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Relationship Marketing

Relationship marketing aims to retain and delight customers. Through effective communication, agile service and concern for customer success, the company establish a bond of trust and engagement with its consumers. To put all this into practice, however, it is necessary to adopt some relationship marketing tools.

Among the main relationship marketing tools are:

  1. CRM
  2. E-mail marketing
  3. Tools that enable omnichannel
  4. Social networks
  5. automation tool

Next, we’ll talk a little more about each of these systems so that you understand what needs they meet and what features they offer. Follow up!

relationship marketing tools

Before we present each of the relationship marketing tools in more detail, it is important to emphasize that the relationship with your customer starts from the first contact he has with your brand, long before making a purchase, and continues until long after have become a buyer.

Therefore, different tools can act on different “fronts” in order to generate an excellent experience for the customer, contributing to their loyalty.

1. CRM

CRM, or Customer Relationship Management, or even Customer Relationship Management, is, at the same time, a set of strategies aimed at optimizing the management of the company’s relationship with customers and software that organizes the execution of this management. 

As its name implies, CRM is a system whose mission is to manage the relationship between company and customer. For this, a series of features are made available, from the simplest, such as customer registration, to the most complex, such as reports with data crossing on consumer behavior.

Therefore, we are talking about the main relationship marketing tool.

A system that was born to do just that: create a good relationship between company and customer, with the objective of turning leads into customers and customers into brand promoters.

Among the features you can find in CRM software are:

  • customer base,
  • monitoring the work of the team which customers were visited, products or services offered,
  • organizing the team’s future activities with each lead,
  • structuring the sales funnel so that no customer “falls behind” without service or response,
  • access to customer relationship history, important to make communication even more personalized,
  • follow-up management so that salespeople are aware of the returns they have to give to customers
  • activity calendar,
  • reporting data on customer behavior and on each step of the sales pipeline.

Also read: Looking for a CRM software? Use our checklist to choose yours.

2. Email marketing

Email marketing is the most direct way to talk to your customers and is also a favourite of consumers.

In fact, according to a MarketingSherpa survey, 72% of consumers choose email as the best channel to receive communications from companies and brands.

Also, it’s important to remember that 99% of consumers check their email inboxes on a daily basis.

Therefore, e-mail is a way to reach your customer, directly, without interrupting him (as he makes a call in the middle of the day) and talk to him about different subjects, for example:

  • dissemination of new products and services,
  • sending a satisfaction survey,
  • sharing relevant content,
  • invitation to an event,
  • presentation of offers and promotions, and more.

Not to mention the types of transactional emails, widely used by e-commerce, which help in the relationship between the brand and the customer, informing about accepted orders, payments made, shipping status and more.

It’s all part of creating a relationship between brand and customer. As in personal relationships, each contact is essential to create a feeling of closeness, trust and partnership.

Note: when using email marketing as a relationship marketing tool, it is essential to prioritize the personalization and segmentation of customers and the content that each lead will receive. Avoid bulk messages.

Also read: Targeted email marketing: 5 key points to create campaigns

3. Social networks

Social networks, when used as an Inbound Marketing strategy, act mainly on two fronts: attracting users to your company’s channels (1st stage of the sales funnel ) and customer loyalty (the last stage of the sales funnel ).

In essence, social networks are relationship channels. To achieve this purpose, your company must produce content that goes far beyond commercial and promotional posts.

Use social channels to search for lead engagement with publications that share content relevant to your persona, invest in content such as:

  • quizz,
  • infographics,
  • videos,

Use the networks to do research, share news and provide relevant content.

A decorative objects company can invest in tutorials, for example, how to assemble a flower arrangement.

4. Tools that enable omnichannel

Omnichannel service allows customers to talk to their team in the channel they prefer, in an integrated and efficient way.

For example, if a consumer, instead of calling the company’s SAC, activates the Facebook Messenger chat, he will be able to solve his demand also through this channel, without having to change to another platform or having to tell his whole story with the company.

On omnichannel, the company offers more than multiple contact channels. It offers integration between these channels so that users can make purchases, ask for support, ask questions, make an exchange, and much more, in the channel they prefer, in an agile manner.

One of the biggest obstacles in the relationship between companies and customers is exactly the difficulty that customers face in being able to talk to the company, even to make a purchase.

Omnichannel puts this to rest and, by freeing up the flow of communication between the company and the consumer, serves as one of the powerful relationship marketing tools.

Companies with the strongest omnichannel customer engagement strategies have an 89% customer retention rate, compared to just 33% for companies that do not have omnichannel customer service.

5. Marketing automation tool

Putting all these relationship marketing tools to work is not simple and without a technology that integrates it all, your mission may even be impossible.

That’s why the last of the tools listed here is precisely the one that allows all the others to “run” with agility and efficiency.

Marketing automation is done through software performing tasks such as:

  • building landing pages and forms without a programmer,
  • lead generation and tracking,
  • sending email marketing,
  • segmentation and personalization of content according to the persona and stage of the journey,
  • lead scoring to identify qualified leads,
  • data monitoring and more.

As a result, it increases team productivity, optimizes conversion rate and increases return on investment.

Of course, we’ve also organized a full content on the subject, so come check out our ALL about marketing automation page :

  • which is,
  • advantages of marketing automation,
  • step by step how to do marketing automation and more.

A lahar is an inbound marketing software that helps you generate leads and turn them into customers. And you can focus your actions on a single tool, as the software offers functionality to manage social media, landing pages, marketing automation and more.