When you’re venturing out into the online marketing landscape, the journey can be a daunting one.

When you do choose the online marketing tools that are right for your organization, you may feel uncertain about how to use the tools you’ve chosen.

What is it you should be trying to do?

The thing to remember is that you’re looking to create and grow relationships with your customers and supporters to keep them coming back and make it easy for them to spread the word about you. These online tools let you extend the experience you would provide if these people were in the store, at an event, or on the phone.

Here are three simple ways small businesses and organizations can use online marketing tools to enhance relationships:

1. Share behind-the-scenes moments

If you have a passionate customer base, they’ll want to know what’s going on in the store. Photos on Facebook, a few paragraphs worth of text, everything can help establish a relationship that lasts.

The best part? It doesn’t have to take a lot of time.

Let people see the human side of your business or fill in supporters about the latest event your nonprofit had. As long as it’s fun, engaging, and unique, people will love to hear about it.

2. Offer rewards

The biggest reason people “like” a Facebook Page is to receive rewards. The same goes for why people join an email list.

Offering a coupon can be a great way to boost business. But it’s not always about discounts, there are other things you can offer that people will find valuable.

Here’s a list of things small businesses and nonprofits give to customers and supporters that allow them to enhance relationships:

  • Calendars of events
  • eBooks
  • Guides
  • Recipes
  • Tickets
  • Schedules
  • Brochures
  • Maps

This also brings us to the last key to enhancing customer relationships through online marketing tools:

3. Share valuable information

It’s classic marketing wisdom that you shouldn’t solely be talking about your organization online. Instead, you need to find and share content that your customers or supporters will find relevant and interesting.

If you’re a nonprofit dedicated to fighting climate change—share the latest research, studies, and political news about the topic. If you’re a restaurant—share recipes, share health studies about food you serve, or local stories.

No matter what your organization does, the internet has plenty of interesting, humorous, and valuable information on the topic. Try curating content and you’ll start to see the possibilities.

The intersection of technology and relationships

The bottom line is that, through online marketing tools, small businesses and nonprofits can now reach customers and supporters beyond the store, the conference, and the phone.

That means you can enhance the relationships you already have by staying in touch with people and sharing things they find engaging and relevant.

When you do this, you’ve successfully kept your organization top-of-mind.

Want to know more about building relationship with online marketing tools? Check out 10 small businesses and nonprofits that are using email marketing to stay in touch with customers and supporters!