What does marketing mean for your business?
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (Source: American Marketing Association)
I completely agree with this definition, but over the years became frustrated with the trends in marketing, in particular digital marketing. It just didn’t sit well with me personally and professionally and I knew there must be something more.
In early 2015 I discovered the world of Relationship Marketing, a concept completely new to me. As I began to understand more, it became very clear that relationship marketing was my missing link in marketing. For me, it compliments any marketing strategy.
I am passionate about this holistic marketing strategy. I believe that it is very important that business owners be consistent in social media, email marketing any other marketing activities that are successful for their individual business. But when relationship marketing is applied, amazing results will happen. All with very little effort or expense.
Relationship Marketing is about creating an emotional connection between the business and client. Once this emotional connection has been made, it needs to be nurtured and cared for so that the client will become a brand advocate, referral giver and lifetime client.
Last year I experienced the power of relationship marketing first hand. In 2015 I had to sell my family home. My husband and I separated in 2014 and it was time for us to settle our finances. As you can imagine this was a very difficult time for me and my family. I loved this house and was struggling with letting it go.
We bought this home from a local real estate agent 15 years ago. He was a young guy just starting out in his career. Today, Troy is the co-director of one of the largest agencies in my local area. He was smart and understood the power of building relationships from a young age. Every year for the past 12 years Troy would call us. It was often a quick call to touch base and say hello. He knew we weren’t sure about whether we were going to sell or renovate over the course of this time, but was always there to offer insight or assistance. Over the past 15 years we had a few market appraisals. Guess who we called to conduct them.
So when it came to deciding who was going to sell our precious home…it was an easy decision. We still did our due diligence by interviewing a couple of other companies, but I always knew we would be going with Troy. I knew him, I trusted him and I liked him. I was in safe hands.
The auction campaign was a great success and we strategically picked a great time to sell. The market was at its peak. I poured my heart and soul into getting our home ready to sell and I believe that this helped with the result we achieved. There was an emotional connection between our home and the buyer. They wanted it and fought for it during our auction.
This image is part of a thank you card I sent to Troy. This is him at our actual auction and of course the all-important sold sticker.
So today I share this experience with many different business owners. Building relationships is not hard, but like anything in life and business the key to success is consistency.
If you would like to learn more about relationship marketing and how you can apply it to your current marketing strategy, I would love to have a chat. You can connect with me here.