Relationship marketing. You’ve often heard the term used, but were never really certain what it meant. It does sound kind of touchy feely, doesn’t it…
Really all it means, however, is building good long term customer relations.
To turn your present marketing system into relationship marketing, you have to change your outlook somewhat. Traditionally, marketers have located their target market segments, made their offer, and made the sales. It’s always been a single step process.
A multiple step program is far more valuable. That’s where relationship marketing enters the picture. Instead of trying to sell the potential customer a product or sefvice immediately, it’s a much better idea to let the person get to know and trust you first.
People buy from other people they know and trust.
Relationship marketing looks at customers and clients over a longer term. It takes into account the lifetime value of a customer. Many experts think it costs anywhere from six to ten times as much, to find a new customer, than to sell to an existing one. With those financial realities in mind, the approach makes some sense, and some real dollars.
Relationship marketing is based on the idea, that people prefer to do business with people, they know and like. After all, it’s easier to buy from a friend, than from someone you’ve never heard of before. The focus is on a multi-step marketing system that works for the lifetime of the customer.
It’s said that people need to hear an offer about seven times before they buy. That concept certainly works against the single step marketing method.
That is where a business blog can be really helpful.
As you write your daily blog entries, your readers get to know you and your business on a more personal level. Your blog begins that all important relationship with your prospects and current customers. As they read about your daily business activities, your problem solving ideas, your business advice, and your various products, they begin to think of themselves as a part of the company.
They are!
The prospects for your products and services begin to turn into customers over time. Since they already know about you and your organization, it naturally follows that they will buy from you.
Your existing customers will remain loyal to your business, through the regular personal contact of your blog. Should a problem arise with a product or service, the iussue can be addressed immediately on the business blog. The openess and honesty displayed is a breath of fresh air, resulting in even greater customer loyalty, and a more cemented business relationship.
Openess and transparency builds customer relationship, contrary to the older management style of hiding problems. The old sweep problems under the rug style of management also had high customer attrition rates. You don’t want that situation, and neither do your clients. Your customers will not only stay loyal, but they will often bring tons of valuable referral business to your company. Happy customers are your best marketing friends.
By creating a business blog, you can develop strong bonds with your existing and future customers. Instead of treating them as numbers, you have formed a long term relationship with them. Their purchases, of your products and services, are a natural response to your blog entries. It is certainly not a one step sales system!
Creating a relationship with your customers and clients doesn’t just pay off financially for your company. It is also rewarding personally for you; and for them.
Start your blog and build those long term relationships.
You’ll be glad you decided on a blog for your relationship marketing!
Wayne Hurlbert provides insigtful information about marketing, promotions, search engine optimization and public relations for websites and business blogs on the popular Blog Business World.
Check out Blog Business World for yourself.
