Relationship Marketing

Visibility, Conversations, Opportunities, Clients

I've had the pleasure of "meeting" Tracy Beavers through her website, newsletter, a webinar she offered, podcast, and Facebook group. I absolutely adore her approach to gaining clients that I'll call "relationship marketing" which is my preferred style. 

Tracy works with her clients on the nuts and bolts of marketing techniques - the value of websites, an email list to get into inboxes, and even Facebook groups for real-time conversations. 

But what I really love about Tracy's methods is her focus on conversations. 

Tracy's style aims "to turn everyday interactions into genuine relationships, meaningful opportunities, and ultimately, paying clients.

 ✔ Visibility creates conversations.

 ✔ Conversations create opportunities.

 ✔ Opportunities create clients."

Her focus is in building real relationships. 

​I adore that. 

Is Relationship Marketing Really a Thing?
Turns out the answer is yes! (I thought I was just making up the term!)

According to Wikipedia:
"Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions.[1][2] It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.[3]"

Continuing from Wikipedia: "The technique was first proposed by American marketing scholars Berry (1983) and Jackson (1985). Berry (1983) argued in a conference about the field of service marketing that relationship marketing is a marketing activity for enterprises to obtain, maintain and promote effective relationships with customers. . .Jackson (1985) further modified the concept in the aspect of industry marketing. He argued that the essence of relationship marketing is to attract, establish and maintain a close relationship with enterprise customers."

While I appreciate these early efforts to define Relationship Marketing, my take after many years of working with nonprofits, many more years in hospitals as a physical therapist, and more recently as a business owner focusing on marketing, my approach focuses on customer satisfaction, retention, and simply revolves around conversations. 

Let's review Tracy's approach one step at a time.

Visibility Creates Conversations
Visibility is created in a variety of ways which can naturally lead to conversations.

• Your website - you share your message here and often have a Contact form
• Your email newsletter or simply email communication
• Your social media or messaging through those services
• In-person and online networking opportunities and follow-up conversations
• Maybe you've written a book - that will definitely create conversations!
• Online discussion boards, forums, and groups - interact and share your knowledge
• Maybe you host a podcast! Lots of conversations with guests, their audience, your audience, and promotion before and after the latest episode. 

Conversations Create Opportunities
Conversations and Opportunities can happen in many ways. 

• You may get invited to be a guest on a podcast or webinar
• Collaborate, partner, or trade podcast guest options
• Collaborate or contribute to articles with someone else
• Tag those you know or would like to know to interact with your posts
• Get featured in a magazine
• Be featured on a panel discussion or speak at an event
• Conversations will keep you top-of-mind for others to recommend and connect you
• Being "out there," noticed, and having conversations will lead to any number of opportunities!

Opportunities Create Clients
Thanks to your visibility creating a myriad of opportunities, you're bound to be hired for your services! While obtaining clients is likely ultimately the goal, it doesn't need to be pushy. It's more a matter of being in the right place at the right time when someone identifies a need you could be the perfect person to fill.

• ​Take conversations deeper with online or in-person "coffee chats" to get to know each other better.
• Listen more than talk - how can you serve someone, what are their pain points?
• Have ways others can easily share what you do should they find someone who may be a good fit - have a flyer or email language ready for someone to share.
• Have your business card (hard copy or digital option) ready for in-person networking events (Blinq has a free digital version of a business card).
• Be ready to share the easiest way someone can see what services you offer - maybe a QR code linking to a flyer or your website.
• Have a plan ready to quickly vet potential clients to ensure it's a good fit. Starting with a lousy client relationship or someone you don't get along with is not a fun way to do business. 
• Be ready to talk project pricing, whether you have a firm price structure or personalize the service with the price. 

Your Turn!
Where is your biggest challenge - Visibility? Conversations? Converting conversations into opportunities and clients? 

Love to hear if you're a Relationship Marketer as well and where you're focusing your efforts - Let's Chat or find me on LinkedIn or Substack!

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