Relationship Marketing: How Do You Make It Successful?

Emotions must be created in order to see a successful marketing campaign. Without it, your campaign might not be targeted or specialized for a demographic, causing your company or brand to just throw a campaign out in front of consumers without putting any thought into it, creating noise rather than relationships. We focus on how to make relationship marketing successful.

There are many benefits to using relationship marketing strategy, including consistent customer experience, customer advocates, and customer feedback. So how do you make your relationship marketing strategy successful so that you see the benefits?

Communicate Frequently

Now I’m not saying go out and annoy your customers with the same message every few days, but you should be touching them more often than you think. A great way to stay away from being the annoying company is by switching up the types of messages you’re sending and the way that you’re sending them. A constant flow of promotions to their inbox is not going to do your company or brand any good because the second you stop sending a promotion is the second they stop using your product. Try sprinkling in helpful tips or soft-sell messages along with promotions. Combine email, direct mail, phone calls, and face-to-face communication in order to reach your customers without ruining the message for them.

Offer Customer Rewards

Customer loyalty programs work very well for almost all types of businesses. There are many ways to set up customer loyalty programs such as graduated rewards, the point system or the tier system for rewards. The point system is the easiest to set up and understand, X amount of dollars = Y amount of points. When you hit Z points you get a percentage off your next purchase. The Tier system is often used for airline companies in which there is a small reward for joining and the more your customer uses your brand or product, the higher up the loyalty ladder they go – think Club Silver, Club Gold, and Club Platinum. The most successful way to make a rewards program that works in keeping long-term customers is by using graduated rewards – the more you spend the more you earn. This stops those customers who switch from program to program just so they can get the entry level rewards.

Up Your Customer Service Game

The best way to add value to your marketing campaign is to have awesome customer service. A lot of times a customer will make a choice between two products or services based solely on the perceived customer experience. So how can you get your company to beat out competitors? Make sure that your customer service team has the resources it needs to succeed. Having top-notch customer service reps will help with repeat business and increase your word-of-mouth reputation.

 

Using a relationship marketing strategy successfully can lead to customer loyalty, interaction, and long-term engagement – and isn’t that what every business and brand should want? Read our last blog on email open rates.