Relationship marketing strategies: What are they and how to use them?

Creating a bond with the consumer is extremely important for business. One of the most effective ways to apply this tactic can be done through relationship marketing, it is a short, medium and long term planning that seeks to attract and retain the customer.

If you don't remember, or want to go deeper into the subject, we recommend a blog post here where we talk in more detail about this approach: Relationship marketing: what it is, what it's for.

Considering that this is a great way to attract the consumer and make him loyal to the company, we have prepared a content with 5 relationship marketing tips to refine your strategies.

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5 relationship marketing strategies

1 - Research and studies

Relationship marketing seeks to create a long-lasting and strong bond with the customer, but for that to happen, you need to get to know them, since it's impossible to have a connection with someone you barely know.

Thus, a study of buyer-persona and target audience is essential, as it is through it that the likes, desires, desires and pains will be revealed.

How to use it: it is possible to apply this acquired knowledge in the development of actions aimed at approximation , that is, e-mails, messages and content sent exclusively to him, and even test what works or not.

2 - Loyalty Club and Referrals

Loyalty clubs arose from the idea that there are customers who are extremely loyal to the company and do not exchange it for anything. In return, many brands present them with exclusive gifts and benefits.

This is another great way to get closer to the consumer, as he will see from these actions that what he thinks is valued and taken into account.

Loyalty clubs also attract a new wave of customers, who become more interested in knowing this advantage.

Another very common strategy is the referral system in which, like the previous one, the customer is presented with benefits when referring products/services to acquaintances.

How to use it: create mechanisms for disseminating the advantages club/referral system so that consumers know about it, and then offer exclusive advantages and discounts for them.

3 - Contact channels

It is impossible to maintain a relationship with someone without communication, it is the guiding principle of every relationship.

Having several ways available for your customer to contact is very important for them to feel that talking to the company is easy, that, regardless of the moment, they will be there willing to listen.

How to use it: have contact phones, a SAC, signal direct message channels such as WhatsApp Business , or even social networks and emails.

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4 - Personalized content

Human beings like the feeling of feeling unique and valued. When a company, which serves several people, takes the time to congratulate you or send a message about something that may interest you, these feelings become clearer.

How to use it: it is possible to work this strategy from email marketing, sending personalized content with the consumer's name, profession, age and even pain. Through it you can also send messages on commemorative dates such as birthday, Christmas, New Year and Easter.

To learn more about this action, we encourage you to read our post where we explain how it can be built. Learn more at: Email marketing: how to do it?

5 - Newsletter

In a relationship, it is necessary for both sides to be crystal clear and tell what is happening, the customer looks to the company to do this. It, in turn, needs to create mechanisms to inform about its news, changes, etc.

The newsletter is an excellent way to put this into practice. Through it, the consumer receives exclusive content, many of them with news that have not yet been linked.

Some companies even inform about some changes they will make, leading to the feeling that the customer is part of that relationship.

How to use it : create a channel within your website for customers to subscribe, and it is also possible to point to some that through that channel they will receive exclusive content, creating a kind of community.

6 - Show your customer that he is essential

We often say that our customers are important, but words alone are sometimes not enough. During customer contacts, show them with actions how crucial they are to you.

How to use it: reinforce that because of it certain actions could be taken, send messages asking how they are and if they are able to use their solutions.

Monitoring results is also a strategy.

The basis of every relationship is in the way both parties express themselves, from the moment that this changes for the better, customers start to look at you with different eyes.

Having a tool capable of pointing out these changes, which are expressed in the way they consume, is very important.

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