The objectives of your digital marketing

Transcription

1 The objectives of your digital marketing Increase sales Test what works best at delivering sales 1. Start with your website. Check that it is focused on fulfiling the specific needs of each individual customer as they arrive at the site. That the benefit to them is instantly obvious. 2. Then start to develop a mutually beneficial relationship with each prospect via, for example: An auto-responder to ed enquiries/leads from the website. A best practice telemarketing approach that responds effectively to in-bound phone enquiries. 3. Then consider the best approach using one or more of these options: Display digital advertising to generate awareness, interest and leads. Opt-in (permission-based) marketing. This might be, for example, after a prospect has responded to a relevant offer, such as a free white paper, widget or screensaver. Paid search/pay-per-click activity to generate traffic to the website (ideally via a microsite or landing page). Relevant word-of-mouth techniques. Digital coupons and free samples. Product demonstrations on your site/on YouTube. Add value to the product/service Brainstorm ideas and options to test. Here are some thoughts to get you started: 1. Research the ways that other companies add value to their product/service using digital technology. 2. Think about how you could personalise your product or service to your customer. 1

2 Click on design your own Mini on the Mini website to see how they have done this. 3. Include customer services FAQs and other additional product information (in a fun, interesting way) on your website. 4. Use display digital advertising to generate awareness of your added value. 5. Use opt-in (permission-based) marketing. This might promote the offer, for example, of a free white paper, widget or screensaver. 6. Use paid search/pay-per-click activity to generate awareness of the added value offer on the website (ideally via a microsite or landing page) 7. Set up a member s club, with special privileges. 8. Supply a expert/expert advice on your website. Develop the customer relationship Your customer relationship objectives are about initiating, and then building and maintaining a cost effective relationship with prospects and customers. A database is developed in order to manage a communication programme that: 1. Converts the prospects and 2. Retains (the loyalty), and so increases the lifetime value, of customers. Understand about customer relationship management (CRM) Ideas/communication options - to develop a customer relationship 1. To initiate the relationship, respond to enquiries with, for example: Opt-in (permission-based) marketing. Respond to relevant offers, such as a free white paper, widget or screensaver. An auto-responder to ed enquiries/leads/click to the website. Best practice telemarketing to in-bound phone enquiries. Include techniques such as a call back button the website. 2. To further develop and maintain the customer relationship, consider how you might use: ed newsletters 2

3 Online promotional marketing techniques. A widget. An RSS feed. A branded screensaver, or online game. A regular ed newsletter. Mobile options including: updates, SMS, content or coupons. A branded area within appropriate social media networks. Twitter. A webinar. Offer your customers best practice and expertise in your subject area via a series of white papers. Chat rooms, online forums and blogs. A automated (and incentivised) questionnaire to request feedback, ideas, suggestions, etc. 3. Also think through how you can best personalise the visitor s experience of the brand, online. And give your customers access to relevant online expertise to reinforce the growing relationship. Build awareness of your offer or brand Options include: 1. Interactive display advertising 2. Opt-in (permission-based) marketing. 3. Online partnerships 4. Viral marketing 5. Paid search/pay-per-click 6. The search engine optimisation of your website. 7. Online PR 3

4 Save costs (time, money and effort) Brainstorm how digital techniques can save your company and your customer time, money and effort. Motivate/incentivise your staff to supply new ideas about how savings can be achieved. Here are some examples to start with: 1. Answering all frequently asked questions on the site, and so make the Customer Services team more productive. 2. Reduce your print costs, by, for example, supplying a percentage of your brochures as e-brochures. And try to supply other printed materials, such as the annual report or the user manual, as a PDF. 3. Consider how the buying process might be streamed using digital technology. Test which digital media/techniques are most cost effective. 4. Review how using online purchasing alliances could give your company the advantage of economies of scale. Enhance the brand value How can digital marketing add additional sizzle to the brand? Brainstorm with your team, asking questions such as: 1. How can you extend and enhance the customer experience of the brand? 2. What unique brand experience can the website deliver to visitors? 3. Think about how one or more of the following could add value: Online promotional marketing techniques. A widget. An RSS feed. A branded screensaver, or online game. A regular ed newsletter. Mobile options including: updates, SMS, content or coupons. A branded area within appropriate social media networks. Twitter. A webinar. 4

5 Offer your customers best practice and expertise in your subject area via a series of white papers. 4. Also think through how you can best personalise the visitor s experience of the brand, online. 5