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Building Long-Term Business Relationships:
Adjusting the Marketing Mix
for Synergy
by Scott Jeffery
There is a lot of buzz around the idea of using blogs and social media;
such as, Twitter, LinkedIn, Plaxo and others for inbound marketing. While
there is a lot of great value in using those tools to augment your
marketing effort, it is important that as business owners, we never forget
that effective marketing is all about building relationships. Social media
can get you the 'handshake' and an introduction to your business' unique
value proposition; but you must continue to build the relationship in
order to keep your site visitor interested so they pick up the phone when
they become a ready, willing buyer.
Where Social Media Can Work
Don't get me wrong, providing you or a member of your staff has
something engaging and interesting to say, those mediums and blogs created
by you and your team can drive a lot of interested readers to you to learn
more. Using each of those tools with purpose is highly-recommended. That
is, post updates, articles, and items of interest that may appeal to your
ideal buyer; and it is likely they will follow you in earnest.
However, social media is just one way of attracting clients and
prospects and to draw attention your Website. Once your ideal buyer
visits your Website, give them a reason to stop by frequently. Find out
what keeps them up at night and what issues--that are important to
them--you can address with a solution. Help site visitors see that there
is value to knowing you. Become an information broker, a connector to
other people your clients desire to meet, and a provide external resources
for all things that they need to make their business network thrive.
Great Relationships Create Indirect Marketing Channels
One company, Fiskars, decided that they needed to connect with their
consumers in a very unique way. Their goal was not necessarily to drive
sales. Rather, they hoped to involve their clients in the process of
testing products, giving feedback, and sharing best practices or ideas
with other consumers of their products. An invitation-only community of
Fisk-a-teers Crafting Ambassadors was born. Community members not only
shared their ideas with other consumers, they helped the Fiskars team
learn how to serve them better.
While you may not have a product or service that lends itself well to
creating an online community of consumers, you can build relationships in
other traditional ways. As a 'jumping off point', consider asking your
clients why they do business with you. Find out what they like best about
you and what makes them come back to you. Learn what makes them refer
clients, colleagues and friends to you. Most business owners never ask
their clients what they like and what they need. You may be surprised to
find that your clients have a very different perception about what makes
your customer service, products/services and pricing unique and desirable.
Choosing Marketing Mix Based Upon Expressed Client Needs and Desires
Clearly, social media is a very effective tool to drive potentially
interested ideal buyers in your direction. Just remember that the best
approach to build relationships with key clients may be a blended
solution: inbound marketing, networking groups, outbound marketing
outreach calls, qualified direct mail and e-mail campaigns, public
relations and advertising. Regardless of how you approach your clients,
remember to build your business around the feedback from your clients and
the needs they express. Always offer the best value for the very best
quality, as defined by your clients, and sell what people are buying.
About Scott Jeffery
Scott Jeffery is the owner of Voice Image Professionals, a company
specializing in unifying company brand/voice image at all points of
contact with clients. Voice Image Professionals helps clients deliver a
powerful, credible value proposition to clients and prospects on the Web,
Radio/Television advertising,
video/audio messaging. Primary services
include Website branding and
Website development, development of marketing
copy/collateral pieces, production and voiceover for advertising spots,
and business/marketing planning.
For more information, visit call 602.615.6700. Voice Image Professionals - Make your clients WANT to
hear more!
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