Instead of focusing solely on increasing the number of sales a company makes, relationship marketing is all about retaining customers by giving them the most satisfying experience. This form of marketing functions in tandem with the sales team’s customer relationship management system to build engagement, produce loyalty and increase lifetime customer value over the long term.
If you are an agency owner, you have no doubt taken note of the mutual benefits relationship marketing offers both businesses and consumers. Relationship marketing can generate real results by boosting client engagement levels and, ultimately, it can lead to more sales success in the long run.
To learn more, read the insights below, where members of Forbes Agency Council share some of the most effective and impressive examples of relationship marketing they have seen recently.
Forbes Agency Council members share the most impressive forms of relationship marketing they’ve seen recently.
Photos courtesy of the individual members.
1. Be Generous With Your Network
Rather than “marketing” relationships, just be authentic and generous with your relationships. Provide value and give away your network to help others grow. As you bless others, they will bless you. Relationships that are “marketed” or targeted for selfish purposes will soon wither. – Jason Wilson, Strategy, LLC
2. Establish Clear Processes For Customer Engagement
Fostering great relationships with customers is a necessary condition for sustainable business growth because it’s not enough to acquire customers. You’ve got to be able to retain them. The strategy that I would recommend is establishing clear processes for everything you do as an agency—from onboarding to fulfillment and regular check-ins to ensure everything is going well. – Solomon Thimothy, OneIMS
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3. Create Personalized, Evergreen Campaigns
Marketing can work with product or customer success teams to create personalized, evergreen campaigns that help customers find resources and improve their proficiency. It’s a great opportunity to communicate company values around customer success and create loyalty and advocates who can influence future buyers. – Wendy Covey, TREW Marketing
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4. Just Cut The Bull And Be Honest
We live in a day and age where most people just want bluntness and to hear the truth. If you can just be authentic and honest and tell your client things in a straightforward way, not only will the relationship be better, but the process will be clearer. It will also allow your client to feel more involved and “heard,” which is important for a long-lasting relationship. – Zack Teperman, ZTPR
5. Follow Up To Confirm Customer Preferences
Meal-kit service FreshPrep gets alerted when a customer’s order is significantly different than the previous week’s and sends an email confirming that it’s what the customer actually wants. Also, the company follows up with customers to get feedback on how to improve meals in their preference zone, such as gluten-free or vegan options. It all builds tremendous loyalty in a space dominated by bigger competitors. – Samantha Reynolds, ECHO Storytelling Agency
6. Take Time To Truly Get To Know Individuals
Taking time to truly get to know the individuals you are working with is imperative. Make sure that you are an asset to them by going above and beyond and taking the extra steps to make their work and life easier. We enjoy learning and developing relationships with our customers; it makes everything more enjoyable on both ends. – Sherri Nourse, Ambition Media
7. Be Patient, Decent And Kind When You Part Ways
The way we end relationships says a lot about us. Most of us deal with a committee of buyers. Sometimes, we can make a great impression on certain committee members when we “break up” honorably and with class. This predisposes them to want to pick us when they move on to their next role. Being patient, decent and kind during a split can help you earn your next great client. I’ve seen it happen. – Randy Shattuck, The Shattuck Group
8. Trust That Your Good Deeds Will Come Full Circle
Back when Gary Vaynerchuk ran Wine Library, he included a signed football jersey from one customer’s favorite team with their order. Instead of the elated response he was expecting, he heard nothing. Over a year later, a huge order came in from a different customer who referenced their friend who had received the signed jersey and had recommended Wine Library. The good deed had come full circle. – Bernard May, National Positions
9. Always Be Helpful
In grade school, I learned a simple maxim: Always be helpful. I have come to understand that this is the perfect approach to relationship marketing. The problem is, too many companies are focused on selling. But there is more value in trying to help customers than in trying to sell to them—even if you don’t make money. The long-term value of being helpful will pay dividends beyond what you can calculate. – Roger Hurni, Off Madison Ave
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Author: Expert Panel®, Forbes Councils Member
