GOOD E-MARKETING CAN TRANSFORM YOUR BUSINESS

AND FIVE STRATEGIC REASONS YOU SHOULD BE DOING IT NOW

Four thousand years ago, the ancient Egyptians began hanging up papyrus scrolls that advertised everything from cornmeal to camels. Suddenly, a new marketing medium was born and business would never be the same. Shopkeepers and traders now had a cheaper, more efficient way to market their products (imagine the benefits of not having to chisel your sales pitch into stone!).

Obviously, the art and science of marketing has come a long way since that dramatic innovation of so long ago. In the last century, we’ve seen the addition of other marketing game changers in the forms of radio and television, with each demanding its own strategy. And, in the last 15 years, another revolutionary platform has emerged (you guessed it, the Internet) and with it has arisen yet another form of marketing — e-marketing.

WHAT IS IT? SIMPLY PUT, E-MARKETING IS THE PROCESS OF MARKETING A BRAND USING ELECTRONIC MEANS, PARTICULARLY THE INTERNET

This happens through websites, emails, banner ads, blogs, social media and search engine optimization among others. For most businesses today, e-marketing is, or should be, part of their overall marketing strategy.

E-marketing (also often called online or Internet marketing) aims to attract new business, retain current customers and strengthen brand identity and loyalty. 

however, unlike other more “traditional” forms of marketing, e-marketing enjoys the pronounced benefit of yielding a much higher return on investment (ROI)

Just as with other forms of marketing, the key to success with e-marketing is designing a clear strategy and then creating the means (website, email, online ads, etc.) to execute that strategy.

that’s why it’s always wise to consult with experts who can help you develop an e-marketing strategy from scratch or overhaul an existing one that needs refinement or replacement

SETTING YOUR E-MARKETING GOALS

When developing an e-marketing plan, it’s vital to keep the following objectives in mind (before having a website or other online tangibles created) to achieve the best results:

1. increase sales —This should be the primary purpose of your e-marketing strategy, even if you aren’t operating an e-commerce site that actually sells products online. The fact is you are always building your brand and reinforcing customer confidence, interest and loyalty. Today’s customers often go online for information before making a buying decision. So, while you may not receive direct online revenue, you could see significant increases in revenue because of buying decisions directly influenced by your e-marketing efforts.
   
   
2. decrease costs — As mentioned earlier, the costs associated with e-marketing are substantially less over the long run compared to other forms of marketing including print, radio and television. Money, time and resources are saved and costs per transaction are significantly less than over the phone or in person. Customers like online transactions because, if done right, they are quick, easy and cost them less time and effort.
   
   
3. build the brand — Careful thought must be given to how your e-marketing efforts will impact and build your brand. Brands are critical to increasing recognition, trust and strengthening relationships between you and your customers. Your website, online ads, email campaigns, e-newsletters, blogs and social media efforts all should integrate to make your brand stronger.
   
   
4. increase value to customers — When customers visit your website or encounter any of your electronic communications, they should have an exemplary experience that makes it easy and pleasant for them to get information or conduct transactions. They should be given reasons to visit again and a chance to offer feedback on your products, services and presentation. Importantly, online customer requests/feedback ought to be handled quickly to further enhance your reputation and validate your e-marketing efforts.
   
   
5. build relationships — It may seem counterintuitive since the Internet isn’t an interpersonal medium, at least in the traditional sense, but e-marketing can help you create and reinforce relationships with your customers.  Various tools can allow you to track your customers’ online behavior so you can respond better to their needs.  Also, it is an inexpensive way to collect data, query your customers and respond to their input and queries. This fosters a kind of dialogue that if handled promptly and carefully, will only serve to bolster your relationship with them. 

written by Scott Wigton

Take the “Clunk” Out of Customer “Clicks”

Five Guidelines for Better Website ROI

The dawn of the Internet less than two decades ago was revolutionary. But do you remember those first websites? They were often ugly, ungainly and hard to use.

The stunning fact today is that many businesses still operate websites that are the equivalent of a clunker (Think Edsel or Yugo) instead of a sleek, efficient and consumer-friendly model with a sustainable ROI.

Worse, poorly thought out redesigns often result in websites with more bells and whistles, but which still retain the same underlying problems that drive customers and clients crazy.

To make your website pay, you’ve got to turn it into a 24-hour-a-day sales rep, able to handle customer inquiries, provide solutions and turn clicks into cash.

So how can you turn your website clunker into one that generates a respectable ROI?  The following tips should help you:

1) Make It Easy ­– This sounds obvious, but many websites are too complicated and frustrating to use. By its very nature, the web is a place where most people want (and expect) to dash in and dash out. The job of your website – and your web designer – is to make that dash as easy and trouble free as possible. Your website navigation, therefore, should be straightforward and uncomplicated – so easy that a child could use it. Too many drop-down menus and too much clicking can stop transactions dead in their tracks. From the beginning of the design process, place a premium on clarity and simplicity. Think like an end user.  If there are certain attributes you don’t like on other people’s websites, don’t repeat their mistakes and put them on your own!

2) Build Trust – For many people, there is still a lot of skittishness about online transactions and about the reliability of information found on websites. Ensure all your information is accurate and current, especially about products and services. Include an FAQ that anticipates and answers client/customer concerns. Include the logos of third parties that might be involved in transactions in order to allay fears prior to purchase. Offer guarantees and include a verifiable testimonial or two from satisfied clients. Also, make sure your return policies for products are clearly stipulated.

3) Good Pictures – Never underestimate the power of a good picture, especially when it comes to your products! People want to see what it is they’re buying and a tiny, low-res image just isn’t going to cut it. Yes, online shoppers or service seekers generally are in a hurry, but if you’ve gotten them to the decision point, they’ll want to see clearly what it is they are about to buy. That’s why you’ll need a higher quality, bigger image available when they click on the smaller one. Sure, it takes a little longer to load, but at this point most people won’t mind the short wait. Having good pictures goes a long way toward calming fears about a purchase and allows customers to more easily compare products. If you’re not operating an e-commerce site, good art can still make a powerful impression, so be extra selective during the design/redesign process.

4) Good Writing – This is a big one for websites. The writing has to be web centric – punchy, brief, accurate and action oriented. People aren’t seeking an hour of relaxing reading on the Web. They are surfing at high speed, and they’re out to get something done as fast as they can. When writing for the web, you don’t have the time or space afforded in a newspaper, newsletter or magazine. The editing must also be top notch so that copy is clean, lean and strong. If you want to spread out and offer information in a more narrative (storytelling) style, make use of a downloadable newsletter (discussed last month). A newsletter, in fact, is one of the top ways to build customer/client interest, loyalty and a sustained ROI.

5) Accommodate Seniors – According to the U.S. Census, nearly 40 million Americans are 65 or older, making up 12 percent of the population. And, guess what? By 2050, seniors will number 86 million and make up 21 percent of the population. But even more importantly, these Baby Boom seniors control vast amounts of wealth. The median net wealth of those over 65 averages $108,000 while for those under 35 it’s just $8,000. Retired and with time available, seniors present an enticing and growing online market. Two things are critical for them: First, your website must be easy to use. Second, your information and follow through must be credible (see number 2 above). If you do these things, seniors will reward you with loyalty for a long time.

Don’t let your website be the 21^st Century version of the Ford Edsel. You will be surprised at the ROI if you adopt these guidelines during the design process.

Written by Scott Wigton