The ultimate premise of marketing is to sell a product and there are different ways to achieve this, among them is to apply a relationship marketing strategy but… what exactly does it consist of? Relationship marketing is that which seeks customer loyalty, providing a more human touch and generating maximum value.
This strategy is based on establishing, maintaining and consolidating relationships that help us to create frequent consumers and from there to become brand ambassadors. These links help us to place the customer at the centre of our communication, to attend to their needs in a personalised way, always bringing a more human touch to all our communications.
What are the differences between traditional and relationship marketing?
The clearest difference is within the messages, while traditional marketing sends mass communications regardless of the target audience, the main strategy of relationship marketing is based on offering a personalised communication that meets the different needs of each consumer.
They also differ in terms of timing, the former seeks short-term results, while the latter is based on establishing a long-term relationship with both consumers and potential customers.
How important is relationship marketing within a sales strategy?
The answer to this question is as simple as listing the different advantages of following this line of communication:
– It helps us to convert visitors into regular customers
– It allows us to create brand ambassadors, whose recommendations will help to reach new customers.
– It generates greater trust, as the customer feels listened to and cared for.
– It increases the life cycle of a customer, making them a repeat buyer.
Within relationship marketing there are several techniques that can be applied to build customer loyalty:
– The simplest, loyalty programmes, with information and exclusive discounts for all those followers who have already made a purchase or who have subscribed to the newsletter.
– Campaign segmentation. So that we ensure that the impacts made are to an audience that is really interested.
– Relevant content and adapted messages. The creation of content that provides information or tells something relevant is more interesting for the brand’s followers. Moreover, these messages must be completely personalised according to the user who is going to receive them.
– Good customer service is essential to show closeness, empathy and maintain a direct relationship with the user.
– Increase interaction on social networks. Social networks are one of the main communication channels, so customer service must be fast, clear and direct.
In conclusion, the ultimate goal of relationship marketing is none other than to achieve full consumer satisfaction with the brand, so that they themselves become prescribers who help us reach new potential customers.
