“I want a relationship with you.”
“Because I love you.”
“Come on, seriously? That cheesy you are?”
“No, I just spoke from my heart, you won’t know…”
Oh, my dear readers, I love you too.
But okay, these are the lines from a very boring Bollywood movie—becoming more of a downgraded version of Hollywood movies these days. Well, even Hollywood movies suck these days.
I know I sound too cynical. Can’t help it, it’s in my nature, man.
Do you still want a relationship with me? That’s great.
Then keep reading on.
Because today, we are going to talk about relationships, I mean, Customer Relationships.
And how well-connected and almost inseparable it is from your Content Marketing strategy.
For many who might not be so well aware of the term…
Relationship marketing is about relationships, of course. Here, the idea is not just getting new customers; it is reaching the right public, the one that’s able to perceive and extract the best out of your solution or product, reaching their goals and total satisfaction. And it goes beyond that, focusing on building and nurturing long-term relationships to increase loyalty and make clients loyal to your company.
We are talking about generating more business opportunities, and yes, we do want to improve the company’s revenue and get a bigger number of clients. However, relationship marketing aims its attraction efforts on:
- Your target prospects with fit, able to get results from and with your company.
- Identifying opportunities that can really benefit from that purchase.
- Creating connections and providing a good communication throughout the funnel
- Keeping clients happy and engaged even after the sales cycle is over.
If we take the dating analogy, it is about building a momentum where the woman gets smitten with you, agrees to sleep with you and is still happy to have more of it every day afterwards. She is a happy and satisfied client you have a very HARD-core relationship with.
(God! My examples—complete baloney I know! Forgive me.)
And the most important confession now as a copywriter now…
Can any sales or ad copy ever achieve this? NEVER.
What a sales copy does is, lure the woman or manipulate that 16-year old (underage alert!) to sleep with you once and only ONCE. She might regret it later and not see your face again. Heck! She can complain to the police. Whatever.
But the point is, no relationship is formed. No loyalty is created.
That’s where content marketing comes in.
Content marketing comes in to fill the gap left behind by traditional advertising or marketing methods (We are talking about brochures, flyers, website banner ads, etc).
But How Does Content Marketing Work To Build Customer Relationships?
The short and precise answer to that is: If someone comes to you for advice and you help him again and again, you create a relationship with him.
Forget about selling anything to him at the moment. Who cares! If you have an audience, you will have ready buyers.
According to a study by Robin Buchanan and Crawford Gillies, the increased profitability associated with relationship marketing is the result of several factors:
There’s less dating around. Loyal customers don’t go shopping around and they’re far less to switch. As an added bonus, they’re less price-sensitive because they’re more focused on the value than price.
It’s the foundation of word of mouth. Strong relationships are essential to a high Net Promoter Score — the chance that a customer will happily refer your business to a friend.
Your regulars are your rock. Returning customers buy more and buy more often. They’re often less expensive to serve because of their familiarity with your business and how your product works.
Expansion becomes easier. Longstanding customers are much more likely to purchase ancillary products through upselling and cross-selling.
You reduce the cost of acquisition. Happy customers introduce you to new prospects, reducing the need to paid advertising and costly marketing campaigns.
— From an article by Gregory Ciotti
That’s what content marketing does for your business.
“What if businesses decided to inform, rather than promote? You know that expression ‘If you give a man a fish, you feed him for a day; if you teach a man to fish, you feed him for a lifetime?’ The same is true for marketing: If you sell something, you make a customer today; if you help someone, you make a customer for life. In every business category, one company will commit to being the best teacher, and the most helpful. And that company will be rewarded with attention, sales, loyalty and advocacy by consumers who are sick to death of being sold, sold, sold.”
— Jay Baer, author of Youtility
So How Does Creating Mind-Blowing, Quality Content Affect Your Relationship Marketing Strategy?
Oh, I can ramble on and on…on this topic. Remember, it’s my job to ramble on in print.
However, I normally like to keep my letters short and to the point (apart from a little frivolous yapping in between). So, in the next 350 or 400 words, I will try to wrap this up.
Reason #1. Content marketing helps you retain long-term customers.
Research has shown that the longer a customer stays with a brand, the more valuable they become. In fact, an annual increase of just 1% in customer retention can equate to a 20% increase in revenue annually. When you work on building relationships with your customers, and not just selling to them, you begin to develop loyalty, which means they’re more likely to stick with your brand for the long haul.
Reasons #2. Content marketing helps you increase the likelihood of referrals.
Regardless of the dozens of different marketing techniques out there today, word of mouth is still the most powerful, with 84% of consumers citing the recommendation of a friend or family member as their most trusted source when making a purchase decision. The more satisfied and loyal your customers are, the more likely they will be to refer your brand to others. The best way to achieve this is through relationship marketing.
Reason #3. Content marketing helps create your “market moat”.
This term coined by me, proudly speaking, means how much market power you have—not based on your market share, access to limited resources or market penetration, but by dint of love and loyalty of your customers. Interactive, engaging content anthropomorphize your brand in the eyes of your target audience which they get into a unique relationship. It’s all in the personality, man.
Reason #4. Content marketing creates a two-sided interaction with your market.
When you’ve got a whole slew of happy, loyal customers in your corner, you’ve got an instant test market at the ready. Whenever you need to try out a new product or propose a new service, your loyal clientele will be there to offer feedback. Want to know how you’re doing? Ask your long-term customers. Their feedback can help you determine what your business’ greatest strengths are as well as identify areas that need improvement.
Content marketing DOES form an indispensable part of any marketing campaign. Yes, short, snappy two-liners look sexy and they do work in their own way, but when it comes to long-term advantages, long-term content, those 1000+ words articles, in-depth videos or podcasts and so on, rules. As @Kit_Smith says: “Content marketing can help you build an audience for the longer term, as good evergreen content will provide years of value.”
For the sole reason that they help to build a clout around you—the denser and the more outstretching it is, the better. And it all starts with one term ‘relationship’.
To your success,
P. S. It took me another 600 words to complete it. Whew!