As humans, we all know how to be social, engage in conversations, and build relationships. Even then, it’s astounding how so many fail to do exactly that on social media. Remember that old saying, “It’s not what you know, but who you know”? Yes, networking and relationships are everything in business. But when done with the wrong intentions, failed relationship marketing activities can be damaging, to say the least. So we decided to chat with the expert of relationship marketing, Jessika Phillips on how to go about it. Here’s a summary of our chat.
Guest: Jessika Phillips
Topic: Getting started with relationship marketing
Format: Eight questions directed at the guest. Everyone’s welcome to share.
Relationship marketing refers to a type of marketing that generates business by building and nurturing genuine relationships with your community. This includes existing customers, fans, employees, and prospects.
A1: #Relationshipmarketing is the art of growing repeat & referral business that builds organic, sustainable & profitable results. We do this via focusing on core/ideal connections with clients, community, fans & team members. Showing up like a Magnet vs Bullhorn #TwitterSmarter https://t.co/J7W4PmI9Pd
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
As Rachel from Express Writers said, building these relationships can help you develop the every-important Know-Like-Trust factor in your business.
A1: With relationship marketing, you're focused on building a strong connection with your audience. Establishing that Know, Like, and Trust Factor will boost retention and loyalty. #TwitterSmarter
— Express Writers | Your Content Writing Partner (@ExpWriters) July 15, 2021
When done right, relationship marketing can turn your followers into fans, clients into advocates, community members into collaborators, and employees into evangelists.
A1: I like to say #RelationshipMarketing is the art of:
•➡️ Turning your followers into true fans online
•➡️ Clients into your word of mouth advocates
•➡️ Community-members into your collaborators
•➡️ And your team members into evangelists #TwitterSmarter https://t.co/J7W4PmI9Pd pic.twitter.com/bwGJDKGLlX— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
It’s a great way to show you care about your community, but also to capture their attention, articulate your uniqueness, and nurture conversations that’ll bring you return customers. And all the while, you’ll be providing a great customer experience. It’s win-win all the way.
A1: #RelationshipMarketing is all about showing that you C.A.R.E. C-apture attention – A-rticulate what makes you different -focus on R-elationships for repeat and Referral Business – and at all time provide E-xceptional Experiences. #TwitterSmarter https://t.co/J7W4PmI9Pd pic.twitter.com/7PjuFbxPlV
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Just remember, even though all of this sounds like a comprehensive strategy, relationship marketing isn’t a campaign you run for a few weeks or months. It has to be ingrained into the way you do business.
A1: #RelationshipMarketing is not a campaign – it’s a commitment to how a brand engages with everyone they come across. It focuses on building true relationships. #TwitterSmarter (i could talk about this allll dayyyy guys!) https://t.co/J7W4PmI9Pd
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Building relationships is the purpose of social media. That’s why social media is the ideal place for your relationship marketing—it gives you every opportunity to give value and receive feedback, suggestions, and support.
A2: Because #SocialMedia is a place for us to connect and do just that – build relationships! Because #RelationshipMarketing is all about serving our audience, it makes sense to be on social because that’s where we can have conversations and create value. #TwitterSmarter (1) https://t.co/UfdwTJZRSV
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Nowadays people choose a business based on how they’re treated. Good customer experience is the foundation of a successful business, and social media is the best way to ensure that your customer-facing teams are all working together to help your customers.
A2: Lastly, Today in 2020 #CX determines whether someone does business with our brand or a competitor – Using #RelationshipMarketing allows us to enhance how marketing, sales & customer service teams come together to be client happiness teams. #TwitterSmarter (3) https://t.co/UfdwTJZRSV pic.twitter.com/jRSkXiUYef
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
As Lance added, social media is a perfect platform to expand your reach. Not only can you engage with your existing community, but because social media algorithms automatically detect and proliferate engaging content, you can reach more people just by interacting with more people.
#TwitterSmarter A2: Social media is ideal for relationship marketing because it allows you to reach a broad(er) audience, allowing you to use your original content to identify NEW prospects/followers/champions –than you may otherwise have at your disposal.
