Relation Marketing: What It Is and a List of Examples

Modern customer relationship management is about forming long-term relationships and treating the buyer as a unique individual. The more a brand focuses on customer experience, the more likely buyers will do business. It also creates a higher level of brand loyalty, which means, if/when you mess up, people are much more forgiving.

What is Relationship Marketing?

Benefits of relationship marketing

Relationship marketing can be highly beneficial for those organizations that use it effectively. Consider these primary advantages of engaging in this style of marketing and customer development:

What is relation marketing?

Relation marketing, or relationship marketing, is the process of developing long-lasting relationships with customers to establish loyalty to the company and encourage repeat purchasing over time. Relation marketing focuses on long-term sales goals and customer loyalty over short-term increases in sales with one time customers.

Examples of relationship marketing

Relationship marketing can take myriad forms, depending on your target demographic, industry and profit goals. Review a few examples of relation marketing strategies to see what you might use for your own organization:

Share negative reviews

Most companies will receive a negative review in the course of doing business. You can use those negative reviews to help build trust with your current customers and improve your products or services. Find a negative review or a few negative reviews and share them through your traditional marketing channels along with an action plan for fixing the issue expressed in the review. This shows past customers that youre listening to their wants and needs and want to improve to keep their business.

Maximize digital communication

Many consumers use social media and chat applications to engage with businesses. Use these channels as a way to build individual relationships with past and current customers. Make it easy for customers to speak with a company representative without needing to make a phone call or send a formal email. Ease of communication is a great relationship marketing strategy.

Provide educational content

Traditional advertising is an effective strategy for certain demographics and industries. However, many people, particularly younger generations who prefer to engage with content online, respond better to educational marketing designed to provide useful, non-sales related information to consumers. For example, a restaurant might share an easy weekday recipe for customers to try at home on its marketing channels between other, more traditional types of advertising.

Diversify your offerings

Many companies cater to more than one target demographic, particularly those that offer a range of products or services. Ensure the marketing content you offer aligns with the interests and values of each type of customer youre targeting. Provide content on a variety of channels to ensure youre reaching all customers, both old and new.

Offer a lifetime warranty

If your company makes a product that you would normally warranty for a period of time like a year or two, consider offering a lifetime warranty instead. This sign of loyalty to your customers shows that you care more about their long-term satisfaction than your profits. In many cases, customers reward that loyalty by purchasing additional products from your company because they find you trustworthy.

Increase transparency

Consider the feedback you get from customers. If you see theres an area of your business that regularly confuses your customers or leads to misinformation or assumptions, find a way to offer more transparency. This will benefit your customer relationships by showing that you listen to customer feedback and want to build an honest relationship with your buyers.

Upgrade your customer service

Increase your customer service options to better serve your customers. If you have over-the-phone customer service, consider expanding your team to include online support through text and chat. The more ways customers have to engage with your company to ask questions and share feedback, the deeper your relationships will be.

Thank customers with gifts

Consider sending thank you gifts to customers. Depending on the industry youre in, you might do this after a customer makes a certain number of purchases or after their initial purchase. The gift can be small—customers often appreciate the thought more than the item itself.

Seek feedback and use it

Ask for feedback from customers to help you improve your products, services, interactions and sales processes. You can provide surveys or ask for comments on your social media platforms. Once you receive it, use the feedback to improve your business practices and continue to develop relationships with your customers.

Establish a loyalty program

Loyalty programs are a useful way to encourage long-term customer loyalty. Most customer loyalty programs use a system in which, after the customer makes a certain number of purchases, they receive a free gift or a discount off of their next purchase. Find a system that works for your company and your customers.

Tailor the customer experience

Whenever possible, customize your marketing endeavors for each individual customer. For example, if youre sending an email to past customers providing information on new products, use the customers name in the email and provide a list of curated products they might particularly enjoy based on their past orders. This shows you appreciate their business in particular by taking the time to learn their preferences.


What is the aim of relation marketing?

The Relationship Marketing ensures the long-term retention of the customer. When the company focuses on increasing the customer satisfaction by providing exactly what the customer wants, then the customer is likely to stay longer with the brand.

What is relationship marketing strategies?

Relationship marketing refers to the marketing strategy of cultivating more meaningful relationships with customers to ensure long-term satisfaction and brand loyalty. Relationship marketing isn’t about short-term wins or sales transactions — instead, it focuses on delighting customers for the long haul.

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