Marketing in the virtual world is slowly but surely catching up marketing in the classic world of bricks and mortar (or at least even with it). Most companies are slowly understanding the importance of the Internet in today’s business. Many have transferred their entire business on the Internet. Consequently Internet marketing is becoming one of the most important areas of any company.
In this workshop we will suggest you seven tips for conducting a successful Internet marketing campaign. The tips are simple and designed for small campaigns. For the serious Internet stories it takes a lot more than these seven simple tips. We hope you will find them useful.
The first and most important step is to define to whom you talk. Whatever you offer, there will always be a group of customers that your product fits the best. Have you heard of the Pareto Principle? This is the principle that says 20% of customers make 80% of profits. This means that the effectiveness of your campaign can be very high if you find who those 20% are?
How do you find the ideal target group? Start from the motive, or desires and needs that motivate your customers to buy. See in which group of people these desires and needs are the most prominent. For example if you sell software for accountants, it is quite clear that you will be targeting all those who would find your software helpful in their daily work (accountants, accounting, public institutions …).
The average customer will never buy from you if what they receive is not greater than the risk and fear he feels when purchasing. This is especially true on the internet where it is not easy to determine the credibility of the supplier (product or service). This raises the question of trust. How to make your potential customer believe that are believable?
In this case, it is good to refer to past experiences of satisfied clients. If you are new to this, you need to rely on the thing that has the credibility your customers already trust because you need to gain credibility. Find a partner who can lend you credibility and present yourself with him to your customers.
Very rarely will a customer buy the product at first contact, especially on the Internet, where it is recorded that the average customer buys only in the seventh contact. For this situation you need a monitoring system. Do you know exactly who, when, how and why has contacted you?
How to establish a system of monitoring? If you do not have a huge amount of contacts, ask yourself a question (contacting potential customers) in a program for organizing your contacts, and often can use as the free Google calendar. Enter key contact information about the buyer and mark tracks when and how to contact them. As in the regular world, in the virtual one persistence is the most important factor for success.
We live in a time of plenty. The local market has become a global market. For each product or service that you imagine there are thousands of sellers on the internet, and for some millions of sellers. The Internet has enabled that it becomes not important if you are offering something from America, Europe or Asia. This is the reason to make your offer something special, to be different from others.
How to do this? No matter what you sell, consider what can be added to your product, which new value the competition was not thinking about. It can be a package, warranty, delivery time, quality of service activities. Do not forget to highlight the offers. Let the buyer immediately understand what’s in it for him. What is brought to him with your offer, what does he save, which things does it bring him in the long run?
Do not think about the customer and assess his value in just one purchase. Today, the point is to gain loyal customers. Determine how the average buyer purchases for a longer period of time. What does he buy for the time when he is your customer?
How to evaluate the longevity of the customer? You can analyze sales statistics, but you will have a problem at the beginning when you do not have information on previous sales habits. Determine (through surveys) how your customers are willing to recommend you. Set up a small form and ask customers how they found you. You’ll know you’re on the right track when you find a lot of recommendations.
It is important to follow in detail the course of the campaign. The advantage of the Internet is that in a very simple way (Google analytics) you can for free track activity on your site. How many visits, how many queries and attempts to purchase, purchasing, and those who have given up on payments and the like. Use the potential of the Internet to gather the right information.
How to easily find out some of these factors? Create a special web page for specific parts of the campaign and monitor the activity on them. In this way you will know the events in some steps through which your customers go. Find out where you were successful, and where you haven’t, where do customers usually give up? The only way you can improve what you do is this.
As you can enhance the individual steps in your campaign, you also need to keep working on the analysis of the success of the entire campaign. Twelve years ago I undertook an internet marketing campaign for myself and later for clients and one of the most important experiences of these is that on the internet you have to be very quick in responding. Today, the speed of reaction has become more important, especially if you know that your competition knows this and is prepared to quickly respond to the slightest change of circumstances.
This tip is probably the most important. You must constantly strive for better. If something does not work, try something else. Internet marketing is very similar to guerrilla warfare. Quick attacks and faster withdrawals, constant innovation and great flexibility. As in the real world and the virtual world you have those who succeed and those who do not. You sell a product/service or you don’t. There is no second and third place in sales. Especially on the Internet where everything is happening at light speed, and where customers are only a click away from your competition.