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Building Customer Relationships through Effective Marketing


coin collectionBuilding customer relationships is enhanced by the use of cutting-edge marketing technologies like interactive video email.

Relationships are the life-blood of any business, and if you want yours to grow you must turn your collection of contacts into more than just a hobby.

Baseball cards, stamps, rare coins, seashells—many people collect things as a hobby. Some of us may even have a collection of business cards. Parties, seminars, business meetings, networking events—we meet people, make connections, and add their cards to our growing pile of contacts.

It’s easy to think we’ll follow-up, but more often than not, business cards just sit around collecting dust or being used as bookmarks and mini-coasters.

Turning your contacts into real relationships

Relationships are the life-blood of any business, and if you want yours to grow you must turn your collection of contacts into more than just a hobby. Each person is a potential future customer, someone who may already be interested in the product or service you offer.

The more these people believe in the value of what you’re doing, the more likely they are to invest or tell others about it. Follow these tips to building customer relationships through effective marketing:

  • Communicate soon: Even charming, exciting people are hard to remember six months later if you only met them once. Make a connection immediately after a networking event by sending a personal “nice-to-meet-you” video email. You can also let them know you’ve added them as a contact and email them your latest newsletter or flyer highlighting your product/service. This will reinforce who you are and what you offer.
  • Communicate often: Turning your network of contacts into educated customers is vital. To do this you have to stay on their minds. By communicating regularly, people can start to anticipate your upcoming messages. Then when they’re ready to use what you have to offer, they’ll be more likely to think of you.
  • Communicate cost-effectively: Interactive video email is a thrifty way to market your company’s product or service. Regularly sending informative video messages, documents, and surveys can help you strengthen relationships with your contacts, build trust in your expertise, and provide you with valuable feedback.
  • Communicate with rewards: According to, repeat customers spend 67 percent more than new customers on average. Repeat customers are the most profitable customers, and you should be doing everything you can to encourage them to stay loyal or work with you again. With interactive video email you can stay in touch and give customers something valuable in exchange for their investment: personal videos and documents featuring helpful advice, informative tips, news, and opinion surveys are great ways to keep them engaged.

What other kinds of marketing technologies have helped you build customer relationships? Leave us a comment.

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