When talking about marketing, it is usual to do it in a general way, as a strategy that companies can develop to reach their target audience with their messages.
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The reality is that there are many variants and types of marketing, beyond the differentiation that we usually make between online and offline strategies.
“More than 80 different types of marketing are known, among which are, for example, proximity marketing, cross-channel, affiliate marketing and relationship marketing.”
Today we are going to focus on the last of them, relationship marketing. We are going to see what this type is about, how you are going to be able to apply it in your business and a series of examples that are going to be very inspiring for you.
What is Relational or Relationship Marketing?
It is known by both the names of relationship marketing and relationship marketing, and the two terms are used interchangeably. At the end of the day, the key lies in the importance that this strategy gives to the relationships between companies and their different audiences.
“Relationship marketing is the way to use communication and advertising techniques to establish solid and lasting relationships with the target audience, as well as with other agents related to the business.”
The strength of this strategy is long-term profitability. It is not limited to contacting users to encourage the purchase and then ending the relationship, but rather focuses on establishing close links that foster understanding between both parties.
In this way, with the loyalty of users, they are encouraged to become satisfied customers who can repeat their purchases at various times over time.
Depending on the type of products or services, these sales will be repeated more or less frequently. Obviously, selling food is not the same as selling vehicles.
In any case, responding to the needs and interests of users is prioritized to increase their satisfaction with the brand and create a loyal and close community.
How to apply Relational Marketing in your business?
Deciding on this type of strategy in your business is a safe bet. It requires effort and patience, but it offers many advantages that will be very useful in any company:
- Customer loyalty: It is not only an advantage for long-term sales, but also for the feedback that users will be able to give, and for the amount of information that will be able to be extracted about it. Information that will be very useful at any time and for other strategies.
- feeling of unity: Relationship marketing helps to create a very familiar, friendly and close environment that, if well managed, can also be implemented with the rest of the agents that are related to the business.
- Reputation enhancement: Loyal and satisfied users are the best way to achieve a good brand reputation through word of mouth.
- Customer identification: Knowing users well will make it easier to recognize potential customers, and not waste time on users who are not interested in buying.
To achieve all these benefits, as well as many others that stem from these four major areas, the strategy must be implemented logically. Taking care of each stage to establish it well before entering the next.
Stages of Relationship Marketing
The implementation of this type of strategy can be summarized in four well-differentiated stages, and the fourth is the most important of all; which establishes relationships.
“For the interaction phase to work, it is very important to have dedicated time and effort to the first three stages. Only in this way can the foundation of a long-term and really close relationship be strengthened.”
- Stage 1 – Information Gathering: Start by generating quality leads that provide information about the different types of users. To help you create an extensive database.
With it, different actions are developed that encourage users to offer information and, with it, design your buyer persona with all the possible data.
- Stage 2 – Planning the segmentation: When it comes to establishing relationships with people, you do not treat everyone in the same way (behavior in the office is not the same as with friends or with your children).
You should take this same idea to your clients, taking into account that they are different and you should segment the public well to address yourself in the most appropriate way.
- Stage 3 – Adaptation: With the segmentation well defined, you can start adapting your messages for each of the groups.
Define the channels to address each segment of the population, the way to communicate, the tone, the most appropriate messages and actions, etc.
- Stage 4 – Interactions: This is the main phase, when you really begin to interact with users and create meetings in which to foster those links that, little by little, will become stronger.
As you can see, in order to reach the interaction stage, it is very necessary that the previous phases have been worked on. It is the moment in which to begin to relate face to face with users, and for that you must know them well and be clear about how to address them.
If you have not done a good collection of information, or your database is small and you are not clear about the interests of your audience to be able to segment it, it is very likely that the interactions will not receive the expected reception.
Relationship Marketing Examples
Once we have clarified what relationship marketing is and how it is established step by step, we are going to deepen by analyzing some examples.
All the examples that you will see below will serve as inspiration and will give you ideas on how to apply these strategies to your business in a very effective way:
Example 1: “Loyalty programs”
Loyalty programs are the most classic example of relationship marketing, and the one we all know as consumers of one brand or another.
“They consist of establishing a relationship over time based on offering regular customers advantages, compared to users who contact for the first time.”
There are businesses that do it through discounts, others through advantages in the shopping experience, and others with a program of points that can be exchanged for different prizes (money, products, offers…).
Loyalty programs can be developed online or offline, and even through a combination of both. This is the case of Foster’s Hollywood and its “Fosterian” users who, in addition to having exclusive discounts through a mobile app, can sit at the best tables in each restaurant.
Example 2: “After-sales customer service”
This is another one of the relationship marketing techniques that can be used and that, unfortunately, is not as widespread. Or at least not always with good quality.
There are many businesses that clearly do not work well with customers, since they end the contact once the sale has been made and do not take care of that user anymore.
If what you are looking for is customer loyalty, it is very necessary with which to measure satisfaction, respond to possible incidents, and demonstrate to users that they are still important.
A good example is that of Atrápalo, which after buying tickets or booking trips always sends satisfaction surveys, related information that may be of interest to the user, and other emails with which it demonstrates interest in maintaining that relationship.
Being attentive to what users say about you on social networks when, for example, they tag or mention you on social networks, is the first step to good management of your profiles. But it’s not enough.
The ideal is to monitor everything that is said about your business, even when you are not included in the conversation. Thanks to monitoring you can:
- Anticipate crises: By listening to what users say, you will be able to find those customers who are dissatisfied, offer them solutions and a way of dialogue before the situation can turn into a brand crisis.
- Set discussions: You will not only find those who are dissatisfied, you will also be able to give users the opportunity to resolve all their doubts or to express their opinions. See what they say about you, and give them the opportunity to discuss it directly with you.
- Gather information: Many times, there is more interesting data in the conversations that are generated outside of your profiles than in those that are guided by the brand. Listen and analyze what users say, and you will be able to extract valuable information.
- know the vocabulary: You will know what hashtags users use or how they talk about your products or services when you are not the one directing the conversation. In this way you will be able to know if you need to adapt or redirect the vision that customers have of your brand.
Social media monitoring has the advantage of working on all areas of relationship marketing at once. It gives you data, helps you segment, allows you to direct messages to each situation, and helps you establish a solid relationship with customers.
There are many tools on the market with which you will be able to monitor social networks, as well as generate complete reports with which to analyze everything. Some examples of tools are or .
Example 4: “Personalization of the product or service”
By giving customers the option to personalize their purchases, you can retain users and receive a lot of interesting information for your business.
With these types of actions, you allow users to go one step further and achieve the product as they need it. They do not have to adapt to what the market offers, rather it is the market that adapts to their specific needs.
In addition, you as a company can receive very valuable information that will allow you to know what changes users require, what they like, what needs they have and how your product or service solves them. Information that will help you evolve and offer better options.
An interesting example is that of Converse’s “Custom” platform, a tool that allows users to create their perfect sneakers by customizing each of the parts and paying very little money, more than for normal ones.
In this way, the sneaker brand obtains information on fashion trends, and adapts its seasons to what users demand.
At the same time, customers make purchases with which they are completely satisfied and remain faithful to a service that allows them to create their own designs whenever they want.
Final reflection
Relationship marketing is one of the best options for those who are not afraid to work in the medium and long term. Of course, it is not incompatible with other strategies that help to attract new clients in the short term.
It offers many benefits…
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