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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. 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.
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  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 />

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