How to Attract More Customers
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Lori Feldman covers email and database marketing at the 2010 MarketSTL Conference in downtown Saint Louis MO
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How to Attract More Customers
- 1. How To Stay in Touch with Your Customers With Lori Feldman Aka “The Database Diva” #FollowUp
- 2. 100% Online 50%+ Online Would like your business to be 50%+ online
- 3. 3 The Purpose of Business… To grow customers
- 6. 6 What a Database Is NOT! A List of Email Addresses Shopping Cart Autoresponder Excel Spreadsheet Outlook Address Book
- 8. US companies lose 50% of their customers every 5 years. A 5% increase in customer retention can increase profits by 25-95% Harvard Business Review
- 9. 9 Things DirectDatabase Marketers Know Are True
- 11. Creative 10% Offer List 30% 60% 11
- 13. Poor Quality 15% Price Poor 15% Relationship 70% Why Companies Lose Business… Forum Group
- 14. A . B. L. B.
- 15. 5+
- 17. Limited-Time Promotion Email Newsletter Drip Marketing
- 18. Email Newsletter
- 20. “It’s a lot easier to sell a solution to a customer’s problem than to sell the solution to what you think the problem is”
- 21. Case Study: 325 New Subscribers, 3 speaking engagement, 7 RFQs
- 22. <-- BEFORE AFTER
- 24. Limited Time Promotion Sale Discount Event Close-Out
- 25. Drip Marketing
- 26. When would you use it? Lead from your website Trade show lead Proposal sent First-time customer Customer stops buying (Inactive) Lost sale Networking meeting
- 27. Traditional Sales Funnel ~ 22% Yes, But Not Now ~ 13% Ready To Buy Now ~ 65% Tire Kickers or Unqualified
- 28. Defined follow-up process of relevant messages… Survey E-mail Post Card Phone Call E-mail
- 29. 0 Days - Thank You – “We appreciate you” 1 Day - Meet our Staff – “Here’s everyone’s contact info” 5 Days - Customer survey 10 Days – Special Report with Case Studies 15 Days – Product Tip 30 Days - Ask for referrals 60 Days - Gift toward next purchase
- 32. 5+
- 34. Get a true, customizable database Add fields for segmentation Survey your list to see what they want Give it to them in your content (niche!) Set up at least 5 web forms to ABLB Auto-generate your e-newsletter Connect all web forms to drip marketing campaigns “There’s no time; there never will be” – Do it now!
- 35. Lori Feldman Contact info:lori@TheDatabaseDiva.comwww.TheDatabaseDiva.com@LoriFeldman #FollowUp
Notas do Editor
- Today we’re going to talk about how to go from this…
- …To This: Using a customer database to follow up with your customersDBM provides the intel and strategyIt’s more important to find out WHAT is driving customers to buy Without this knowledge, you're in a commodity business with no future growth potential
- A DB is
- In order to follow up appropriately, you have to know who you’re talking to:R = RecencyJust purchased = more motivated to buy againActive vs. InactiveCreate DateTransaction Date
- Always be list buildingOnly 3 kinds of people:CustomersThose who haven’t yet become customersReferral partners / affiliates
- Contact Us PageNewsletter SignupFree Whitepaper / ReportFree Widget (Software, Badge, etc.)Free Webinar, Video, Download
- “If we knew what it was we were doing, it would not be called research, would it?” – A. Einstein
- TIP for how I found more subscribers in my own databaseAnd lots of nice notes
- Least interesting, least effectiveAnd the way most people handle all their marketingAll about ME MEME…not very interesting to most peopleMost likely to get the most opt-outs
- TRIGGER EVENT in your business
- Educates the prospect for wherever he is in the buying process Puts into place exactly what you would do if you had time to do it… but you don’t.
- Contact Us PageNewsletter SignupFree Whitepaper / ReportFree Widget (Software, Badge, etc.)Free Webinar, Video, Download
- …To This: Using a customer database to follow up with your customersDBM provides the intel and strategyIt’s more important to find out WHAT is driving customers to buy Without this knowledge, you're in a commodity business with no future growth potential