What is relational marketing? Definition and good practices.
Relationship marketing is the art of creating a relationship with your potential customers before you ask them something.
Take the time to present yourself, to be known, to answer your questions instead of focusing your communications solely on the sale of your products.
How, why, for whom: we tell you all about relational marketing in this article!
A little context
Relational marketing consists of developing a quality relationship between your company, your products and your brand, and the people who are or will become your customers.
“Know, like, trust “
The principle of “known, as, trust” is the basis of relational marketing because it helps to understand the evolution of a relationship between a customer and a brand.
Before you buy anything, a customer will go through these 3 steps:
Love (Wish your products)
This progression is done over time and therefore requires establishing a special relationship with your customers.
The era of B2B (business To Business) and B2C (Business To Consumer) marketing is over. Today, we are in the age of H2H, from Human To Human.
We don’t buy a product, we buy stock, a brand, we buy a story. It’s the same for your customers.
Relational marketing is bidirectional marketing. It’s a conversation between two people, spontaneous and honest.
What are the differences with traditional marketing?
Mass Marketing vs. individual conversation
The key difference between traditional marketing and relational marketing is the individualization and personalization of the message for each client.
Therefore, if the traditional marketing is directed to wide audiences with the same message (massive email campaigns, advertising publicity…), relational marketing aims to establish a timely and personalized conversation for each Client.
To do this, relational marketing can rely on marketing automation to send messages triggered by each client’s individual actions, as well as CRM to collect the information behavior and progress of each customer in the Course. Purchase.
Short term vs long term
Traditional marketing is generally oriented towards a short-term goal that is to generate sales quickly.
On the contrary, relational marketing seeks to create a relationship that commits customers in the long term. Its goal is to increase the retention rate, that is, the loyalty and the useful life of its clients.
Why is it more interesting to work on long-term retention goals? Because it is much cheaper to keep a current customer than to buy a new one.
In addition, a loyal customer pays much more than a punctual customer because it consumes more, more regularly and promotes from word of mouth or on social networks.
Transactional versus relational.
Traditional marketing is essentially transactional, i.e. it aims to generate a transaction (a purchase).
These are, for example, the prospects you find in your mailbox while you have never heard of this company.
In contrast, relationship marketing aims to establish a relationship with prospects before attempting to sell a product.
Relational Marketing Objectives
The objectives of relational marketing are articulated around the acquisition and retention of clients.
Convert visitors to Customers (Lead Nurturing)
Relational marketing begins when your prospect comes into contact with your company for the first time: advertising on Facebook, Google link, organic traffic…
Regardless of the entry point, your potential client begins to create an image of your brand, your relationship is set.
Maintain and foster this relationship, we explain how it will then allow you to convert these lambda visitors into a loyal audience and then into clients.
To do this, relational marketing can rely on marketing automation scenarios designed to “feed” the contacts with specific content — this is called opportunity-building.