Your web presence is more important than
ever. The number of commercial and personal
web users continues to grow. The way the
Internet is used is changing greatly. Internet
users are practical. They search long and
hard for products, services and functionality,
and are very specific in their search criteria.
What you present online, and how you do
that, is crucial to your commercial strategy.
Your website is the place where you win over
visitors, where their purchase intentions
arise and where transactions take place. As
personal selling is impossible online, other
methods are needed to motivate prospects
and customers at key moments. You can also
encourage them online to make an enquiry,
view a demo, make a purchase, leave
important details and so on. The art lies in
imitating the actual power of personal selling,
offering the visitor adequate and substantive
arguments, tools and content so that they
then make a purchase. The better you do
this, the more profitable your commercial
online strategy will be.
Naturally, MarketingMonday looks first at
your objectives. We also analyse the insights
of various target groups and, on that basis,
decide what input is necessary to entice
customers and prospects to bend to your
will. And that certainly need not be confined
to selling.
In many cases, information and inspiration result in a sale through the store, showroom or account manager. In other instances, the brand experience is the objective, and the intention is for the visitor to “feel” and experience the brand. In this case, image and sound must be used to persuasively convey clear brand values. Alternatively, service might be the overriding objective, in which case you will want to encourage visitors to either place an order, assemble or inform. Equally, your objectives might be a combination of the above. Your aims are served even better if you forge a link between the customer’s mobile phone and the content of the website, as mobile phones give users direct access to content and applications. Branding, transactions and service are not the only considerations for your online presence: another key objective is to obtain information on prospects. On average, 3% of online visitors perform a transaction. The other 97% leave the website without taking any action. It is therefore essential to develop an effective approach to getting this target group into your database. After all, the visitor was on the website because he or she was interested in your company, product or service. Through newsletters, alerts, games,prize questions, free downloads, demos and calculations, you encourage these “ship jumpers” to enrich your database, and then use eventdriven marketing campaigns to persuade this interesting group to become customers.
Websites take various forms and dimensions: mini sites, weblogs, videoblogs and corporate sites. Depending on your objectives, we decide together what type or combination of websites is required. There’s much more to designing a website than just texts and images. The distinctions between television and Internet are beginning to blur. Increasingly, the Internet experience is an interactive one, with moving images, sound and interaction. These elements must be part and parcel of your new online presence. Your new online experience will be more direct, personal and segmented. Its exact form must be tailored to function, target group and product - which calls for a different approach, new techniques and creativity.
MarketingMonday will handle the development, maintenance and growth of your online presence. Together, we will explore the opportunities, which we then set down in a long-range growth plan so that you can be sure that you are making the absolute most of your online strategy. Ensure that your online presence is more practical, interactive and focused
- Personalise your online presentation; the more personal, the less removed you are
- Gear your online presentation to your objectives (branding, transaction or inspiration)
- Choose to influence the customers with the right tools at the right time
- Use your customers’ mobile phones as an “extension” of your online presentation
- Develop an approach which identifies visitors to your website before they leave
- Choose the site that suits you: min site or weblog, corporate
Reacties