Build Customer Loyalty and Sell More with Relationship Marketing

By James Robert- Aug 02, 2022 134

Relationship marketing is a field that focuses on relationships between already signed individuals as well as companies and potential customers. 

It is essential to build the strength of this relationship to blend in well with consumers and achieve good results. After all, the way they are treated directly interferes with purchasing decisions. 

Want to know more about the topic? Do you know how to practice Relationship Marketing? So stay with us! In this post, we will teach you how you can build relationships with your followers, especially using social networks.


What is relationship marketing?

Relationship marketing is an action that a company performs for its customers and prospects. 

We know that the quality of products and services that a company provides is essential for business development and brand strengthening. But, there is no point in having quality products if you don't have them - and it fascinates people. You need to understand them and relate to them. 

In this new era, the minimum required product and service quality for a brand to survive in the market. And building a strong relationship becomes important as building, maintaining, and maintaining customers.


In many businesses, the relationship with the customer develops during sales, while good service makes a difference. But, nowadays, this simple attitude does not show and hold customers. There is a need to invest in relationship marketing.


The relationship between the consumer and the company where this aspect of marketing was created was properly thought out. This type of strategy considers the steps needed to bring the public closer to the company, make communication more effective, and build bonds with the consumer.


What is relationship marketing for

The goal of relationship marketing is to achieve potential through a good relationship. This helps them to be loyal to their brand and to be a big follower of the services provided by the company and retain existing customers.


In addition to these consumers always coming back to buy with you, the chances of being a promoter for your company are also great. He will recommend your services to your acquaintances. This will give you a better idea of ​​your brand on the internet and make you a true supporter of the company.


Is it worth investing in relationship marketing?

Knowing what relationships and customer loyalty are for, you can ask yourself if relationship marketing is really workable. 

The answer is yes! It's really valuable. 

American Express data shows that the service makes all the difference. 60% of respondents said they had a desire to make a purchase, but, due to poor service, they gave up. A new voice survey found that 58% of people do not return to using a company after having a negative experience. 

The expressive number shows the importance of having a good service!


Benefits of relationship marketing- Learn more about

If all that we've talked about so far doesn't convince you of the importance of relationship marketing for an organization, look at the key benefits of implementing this strategy.


Reduce marketing and advertising costs

Many professionals still don’t know, but investing to retain customers is cheaper than new acquisitions. Since working in loyalty reduces marketing and advertising costs.


Fix product and service errors

You may not notice, but your customers are the people who will notice the most changes and problems in your product. And listening to what they have to say is a great opportunity to correct mistakes. 

So, take advantage of the channels of feedback and communication with your audience and use the identified flaws to promote improvement. 


Build customer loyalty

When you build a strong connection between the brand and the customer, you can move closer to them. You gain the trust of the person who starts coming to your place frequently, recommends your brand to friends, defends your values, and spontaneously becomes a part of it.


Increase customer satisfaction

Relationship marketing involves customer satisfaction. Above all, you provide a unique experience with humanitarian and personal service. The trend is to make customers happier with your service.


Increase Lifetime Value (LTV)

By improving customer satisfaction with the brand, you can also increase the customer’s lifecycle or lifetime value. This means that the customer spends more time “at home”, accepting your product or signing a longer contract, which increases the average billing per customer.


Relationship marketing actions

Now that you understand the concept of relationship marketing, what it is, what it is, and what strategies you should consider to create it, now is the time to learn about the actions involved in this strategy!


Fidelity program

This can be done by collecting points according to the number of purchases, giving exclusive discounts, or giving gifts. It’s a way to show how important your customers are to your business and reward them for being loyal.


Email marketing campaigns

This action works at different stages of the relationship with the customer. It can promote relevant content, information, tips, important date reminders (such as birthdays), special promotions, bonuses, feedback on services provided, among others.


Indicate future plans

Satisfaction survey, talk to your customer, ask for advice. And most of all, because of the solution you are giving him, make it a condition for his business to work well: it also needs to be successful for his business.


How to implement relationship marketing on social media

The first step in implementing relationship marketing in your company is that everyone in the company is involved with the organizational culture and has good customer service training.


Employees need to be willing to find solutions, help the user, and develop empathy. So, here are the basic tips on how to implement a relationship marketing strategy on social media.


1. Interact with followers

As we have said before, this first point may seem obvious, but it is amazing how many organizations do not respond or communicate with their followers. Social media has evolved as an environment for exchanging experiences and virtual relationships, so use and abuse them!


Whenever you receive a message, try to reply - and as soon as possible, because if someone contacts you, it's because you want a quick return.


Got a comment on a post? Answer! Show people that they are important to your brand.


2. Keep posting frequently

You must have a personal profile on some social networks and access it frequently. Have you noticed that the pages you relate to the most are a regular publishing policy, regular sharing of new content and content? This is not a coincidence.


This approach should be the same when managing business profiles on social media. Set up an editorial calendar and develop content so that your profiles on networks are always up to date and keep your followers informed. This will increase the engagement of the brand.


3. Have a communication aligned with the persona 

Social networks bring together different audiences, who use different languages ​​and behave in their own way. Contrary to what many marketers may think, you should not create publications thinking about everyone, but should always think about your personality.


It is very important to know how to work in every social network! Twitter, for example, requires short text, objective publications, and very direct language. Instagram, instead, highlights images, so captions should be short.


For your followers, it is important to know them well! This includes having a well-organized personality, identifying what social networks he uses, and, as a result, what is the best language to reach these people.


Like Snapchat, Instagram also has a history of gathering young viewers. Thus, posts with accessible language need to work for these followers.


It’s important to align the tone of your post with the personality of your brand (and it fits your audience). Whenever you post, be sure to use the language and melody that represents your brand.


4. Manage the crisis wisely

A page on social media doesn’t just get positive comments and praise. Conversely, it is the subject of a post with criticism about the content, work, product, or service. At that point, you need to be flexible and know how to manage crises strategically.


Negative messages respond more than positive messages. So you need to know how to respond to them so that they do not harm the brand. Calling the commenter to chat in the chat inbox is always interesting and solves his claim there. But publicly, don't leave him unanswered!


5. Observe the results closely

Work on social networks is constantly under construction. And thus, the evolution of their strategies and the results they produce need to be monitored. In order to be strong and able to attract more followers, you need to know what works and which doesn't work very well.


Social media has a variety of metrics and data, such as post reach, engagement, follower data, and other information and insights - which you can learn by tracking social media.


By getting to know your audience and understanding how they relate to your content across the network, it is possible to createcontent and develop more effective strategies.


Have you ever seen the importance of relationship marketing for your company? With these tips, you are already ready to create a plan on social media that involves this aspect!