As we know, marketing has become an indispensable tool that underpins the structure of companies. And, in its broad concept, it has many types that delimit different aspects of business and even sectors, such as: social, affiliate, sports, etc. marketing.
On the other hand, there is no doubt that one of the main concerns for companies today is the consumer, or rather, the relationship established with consumers. In this way it is not surprising that there is a specific type of marketing, which is developed within this area, such as the marketing relational.
What is the relational marketing
When we talk about relationship marketing or relational marketing, we refer to a type of marketing whose primary focus is the customer. In this way, it is proposed as a long-term marketing strategy, since it bases its model on the building trusting relationships with consumers over time. With this, it distances itself from other marketing currents where the focus is on the product and the purchase, and gives rise to a much more personalized management for customers.
Starting from this, we could say that relational marketing focuses, more than on sales in a particular way, on the creation of a community. Thus, this type of marketing contributes to managing a long-term model where the business is nourished by buyers or recurrent users and with historyrather than spontaneous conversions or short periods of time.
Of course, to achieve this goal, relationship marketing uses different strategies and takes into account some specific aspects of the consumer experience. Such as the quality of service and the processes of Customer Support.
CRM, a key tool for relationship marketing
Bearing in mind that relationship marketing is premised on managing better and longer-lasting connections with customers, it is not surprising that CRMs are an essential tool for integrating this model. CRMs, or customer relationship management platformsare a key factor for marketing, as they offer different advantages to companies in their process of communication and interaction with their target audience.
The direct approach to the consumer that this marketing model supposes can bring with it a heavy workload. Since it demands a certain degree of personalization and a long-term follow-up of the relationship that is built with each client. This is where CRMs become more relevant, thanks to their automation functions in communication processes, which make customer service a simpler process. In addition to bringing to the table a more specific management of customer information and data, which will be the starting point for personalization.
On the other hand, the functions presented by these platforms allow businesses to offer a higher quality of service, guaranteeing a better user experience. Likewise, working the customer life cycle becomes a simpler process, managing to convert customers into loyal consumers. Which not only translates into higher and better conversions, but also generates a kind of community that, in itself, serves as a secondary marketing strategy under the direction of referral marketing.
Relationship marketing, a key strategy for optimizing leads
As we have mentioned, this marketing strategy is usually focused on long-term relationships, which works as a crucial step in achieving . Let us remember that leads are those users and customers who have shown a particular interest in our products or services. That is, they are our potential customers and those with whom it is more certain that we will be able to generate a conversion.
Now, working around leads isn’t just about getting them, it’s about keeping them until conversion and beyond. Achieving in this way a line of customer loyalty, and it is precisely in this process that relationship marketing takes part. The , that we can understand as the construction or feeding of potential clients, part of offering something that is of value to them, that can be both subjective and objective.
In the first case, we would be appealing directly to the interests of each client and their relationship with our own values; information that we can get from the long relationship built through relationship marketing. This may be through information that may be of interest to you beyond simply enhancing our brand, such as guides, blogs, etc.
On the other hand, in the case of the target value it is much more direct, and refers mainly to a monetary enumeration. Understand each other: vouchers, promotions, discounts, free shipping and any other tool that offers the customer a saving of both their money and their time. Something that will also be easier to manage from the relationships established through our relationship marketing strategy.
Image:
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus