Relationship marketing is a concept that is becoming more and more popular in a world where relationships have become more important, especially with the advent of the Internet. – What is Relationship Marketing?
How to define Relationship Marketing?
It is a direct marketing whose essential role consists in building an interaction with the target customer who is the object of the communication campaign. Relationship marketing qualifies marketing operations that seek to cultivate a personalized and permanent relationship with each customer in order to assist him throughout the purchasing process and to build loyalty.
The customer becomes a key player.
Focused on the customer, relational marketing is different from transactional marketing, which is exclusively oriented towards the product and the act of purchase.
“Know, Like, Trust”
Relationship marketing aims to maintain a perfect relationship between the company, its products and its potential customers.
One of the fundamental principles of relationship marketing is the “Know, Like, Trust” technique. These are the steps a potential customer goes through before taking action and becoming a customer.
This evolution is built over time and you must therefore ensure that this relationship between customers and your company is consistent and built on mutual trust.
To do this, it is essential that you take the time to present your activities, to make yourself known to your potential customers. You need to reach out to them, find answers to their questions rather than just focusing on promoting your products.
H2H Relationship Marketing is up to date!
The era of B2B (Business-To-Business) and B2C (Business To Consumer) marketing is over. Today, it is the era of “human to human”. In other words, restore human values. It is no longer a communication between a company and its customer, but between a person and another person.
It’s not the product that you buy, but what it represents as values, as history. The same is true for your prospects.
Therefore, relationship marketing goes both ways. It is a natural and loyal dialogue between two individuals.
Objectives of relationship marketing!
The objectives of relationship marketing are organized around two essential axes: customer acquisition and loyalty.
Lead Nurturing, or the art of turning prospects into customers!
Lead nurturing starts when your prospect, who is not yet mature, connects to your company for the first time via social networks: your Facebook page, via a Google link… We must not lose sight of the fact that the Internet plays a key role in lead nurturing.
Whatever the connection point, your prospect is already building an image of your company. The relationship has been established.
Your role is to maintain and nurture this relationship, which will allow you to turn these casual visitors into real customers.
To achieve this, you can use lead nurturing.
Lead Nurturing is particularly concerned with prospects who are at the beginning of the buying cycle and who are not yet ready to make a purchase. It is therefore a matter of motivating them, seducing them, and pushing them to act. We could, for example, suggest that they sign up for your newsletter. Once this is done, you can send them personalized emails to promote your brand with attractive content.
Relationship marketing will allow you to keep your contact with your prospects alive. By communicating directly and regularly with them, by informing them in real time of the latest updates, of your news, by inciting them to send their feedback, you will manage to understand them and build their loyalty. You will succeed in establishing your reputation and staying on top of things.
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