Relationship Marketing Tactics

Relationship marketing is critical for your business plan in a world filled with digital devices, screens, and technology. Digital marketing presents opportunities to better understand your customers and create valuable relationships. In today’s busy digital world, now is the time to prioritize relationship marketing to create positive brand awareness and growth through better understanding, fostering, and leveraging customers.  Relationship marketing focuses on building and maintaining long-term relationships with customers rather than focusing on individual transactions.  When customers feel good about the brand and the business, they are more likely to continue to buy the product.  Relationship marketing allows businesses to better understand their customers and provide personalized experiences that meet their needs. Use digital communications tactics in your marketing plan to develop strong, long-lasting relationships with your customers.

Here are a few ideas to enhance your marketing approach:

Online and in-store specials: Foster inclusion using a rewards program that motivates passionate advocates and customers to continue using your brand. This allows the business to develop a personal, long-lasting relationship and retain customers in a competitive marketplace. Numerous national companies offer very successful and engaging reward programs. Emulate these ideas and bring them to your business.

Reviews and social media channels: Ask for online testimonials and share content from your loyal customers on social media. Ensure to use your social media platforms wisely.  Customers will notice their photos, images, or specials. Encourage the engagement or seek consent in return for a discount! The relationships will flourish, and they will feel honored to be asked to provide their statement. The positive word-of-mouth reviews will resonate not only with a deep relationship and connection to the brand, but will all transcend to long-term revenue for your business!

Email newsletters: Building relationships with existing customers is often more cost-effective than acquiring new ones. Email marketing is an excellent low-cost business tool for communicating with your customers. The monthly or quarterly email newsletter will keep products or services at the top of their mind.

Website analytics: Review website analytics to understand when, where, and for how long customers visit your site. Look for cross-connections, dates, events, or promotions to draw conclusions about what your customers need. Use this information to foster future relationships.

Relationship marketing involves two-way interactions with your customers. Building customer relationships allows businesses to receive valuable feedback about products, services, and overall experience. The next time a customer takes their valuable time to fill out a survey or give an online review, remember to thank them appropriately. Nurture the relationship, continue to engage at a personal level, and understand their buying habits, beliefs, and socio-economic situations. The better you can understand and communicate with your customers/clients, the more likely it will become a long-lasting relationship.

Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington.  To connect, email jennifer@jbemarketinggroup.com or visit www.jbe-marketing.com