No, not all marketing has sales as its direct objective.
Creating and maintaining relationships with your customers should be a canada phone number data fundamental pillar of your marketing and sales strategy, and that is precisely the focus of relationship marketing.
A type of marketing that seeks to close deals, of course, but in a different way: without rushing or direct sales actions. Do you want to know more about relational marketing and how it works?
Keep reading, in this post you will find ideas and real examples of relationship marketing that will help you increase your results in the long term.
1 What is relationship marketing?
2 Objectives of relational marketing
2.1 Convert visitors into customers
2.2 Measuring prospects' interest
2.3 Building customer loyalty and extending their life cycle
3 Advantages and disadvantages of relational marketing
3.1 Advantages of relational marketing
3.1.1 Increase LTV (Lifetime Value)
3.1.2 Reduce investment in marketing and advertising
3.1.3 Improve customer brand experience
3.2 Disadvantages of relationship marketing
4 Traditional Marketing vs. relationship marketing
5 Relationship Marketing Tools
5.1 1.- Email marketing
5.2 2.- Social networks
5.3 3.- Rewards programs
5.4 4.- Customer success department
6 How to design a relationship marketing plan in 4 steps
6.1 #1 Know your business
6.2 #2 Know your customer
6.3 #3 Choosing relationship marketing tools
6.4 #4 Measure and track actions
7 Examples of relationship marketing
7.1 Maximum customization: Coca-Cola
7.2 The Nestlé Jungly loyalty award
7.3 American Express and its points program
8 Ready to move into relationship marketing?
What is relationship marketing?
What is relationship marketing? If we had to give a definition for relationship marketing, we would say that it is a type of marketing that uses close communication strategies to cultivate, through trust, a long-term relationship with consumers.
These strategies can be carried out through different means, such as email marketing, satisfaction surveys or personalized content to meet customer needs, always focusing on more than just closing a sale.
We will expand on this later, but to give you a clearer idea of what relational marketing is, we will tell you that what differentiates it from traditional marketing is not the medium through which it is carried out, but the type of communication, the time frame in which the results are obtained and, above all, the objective of the actions.
Relationship marketing does not aim to make direct sales; its purpose is to get potential customers to know the brand, become interested in the product or service and gain enough confidence in the company to end up buying it.
Hence the importance of relational marketing for customer loyalty.
But there are more goals than that, of course, and we'll see them right away
Objectives of relational marketing
Relationship marketing is a perfect tool for establishing long-lasting relationships with customers, but it is also very useful for improving customer knowledge and increasing company sales.
What goals can you achieve by applying relationship marketing?
Convert visitors into customers
Relationship marketing begins with the first contact between the company and the potential customer after the latter finds it on Google or interacts with an advertisement on social media, for example.
This is when the customer begins to form an image of the brand. That is why it is important to start relational marketing actions at this time.
Techniques such as email marketing can be used to establish close communication, programs to reward their commitment to the company, or satisfaction surveys to show them that you care about them. This will make it easier to create a relationship of trust, convert them into a customer, and then retain them.
