Marketing GPS:
Navigating Your Marketing Options

5 Steps for Success with Today's Relationship Marketing
By Liz Harsch
of Tailor-Made Advertising
(Torrance, CA)

Information about your company is out there - make sure you're a part of it with targeted relationship marketing.
Your Company Online

June 2010

Relationship marketing is not new, but new technologies like email marketing, social networking and online reviews have simply brought it to the forefront of your marketing tool box.  The fact is you've been building customer relationships one person at a time for a long time.  Relationship marketing with interactive and social media simply allows you to become more efficient and grow your message delivery exponentially.  Here is some advice to help you be more successful.

1. Determine what action you want the recipient of your campaign to take.  Then design a marketing plan that will result in more people taking that action.  If you are using a service provider, ask them to help you define the action that you want in order for the campaign to be worth your investment. Brainstorm on the most effective solution.

2. Remember that relationship marketing starts with listening.  No one wants to be in a relationship where someone is talking but not listening.  Don't even consider a social or relationship marketing campaign if you are not going to act on what you learn from your market.  If your service needs improving, be ready to fix it.  If your product does not work for a certain application, be honest and let your market know your limitations.  Like any relationship, honesty is the best policy.  In fact, your market can help you with problem solving.

4. Be ready to commit some of your staff's time to a relationship marketing campaign using social and interactive media.  It is going to require someone's time to develop the program and integrate it into your ongoing sales efforts.  You have to be committed to its success by having a reliable contact at your company quickly respond to your consumers. 

5. Get your sales team on board and involved with your relationship marketing efforts.  It is key that your sales staff understands what social media is doing for you and what it can do for their sales.  Follow up is mandatory to relationship marketing.  A good service provider will want to incorporate the sales team with the relationship marketing effort to deliver the best results.

Trying to start your own campaign?  Outsource the campaign and focus your time on integrating the sales team to expedite sales.  Remember if you ignore this medium, your competition won't.

Liz Harsch has been helping companies make the most of their Marketing and Advertising dollars since 1982.  Her experience in small business advertising and tracking results helps her define and expedite an effective growth plan to achieve your goals.

Tailor-Made Advertising
23670 Hawthorne Blvd., Suite 205
Torrance, CA 90505

Constant Contact All-Star Business Partner

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Liz Harsch
Liz Harsch has been a Market Consultant for retail and service companies in Greater LA since 1982.  To learn about her Torrance company visit
(310) 791-6300

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