Relationship marketing is the process of establishing trust between you and your current and former clients, which will build loyalty, increase referrals, and grow your business.
This is not an easy process.
You can’t build trust with a slogan; it takes time and effort. Each of you should have a database of current and former clients. By keeping in touch with the people in your database consistently, over time you can become their “trusted adviser.”
The best way to earn your clients’ trust is to prove your knowledge and expertise by providing them with information, advice, and the security that comes with knowing you’ll be there for them if they need you. Doing this creates a mutually beneficial situation; you are providing your clients with something of value, and they offer loyalty and referrals in return.
While pursuing new clients by advertising to the public is important, it is cheaper and easier to increase loyalty and referrals through relationship marketing. If you do this right, you won’t have to worry about being first on Google or having the most eye-catching Yellow Pages ad; your clients won’t be looking there in the first place.
There are a few important guidelines to follow if you want to have success using Relationship Marketing. A good relationship marketing program should be:
- Consistent – All marketing efforts should be consistently applied. This consistency makes sure that your audience will absorb your promotional message.
- Targeted – Don’t waste your money talking to people who aren’t listening. Target those most likely to respond.
- Diversified – Different people prefer different means of communication. Using a variety of media to convey your message means you’ll be heard by more of them.
Relationship marketing can be used successfully by a wide variety of professionals, such as attorneys, dentists, optometrists, podiatrists, auto service providers, landscapers, chiropractors, restaurateurs, contractors, mortgage brokers, tax accountants, and many more.
Newsletters Ink PLUS helps our clients apply the principles of relationship marketing to grow their businesses through the use of newsletters, direct mail, promotional items, and more.
Newsletters Ink PLUS, formed in 1979 as an advertising company, has evolved into a leading marketing services provider for professionals in the healthcare, retail, and service industries. Based in Lancaster, Pennsylvania,
the company has clients in all 50 states.