And for this last point, we have relationship marketing, a set of tactics and techniques focused on building this close relationship with customers, making them loyal to the brand. Want to know more about the subject and check out some tips on how to implement it in your business? Then keep reading and check out our complete guide!
Person sitting in front of a table with the phrase "What is relationship marketing?"
Relationship marketing is a series of strategies and techniques aimed at strengthening your company's relationship with its customers. Through it, you can make your target audience identify with your brand and become loyal to your products.
The idea is to practically create a friendly relationship australia email list free download between the company and its consumers, making them even defend the brand's positions on a daily basis, promote its products spontaneously, among other things that help to generate more authority.
It basically follows three steps: prospecting customers, building customer loyalty and creating an authority in the niche. All of this helps to provide an even better experience to your target audience, gaining an even larger market share and increasing your conversions .
What is relationship marketing for?
Relationship marketing is essential to make your consumers more engaged with your brand, becoming true fans who defend and promote your company. And this is great for sales, since this type of customer can attract many others and they always come back to buy more from your organization.
The approach that these strategies bring is beneficial for both the company and the consumers, as they have an increasingly better experience and the brand receives true feedback that can help it better understand its own audience , in addition to contributing to improving its solutions.
Person sitting in front of a table with the word "benefits" written on the image
What are the benefits of relationship marketing?
As we have seen, it is very important for companies that want to be closer to their customers and ensure a better experience for them. Check out the other benefits that relationship marketing can bring to your business below:
Greater customer loyalty
By creating emotional bonds with your consumers, offering good service and a great brand experience, it is much easier to ensure customer retention and prevent them from choosing another company. With these relationship marketing strategies, you make them loyal to your brand.
This way, even if a problem arises at a certain point, it is easier to get around it and encourage customer loyalty. Furthermore, keeping existing customers is much cheaper than trying to win new ones . This is what Philip Kotler, known as the “father of modern marketing” says:
“Acquiring a new customer costs 5 to 7 times more than retaining an old one.”
This shows us that it is worth investing our efforts in retaining customers who are already with us, promoting practices that provide a pleasant journey for them.
Sales Funnel Optimization
The strategies used help you discover more details about your target audience, collecting valuable information about their desires and behaviors, allowing you to create a personalized sales funnel for your persona and ensure an even better conversion.
This way, you can make the purchasing journey even easier and, therefore, increase your company's ROI . So, if you are thinking about improving your sales funnel, the tactics used in relationship marketing are essential.
Greater customer satisfaction
Finally, this is probably one of the biggest benefits it brings, the increase in customer satisfaction with the brand, after all, with promotions and campaigns aimed at strengthening this relationship, it is expected that consumers will be happier with their purchases.
And it is through the satisfaction of your audience that they will begin to become loyal to your brand. So, this is one of the first steps to start turning regular customers into true fans.
How to apply relationship marketing in your company?
Now that you know what relationship marketing is and its advantages, it's time to learn how to apply it to your business with some tips:
Take personalized actions according to customer profiles
Creating personalized campaigns and actions based on the behavior profile of your target audience is essential to strengthening relationships. Content and actions must solve your consumers' problems , in addition to making them feel that the content was created with them in mind, creating greater identification.
Interact on communication channels
Companies also need to be present on the communication channels where their customers are. This way, you can communicate directly with the public and ensure an increase in your relevance and authority on the web. Use a language and tone of voice that is compatible with that of your consumers.
Ensure high quality service
Customer service is often the first point of contact with a customer, and it is essential to provide a positive experience from the outset. Therefore, ensure that your team is always ready to solve your audience's problems and respond quickly to all queries.
It is also very important to have personalized and humanized service , which demonstrates attention and real concern for its customers .