One
of the most compelling areas of demand generation is figuring
out how to maximize the return from your existing marketing
database. Once a company is able to find its target customers,
building a lasting relationship with those customers is a step
that is often underutilized. Ryan Pitylak addresses this
topic in the article below.
In a consumer focused internet business, anyone who visits your
website is a potential customer. Below is a list of the
potential touch points where you can build relationships with
your customers. See Ryan Pitylak's blog, linked to below, for a
list of ideas for effectively communicating with your prospects
at each touch point.
Website visitor
Create a compelling landing page that is always conversions
focused. Your prospects should immediately understand the value
statement and your unique selling points. Ryan Pitylak believes
that you must give them an easy way to sign up, using a very
simple sign up form. Do not put up road blocks in the sign up
process. For example, no 'input the following code in the box
below.'
Customers who start the order process, but don't finish
These customers left the order process because you were unable
to communicate with them effectively. Did they leave because the
price was too high? Did they leave because your shopping cart
didn't communicate trust and safety? Did they decide they could
live without the product, for now? All of these questions should
be addressed during the sign up process. You may contact Ryan
Pitylak to discuss how you convert your potential users into
actual users. There are many additional mechanism
available to track what the users are doing on your website, and
actually get some insight into what they're doing your website.
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website tape technology.
Finished order
These are your best customers, and you know it. You probably
communicate with them regularly through email. If you don't,
you're missing out on a big opportunity, because these customers
are interested in your products enough to make a purchase.
Create compelling emails that are brand sensitive and are
focused on the unique value proposition of your business. Why
should these customers care about your email? What value are you
providing them in the email? Is that value properly expressed in
the subject line?
Expressed interest in special offer or newsletter
These are prospects that have shown interest in your product,
but have not committed to making a purchase. Your website
delivered the notion of value and trust and some prospects
decided to allow you to reach out to them through future
marketing and editorial messages. Make sure you provide the
customer with the for which emails they're asking.
Remarketing
This is a fairly new arena. The concept is to track visitors who
have visited your website with a tracking pixel. This type of
tracking is called behavioral targeting. Large companies, such
as Tacoda (owned by Time Warner/AOL), use this targeting to
deliver messages based on the behavior of the visitor.
With any of these topics, feel free to contact Ryan Pitylak about resolving these issues with your marketing program.