5 Strategies of Relationship Marketing

(Episode 2 of 2 with Laurie Delk Radecki)

5 Strategies of Relationship Marketing

Welcome back to another episode with Laurie Delk Radecki. In episode one, we discussed how entrepreneurship has helped the widow of a police offer create the life she wants and provide well for the people she loves. In today’s episode, we’ll discuss why we need to focus on our relationships, Laurie’s top five tips for relationship marketing, and more. 

Being Present

When I asked Laurie what the greatest mistake or failure she’s made in her career, she said it applies to business and family. “As a mom, you know, you’re talking to your children, and a lot of times when you talk to your children you’re training them. You say, ‘look into mommy’s eyes,’ right because you want to get their attention,” Laurie said. 

“I remember a point that I was multitasking, right? I was doing a bunch of different things . . . [doing] my best. One of my children came up to me and started telling me something. And . . . I was listening, but I was also multitasking. I said, ‘mm hmm,’ [but] I was typing, looking at my computer, and this child grabbed my chin and pulled me and said, ‘Mommy, look into my eyes.’

“It was just like, smack, you know . . . it just kind of really hit me.” She thought, “Oh my goodness . . . this is my child. I need to pay attention to this child.”

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“The same thing in business—I need to pay attention to whoever’s in front of me.” Laurie has noticed in business when she’d be talking to someone and they were doing something else or they were scrolling through their phone. “I just vowed to myself that . . . anytime I’m in front of a person, I would be present with them no matter what.”

“Relationships are important. . . . It doesn’t matter how much money you make. If you get to the end of your life and you don’t have people that love you, and you don’t have people that are around you, then what is it all worth in the first place?”

5 Strategies of Relationship Marketing

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Here are Laurie’s top five strategies of relationship marketing. 

1. Text 10 People Everyday


Texting is a fast and simple way to keep in touch with people. “Back in the day, it was one dollar a text . . . but now everybody has texting free on their phone, now almost everybody has a phone. So [here’s] one of the things I do every day: I take 10 people, and I just text them something. And it’s never business stuff . . . this is just building relationships, keeping in touch. So it might be, ‘I hope you have a fabulous Friday,’ [or] ‘Hope you have a wonderful Wednesday.’ And that always ends up leading to a little bit more conversation.”

“If you’re in business, but you’re not just sending your business stuff out all the time, you’re actually working to build those relationships, people will reply to you.”

2. Call at Least 3 People a Day


Laurie does a similar thing with phone calls. “I try to call between three and five people a day. I put it on my schedule . . . just saying, ‘hi,’ hearing someone’s voice.” Since COVID has started more and more people are using Zoom or other video conferencing technology to connect with friends, family, and associates, so Laurie tries to use those as well.

Laurie said it can be “like your Starbucks coffee chat, but . . . in your own home. But just talk to each other, keep in touch. And the same thing [with] business stuff—just say hi, see how someone’s doing, look into their eyes.”

3. Give People Reasons to Stay on the Email List


Email lists are another great way to keep in contact with people. “If you’re going to have an email list, you need to give people value, give people reasons why they want to stay on your email list.”

4. Social Media and Time Blocking


In 2020, there were 3.96 billion people in the world actively using social media, an increase of 10.9% from 3.48 billion in 2019. Back in 2015, there were only 2.07 billion users—that’s an overall increase in users of 92.76% in just five years (Source: backlinko.com). There’s a huge audience for us to reach on social media. Laurie said, “There’s all the different platforms, and you could be on all of them, but usually nobody does everything good. One thing I also teach and train on is time blocking and doing a little bit of everything, but doing it [well] and being consistent while you’re there.”

“I don’t have anything pop up on my phone, not even texting. I only check my texts when I’m scheduled to check my texts, or I have extra time in my day or whatever, so that [I’m] not getting distracted from the things that I plan to do. So [I do] the same thing [with] social media.”