— Lance A Schart (@LanceASchart) July 15, 2021
We all should, according to our guest. When you build relationships, people will tell their friends and family about you. It’s the easiest and best way to generate new leads and business.
A3: Everyone! Because Word of mouth business is the best lead generator, #relationshipmarketing allows you to double down on increasing word of mouth referrals by focusing on your current customers! (1) #TwitterSmarter https://t.co/MgkxhOrZYP
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Take care of your existing customers and relationships, focus on delivering a good experience for them every time, and your business will thrive.
A3: If we make sure we have a great culture, great service & focus on our current clients, community and team-first – treat them like the VIPs they are- the rest will take care of itself. #TwitterSmarter (2) https://t.co/MgkxhOrZYP pic.twitter.com/McD7WXArxG
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
The great thing about relationship marketing, as Madalyn told us, is that everyone can do it. It’s about being genuine and helpful, and those are the qualities we all look for in a friendship. The essence of relationship-building is caring about each other, and you don’t have to be in a specific industry to do that. When people like and trust you, they will do business with you. It’s as simple as that.
A3: Any brand can engage in relationship marketing. No matter what kind of business you have, you’ll always benefit from developing a strong relationship with your customers. They’ll be more likely to support you long-term when they feel connected to you. #TwitterSmarter https://t.co/UUk0kDf2kU
— Madalyn Sklar ? Digital Marketing Since 1996 (@MadalynSklar) July 15, 2021
Most importantly, when we’re genuine in our relationships, we do better work. That’s why we’re often more willing to help our parents than distant cousins we only meet once or twice a year.
A3) Brands who want to do good business! #RelationshipMarketing feels good. When we get clear who we are & what we’re in the business of, who we are here to do it with – then we show up w/ a relationship-first mindset- we create purposeful & meaningful work ? #TwitterSmarter https://t.co/MgkxhOrZYP
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
The first step is to make sure that your business culture reflects who you are. If you have a toxic and unhelpful culture at work, then you won’t be able to build up those relationships with your community.
A4: first it’s going back to the basics. Focusing on the inside out- meaning it must start with who we are at our core. If our culture isn’t right, our marketing won't be either. That’s why we believe in starting with a #BrandManifesto #TwitterSmarter (1) https://t.co/1Li2JoKGCz pic.twitter.com/HeGcBAyTzq
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Secondly, identify your ideal customers. Knowing your audience and who you’re speaking to can help you craft the perfect message. It also helps you stay on track and not feel overwhelmed.
A4: You must know who you can truly help & who you can’t in business. We call this identifying your #BuyerPersonas. Then focus on #buildingrelationships through content, conversations & experiences. #TwitterSmarter (2) https://t.co/1Li2JoKGCz pic.twitter.com/8U1k55HcBR
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Thirdly, and this goes hand in hand with developing your culture, focus on being genuine and transparent in your communications. Don’t try and be someone else you think is cool. Be yourself and train yourself to be ok with who you are.
A4: It’s about focusing on getting real. The only way to build true relationships is to get beyond surface-level communication and to do that you have to relate to others #authentically by adding in your true personality… you have to get to know others. #TwitterSmarter (3) https://t.co/1Li2JoKGCz
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Finally, never stop experimenting and learning. Use a variety of tools to put out a range of content. Focus on providing value with every piece of content and you’ll constantly grow as a brand.
A4: Focusing more on your technique vs. the tool you’re using. Create marketing/content/conversations that your ideal audience will find value in. Make it educational, entertaining or engaging. #TwitterSmarter (4) https://t.co/1Li2JoKGCz pic.twitter.com/Y33FvBVsJt
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Theodora shared a few more tips to help get started with relationship marketing. Don’t be afraid to follow fans who regularly engage with you, participate in your community members’ conversations—especially if it involves you, show your audience that you value their feedback, and always be open to hearing from them.
A4. Brands that want to build relationships on Twitter should:
? Follow back active fans.
? Engage in conversations.
