connections to a brand that can lead to ongoing business, free word-of-mouth promotion and information from customers that can generate leads. Investing in knowing and appreciating your client will increase your sales with a greater retention rate and an increased referral rate.
With traditional, transactional marketing, a customer may choose a brand one time, but they may not remain loyal to the company in the future. Instead, they’ll research their options every time they need to purchase a similar product.
On the other hand, when you work to improve customer interactions with your company, you can encourage customer loyalty and keep people coming back to your business.
Relationship marketing aims to cultivate two-way communication and can also help you track customer activities and provide customized information based on interactions.
In order for relationship marketing to be successful, you need to learn everything you can about your customers and work to add value to every interaction with your business. Creating strong connections to your brand and mission can lead to free word-of-mouth promotion and ongoing business.
Using relationship marketing, you can increase customer retention and brand loyalty, helping you avoid steep customer acquisition costs.
Relationship marketing allows you to focus on clients that are much more aligned with your business, making it possible, through a number of relationship marketing strategies, to segment them and deliver exactly what they want and need. This way, the entire nurturing and opportunity identification process gets even better.
When you have segmented and better nurtured leads, the sales cycle is shortened automatically and there are fewer leads due to lack of fit. Besides, the conversion rate improves, generating a larger number of new clients that have a real chance of staying with your company. This means…increased Client Retention.
Retention is another great benefit of relationship marketing. When you work to build relations with clients, and are not just thinking about closing the deal, you start to encourage loyalty. This means that the chances of keeping them as clients for longer are greater.
From the moment you focus on the right public and are able to retain your clients, a high ROI comes as part of the package, and that's excellent! Along comes more revenue, more deals for the company and new investment opportunities!
Okay, you get it. Relationship marketing is important! But what can you do to start improving your relationship marketing?
Let’s take a look at some strategies that will help keep customers coming back for more.
This point should go without saying, but before you can implement a successful marketing campaign, you have to research your customers.
Take time to understand their needs and interests, and use that knowledge to provide information that’s valuable to them.
For example, you will need to determine the best format to deliver your content. To help you make this decision, you can evaluate which type of content your audience is most likely to consume and which medium will help you get your message across with the most impact.
Unless you truly grasp the needs of your customers, it will be hard to create a campaign that resonates with them and encourages customer loyalty.
If you want people to get excited about your brand, you have to first create a strong brand identity.
What makes your company different from your competitors? Why should people buy your products and services instead of looking elsewhere?
You have to make it easy for customers to identify your brand, and give them a reason to prefer your business. This starts with your basic branding elements, like your logo and slogan, and should also include a unique selling proposition.
Are your products superior to others on the market? Does your company have a specific mission beyond sales? Do you provide exceptional customer service?
Just be sure that you deliver on your promises! Nothing is worse than purchasing from a specific brand and realizing they’re not what they say they are.
After a customer purchases a product or service from your company, it’s important that you follow up to make sure they are satisfied with their experience. You can ask them to give feedback in the form of surveys or reviews, and make sure that if their experience wasn’t a positive one, you make an effort to remedy that. You can provide additional information about products that may compliment their purchases.
Regardless of the exact approach you take when following up with customers, it’s important that your company maintains a genuine attitude. Make an effort to respond to customer feedback, and implement solutions that will lead to a better overall experience with your company.
Here are 9 other techniques of Relationship Marketing:
Networking, online and off, can be a powerful relationship marketing technique. This isn’t just for job seekers! Think about the interests that you have as a business, and then join groups that share your affinities. This not only helps your brand awareness, but also expands your potential customer base. It’s a win-win. Not to mention that the only tool you’ll need for this is your brain. Pick something you like and keep in mind what people similar to you might enjoy.
2. Cherish Each Customer
Not just in the way that every company says that they do. Make sure that every interaction you have with your customers shows them that they are valued. Spontaneous recognition of your current customers can go a long way. When people feel valued, they let others know. Delight your customers with the unexpected (in a good way) and be there for them no matter what. Follow them on social media. Like and comment on some of their posts.
3. Listen to Your Customers
Listen to your customers! Every business says they do, but not all follow through or apply what they’ve heard. Even listening and responding to compliments can be beneficial. People love knowing they’ve been heard. Even complaints can be a blessing in disguise. People often just want someone to share their concerns with. By listening to these concerns, you ensure that your customers feel valued. Plus, if you learn what people love and dislike about you, you can leverage the feedback to improve your business.
4. Build a Brand Identity
A memorable brand will make it easy for customers to find you and your product(s). Customers will gravitate toward what they find that is memorable. If your brand resonates, they will likely remember you and you can develop the relationship further. Once you have a strong brand identity, those that wish to become a raving fan will know what you stand for and why they should care.
5. Give Your Customers Free Information
What’s better than free? Not much. Your customers are seeking information about your product(s). They have questions. Give them answers! Identify the topics and interests your customers have. Then, create something cool around those topics and give it to them free access.
6. Loyalty Rewards
If you want to truly succeed at relationship marketing, you need to expand beyond the traditional types of programs. People love getting stuff and people love being recognized. Combine the two along with some of what we’ve been mentioning. Cherish your loyal customers and reward them!
7. Communicate Often
Relationships are based on communication. Your customers and users want to communicate with you, so be sure to communicate with them often. Relationship marketing works well when you strive to be there for your customers. Social media, email, advertising, and content are all ways to communicate to your customers that want to receive messages that way. Be sure to send follow-up communications where appropriate.
8. Special Events
Holding a special event for your existing or prospective customers is a great way to build relationships. If you put on a great event about a topic that your customers care about, they will remember that experience and remember your business. Likely, they will rave about the event you held and how great it was. You can also leverage exclusivity here by holding an event for your top customers. It’s a way to add incentive, but it is also a way to simply thank your customers.
9. Face-To-Face Time
Similar to a lot of what we’ve been mentioning, it comes back to interactions. While electronic communication is great, and often preferred, having a face-to-face meeting can help the customer feel valued. Consider stopping by your customer’s place of business, or work in some face-to-face time by holding a special event. Meet for coffee with your top 25 clients twice a year. For your long distance clients, send them gift card to Starbucks in a greeting card and schedule a time to Zoom so your can “meet for coffee”. Whichever method you choose, you can be sure that it will bring a level of personalization to your relationship marketing strategy.
Good luck and have fun implementing Relationship Marketing in to your business plan.