Do You Know What Relational Marketing Is?

Relational Marketing has become an increasingly important loyalty strategy. Today, the relationship between companies and customers is a crucial factor in the pursuit of success.

Do you know what Relational Marketing is? No? That’s probably because your brand, apart from selling a service, has never attempted to build a relationship with the customers. It is all about creating a close and trustworthy relationship with the consumer. The main intention? Guaranteeing loyalty and assuring that customers become unconditional ambassadors of your brand, working as an important advertising vehicle with no additional costs.

Six essential steps towards creating a successful relationship:

1. Persona definition

The first step to take is to set a Persona for each communication channel. Please note that the type of consumer active on Instagram or Snapchat, for example, is not the same as on LinkedIn. Considering the statistics and data collected on the users of the different communication platforms, brand communication should be personalized and adapted to be as efficient as possible.

2. Blog

Producing a blog is a tool widely used by companies that seek to educate and influence their clients. It is an effective way to answer the doubts, difficulties and curiosities that may arise during the User Experience (UX) or Customer Experience (CX). This platform guarantees a very satisfactory experience for the customer, who feels valued and privileged. This kind of content can appear in several formats but always with the same goals: clarify and educate. eBooks, for instance, act as a guide to frequently asked questions while news articles or opinion pieces are educational texts which convey a position which is favourable to the brand.

3. Social Networks

Social networks are crucial in mediating the relationship between consumers and brands. The fact that platforms such as Facebook, Instagram or YouTube are so widespread imposes an increased responsibility when communicating with customers as this interaction is made publicly and permanently. Due to this, institutional pages on Facebook should post other types of content to nurture a close relationship. As in a relationship between two people, comic and didactic content is very important in the creation of an emotional connection and should not be forgotten. Although customers like to be enlightened and educated, a strong relationship is built on much more than just serious moments.

4. Email Marketing

In addition to social networks, email marketing is also a very useful tool when it comes to contacting customers. Remembering customers about offers, advertising new products or promotional campaigns and sending birthday and holiday messages are some of the everyday jobs you should be doing. Email marketing is used for several strategic actions and should be done according to the characteristics and necessities of each client.

5. Loyalty Programs

A rewarded consumer is a satisfied consumer. What better way to achieve satisfaction than through a loyalty program? Offering exclusive rewards to your customers is an important step to build a last longing relationships between the two parties, making customers feel that the brand is concerned about them and has the will to provide a pleasant and differentiated experience.

6. Customer Success

Last but not least there is the establishment of a good customer/brand relationship. This task should be handed to the team we know has Customer Success. These people must ensure that the service is provided without any fail and that the degree of customer satisfaction is the one desired. Received feedback is the starting point for improvement and to create content which meets the necessities, doubts and desires demonstrated by customers. This team must be in continuous contact with all departments because it is from the information they collect that the strategy is adjusted. If this process fails, the consequences can be disastrous for your business. Customers who feel that the service provided is not satisfactory will look for alternatives which will not let them down. Do you want this to happen?