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5. Greeting Cards


Greeting cards are another fun way to connect with people. “I send cards of happiness. One of my cliche sayings is ‘I get to send happiness through the mail.’ And that’s what I want. I don’t want it to be kind of like, ‘okay, you know, I got this card and it was okay,’ right? I want them to get it and go, ‘Whoa, wow, that’s awesome.’ I want that to bring out those endorphins and make them feel good. So that’s, of course, going to build a relationship with you [and] them because it pulls the heartstrings together, but it also [helps us] keep in touch and [remember] them.”

A lot of people send Christmas cards, but we can also send cards at any time of the year. “I actually went into a store the other day that a friend of mine owns . . . and she had one of my cards on her counter at the store. . . . The front of it says, ‘smile,’ real big, and it has a smiley face, and [it says] ‘It’s like yoga for your face.’ And so, I saw that thing somewhere, and I thought, ‘I’ve got to do something with this.’” 

“So I did,” Laurie said. “I sent out a few cards with that on it and just a cutesy little message on the inside. . . . just to make somebody smile when they opened it up. And it obviously made her feel good; she put it in her business right on the counter at the checkout register . . . and she never even said anything to me about getting the card. And I happened to go into the business last week, and when we were checking out, I said, ‘Oh my goodness, you have [my] card right here on your counter,’ and she’s like ‘Oh yes, I love that card. I meant to tell you thank you.’ And that made me feel good . . . that she thought enough to even show my card to everybody that comes in her store.”

How do we turn these relationships into revenue?

So how do all these relationship strategies lead to revenue? Laurie said, “When you are building the relationships properly and you do have the good ethics and morals and integrity behind that, business is going to happen no matter what.”

“There [are] some people that your business or your service or your product won’t ever be a fit for . . . and that’s okay, right, but you can still build a friendship with them and build a relationship with them . . . because they have a circle of people that they know that they can refer you to.”

“If you put your . . . links and your things out about your business in different places, people are going to find you because people, especially nowadays, click around before they do business with you. They research you . . . they look for things, they read about things, and so they can find what you do as long as you have it out there in good places for people to find and [it’s] easily accessible.”

We do have to be careful when we post about our business though. “When I do post [about my business], it’s usually something like a testimonial. So it’s not a flat out, ‘Hey, come buy this from me,” or “come get this,” but it’s something that just tells people a little bit more about what I do, or what product or service I offer. So, that way it gets them . . . if they’re interested . . . to want to reach out to me. And then when they reach out to me, then I can follow through with the process of asking them questions to make sure that I’m offering the best product or service for them.”

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Remembering Our Why

Laurie’s last piece of advice was to remember why we started. “I think that’s one of the biggest keys to success that I’ve had,” she said. “You [must] figure out why you want to do what you [do]. . . . I wanted to do things to help support the family. So, remember why you started, because in any business, whether you get very successful or whether you’re on the trail to becoming successful, either way, there’s going to be hardships. In those hardships you have to remember why you started it in the first place and what you’re doing it for to keep that stamina, to keep going, to push through those trials that are going to come, because it doesn’t matter what financial bracket you’re in, you’re going to get some of those trials.”

Key Takeaways

Thank you so much Laurie for sharing your stories and knowledge with us today. Here are some of my key takeaways from this episode:

1. Try to text and call people every day to consistently nurture and grow connections.

2. We must make sure our email lists are providing value so people want to stay on them.

3. It’s too much to try to be on every social media platform, but time blocking can help us manage our time.

4. Greeting cards are a great way to send happiness through the mail and strengthen relationships.

5. If we foster these kinds of relationships, many of them will naturally lead to business.

6. Our relationships will be better if we devote our full attention to the people we are with.

7. If we remember why we started, it will help us get through the hard times.

Connect with Laurie

If you enjoyed this interview and want to learn more about Laurie or connect with her, you can find her on LinkedIn at https://www.linkedin.com/in/lauriedelk/, check out her website at http://lauriedelk.me/, or you can watch, listen to, or read the first episode with Laurie.

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    About the author

    Nathan Gwilliam

    Nathan Gwilliam

    I help organizations navigate tectonic shifts that are transforming the business landscape, so they can optimize marketing, accelerate profits, and make a greater difference for good.

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