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As entertainers, MCs and DJs, we pride ourselves on being able to build rapport and relationships with our clients. It’s how we maintain a long-lasting business and strive ahead when things may be down across the industry.

There will be times where a client will book you, you do their event and that will be the last time you ever see them. Other times, you build such a close relationship with a client and they book your services repeatedly. This could be a corporate client or even maybe a bride and groom who book you for other events like a graduation or birthday.

There is a type of marketing and strategy that goes hand in hand with this. It is called Relationship Marketing, which is defined as a unique type of strategy to foster customer loyalty, interaction, and long-term engagement.

A business owner will develop strong connections with clients by providing them with information directly suited to their needs and interests, and by promoting open communication so that you can maintain on-going continuous business.

When you are trying to figure out how to create a long revenue stream, remember that cultivating loyalty among your existing clients is a major key to your success. Statistics show that it costs 15-25 times more to bring in a new customer than it does to retain an existing one, so improving customer retention rates can go a long way in helping your bottom line.

When you are trying to figure out how to create a long revenue stream, remember that cultivating loyalty among your existing clients is a major key to your success.

Fostering these relationships takes a different approach than for getting new leads, but if implemented correctly, relationship marketing strategies can unlock several benefits for your businesses. Below are some ideas to help you craft a successful relationship marketing strategy:

1. Make Customer Service a Priority
Relationship marketing is all about relating to your customers in a positive manner. That means offering consistent, personal Customer Service they may not get elsewhere.

2. Develop a Solid Content Marketing Strategy for Repeat Business
Traditional forms of advertising can still be good and work out well for you. Reminding people that your product exists and maybe even striking an emotional chord; content marketing provides a different kind of value to both you and the customer.

3. Create a Loyalty Program
Determining the best way to promote repeat business can be a tricky process but an effective loyalty program can work wonders.

4. Surveys Are Your Friend
Want to get to know your customers better? Surveys are an effective way of learning what your audience wants from you and what you could be doing better in a direct, accurate way.

The most effective way to achieve a long-term relationship with your customers is interacting with them on a one-on-one basis. Relationship marketing is a unique and difficult aspect of marketing, and one that requires full engagement with your existing clients. While it may seem difficult at first, it is among the most important methods of improving your bottom line and increasing overall customer retention.

Joshua Volpe is the owner of Rochester, N.Y.-based Kalifornia Entertainment.

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