Relationship Marketing: Attract New Shoppers and Nurture Repeat Business

Transcription

1 Relationship Marketing: Attract New Shoppers and Nurture Repeat Business Lily Tung Crystal November 14, 2012 Introducing Magento Go Launched February 2011 Ready-to-use professionally designed themes CSS-based theming approach Inline and importable translations Drag-and-drop layout editing Out-of-the-box payment gateway integrations Expand your store with Trusted Extensions Professional web design services from partners 1

2 Agenda for Today s Webinar INTRODUCTION About Magento and Magento Go PRESENTATION What is relationship marketing? Social media newsletters Product reviews Recapturing abandoned shopping carts QUESTIONS & ANSWERS Yes, this webinar is being recorded. The recording and the slides will be available online later. About Lily Tung Crystal Professional writer 18 years of experience ProStores blog and seller success stories Magento ecommerce guides Dozens of interviews of ecommerce merchants 2

3 What is Relationship Marketing? What is Relationship Marketing? A strategy used to nurture customer loyalty and long-term engagement, as opposed to individual sales. Merchants interact and develop strong connections with customers by providing information suited to their needs and interests. 3

4 Social Media: Facebook and Twitter 101 How to Begin Create your Facebook Page Open your Twitter account 4

5 Easy to Set-up Facebook Twitter Build Your Following Include buttons on your web store, s, and newsletters Create incentives and contests Wildfire, North Social, Offerpop apps 5

6 Create Community Post good content don t just sell Post news and information relevant to your product and shopper Offer VIP promotions and discounts Follow the 80/20 rule Interact with your customers Ask for opinions, feedback and photos Like comments Address customer service Marketing 6

7 How to Begin Retain customers and spark sales Use MailChimp or Constant Contact Add a newsletter subscription link to your store pages 10 Marketing Tips 1. Educate your customers with news and how-to articles 1. Keep your inventory fresh and introduce new products and trends 7

8 10 Marketing Tips 3. Combine with social media Publish posts on your blog, Facebook and Twitter Include Facebook, Twitter and other social media buttons in s 10 Marketing Tips 4. Customize for different types of customers e.g. retail vs. wholesale 5. Offer discounts, free gifts or free shipping 6. Use the power of the postscript Cross-sell Like us on Facebook 8

9 10 Marketing Tips 7. Plot out your mailing frequency 8. Strategize the best time to distribute 9. Garner feedback create a survey with incentives 10. Track your metrics and adjust your strategy Product Reviews 9

10 Studies Show Reviews affect customer choices 65% use reviews before buying 80% prefer reviews over in-store research Why Reviews? Increase traffic and conversion rates Grow confidence in your store Build a community Create fresh, unique content Optimize for search engines Save time let shoppers do the writing 10

11 Magento Go s Review Module Customers: Click the Add Your Review button Choose star ratings Write review Magento Go s Review Module Merchants: Select and open entries pending review View, edit, and approve Save 11

12 Gathering Reviews Send Voice Your Opinion s to buyers Run a drawing or contest Bonus: Garner repeat business and customer loyalty Recapturing Abandoned Shopping Carts 12

13 Send an Customer-service focus vs. sales pitch Ask: Trouble checking out? How can we help? Link to shopping cart Include your contact info Don t wait Follow Up Send a day later Offer a small discount More than doubles conversion rates Free or reasonably-priced shipping 46% of online shoppers say high shipping charges are a very important reason for abandoning carts. ~ PayPal and ComScore 13

14 Final Send five days after abandonment Offer bigger discount Include item image and description from their cart Other Tips Mix up incentives Make a value statement: Why should people shop with you? Have a persistent shopping cart 74% of online shoppers use shopping carts as wish lists. ~ University of Glasgow Track your metrics and adjust your strategy 14

15 Preemptive Strategies Make sure there are no checkout problems Create a one- to two-page checkout Use PayPal Express Checkout Increases sales on average by 18% ~ Ipsos Public Affairs, July 2010 Display privacy and security policies and testimonials Have clear descriptions and images Summary Choose strategies that work for your store Turn anonymous shoppers into loyal fans Repeat sales = real profits 15

16 Questions? (and Answers!) Be sure to visit go.magento.com/support for other tutorials, articles and videos to help you get going with Magento Go! 16