This month we covered the differences in both relationship marketing and lead generation. While both of these have a place in your
marketing strategy, in this article I want to focus more on relationship
marketing and what I like to call the Relationship Life Cycle.
As a refresher, relationship marketing is essentially fancy terminology for the practice of developing a long-term connection with your
customers, clients, vendors and power partners. Instead of focusing on
gathering a lead or closing a sale, the aim is to provide a bond with the
people you work with. The long-term benefits of relationship marketing tend to
be more referrals, client enthusiasm and the development of brand advocates.
The course of the relationship life cycle is closely tied to
the ole marketing adage of Know, Like, Trust.
If the new way to market a company is backed by the idea that people do
business with other people (instead of companies) then the know, like, trust
concept is absolutely essential. Here is how the relationship life cycle would
apply to your marketing strategy using social media:
Know
The first step in any relationship is getting to know the
other person. You simply can’t make a connection with someone you’ve never met
and know nothing about. Think of it like dating – once you start to know a
potential suitor then your curiosity will lead you to finding out as much about
them as possible.
Whether it be an introduction at a networking event, a
discovery call, or a visit to your website – getting to the Know step involves
getting to know each other. When it comes to social media, this appears in the
form and following your various social media channels. People can also get to
know you by hearing about you from others, meeting you at events, reading your
online content, or viewing any media you’ve been featured in. Once someone
starts to know you, and gets a sample of what you are about, then they are more
likely to sign-up for your newsletters, like you on Facebook or follow you on
YouTube.
Like
Well, now that you’ve gotten a chance to spend some time
with the individual – you have to decide whether or not you like them. In our
dating scenario, are they worth going out on a date or two with to see what
develops? Do you like them enough to begin to participate in their life?
Those who are paying attention to what you are doing will
either begin to like you or they won’t. However, once you hit the Like stage
you will find that they begin to initiate some true social media engagement
with you. They like your posts, comment in your group, or participate in your
polls. This phase of the relationship
life cycle involves interaction so be sure to participate in return!
Trust
Now you’ve gone on many dates and have been seeing each
other for a while. At this point, they are becoming a partner and you have
developed trust in them. You like them so much, that you want your friends and
family to like them too! At this point, you are sharing their content.
This is the end game for the relationship life cycle…you
want all the people you do business with to know, like and trust you. The goal
should be that they trust you so much that they freely, and happily, share your
content and business with the other people in their circles.
When you compare the relationship life cycle to how we
operate with our personal relationships, the success behind relationship
marketing becomes much more apparent. Our clients become more than an invoice.
If you want loyal clients that will regularly provide free marketing for you,
this level of connection is the way to go. Just another tool to add to your
marketing strategy toolbox because everyone here at The Social Media Advisor
wants you to #BeAwesome at what you do!
~ Social Media is changing the way people do business.
Don't get left behind ~
Be sure to Follow us and Let's Engage!
Hollie Clere of The
Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand
Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.
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