? Show how they use the feedback they get from the platform.
? Keep their DMs open when possible.
? Track mentions (even when not tagged).#TwitterSmarter— Teodora Ema Pirciu (@EmaPirciu) July 15, 2021
Certainly. While social media is an easy way to develop relationships, we were a social species even before social media. You can always show your appreciation with personalized cards, messages, gift boxes, and so much more.
A5: Absolutely! #RelationshipMarketing is about showing that you CARE and that can be done on AND off social media! By sending voice memos to your team, video replies, gifts to clients and/or cards via @SendOutCards you make people feel cared about! #TwitterSmarter (1) https://t.co/hARzm0q2Vv pic.twitter.com/rGyZRtwoXz
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
It’s important to remember, though, showing that you care about your community doesn’t have to be pricey. Jessica shared her blog that has a number of great ideas ways for you to appreciate your clients, team members, and fans.
A5: I’m BIG on taking the time to create exceptional experiences for my team, clients and community, and the best part is you don’t have to break the bank to do so! ?Our @nowmg blog has a bunch of ideas for how you can get started! https://t.co/98JLJLnPYu #TwitterSmarter (2) https://t.co/hARzm0q2Vv
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Of course, as our guest reminded us, nurturing your relationships with existing customers is just as valuable as looking for new customers. More than the tool you use or the amount of money you spend, it’s the thought of doing something for your audience that matters most.
A5: i think we need to focus on our existing audience & customers in delighting them, getting to know them & build a relationship with them vs. just searching for new business. It’s less about the TOOL we use, and more about our technique! #TwitterSmarter (3) https://t.co/hARzm0q2Vv pic.twitter.com/pQeVZchJ6P
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Jessica also told us about some of her favorite tools and her free guide to relationship marketing. Check it out here: LearnRelationshipMarketing.com
I have a Full step by step free guide to do this with videos at https://t.co/lN8a5pmKoe & feature other brands like @prezi @Agorapulse @Be50Strong and more #twittersmarter https://t.co/hARzm0q2Vv
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
That’s not all, though! If you have a website, you can also use that as a base to develop great relationships with your audience. Audit your side for experience issues and fix them so that every visitor gets a great, seamless experience. It sounds simple, but how many times have you gotten frustrated with a website that’s not clearly linked or loads too slowly? Eliminate all of those issues and that by itself will become your conversation starter.
A5: Another place to focus on executing #RelationshipMarketing? >> Your website aka your home base! ? It is the online digital storefront and should be serving up the ultimate customer experience. ?#TwitterSmarter (4) https://t.co/hARzm0q2Vv
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
The biggest mistake, according to our guest, is not making a brand manifesto. Think of it like a blueprint for your business. A brand manifesto should guide your branding and marketing activities. Without it, you could end up talking to an audience that’s not necessarily ideal for your brand.
A6: One of the most common mistakes I see is brands not taking time to build a #BrandManifesto — that is the heartbeat of the brand and without one, we don’t know who we are talking to and end up attracting the wrong clients. #TwitterSmarter (1) https://t.co/UB2VKQ5DtY pic.twitter.com/7QNMWeKZTb
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Another common mistake is not investing enough in the people who talk to your customers on a daily basis. This includes your sales, support, and marketing teams. Spend time and effort on building an internal culture that motivates your teams. Relationship marketing is not just for your clients, but also for your employees and consultants. That will translate into their conversations with customers, and before you know it, you’ll have clients who choose you just because doing business with you consistently makes them feel great.
A6: A big mistake is also not investing in their teams or brand culture. We can’t simply look at things as a quick profit/loss. It’s a long-term investment that will pay out more – because our team is who helps drive, keep & influence sales. #TwitterSmarter (2) https://t.co/UB2VKQ5DtY pic.twitter.com/4oIJX0prWd
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Christine told us about a big mistake so many of us have been on the receiving end of being too salesy too soon. Sure, people know that you’re a business and you need to make a sale. But people are people first. Don’t go into a conversation mentally prepared to sell something to them. Friendships should stem from sincerity.
