Author: Markitects, Inc.

When a business is just starting out, relationship marketing can seem intimidating. Here are our suggestions on how to incorporate relationship marketing in the early days of your business:

Utilizing Relationship Marketing strategies as a new Business:

• Research competitors to see who they are targeting and how. From this intel, determine your target audience.
• Think like your ideal customer. Ask yourself:
  • What type of content do they want to see?
  • What type of marketing campaigns do they typically engage with?
  • What are their pain points that we can solve?
  • What are their pain points with their current provider of the product/service?
• Learn from your ideal customer. Ask current and prospective customers questions to begin the relationship and help to rationalize your marketing plan moving forward.
• Engage with customers and prospects on social media. This is a more casual introduction, and everyone loves a shout-out!
• Develop a database to use in email marketing and cold calling. Maintain the relationship throughout time by continuously reaching out to this database. Initially promote brand awareness, later focus on what’s specifically important to each customer.
• Start with brand awareness and then get more specific using data. Start with more generic brand awareness to get the message out there and acquire clients; once you have some data begin sending more targeted messages to your customer segments and follow up with a sales call.
• Request reviews on Google and Yelp to continuously get feedback and foster the two-way street relationship.

Let’s start at the beginning…

You could say that marketing for technology products officially started in 1984 (when I was just starting my career in marketing) with the mind-blowing Apple Computer Super Bowl ad—clearly a watershed moment for Apple, if not the entire industry. The meteoric rise of Apple, Microsoft, IBM and other technology leaders of the day incited a revolution—and the eventual birth of an entire industry—one comprised of hardware, software, distribution, service, and R&D companies of all types, started by individuals and financed by the venture capital community. Who wouldn’t want to be part of these exciting times?

What is Relationship Marketing?

Relationship marketing is a strategy designed to build and foster long-term relationships with customers. The goal is to establish customer loyalty for repeat sales; however, these customers also tend to act as good referral sources.

Think of brands you use and purchase from repeatedly. You have a relationship with these companies as they continue reaching out and selling to you. In comparison, there are companies you may buy from only once and never hear from again; you may not even remember their names.

In B2B marketing, we use traditional marketing in certain instances, but relationship marketing in others. We work with many companies that utilize us for the strategy and execution of their traditional marketing, but also have us oversee and aid in relationship marketing, alongside their sales team.

To wrap up the month of February (and hopefully winter) here is our recap of our favorite Wednesday activity, SEMrushChat! This week’s discussion focused on the importance of trustworthy links in your SEO strategy.

First, let’s define what this means. Search engines’ ranking algorithms focus on a variety of different metrics to determine authoritativeness, relevancy, and trustworthiness of a website. One of these metrics is backlinking.

Every Wednesday, Markitects participates in SEMrush’s Twitter Chat. This week’s discussion focused on how to take advantage of PPC audience targeting.

Here are our top takeaways:

1) Some key audiences to include for general campaigns are:

• Audiences consisting of previous visitors to your website, especially those from high buyer intent pages like a RFQ page
• Audiences based on demographic reports (i.e. from Google Ads & Analytics)
• Audiences consisting of individuals searching for specific terms that align with your campaigns’ keywords and ads