How to build a valuable brand through relationship marketing
Posted: Tue Dec 03, 2024 10:38 am
In the digital age, competition for customers’ attention is increasingly fierce. In an attempt to gain more attention from their buying community, many brands bombard customers with information about their products on a daily basis, but more often than not, the result has the opposite effect and ends up pushing them away even further.
The relationship with your customer is directly linked to the value of your brand. If your communication with the customer is poor, inconvenient or tiresome, your brand value will be low. But if you know the right way to communicate with them, not only will your value as a brand increase, but you will also gain fans who will recommend your product so that other people can buy from you too.
Relationship marketing is essential to create a spontaneous relationship with customers and build brand loyalty . By retaining customers, you can increase canadian biotechnology email list your profits at a low cost. Just imagine: if every positively impacted customer recommends your brand to someone else, your number of active customers will double!
So, the Herd Effect happens. If a group of people are saying good things about your brand, other people will also be interested in buying from you. In a market where annual growth is 18%, adding value to the brand is crucial for a business to stand out from the competition.
Brand Value and Relationship Marketing
But, after all, what defines whether a company has good relationship marketing or whether a company's communication is good or bad?
What determines whether a company's communication is efficient or not is alignment. The way a company presents itself in indirect communication channels, such as social media and emails, should be the same way that customers encounter it in direct communication channels, such as support and individual sales.
A company's brand value is not determined by high-ticket products, but rather by the service and unforgettable experiences it offers. For example, an initial contact focused on welcoming customers and not just selling, or an after-sales service that shows interest in customer satisfaction, can contribute to the growth of an e-commerce's brand value.
Furthermore, to get the customer's attention, the company needs to pay attention as well. Strategies that foster relationships beyond sales, such as remembering the customer's birthday, for example, can make the company be seen in a more positive light.
Read more:
>> Types of email marketing and newsletters – how to communicate with your audience
4 mistakes that affect your e-commerce relationship marketing
Maintaining communication that is consistent with your company’s values can be challenging. However, some common mistakes can further harm this process and bring undesirable consequences, such as poor customer relationship management, which is essential to increasing brand value in the market.
1. Use only one communication channel
Social media has been the main focus of store owners' communication. On Instagram, for example, around 83% of users use the Lojas platform to evaluate brands and research products before making a purchase. However, it is necessary to structure pluralized communication, which is not limited to one social network, but encompasses other customer relationship channels.
“When your business’s communication depends on a single social network, it is not effective. The lifespan of a post is less than a day. You need to use other channels such as emails, partnerships, networking, etc. This is how a business’s positioning can increase the value of a brand.” – says Diego Santana, e-commerce conversion specialist.
2. Sending email campaigns without a strategy
It is necessary to be consistent when we talk about communication via email marketing, but without the correct strategy, too many email blasts can have the opposite effect and your client may ban you from their subscription list.
To prevent this from happening, you need to be objective in each email. Being aware of the purpose of a particular email and structuring it correctly is essential to ensure that your communication does not become tiresome.
The relationship with your customer is directly linked to the value of your brand. If your communication with the customer is poor, inconvenient or tiresome, your brand value will be low. But if you know the right way to communicate with them, not only will your value as a brand increase, but you will also gain fans who will recommend your product so that other people can buy from you too.
Relationship marketing is essential to create a spontaneous relationship with customers and build brand loyalty . By retaining customers, you can increase canadian biotechnology email list your profits at a low cost. Just imagine: if every positively impacted customer recommends your brand to someone else, your number of active customers will double!
So, the Herd Effect happens. If a group of people are saying good things about your brand, other people will also be interested in buying from you. In a market where annual growth is 18%, adding value to the brand is crucial for a business to stand out from the competition.
Brand Value and Relationship Marketing
But, after all, what defines whether a company has good relationship marketing or whether a company's communication is good or bad?
What determines whether a company's communication is efficient or not is alignment. The way a company presents itself in indirect communication channels, such as social media and emails, should be the same way that customers encounter it in direct communication channels, such as support and individual sales.
A company's brand value is not determined by high-ticket products, but rather by the service and unforgettable experiences it offers. For example, an initial contact focused on welcoming customers and not just selling, or an after-sales service that shows interest in customer satisfaction, can contribute to the growth of an e-commerce's brand value.
Furthermore, to get the customer's attention, the company needs to pay attention as well. Strategies that foster relationships beyond sales, such as remembering the customer's birthday, for example, can make the company be seen in a more positive light.
Read more:
>> Types of email marketing and newsletters – how to communicate with your audience
4 mistakes that affect your e-commerce relationship marketing
Maintaining communication that is consistent with your company’s values can be challenging. However, some common mistakes can further harm this process and bring undesirable consequences, such as poor customer relationship management, which is essential to increasing brand value in the market.
1. Use only one communication channel
Social media has been the main focus of store owners' communication. On Instagram, for example, around 83% of users use the Lojas platform to evaluate brands and research products before making a purchase. However, it is necessary to structure pluralized communication, which is not limited to one social network, but encompasses other customer relationship channels.
“When your business’s communication depends on a single social network, it is not effective. The lifespan of a post is less than a day. You need to use other channels such as emails, partnerships, networking, etc. This is how a business’s positioning can increase the value of a brand.” – says Diego Santana, e-commerce conversion specialist.
2. Sending email campaigns without a strategy
It is necessary to be consistent when we talk about communication via email marketing, but without the correct strategy, too many email blasts can have the opposite effect and your client may ban you from their subscription list.
To prevent this from happening, you need to be objective in each email. Being aware of the purpose of a particular email and structuring it correctly is essential to ensure that your communication does not become tiresome.