Relationships matter. We enjoy connecting with other people, and build trust with people who enjoy doing what we do. This concept is key to marketing. I'd much rather engage with someone I know to get what I need than find an unknown business. We also tap our network if we need assistance, and the power of the referral network is incredibly important. If I trust you, and you refer me to a business, I already have a certain level of trust with that “new to me” business.
A key to great marketing is to develop strong relationships with your customers that will last over time. Provide them with great service that meets (or exceeds) their needs, communicate early
and often, and check in periodically to make sure they are getting what they need. Even when you are not working with them, touch base to see how business is going, ask about their holidays, recent vacation, family, or whatever your connection is. Maintaining that relationship over time creates a common bond that can be useful to you for many years.
As I often say, marketing is not rocket science – you just need to understand what you’re marketing, how you’re different, and who you are marketing to – the rest will fall into place.