By Carl Maerz, Co-founder Rocket Referrals
One of the biggest drivers of relationship marketing was the paradigm shift in the way people are communicating today. Need I say the Internet and smartphones have changed everything? They’ve thrown a proverbial wrench into the (literal) marketing handbook of years past. Twenty years ago introductions were made by old fashioned means, like radio, billboards, Yellow Pages, carrier pigeon, that type of thing.
Yes, things have changed. Prior to the Internet, consumers had access only to a small network of friends and family to lean on for recommendations. Today people have instant access to hundreds of crowdsourced reviews and testimonials. Looking for home insurance? A drycleaner in your neighborhood? Just Google it. How many stars do they have? What are people saying about them?
By now the importance of the Internet, social media, and mobile is common sense. Most businesses know they should be online in some form or another. What many don’t know, however, is how to best leverage these new(ish) communication platforms to their advantage. There are different playbooks for different businesses. Relationship marketing is primarily focused on those able to develop personal and meaningful relationships with their clients, e.g. insurance agents, dentists, crossfit gyms. For businesses operating in a community it isn’t so much about creating a buzz, as it is about encouraging promoters (clients willing to refer) to speak up.
In reality (and in 2017), a referral can take many different forms: a testimonial, online review, social share, an inbound call, word-of-mouth, you name it. Relationship marketing looks to increase these referrals by sending highly personalized touch points that leverage personal relationships to increase profitability via referrals, cross-sales, and higher retention. This is achieved by first evaluating the loyalty of individual clients, and then using psychology-driven content to influence desired behavior.
For a company to successfully implement relationship marketing there is a need for automation. At Rocket Referrals, our software aims to make full use of the personal relationships that exist between a business and their clients. Insurance agents, for example, establish a bond with their clients and are expected to look out for them while keeping them top of mind. Of course, these agents couldn’t maintain regular meaningful communication with every client without some help. Rocket Referrals is designed to not only bridge this gap, but also encourage promoters to actively promote their agency. The software analyzes the existing client base of a business and creates individual profiles for each contact. These profiles are primarily founded on a client’s loyalty to the business, which is effectively measured over time. Highly personalized and purpose-driven communication is then sent to clients to encourage favorable behavior. This communication spans across email, handwritten cards, social media, and online review sites.
Learn more about relationship marketing and our journey as a Des Moines startup at our presentation at the AMA luncheon on January 11. Register now.
Get ready to see informative Iowa-only speakers in a day-long conference focused on marketing excellence, networking and industry trends. Save the date! The 2017 Experience Event is coming to the Sheraton West Des Moines on Friday, February 10, 2017.
This must-attend conference is open to AMA Iowa members and non-member guests. Featuring both general sessions and breakout sessions, the 2017 conference will focus on the 7 Big Problems Facing Marketers, including:
- Insights on digital marketing
- Using insight to shape the customer experience
- Dealing with an Omni-channel world
- The role of marketing and the c-suite
- Targeting high value sources of growth
- A panel on How Iowa Marketing trends stack up against the coasts
- And more!
Register now. Mark your calendar and stay tuned for more information!
AMA Iowa’s next Special Interest Group (SIG) presentation will take place December 14 at 3 pm at Blue Compass. Katrina Reger, Digital Marketing Specialist from Blue Compass will show you how to enhance your LinkedIn marketing strategy.
Did you know 13% of LinkedIn users don’t have a Facebook account and 59% do not regularly visit Twitter? While Facebook is the social media marketing powerhouse, LinkedIn provides marketers the opportunity to reach customers who are not accessible via other social media platforms. This presentation will capitalize on the unique opportunities that LinkedIn provides marketers and proving that it has benefits outside of merely being talent acquisition tool!
From lead generation to the various ad types and most importantly LinkedIn’s exclusive targeting capabilities; LinkedIn advertising should be a part of any well-rounded social media strategy for both B2B and B2C audiences. If you want to establish yourself, your brand or your client as a thought leader, increase conversions, increase traffic to your website and gain additional insights into your consumer, these tips will help you effectively utilize LinkedIn to meet your goals.
1. All ad formats are not equivalent. Better understand what ad type best fits your specific goals and objectives.
2. LinkedIn ads are not just for acquiring new talent; Katrina will cover other objectives that can successfully be accomplished with LinkedIn’s unique offerings.
3. Best practices and tips to increase impressions, engagements and conversions on both paid and organic LinkedIn posts.
Register for this SIG by noon on Monday, December 12. After noon on December 12 an additional $5 will be charged for registrations.
AMA Iowa unveiled our new brand identity at today’s luncheon. The new branding reflects both the transformation of the organization and its vision for the future.
Since 1937, the AMA has been the pre-eminent force in marketing for thought leadership and valued relationships across the entire marketing community. The new AMA branding reflects our position as the essential community for marketers.
The new logo is simple and versatile but embodies the trend forwardness and bias toward action of the AMA community. The primary color palette of bone white, French navy blue and black evokes intellectual gravitas, trust and power, representing our commitment to being the most relevant force and voice shaping marketing around the world.
The new mark also supports the AMA’s new brand tagline “Answers in Action,” which captures the unique fusion between scholarly research and managerial relevance found only in the AMA community. Watch the video AMA Debuts Global Brand ID to learn more.
Join Lisa Holtorf and Ben Handfelt of Strategic America and Joel D. Duncan of Aureon at our next AMA Iowa luncheon on December 7, as they present some of the challenges and successes of their three-year rebranding journey for outsourced business solutions provider, Aureon.
- How research informs strategy
- What marketing tools are necessary for optimal brand messaging
- How to market the brand internally to get buy-in for the external launch