Relationship marketing: what is it and how to use it?

Looking for ways to attract customers, make them remember the company and create experiences that result in positive sensations are not random actions, they are all based on creating a vehicle with the consumer and, often, the result of the relationship marketing.

There are those who mistakenly think that relationship marketing is done at a single point in time, for example, when a broker contacts you to sell a product. car insurance. This is a mere mistake, it is built on a series of actions that aim to keep the customer close at different times while creating loyalty.

In a nutshell, we can say that relationship marketing is a set of actions. They aim to publicize the brand, make it a reference on the subject and build customer loyalty. These customers will not only consume the products, but will also help spread the word because of their positive experiences.

Do you know how to tell if the objective has been achieved? By analyzing how the person reacts when asked by someone else about a product sold.

Let's say a woman was looking for the e-commerce store creation and when he searched, he found a website that provided a lot of information. When she contacted the company, she received a quick response and was able to clarify all her doubts.

A few days later, she makes contact again to hire SEO consultancy and received the same friendly service as before. He made the purchase and put his online store online. 

After that, he was contacted again to find out how the site was doing, if any changes were needed and if the support provided was as expected.

The actions expected of relationship marketing were applied and in this way it was possible to attract and retain the customer. 

Shortly afterwards, a friend was going on a trip and said she was organizing it. Without hesitation, the client recommended the broker who provided all the support in taking out the insurance and praised the service.

This shows that the expected result has been achieved, that a bond has been created and that it has borne positive fruit. However, it's not as simple as it sounds to achieve this result.

Relationship marketing vs. traditional marketing

It's very likely that your company thinks that with the traditional marketing you already use, you'll get good results and often you can't tell the difference between the two.

Traditional marketing aims to sell a product or service that the consumer doesn't always need, it aims to create a need. Once the purchase has been made, the focus often shifts away from the consumer.

Relationship marketing, on the other hand, aims to meet an existing need and establishes a long-term bond.  

While one works with isolated actions, the other invests in actions that guarantee continuity and focus on the customer rather than the product. 

How to use relationship marketing?

As relationship marketing involves different stages of contact with the customer, it will require different actions to bring about the expected results.

See what can be done and how website creation agency uses relationship marketing.

Know your audience

You can only get closer to the consumer when you know who they are, what their preferences are, their needs and other details that will help you understand this profile.

Collect as much information as possible. Do this by using quotation forms, carrying out surveys, by telephone contact and so on. 

Create a solid base of data and then work on the personas to create strategies for each audience.

Segment customers

Knowing preferences is no longer enough in today's world. Customers have very specific profiles that can be understood by creating personas.

Segmentation consists of putting customers into “boxes” with similar needs to be met. The more detailed the segmentation, the greater the chances of getting the strategies right.

That way, you'll know how to approach each audience, when exactly to make an offer and which channel to use. For example, if your car insurance is about to expire and you have this information, you can get in touch by offering to renew it and sending information about quotes.

Send personalized offers

It's true that relationship marketing aims to strengthen ties with customers, but that doesn't mean that sales should be neglected.

Based on the information you collect and the suggestions that come from your target audience, you can find out what each of them is looking for. Make personalized offers without them having to contact your company, and anticipate their needs.

If there is a promotion or special offer at the time, don't forget to highlight it and make it seem exclusive.

Provide customer service

It's worth remembering that service often carries more weight than the product on offer, because it's possible to find something similar or even the same in another company.

The differentiator will be the way you relate to the consumer, making them the central focus. Focusing on excellence and satisfying needs is what can make the big difference.

Use social media

Having a profile on a social network doesn't make any difference because most companies are already present on these channels. Relationship marketing requires a differentiator that generates a rapprochement with the other party.

You need to make publications that are not just about selling, but also about generating discussion and engagement.

As the repercussions occur almost immediately, a post that generates reflection and comments can boost this relationship. People realize that they have a space to speak and that they are being heard.

Imagine making a post in which people could comment on how they would like to be approached by brokers. There would certainly be a lot of comments and this could be turned into reality. 

Establish a loyalty program

When it comes to auto, travel and other insurance, it may seem strange to think of loyalty programs, but they work.

Consider options such as buying insurance for your car and getting the best price on travel insurance, progressive discounts on the purchase of products and others.

This makes people always think about buying with the same broker, after all, by creating a relationship they can benefit in some way.

However, don't forget that the loyalty program should serve to generate profits and if it is causing any kind of loss it should be reviewed.

Make relationship marketing commonplace

One of the points of relationship marketing is that it is continuous, i.e. it is present at all stages of purchases and after sales. In addition, it must take place on a regular basis and not be interrupted at any time.

Actions must be frequent and communication channels must always be open so that information can be sent, but also received. Relationships will only happen if it's a two-way street.

Combine relationship marketing with technology

You have to think about where your audience is, and they can be found both online and offline. However, because of the facilities offered by technology, it's much easier and quicker to use digital resources to bring people together.

Use everything that generates engagement and facilitates this relationship. In addition to social networks and e-mail, as already mentioned, use messaging apps and chats. They can be answered immediately, wherever the person is.

Don't miss out on the apps, software and solutions that can make it easier to take action and measure results.

Monitor the results

How do you know if your actions will have the expected results? By monitoring and testing.

Evaluate everything possible, e.g. convergence rate, email marketing open rate, engagement, among others.

Carry out A/B tests to find out which one works best for a particular audience before launching a massive action. This will allow you to save money and adopt the best strategies.

Is it worth investing in relationship marketing?

This question is no longer asked so much by companies, because those that already use it notice positive changes.

Relationship marketing is here to stay and is being adopted more and more. This is because companies know that it costs much more to acquire a customer than it does to keep one on their database.

In addition, loyal customers tend to spend more and help build a good image for the organization.

This investment also allows your company to differentiate itself because traditional marketing is widely used, while the contact you have with the consumer is unique. This is what makes the difference in choosing one brand over another.

Experience is increasingly valued by shoppers and that makes the difference.

So it's not enough to offer products and services - that's easy to find - but excellent customer service with total attention to the client will be the secret to success when using relationship marketing.

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Caio Nogueira

Caio Nogueira is co-founder of UpSites and a reference in website development and SEO consultancy. With over 10 years' experience and more than 900 projects completed for brands such as KaBuM, UNIMED, USP and Nestlé, Caio stands out for his competence in digital project management.Caio has also been a guest author on influential digital marketing websites such as Neil Patel, Rock Content, Hostinger, Duda, Hostgator and Locaweb, where he has shared his expertise in SEO and content marketing.

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