dale bentlage [email protected] direct (515) 309-2738
TRANSCRIPT
The Web: what’s new and what’s important
The Evolution of Customer Service
Habits are ChangingWe are a self service economy
The Evolving Web
People Use the Internet for:• Information• Entertainment• Socializing (information exchange
and interaction)
Are you integrating these habits into your web site?
Internet Greatly Improved My Ability to
3/01 4/06
Do my job 24% 35%
Shop 16% 32%
Pursue my hobby 20% 33%
Source: Pew Internet & American Life Project, 2006
Surfing Market Share
• People invest a certain amount of time in product research
• The more time they spend on your site, the less they spend on your competitor’s
Drivers of online purchasing
• Price - find the best price• Selection - get the most options• Source it - just trying to find it• Convenience – easy to find, buy• Research – research/evaluate options
Developing Strategic Approach
• Segment target markets by:– Product– Demographic– Purchasing power
Sales: Guide Prospects through these Questions
• Do I need I?• Why should I buy it?• Why should I buy yours?• How much does it cost/ can I afford it?
Operations: Support Your Clients
• Why are people coming to your site? For information
• Solve their problems – Product related– Relationship related: doing business with
you, etc.
Handout
• Driving Web Site Traffic: “20 Key Strategies”
• Web Site Component Options List
Case Study: Daleco Equipment
Manufacturing
Daleco Company Background
• Profile: – middle of the pack equipment manufacturer (middle
price, middle quality, etc.)
• Objectives– Create customer loyalty, customer connection with brand– Expand to new geographic markets
• Problems: – Lack brand identity, differentiation– Average customer loyalty
Daleco Tactics
• Customer relationship – Founder blog– Best practices e-newsletter– Customer only area
• discussion boards
• Product positioning – Product comparison tool– Product discussion groups on products– Outstanding design (design = perceived value)
Daleco Tactics (p. 2)
• Pay attention to traffic lead sources• Search engine optimization• Pay-per-click ads• Post comments, articles on industry
segment web sites
For More Information:
Dale [email protected] (515) 309-2738www.globalreach.com