How is relationship marketing different?
All marketing strategies share the same core foundational tenants. However, there are differences in the tactics and goals of various marketing types.
For example, the messaging for those newly introduced to your brand differs from communication with loyal customers. Or how specific marketing channels work well for e-commerce businesses but not for service-based companies.
What can I say? Marketers are a detail-oriented bunch.
Marketers, true to form, segment types of marketing based on nuanced differences.
- Content Marketing
- Search Engine Marketing
- Direct Marketing
These marketing types’ titles directly describe the tactics used in that particular form of marketing.
Differences between relationship marketing, content marketing, SEO, and direct marketing:
- Content marketing utilizes video, writing formats, and static images to share information that serves a purpose beyond selling a product or service.
- Search engine marketing focuses on driving results for businesses based on internet search terms - both paid and organic. Paid SEM relies on advertising dollars to boost results.
- Search engine optimization prioritizes keywords within content on web pages to drive traffic to a particular website.
- Direct marketing is a variety of tactics (targeted ads, direct mail, email marketing) to sell directly to the consumer rather than through a third party (like a big box store or other partnership.)
Most marketing strategies are multi-channel, meaning they pull a-la-carte tactics and concepts from multiple marketing types and use them across various channels.
Each marketing strategy's tactics, channels, and content depend on the business sector, goals, and audience. It's varied and specific.
What is relationship marketing?
Relationship marketing is a multi-channel marketing strategy that blends content and direct marketing, prioritizing human connection.
Traditionally, relationship marketing is a form of direct-response marketing focused on customer experience, satisfaction, and retention.
Long-term customer relationships are prioritized, and communication extends beyond intrusive advertising and sales messages.
I expand upon this definition of relationship marketing for my business and my work with my clients.
People are the core of every business.
Generating trust is crucial for strong and long-term relationships.
Trust is earned through every interaction of the customer experience.
Through focusing on storytelling and the customer journey, we craft a marketing strategy that blends effortlessly with their overall business strategy and goals. Storytelling is the essence of human connection and communication.
We’ve been telling stories as a species since the dawn of time. Stories help us entertain, educate, and empathize.
These three E’s also are the “secret” to relationship marketing’s success.
- Entertain: Humans are social creatures. We crave delight. Entertaining stories capture our attention and draw us in, especially when the story is relatable.
- Educate: Information is more readily absorbed and comprehended when shared in a story arc.
- Empathize: Stories are how we learn about one another and ourselves. Through consuming other people’s stories, we can understand and share the feelings of another.
Customer relationship marketing
The relationships formed with prospects, customers, and peers are the driving force for growth.
When I work with clients, I ensure that their story captivates the right people to propel success.
Their business is limitless through genuine connection and messaging turned into actionable marketing tactics.
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