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Feature
Article
Customer Relationship Marketing
What is CRM? Customer relationship
marketing is all about building relationships with your
prospects and customers. It is a proven way of increasing your
sales and the customer conversion rate of your prospects and
leads. It is also used to increase backend sales. One of the
most important keys to developing a successful business is
practicing good customer relationship marketing. Without this
important element in your marketing you will not be able to
progress effectively with your business.
How do you put this powerful concept into
practice? There are several ways you can build relationships
with your prospects and customers:
One of the most effective is a mailer:
What is a mailer? It is a sequence of messages sent, via your
autoresponder, to either your customers or leads. Offline this
will be done manually and is often referred to as a drip
system.. It will give more information on your product and
service, with the express purpose of selling to your reader.
Leads will click on a link for more information, which will set
the sequence of messages off. This link can often be found on
your website or in your newsletter.
A second use for a mailer is sending a
sequence of messages to your customers, to sell backend
products. This will begin with a “thank you” letter and continue
with information and an offer or discount for a related product.
Be careful not to send too many messages in this sequence as you
can lose customers when you overdo this.
Newsletters: are very powerful tools
for building up relationships with your leads. Each subscriber
to your publication is a potential customer. As they continue to
read your newsletter they will build a relationship with you.
Over time they will trust you and your offers and become your
life-long loyal customers.
Providing good customer service and
support: this is a critical area in your business and one
that many businesses overlook. The better you look after your
customers and subscribers the more they will build up trust for
you and your company. When you treat them like the VIPs they
are, your customers and subscribers will be much more inclined
to buy from you.
Building relationships through website
content: Your articles and website content can also help to
build good relationships with your visitors. When you write good
informative content you will build up your credibility in your
visitors (leads) eyes. They will perceive you as the expert and
this will help to build trust and sales.
Building relationships through your
sales copy: Your sales copy is one of the main ways that you
will build a rapport with your reader. It does not matter if it
is a full blown sales page on your website or a small ad in a
publication. The purpose is the same, to build trust and
credibility between you and your reader. Making your sales copy
personal with compelling benefits does this.
Personalizing all communications: it
is very important to personalize all communications to your
prospects and customers. This can easily be done on your
autoresponder collecting first names when you get email
addresses and then putting in a small code. Offline
communications should always be personalized. Personalization is
not only respectful to your recipient it also makes the reader
feel special. It will increase good feeling between your
customer, or prospect and your business.
These are just a few ways that you can
increase sales with customer relationship marketing. Remember
that business is not exclusively about dollars and cents but
essentially about people. How you treat your customers and
prospects will have far reaching effects on your business.
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