Strategic Relationship Marketing
Posted on November 16, 2008
3 Easy Steps to Relationship Marketing Success 
I really think it’s your job to know your market as best as you can. A marketplace has several intimate elements to every business. With internet marketing today, we are dealing with a floodgate of information. “Broadband Penetration Grows to 57% in US Homes” . What does that mean and how does it affect your business? The answer is quite simple, LOTS. As a business we can leverage the fact we know, our online marketing could be more focused on people in their homes. What are they doing? How well can we get to know them, so we can help them get what they need from our website?
Introduction
Because I develop marketing campaigns for a living I am going to mention one step prior to my 3 steps that sort of goes with out saying. It’s called measurement and tracking. Before any marketing campaign commences we need to be able to measure it. I would highly recommend using Google Analytics to measure all marketing efforts, including offline marketing. Additionally, having goal funnels planned and proper filters applied will only make exploratory analyses and results more actionable.
Step 1- A Possible Relationship Begins
A customer relationship can begin from several possible sources. In each possibility it is important to resize where a visitor arrives from. It could be email marketing, search engine marketing, a marketing campaign, integrated marketing, a referral, a search engine, or offline marketing. Customer relationship management becomes a pivotal part of the picture on touch down (when the client first makes contact). The relationship begins at this point, it is decided between the reception operator and the prospect whether the engagement will be short or long term. A friendly knowledgeable voice is a wise investment for receiving the initial contact.
Step 2- The Relationship Begins
Congratulations your direct marketing and sales greeting process has paid off. Your relationship marketing strategy must insure their expectations are met or exceeded. This is where you want to rely on whatever direct or marketing communication you need to guarantee your new found relationship is a smashing success. Customer relationship marketing is built and earned, it never happens by fluke. You can be reactive and focused on your interactive marketing efforts from beginning to the end to refine your strategic marketing gain. Be prepared to learn when your clients really want from you and use the information to become intimate with your clients.
Step 3- Follow up and Market Analysis
After fulfillment a follow up phone call or email will aid in strengthening a long-term relationship. Your marketing online efforts must also be measured. With your web analytics software let’s take a look at the behavior of the people that interacted with your website. If you followed my advice in the introduction we can examine goal funnels. Look for high abandonment rates throughout your goal funnel. Ecom software will allow you to see how many items they have in their shopping cart already, average purchase amt, Popular Products, etc. When you learn where the nooks and crannies are you may decide to add transitional components like flash, throwaway pamphlets to each delivery or offer competitive pricing on abandonment pages. After you have placed a data driven action plan together it is time to apply changes to your sales process. This final step is perfomed on an ongoing basis in order to move with maret trends.
Why Relationship Marketing?
A prime objective of relationship marketing is developing into a long-term engagement. Customer retention is worth its weight in gold, in almost any selling situation. Trustworthy relationships are never easy to come by, nor should they be. Businesses should no longer dictate to their customers they should find out what they want and give it to them. A 3-dimensional, more customer-centric sales process will always finish first.
Other Forms of Effective Business Exposure
Database marketing- uses your existing client base to help bond relationships.
Cause-related marketing- Marketing with a good cause and watch you ROI soar
Multi-channel marketing- Introduce printed postcard, pamphlets, etc into direct mail campaigns as well as online marketing
Marketing customer relationship- Do not be afraid to promote in all of your business content, the desire to form lasting relationships
Tags: customer relationship management, marketing customer relationship, customer relationship, multi-channel marketing, integrated marketing program, online web marketing, marketing communication, email marketing, strategic marketing, relationship marketing strategy
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[…] That’s why, if you are founding a new company, you should also build up in the same time customer relationship. Fore more advices, read this entry and about this “getting started” tips and the three steps to relationship marketing success. More about CRM implementation, you can find here. […]