The relationship marketing concept is not really a new idea. Customer relationship management has been around for some time. But advances in technology, and particularly the Internet, have made relationship marketing much more accessible; to the point that it is fast becoming the most powerful marketing strategy available.
If you’re not familiar with the relationship marketing concept, let me lay it out for you briefly: relationship marketing is all about building good relationships with customers. It’s all about building brand loyalty and long-term customer commitment. Entrepreneurs and small businesses owners need to build relationships based on trust and mutual benefit. With more people shopping online these days, it’s even more important than ever to be able to build good relationships with customers. We’re not getting as much chance to meet people face-to-face.
People are using the internet more to get information and carry out research; including product research. Granted, lots of people go online specifically to buy because it’s convenient. But many people who are not yet at the buying stage are just looking to find out more about what they might potentially buy. Most savvy buyers will do some research before getting their wallet out. Now, if you or I could help them come to a better buying decision, people would probably appreciate that and remember it when they are ready to buy. And we can start building relationships with customers even before they are customers.
But how can we apply the relationship marketing concept to prospects and potential customers in the online world? Offline it’s easier since traditional marketing methods usually involve meeting, and getting to know, prospective customers in person. But online we only have the web page store front. Well, to put it in a nutshell, the way to develop relationships in the online community is to treat it as a ‘community’. If all you try to do online is sell stuff, you’re going to drive more people away than you attract.
You can get anything online including love, friends, products and services. The Internet is a vast community of people from all walks of life. Okay, I’m stating the obvious but the point is your potential customers are out there and some of them are looking for you; or someone just like you. You need to get out into that community and interact with them. You can do that by connecting with them on the social sites. The obvious social sites to join are the ones like Facebook and Twitter but there are countless more. The chances are there is at least one forum on the Internet that is dedicated to your product, service or niche. Go find them and join in!
