Create Lasting Online Relationships – Part 1

Are you finding that some of the results you're getting from your website
are a little erratic?

Do you find yourself wondering what strategy to adopt next because the number of them is constantly increasing at a rate of knots?

Are you finding yourself paralysed by the sheer number of options available to you?

If so, then read on and stay with it to learn the specific reasons WHY some strategies fail whilst others succeed and become aware of WHEN the right time is to use WHAT strategies. Over the course of the next few weeks, you'll be provided with some of the leading strategies used to engage customers and HOW they can apply to your online business.

Internet Marketing Strategies Galore

There's no shortage of choices and opportunities when it comes to Information & Internet Marketing. Continuity programs, social media, affiliate programs, blogging. It's not for a lack of options that many get confused. There's just too much to choose from!

It's okay. You're not the first and you certainly won't be the last person to be overwhelmed by the variety of choices available.

When presented with a range of options, we recommend taking a step back from your online Marketer's toolbox and review your Customer Engagement model.

Stages of Customer Engagement

Most mature organisations and business are aware of something that only a relative few Information & Internet Marketers are. In engaging with customers, organisations go through a series of unique stages with each stage aiming to strengthen their relationship with customers further.

Many marketing references texts point to a very similar four-stage process for engaging with customers. As customers progress along the process, the relationship and hence the value they bring to your business strengthens.

1. Reach
As with all businesses, simply putting up a webpage won't get you an audience "just like that". You do need to find ways of increasing your reach. If you need to get more visitors to your website, then you can probably benefit from adopting a combination of Facebook, Twitter and Article strategies. Also don't forget SEO, you never want to be "slapped". (You've got to be on the ball all the time.)

2. Acquire
A flood of visitors to your website is great but you now have a responsibility to deliver something of value, real value, back to them. That means you need to convince them that you offer real value. Use strategies such as eBooks, mp3, video marketing, event marketing. Make sure your website's copy is up to par too. The words used, the message conveyed. What information do you need from your website? How much easier would your decisions become if you had better feedback from your website?

3. Convert
Some of the people who reach your site will see a match between their needs and what is offered by your website. Your goal is to get them to take some action. An action that benefits you in some way. It could be more clients, more sales. Or maybe even both. You'll probably want to (at the very least!) consider Affiliate Programs, Continuity Programs, Email Marketing, Autoresponders and Customer Relationship Management. You may also want want to think about eCommerce and publishing. In a multi-channel, multi-representational world, you'll want to quickly zero in on the most successful strategies and direct your valuable traffic there.

4. Retain
Just about everyone knows its cheaper to sell to an existing customer than it is to go out and get a new one. Get to know your customers and help them get to know you. Use email marketing, social networks and, where appropriate, lumpy mail. Here you're not so much concerned with which strategy to adopt. The real success comes from understanding and tweaking your multi-channel position as well.

To maximise the results you get, you'll most likely adopt a number of different techniques and strategies all at the same time - in parallel. At any point in time you could have as many as 10-15 strategies in play at any time.

If you have an online business or have at one stage or another contemplated the thought of running an online business, you will want to decide which strategies to use within the context of each stage of your Customer Engagement model. For example, how could you use social networks and when would they make the most sense? Which SEO strategies should you adopt and for what specific purpose?

The popular recommendation is to start sooner rather than later. Relationships take time to develop so the sooner you can start to develop them, the sooner you can measure your effectiveness. At it's core, it means you'll be able to find the weakest link in your Customer Engagement model and start putting in place mechanisms for improving it.

Let us know how you measure your website's success and you benefit from automating the measurement of your website key metrics. We're always keen to develop new and innovative tools and it means you get to focus less on the technology and more on your business and having fun.


Create Lasting Online Relationships - Part 1 | Part 2 | Part 3

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