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Relationship marketing is a strategy used by companies to build long-lasting and profitable customer connections. It takes your relationship with customers beyond monetary transactions. You focus on creating memorable and personalized customer experiences, so they feel a greater emotional connection and commitment to your brand.
Traditional transactional marketing strategies focus solely on encouraging customers to make purchases and spend more. Little emphasis is placed on striking an emotional chord.
Yet, an estimated 65% of a company’s business comes from loyal repeat customers. With such a large percentage of revenue coming from repeat customers, devising strategies to keep them satisfied and engaged is crucial.
Customers are loyal to companies that consistently provide high-quality experiences, products, and services. Crafting marketing strategies that focus on building strong relationships with customers will boost loyalty and increase the chances of that customer becoming a brand advocate. Let’s look at Starbucks as an example.
Today, Starbucks is a world-renowned coffeehouse and roastery reserve chain, offering customers coffee beans, branded retail products, and a variety of beverages. Much of its journey to its current popularity can be attributed to relationship marketing tactics.
Starbucks’ loyalty program lets customers earn points with each purchase. Customers can redeem their points for free drinks or snacks. Additionally, Starbucks aims to connect with guests during birthday celebrations by offering a free drink.
Key Takeaway: Through strategic email marketing, timely discounts and deals, and sharing customer-created content on social media, Starbucks has built a loyal customer base.
Never lose sight of the power of personalization. Personalized communication is a marketing strategy that focuses on providing groups of customers with the service, offerings, and communication that will most resonate with them. Here are four benefits of relationship marketing with a personalized touch:
Additionally, these are three ways you can leverage customer data to market to your individual customers:
Customers seek a brand that aligns with their values and desires. Each interaction is high-quality. Personalized marketing is a key part of building strong relationships with your guests.
Because relationship marketing focuses on long-term customer engagements, most companies experience a boost in customer retention. Use these five relationship marketing strategies to increase guest retention:
As a general rule of thumb, seek out customer feedback regularly. Learn directly from your loyal guests how you perform in the above-mentioned areas. The information collected from customer surveys helps you continue to meet their needs.
Brand advocacy occurs when your current customers recommend your brand to others. According to a 2022 Statista survey, 35% of Gen Z consumers will advocate for a brand they love. Relationship marketing builds the foundation for your current customers to evolve into brand advocates.
Your brand advocates are the most effective form of word-of-mouth marketing. Most customers trust the recommendations of friends and family over a company attesting to its benefits.
This form of social sharing allows you to expand your brand reach. Even if a customer doesn’t make a purchase or sign up for your loyalty program immediately, they know of your great reputation when they need your company’s product or services.
Customer lifetime value (CLV) is the total financial value an individual brings to your business throughout their entire engagement. The higher a guest’s CLV, the greater an asset they are for your business. Here are five ways that effective relationship marketing increases CLV:
Key Takeaway: Satisfied customers are more likely to become repeat customers, generating revenue for your company over the long term.
A successful relationship marketing strategy leans on robust technology. Everything from customer relationship management (CRM) systems to marketing automation platforms, streamline your effort to strengthen customer connections. Use these five tips when leveraging technology:
Finally, marketing automation technology is an asset no matter the size of your business. It makes sure customers receive the correct follow-up email after taking a specific action or allows you to create an email series campaign that runs smoothly without huge manual lift from your team.
Pro Tip: Your tech stack is crucial for a successful relationship marketing campaign. Check out our guide on how to simplify your tech stack to promote guest engagement.
Building strong relationships with customers requires time, consistency, and patience. Here are six best practices that you can implement now to work toward establishing long-lasting customer relationships:
Key Takeaway: It’s essential to make the most of every interaction with a customer. Don’t pass up an opportunity to prove why you’re the better option over competitors.
Implementation of your customer relationship marketing efforts is the first half of your campaign. You must also track key performance metrics to understand its success. These insights tell you which strategies work best for your customers and which might need improvement. The seven metrics you’ll want to track are:
Finally, remember that an impactful relationship marketing campaign is more than numbers. You’re striving to connect with customers on a personal basis. Metrics are helpful, but they don’t deprioritize creating genuine connection and understanding.
Want to learn more? Keep reading for our answers to the most asked questions about relationship marketing.
The key benefit of relationship marketing is an increase in revenue over time through loyal and repeat customers. However, there are many others.
A well-planned relationship marketing strategy effectively connects with customers, transforming them into long-term guests or brand advocates. It’s worth noting that there are many other key results one can expect, like increased traffic and publicity.
One example of relationship marketing is a hotel chain loyalty program wherein guests earn points during each stay. Customers can use their points to pay for nights at the hotel.
Relationship marketing takes your connection with customers beyond a simple transaction. It’s focused on your business’s long-term growth and revenue. You aim to align your brand and offerings with customer’s expectations. The better you meet their needs, the greater your competitive edge.
If you’re ready to launch in relationship marketing, schedule a demo with Paytronix. You’ll discover our marketing tools, including CRM and marketing automation, which in the end will support your growth.