How to Attract More Customers

1,340 views

Published on

Lori Feldman covers email and database marketing at the 2010 MarketSTL Conference in downtown Saint Louis MO

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,340
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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
  • How to Attract More Customers

    1. 1. How To Stay in Touch with Your Customers<br />With Lori Feldman<br />Aka “The Database Diva”<br />#FollowUp<br />
    2. 2. 100% Online<br />50%+ Online<br />Would like your business to be 50%+ online<br />
    3. 3. 3<br />The Purpose of Business…<br />To grow customers<br />
    4. 4.
    5. 5.
    6. 6. 6<br />What a Database Is NOT!<br />A List of Email Addresses<br />Shopping Cart<br />Autoresponder<br />Excel Spreadsheet<br />Outlook Address Book<br />
    7. 7.
    8. 8. US companies lose 50% of their customers every 5 years.<br />A 5% increase in customer retention can increase profits by 25-95%<br />Harvard Business Review<br />
    9. 9. 9<br />Things DirectDatabase Marketers Know Are True<br />
    10. 10. DATABASE SEGMENTATION<br />
    11. 11. Creative<br />10%<br />Offer<br />List<br />30%<br />60%<br />11<br />
    12. 12. PROSPECTING<br />RETAINING<br />
    13. 13. Poor Quality<br />15%<br />Price<br />Poor <br />15%<br />Relationship<br />70%<br />Why Companies Lose Business…<br />Forum Group<br />
    14. 14. A . B. L. B.<br />
    15. 15. 5+<br />
    16. 16.
    17. 17. Limited-Time Promotion<br />Email Newsletter<br />Drip Marketing<br />
    18. 18. Email Newsletter<br />
    19. 19.
    20. 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”<br />
    21. 21. Case Study:<br />325 New Subscribers, <br />3 speaking engagement,<br />7 RFQs<br />
    22. 22. <-- BEFORE<br />AFTER <br />
    23. 23. Limited-Time Promotion<br />
    24. 24. Limited Time Promotion<br />Sale<br />Discount<br />Event<br />Close-Out<br />
    25. 25. Drip Marketing<br />
    26. 26. When would you use it?<br />Lead from your website<br />Trade show lead<br />Proposal sent<br />First-time customer<br />Customer stops buying (Inactive)<br />Lost sale<br />Networking meeting<br />
    27. 27. Traditional Sales Funnel<br />~ 22% <br />Yes, But Not Now<br />~ 13% Ready To Buy Now<br />~ 65% <br />Tire Kickers or Unqualified<br />
    28. 28. Defined follow-up process of relevant messages…<br />Survey<br />E-mail<br />Post Card<br />Phone Call<br />E-mail<br />
    29. 29. 0 Days - Thank You – “We appreciate you”<br />1 Day - Meet our Staff – “Here’s everyone’s contact info”<br />5 Days - Customer survey<br />10 Days – Special Report with Case Studies<br />15 Days – Product Tip<br />30 Days - Ask for referrals<br />60 Days - Gift toward next purchase<br />
    30. 30.
    31. 31.
    32. 32. 5+<br />
    33. 33.
    34. 34. Get a true, customizable database<br />Add fields for segmentation<br />Survey your list to see what they want<br />Give it to them in your content (niche!)<br />Set up at least 5 web forms to ABLB<br />Auto-generate your e-newsletter<br />Connect all web forms to drip marketing campaigns<br />“There’s no time; there never will be” – Do it now!<br />
    35. 35. Lori Feldman<br />Contact info:lori@TheDatabaseDiva.comwww.TheDatabaseDiva.com@LoriFeldman<br />#FollowUp<br />

    ×