However, we can go beyond what this implies. These are the objectives of relational marketing and some of the most recommended practices to achieve them.
What is relationship marketing?
As we have already mentioned, the main objective of relational marketing is to generate direct relationships or links with customers that are long-term and last over time, while also providing benefits to companies. Our values as a company must transmit trust and loyalty to customers. It is about putting the customer at the centre of our strategy, with all that this entails.
These close, trust-based relationships do not imply immediate results or aggressive sales actions. Rather, it is about building bonds and strengthening them through trust. For relational marketing, it is more important to retain current customers than to get new ones. Hence the importance of relationships.
Objectives of relational marketing
With a more traditional approach to gambling data indonesia phone number marketing, the goal was to sell without taking into account the relationships with customers beyond the sale. In fact, it was believed that the sale ended when the customer had paid for the product or service. With relational marketing, this is transformed and comes to life through three key pillars: marketing, service quality and customer service .
Based on these three pillars, we can outline a series of relational marketing objectives that we will tell you about below.
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Convert visitors into customers
The beginning of relationship marketing starts when a potential customer comes into contact with a company for the first time. What could that first contact be? For example, when they click on a Facebook ad or search organically for a result on Google.
These first contacts or interactions with a company already form a brand image in the consumer's mind. Therefore, from this point on, interactions with customers must be encouraged and maintained to move from anonymous users to loyal customers.
If you're wondering how to encourage these first interactions between customer and company, you can do so through automated messages aimed at closer ties and inspiring trust in prospects. In other words, talking to customers and starting conversations. This is known as lead nurturing. Customers are not yet ready to make a purchase, but they are curious. Therefore, it is about gradually bringing them closer to the decision to buy.
How? Through emails or email marketing in which we share quality, useful and interesting information and content about our products or services, discounts, etc. That is why it is so important to know the purchasing cycle. Those steps that customers take before deciding to make a purchase. This way you can adapt the content to each step in which your ideal customer is located.
Measuring contact interest
In relation to the above, for relational marketing it is important to know the interest of each contact in making a purchase. Lead scoring is a process that consists of giving a score to each contact who is interested in making a purchase. This interest is scored based on the actions that each prospect performs in an online store or website.
