In business, as in life, relationships are everything. This is why relationship marketing is a powerful strategy for small business owners, entrepreneurs, and founders of professional services companies.
The data speaks for itself. Gallup found that more engaged customers (a key outcome of relationship marketing) can lead to:
- 66% more sales growth
- 25% higher accuracy
- 10% higher net profit.
Who doesn't want that?
However, when I searched for information about “relationship marketing,” I found that Google primarily associates the term with advertising and customer relationship management (CRM) software.
The first results and definitions on a search engine results page are provided by the Association of National Advertisers. It reads as follows:
Relationship marketing is a customer relationship management (CRM) strategy that emphasizes customer loyalty, customer satisfaction, and customer lifetime value. The goal is to sell to existing customers, not attract new customers through sales and advertising.
Consider how relationship marketing relates to the positive impact it can have on a business. Maintain customer loyalty, satisfy them, get more value from existing customers, and acquire more customers.
Redefining relationship marketing
But I suggest we change that, focus less on what customers can do for us and focus on what we can do for customers. I suggest other associations: compassion, trust, empathy, connection and redefinition;
Relationship marketing is about getting to know your customers intimately, viewing them as people with complex emotions, and empathizing with what they are experiencing. This practice is based on building trust, empathy, accepting and resolving emotions, and creating meaningful relationships that go beyond transactions .
Case Study The transformative power of relationship marketing
One of the leading practitioners of this relationship-based approach is Holly J. Moore, founder of the Moore Family Law Group. After going through personal hardship, Holly found purpose in family law, specifically divorce. “They say family law defines you, not you, and that's true in my case,” he said. “I always wanted to be a lawyer because I like having legal power and influence. But when I was 16 years old, my brother died unexpectedly. This loss made me realize that I can help people as much as possible through family law because I can process the pain of losing a marriage and have new dreams for the future."
Holly became interested in relationship marketing when she realized that clients going through divorce needed emotional support beyond just legal advice. “I know from experience how difficult it is to lose someone and that people going through divorce need more than just legal expertise,” he said. “I think of all the engagement efforts we have undertaken, the most impactful being the changes to our social strategy and the implementation of the Blue Link project.”
Project Blue Binder is an initiative that provides practical, emotional and coaching support to clients throughout the divorce process. “If we thought encouraging clients to go to therapy would be beneficial, I wanted to offer something that was just as beneficial, but where clients could do it at their own pace, in their own home, and at minimal cost.” Holly said: “We introduced this Program around two years ago and it has already made a significant difference to the mental wellbeing of the clients who have used it.”
Holly also leads her company's content strategy to provide greater emotional support. He and his team create social media content, blog posts, and videos that focus on connections rather than complicated laws. Topics range from managing a soon-to-be ex, to constructive co-parenting, entrepreneurship, and even saving your marriage.
“When divorce occurs, many people face financial injustice and custody issues,” he said. “So, apart from paying attention to the legal aspects, I encourage clients to utilize their passion and entrepreneurial spirit. I firmly believe that helping you discover new opportunities and achieve financial independence is an important part of this process. Not just legality. it's about giving people the opportunity to create a better future after divorce."
A statement on the brand's website explains this approach well.
At Moore Family Law Group, we take a comprehensive approach to divorce and family law matters. We won't hesitate to bring in financial planners, insurance brokers, real estate agents, therapists, stylists, interior designers, and anyone else we need to get the best results for you and help you become the best version of yourself.
The firm's relationship marketing strategy has increased trust in the Moore Family Law Group brand and generated positive reviews that are a testament to the firm's compassion, support and commitment to clients in divorce and custody cases. Clients describe how the attorneys provide an unmatched level of compassion and emotional support, and how the firm thrives through ongoing support and review beyond the case at hand.
“Customers appreciate that we understand their emotional issues, which has resulted in stronger relationships and trust,” says Holly, explaining that she sees the most engagement when she shares content that adds value even in the face of pain and uncertainty.
For example, here's an image from a recent post on the company's fitness Facebook page:
And another photo from her LinkedIn page, this time dedicated to dating after divorce:
And, as Holly explains, the trust earned through relationship marketing pays off. “Greater engagement results in stronger customer relationships, which in turn results in increased referrals and better customer retention.”
Get started with relationship marketing. practical guide
Holly's journey offers several lessons as your company implements relationship marketing.
1. Accept empathy and human feelings
These lessons are just as valuable for SaaS companies, startups, and individual entrepreneurs as they are for professional services companies. Do not sell or service. strive to understand the emotions and challenges your customers face at every stage of their journey. Find ways to show that you really care. For example:
- If you're an accountant, your introductory meeting will focus on getting to know your client personally before diving into the paperwork.
- If you run a creative agency, teach designers to recognize and reduce the emotional stress that arises when thinking about branding.
If you are a SaaS creator, expand your thinking beyond technical issues and explore how customers feel and experience using your software. Most importantly, use this feedback to improve your experience and let customers know how their contributions impacted results.
If you or your employees aren't interested, take a course in empathy and compassion. Yes, they can be taught.
2. Connect mission and beliefs to align values.
Show through words and actions how your company mission aligns with your customers' core beliefs. These relationships, which go beyond business goals, will be realized. You can focus on shared values, for example.
- Submit reviews that reflect your social impact efforts, not your ROI.
- Volunteer hours to look after you and your customers.
- Promote content and stories related to sustainability, diversity, or other ethical practices that align with customer values.
This action shows that your brand is committed to making a difference in the world.
3. Share ideas and experiences to truly teach.
Like Moore Family Law Group, create thought-provoking and helpful content that offers real-world information and experience-based advice. Similar content flows into the Moore Family Law Group blog, and in addition to the usual legal content, there are posts about summer fun, Mrs. Doubtfire, what to wear to court, and insight or "how about a little positive thinking?" Morning." Change your whole day. You can."
Here are also some ways to train your brand reliably:
- Start a podcast that focuses on common problems your ideal customers face.
- Develop a case study or white paper that details how you tailored a product or service for a specific customer or overcame a logistics challenge.
- Create a video series that answers common customer questions and shares your experiences dealing with stressful situations.
4. Continue to interact by building strong relationships.
Create an environment where customers want to come back for advice after the initial delivery of the product or service. The Blue Binder project is a great example. Moore Family Law Group helps relationships continue to thrive despite life's ups and downs.
Here are some ways to look at your brand in the long term:
- If you run a services company, build an alumni network by offering former clients exclusive access to webinars, industry information, and networking events.
- If you're a financial advisor or health and wellness coach, create an annual review system where you connect with past clients to discuss current situations, as well as new goals or challenges.
- If your company offers education or training programs, offer existing customers ongoing learning opportunities, whether it's access to the latest course materials, webinar or seminar invitations, or exclusive content that keeps participants informed and engaged.
Your turn. Get lasting results from relationship marketing
Yes, business is about transactions. But we are also talking about interpersonal relationships. Despite the emotional connection behind these numbers, this truth is sometimes clouded by companies' desire to increase revenue.
I encourage you to make relational excellence your North Star. By practicing empathetic communication and seeking to provide value beyond the initial commitment, your brand can become the beacon of trust and loyalty that customers are looking for.
Be patient in this process and trust that your path to understanding and compassion, as well as your commitment to relationship marketing, will reward you for years to come.