engaging & building relationships with your market
TRANSCRIPT
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ENGAGING & BUILDING RELATIONSHIPS WITH YOUR
MARKETSHAWN WILLIAMS, SPRING METRICS
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Most importantly…
THANK YOU!!!
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Who we are
• Spring Metrics
– Founded in 2010
– Raleigh, NC
– Provide high value solutions to marketing professionals, with a focus on personalization through real-time, onsite engagement
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Relationship
• Merriam-Webster
– The way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other
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Markets, Technology, Options
• Marketing tech Ecommerce marketing professionals
• Ecommerce sites Visitors
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Marketing Tech 2015 (Ion Interactive)
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Marketing Technology
• Ion Interactive study
– Chiefmartec.com blog
• 2014 – 947 companies
• 2015 – 1,846 companies
• Groups
– Email Marketing, CRM, SEO, Personalization, Analytics, Display Ads, Social Media, Video, etc
• These are your options
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Ecommerce Sites
• Internet Retailer via DandyLoop
– Worldwide
• 12,000,000 – 24,000,000
– Revenue $1K+
• 650,000
– Revenue of $100K+
• 17,000
– These are visitor options
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Why does this matter?
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Key points
• Technology provides options…many options
• No matter the technology, there is a person on the other end of the device, making a decision to continue, or not to continue, the relationship
• How do you make the most of each interaction?
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Traffic
• ~97% of traffic leaves without an action
• Move the needle
– Provide Value
– Build the Relationship
– Actively Engage
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Value
• Communication
– Differentiation from competition
• Shipping options (clarity/education)
• Return policy (clarity/education)
• Product guarantee (low risk)
• Reviews (validity)
• Ratings (validity)
• Third party endorsements (validity)
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Value
• Content
– Where do your customers “live”?
• Blogs
• Social
• Industry sites
– What is important to them?
• Areas of interest
– Brand, product, service, etc.
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Build the Relationship
• Consistency
– Schedule
• Engage based on visits– 1st time visitor
– Repeat visitor, multiple purchases
• Email– Relevant content
• Social presence
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Build the Relationship
• Continued value
– Rewards program
– Referral program
– Customer retention strategy
• Repeat buyers
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Engagement
• When is interest the highest?
– Onsite
– Seasonal
• Tools
– Onsite
• Real time content/offers, chat, surveys
– Offsite
• Email, retargeting, paid
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Execution
• What is going well
• Area for improvement
• Assess options
• Implement
• Measurement
– Data Information Knowledge Wisdom
– Big steps…small steps
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Summary
• Focus on relationships
– Communication
– Content
• Understand how your market engages
– Social
– Other
• Take actionable, measurable steps
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SHAWN WILLIAMS
SPRING METRICS