Business owners everywhere incorporate marketing tactics every week and every month to tell the world about their mission and their products or services. Without marketing and without millions of dollars in your advertising budget, not a single soul would know you have a business, never mind want to make a purchase with you.
Why? Because people purchase from those who they know, like, and trust. They want to know that you’re a real person with real feelings instead of someone who only cares about the almighty dollar. They want to know you’re not a scam artist who will steal their last dollar without providing a product. They want to hear recommendations from others who have purchased before them to be sure your product delivered what it promised.
People with purchase power want a relationship with you before they buy.
Relationship-based marketing gives you:
Visibility
In order to have a relationship with a single person or large audience, you need to interact with them. Get to know THEIR likes and dislikes, know what problems they are experiencing, and think about how you can help them solve their problem. In order to learn this information, you’ll be forced to be consistent with your interaction, whether on social media or in real life, naturally giving you more visibility.
Authority
Do you share your knowledge with your audience, or do you save that only for paying customers? Sharing your knowledge, practical experience, and even case studies for free will position you as a knowledgeable authority figure and an expert in their field who cares about helping others. Platforms such as social media, podcasts, YouTube videos, or writing an ebook or short reports are all ways to both increase your authority rank and your visibility.
A stellar reputation
Can you see how Visibility and Authority build on each other and lead to a Stellar Reputation? As you interact with people and become an authority figure, your audience will naturally form an opinion about you. If you over-deliver with your products or your signature programs, your reputation will continue to shine. Overall, a stellar reputation will shorten the length of time it takes you to earn the trust of your audience or new followers.
Happy and enthusiastic fans
You’ll know you’ve made it when fans are clamoring for your latest product and tell all their friends how wonderful you are! This is the ultimate result of relationship marketing and worth all the time and effort it takes to reach this destination.
One key to remember is to never stop the process of building relationships. Like gears in a clock, you must find a way to consistently interact, show your authority, improve your reputation and take care of your happy fans. Keep these gears working to consistently grow your business for years to come.
Confused about How to Start Building Relationship?
Relationship marketing should be a win-win situation for both parties involved. You should gain visibility, authority, and happy fans, and your audience should be thrilled with the value that you deliver to them. If you want to get more in-depth into relationship marketing and the steps you need to make this tactic work for you, then you’ll want to check out my latest home study course, “Relationship Marketing: Connections, Client Loyalty and Cash.” It’s chock full of valuable information, including:
- Building Strong Relationships and the Money Will Flow
- Stepping Out of Your Comfort Zone to Make Powerful Connections
- Turning Clients into Raving Fans
- Maximizing Your Cash Flow
What do you think? Leave a comment below!
This is something new which I have learnt. We need to focus on our relationship with our customers and share knowledge for free.
It is all about the relationship! Thanks, Bhawna!
Very informative Paul. The one I like the most is sharing knowledge with everyone not just paying customers. Many times people would come in with a pile of fabric they were make drapes from themselves and ran into a problem. I would take them to the workroom, lay out their fabric and show them how to fix the problem. All were so appreciative and guess what? I didn’t realize at the time when I was helping the people but it was in some way advertising because they in turn would hire us for their next project or recommend us to their friends. I love helping and sharing my knowledge always.
That is the right way to do your marketing, Martha!
Relationship interaction makes me feel good about buying a product – it colors the whole process. Often, a video of a person makes a huge difference in the whole relationship marketing cycle.
I recently needed a new doctor and went with one where their profile video appealed to me – it was like meeting that doctor before I even went to visit.
Within the online creative community (hand-crafted items like journals etc), a personal presence is important – people buy the unique, handmade products not only because they’re beautifully crafted, but because they feel a connection to the maker through watching their videos and interacting on Instagram, etc. It’s relationship marketing at its most fundamental.
I love the analogy of meeting the doctor via video and developing that relationship even if it was a one-way video! Thanks, Lori!
Thanks, Paul. These are useful stuff that you shared from a marketing standpoint. A stellar reputation is a must for every marketer who sells out there 🙂
Your reputation doesn’t have to be stellar, but it does need to be good (of course, stellar is… well… stellar!)
I like the idea of relationship marketing Paul.Its going to make more sense for times to come.Human interaction may be crucial
Yes – human interaction is always important – especially in these times with social distancing and ever when folks quarantine away from others.
Thanks for some great points! Yes! In my business, relationship marketing is the primary way I get new clients. When they are wondering if they should make an appointment, then they may look up my website and articles and books. Several of my most devoted clients came after knowing me for many years. You rock!
So many clients come to me after 3 years fo standing on the sidelines. And it is ok! When people are ready, they will come back.