Relationship Marketing for Small Businesses
If you own a small business (restaurant, cafe, small shop). You might be wondering sometimes, "how to convert all these guests into loyal customers ?". The answer is Relationship Marketing. Relationship Marketing encourages local businesses to develop relationships with guests, peers, suppliers and partners, to maintain their loyalty to the business. To accomplish this goal, business owners must maintain communications with these parties in order to understand what they want and need from the relationship.
What is relationship marketing and how does it work ? Without further abstract concepts, we will give you some real world examples of how local businesses conduct relationship marketing:
Establish Local Presence through Social Media
Though your presence is local, you have to be present online too. More and more young generations are using online media to search where they have to eat/hang out/have fun with their friends. Some small businesses have set up profiles in Social Media to engage their guests. Currently, which social media has more impact or which one can produce more sales is not yet proven. Please note that: some businesses try to engage social media by making profile in every sites available. However, without frequent update in social medias, these approach will be futile. To build successful businesses, you need to ensure that all your online and offline activity is always consistent. Whenever you have offline promotion, put it in online profile, and vice versa.
By having seamless integration between online and offline, you will see more tractable results to your sales.
Relationship Marketing starts with heart of the business. Concerns like reputation, integrity, security and privacy is all topics where you want involvement for your employees. Make sure you empower your employees to always maintain these core competencies at all time.
Websites that Contains Comprehensive Information
Luxury hotels has taken steps beyond its competitors by not only having website to drive online bookings, they also provide detailed directory in their websites, complete with facilities map. This way, guests that needs any information can search in the website, and find the building map and detailed informations about the facilities in their hotel. Not only that, some hotel webpage can be customized, so that customers can easily see weather info, currency exchange, travel bookings, etc. This webpage is set by default to open whenever anyone login to their WiFi. Furthermore, by utilizing mobile technologies, you can make anyone that scan the QR code access this informations from their mobile phone.
Embracing the Advancement of Web and Mobile Technologies
Local business owners need to open up with new technologies if they want to win the competition. Online web services has made it easy for hotels to engage every guests that come to your hotel. This service enables customers to join as a loyalty member of any business by scanning QR code and start collecting points. Once they become a loyalty member, owners can push messages to their phone wherever they are. From relationship marketing point of view, this is a great way to build your relations in more subtle way.
By showing the QR code in every touch points (check in counter, restaurant menu, waiting lounge), small businesses is empowered to engage guests and join them in online chat to know what their guests care most.
Please be aware that building relationship with your customers is not an instant process. It might sound cliche, but it's a continuous process that needs to be embedded inside all business stakeholders. Small business owners can empower themselves with new technologies to help them maintain and manage relationship with customers.
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