A6.
Trying to get too chummy too fast: it feels fake, even violating.
Hitting people with a sales message too quickly or blatantly.#TwitterSmarter— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) July 15, 2021
Jessica told us about many of her favorite brands. First up was Agorapulse. We’ve heard so much about Agorapulse on the chat because it’s a great tool for managing your social media handles. But that’s not all—they also prioritize community engagement, treating their customers and fans so well that they have a band of loyal evangelists.
A7: Oh man, there are SO many! @Agorapulse for sure! They “get it” + have a huge tribe of people who are evangelists for them because of how they treat their community. They treat their team like gold and trust them. I will be a loyal client for life #TwitterSmarter (1) https://t.co/P1QOOCue1P
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Amazon got a mention, too. Even though they’re such a global brand and it’s come to a point where we almost can’t live without it, they still continue to innovate in favor of their customer. From product UI to customer support to delivery and tracking, they’ve made shopping easy and convenient.
A7: how much time do we have here? ?? i have so many! I love that @Amazon has completely changed the game of shopping because they’ve continued to focus on their customer- what they want, speed, ease of use, doing business, and listening! #TwitterSmarter (2) https://t.co/P1QOOCue1P
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Some other good brands to check out and learn from are JetBlue, StreamYard, WaveVideo, and Hubspot.
A7: Some other brands that provide exceptional experiences and/or communication with customers: @Sugarwishgirl @jetblue @livewellnutrition @streamyardapp @wave_video @hubspot for how they show up & build community. #TwitterSmarter (3) https://t.co/P1QOOCue1P
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
And of course, our guest made a special shout-out to Sugarwish, Fireflies, and HR Partner for the great work they’ve been doing.
A7: I think @Sugarwishgirl @firefliesai + @HRPartner go above and beyond to build relationships with their customers which is so meaningful, and that is what creates a craveable brand. #TwitterSmarter (4) https://t.co/P1QOOCue1P pic.twitter.com/dA4TSivqTe
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Yet another community favorite is Chewy. As Alyx pointed out, they even send out cards for your pets’ birthdays. That’s taking a personal touch to a whole new level.
A7 I was just about to say Chewy! Love their CS team, the products they have available, and just how easy it is to work with them
I also love the personal touch of sending B-day cards for your pets, it's super sweet
-Alyx #TwitterSmarter https://t.co/j0CqRXq5Qa— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) July 15, 2021
Jessica shared her company’s blog that talks about relationship marketing and its essential steps. Check it out: What is Relationship Marketing? (And How Do You Do It?)
A8: We just published a Pillar #blog post ???to our @nowmg blog all about how to get started with #RelationshipMarketing ???and what 8 steps we think are critical to the process. #TwitterSmarter (1) https://t.co/zmCOwypVbs https://t.co/TP7ijmpM4W
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
In their recent live show, Jessica and Mike spoke to marketing expert Allie Bloyd about relationship marketing and the benefits of adopting it as a strategy. Read all about their conversation here: How To Use Relationship Marketing To Transform Your Life And Business
A8: @mike_gingerich and I also had @alliebloyd on our #MagnetMarketers live show recently to discuss the benefits of adopting a #RelationshipMarketing mindset and we recapped all of the value bombs in our #blog! #TwitterSmarter (2) https://t.co/1tu7Mq2i6T https://t.co/TP7ijmpM4W
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
And of course, Jessica also has her free guide, Learn Relationship Marketing.
A8: We also offer a free guide on how to get started with #relationshipmarketing at https://t.co/dfNItK2P0i (3) #TwitterSmarter https://t.co/TP7ijmpM4W pic.twitter.com/sGdda0ybVR
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) July 15, 2021
Well, folks, that’s all from me this week. Thanks for reading through, and for more great insights from our chat with Jessica, browse through this Twitter Moment that Joana put together for us. And join us for the next #TwitterSmarter chat. WE’re on every Thursday at 1pm ET—see you then!
About me, Narmadhaa:
I write all the things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.
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