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How to Attract More Customers
 

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

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

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  • 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 How to Attract More Customers Presentation Transcript

  • How To Stay in Touch with Your Customers
    With Lori Feldman
    Aka “The Database Diva”
    #FollowUp
  • 100% Online
    50%+ Online
    Would like your business to be 50%+ online
  • 3
    The Purpose of Business…
    To grow customers
  • 6
    What a Database Is NOT!
    A List of Email Addresses
    Shopping Cart
    Autoresponder
    Excel Spreadsheet
    Outlook Address Book
  • 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
    Things DirectDatabase Marketers Know Are True
  • DATABASE SEGMENTATION
  • Creative
    10%
    Offer
    List
    30%
    60%
    11
  • PROSPECTING
    RETAINING
  • Poor Quality
    15%
    Price
    Poor
    15%
    Relationship
    70%
    Why Companies Lose Business…
    Forum Group
  • A . B. L. B.
  • 5+
  • Limited-Time Promotion
    Email Newsletter
    Drip Marketing
  • Email Newsletter
  • “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”
  • Case Study:
    325 New Subscribers,
    3 speaking engagement,
    7 RFQs
  • <-- BEFORE
    AFTER 
  • Limited-Time Promotion
  • Limited Time Promotion
    Sale
    Discount
    Event
    Close-Out
  • Drip Marketing
  • 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
  • Traditional Sales Funnel
    ~ 22%
    Yes, But Not Now
    ~ 13% Ready To Buy Now
    ~ 65%
    Tire Kickers or Unqualified
  • Defined follow-up process of relevant messages…
    Survey
    E-mail
    Post Card
    Phone Call
    E-mail
  • 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
  • 5+
  • 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!
  • Lori Feldman
    Contact info:lori@TheDatabaseDiva.comwww.TheDatabaseDiva.com@LoriFeldman
    #FollowUp