Transactional Marketing
I think we can get lost behind our screens. Sometimes even behind our work. When people build digital businesses they can often forget that on both sides of each transaction is still... people. Wonderful people.
People love people. They love to build lasting relationships with them. A connection. They love to be seen, heard and most importantly, understood. The strongest internet businesses are ones that facilitate this. Social networks.
But digital businesses still focus on transactional marketing and offers to their customers. 10% discount code, cyber manic Monday sale, 10th coffee free. It all says that we, the business, will reward you, the customer with more of the same if you stay with us.
Yet, when I walk into my favourite Coffeeangel coffee shop in Dublin, they say "Hey Brian". They know my order, they ask about my day and I ask about theres. When I pass their baristas on the street outside of the shop, we say hi! I don't need a discount code or a 10th free coffee to stay loyal to that business. I have a relationship that makes me feel that they really value my custom. I feel like they really care about who they hire. That they really care about their business. That's something I want to support.
Brian Chesky of Airbnb was famously told at Y Combinator to go knocking on the doors of their first customers in New York to build rapport and get to know the people trialling the service.
Perhaps its time to step away from the cost per acquisition of new customers or the churn rates and lean further into building deep meaningful relationships with your customers.
Founder & CEO at Markupus and Bride&Groom.video ? MBA ? Contributor to Entrepreneur.com ? Ironman 140.6
2 个月Only relationships will drive long-term loyalty. Great post
LIB QFA EFA APA (Per.& Gen Ins. & Per. Debt Mgmt.) CUA CUG QQI (TTT) Finan. Serv. Practitioner, Training lenders in Fin Ser, Personal Lending, Lending to SMEs, Professionals, S/Employed.
2 个月Every Business, irrespective of it's products or services, is a "people" business, therefore it is critical to have the interests of its "Customers" at heart at all times. "People buy People" !
Co-Founder & CTO
2 个月In the journey of building digital products, no matter the stage, staying in close contact with your consumers is crucial. It's easy to get caught up in the metrics and investor expectations, but the true essence of sustainable growth lies in understanding and connecting with your consumers. Taking the time to build deep relationships and truly understand your consumers' needs and desires can lead to long-term success. This approach might seem at odds with the immediate ROI expectations of investors, but it's this consumer-centric focus that ultimately drives sustainable growth and loyalty. Let's not forget that behind every transaction are real people who value genuine connections. By prioritizing these relationships, we can create digital products that not only meet but exceed consumer expectations.