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Do You Know Your On Line Customers


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As the internet becomes a bigger part of all our marketing it\'s important to understand the difference ways people make buying decisions

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Do You Know Your On Line Customers

  1. 1. Do You Know Your On Line Customers Presented By Patrick Bruce
  2. 2. What I learned from Corporate America
  3. 3. Lessons learned. . . <ul><li>McDonald’s – “ People make decisions with their sub-conscious mind, not their conscious mind. . .” </li></ul><ul><li>Disney – “Behavior is predictable. . .” </li></ul><ul><li>General Mills Restaurant Group (Red Lobster) – “Prospect profiling is extremely reliable. . .” </li></ul>
  4. 4. General Mills taught me to focus on <ul><li>Investors – Portfolios / Brokers </li></ul><ul><li>Wall Street – Publicity Stunts </li></ul><ul><li>Dividends - Investors </li></ul><ul><li>Average Transaction – Sale Increase </li></ul><ul><li>Personal Profiling – Selling the right product to the right person </li></ul>
  5. 5. McDonald’s taught me to focus on <ul><ul><li>Fixed Vs Controllable Cost </li></ul></ul><ul><ul><li>Value of Monthly Meetings </li></ul></ul><ul><ul><li>Importance of Agenda At Monthly Meetings </li></ul></ul><ul><ul><li>Diversification in Offerings </li></ul></ul>
  6. 6. Disney taught me <ul><li>The Value of Publicity </li></ul><ul><li>The Importance to Entertain while Educating </li></ul><ul><li>Using Cooperative Marketing Programs </li></ul><ul><li>The Impact of Synegistic Marketing </li></ul>
  7. 7. Personal Profiling & Internet Marketing <ul><li>What is it? </li></ul><ul><li>How can you use it in Marketing your Product or service </li></ul><ul><li>What is the benefit to using it? </li></ul><ul><li>How can you measure the benefit? </li></ul><ul><li>Who is most qualified to use it? </li></ul><ul><li>What is the best application to use it? </li></ul><ul><li>What technology do you need to use it? </li></ul>
  8. 8. Assumptions <ul><li>People Make Decision with their Subconscious </li></ul><ul><li>Behavior is Predictable </li></ul><ul><li>When People Search On line they are using their subconscious mind </li></ul>
  9. 9. N a v i g a t i o n FOUR Choices ONLY! Dominating Interacting Stable Compliant Control Part of Group ROI Process
  10. 10. Understanding Our Visitors <ul><li>By profiling groups of visitors who share a common personality, we want to track the behaviors of one group of visitors compared to the behavior of another group of visitors, and compared that to the behavior of visitors that purchase a your product </li></ul>
  11. 11. D I S C Personal Letter Email Message Email Attachments Brochure Newsletter D -Letter 1 I -Letter 1 S -Letter 1 C -Letter 1 D -Email I –Email S -Email C -Email Prices Testimonials Family Charts / Graphs Status Memories Value Illustrations Direct Survey Stories Photos
  12. 12. Request More Information <ul><li>When Clients Opt in for more information depending on their profile we want to send them specific letters </li></ul>D I S C Personal Letter D -Letter 1 I -Letter 1 S -Letter 1 C -Letter 1
  13. 13. Page Goal <ul><li>Specific Goal for specific pages </li></ul><ul><ul><li>Inventory Review / Catalogs </li></ul></ul><ul><ul><li>Newsletter Signup Page </li></ul></ul><ul><ul><li>Email Alerts </li></ul></ul><ul><ul><li>Request For More Information </li></ul></ul>
  14. 14. Inventory Control <ul><li>Products Requested </li></ul><ul><li>Demographic Information </li></ul><ul><li>Geographic Information </li></ul><ul><li>Purchasing Habits </li></ul>
  15. 15. Compare Search Engines <ul><li>Visitors from different search engines can exhibit significantly different behavior patterns </li></ul>
  16. 16. Navigation Tracking <ul><li>Entrance Page </li></ul><ul><li>Exit Page </li></ul><ul><li>Patterns </li></ul><ul><li>Exit Rate – where did they go next </li></ul><ul><li>Conversion; </li></ul><ul><ul><li>RFP </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Alerts </li></ul></ul>
  17. 17. Referrals <ul><li>How many visitors searched to find your web site, and </li></ul><ul><li>How many were led there by non-search mechanisms (like a link on another web site?) </li></ul><ul><li>Impact search engine referrals by looking at the behavior of search-referred visitors versus those visitors who arrived by other means. </li></ul>
  18. 18. Compare (free) search vs. PPC <ul><li>Visitors who found site as the result of a free search listing, </li></ul><ul><li>Versus those who came through a paid listing. </li></ul><ul><li>Purpose: To compare the conversion rates between the tow, helping us select better keywords, and spending choices. </li></ul>
  19. 19. Returning Visitors <ul><li>Insights into sales cycle and buying process. </li></ul><ul><li>The paths they take </li></ul><ul><li>Length of stay - </li></ul>
  20. 20. Track Campaigns <ul><li>Assign Specific URL to Traditional Media to monitor visitors who arrived from those campaigns </li></ul>
  21. 21. Conversion Rates <ul><li>Total Visitors </li></ul><ul><li>Total Requesting More Information </li></ul><ul><li>Acquisition Cost Per Request </li></ul>
  22. 22. Visitor Focus Group <ul><li>A capture document on the website that will provide us with; </li></ul><ul><ul><li>Needs </li></ul></ul><ul><ul><li>Dislikes </li></ul></ul><ul><ul><li>Motivations </li></ul></ul>
  23. 23. D I S C
  24. 24. Dominant <ul><li>Dominant, Driver, Director </li></ul><ul><li>Needs: Control, Direct, Challenge , </li></ul><ul><li>Emails: Show Results </li></ul><ul><li>Sales Presentation: Anger/Short Fuse </li></ul><ul><li>Change: Love it! </li></ul><ul><li>Conflict: Fight back </li></ul><ul><li>Rules: Break them </li></ul><ul><li>Read: Cliff Notes </li></ul><ul><li>Phone Calls: Short </li></ul><ul><li>Talk to people: Direct while jumping to next topic </li></ul><ul><li>Office: Status Symbols </li></ul>
  25. 25. Interacting <ul><li>Interacting, Inspiring, Sociable </li></ul><ul><li>Needs: To talk and be liked </li></ul><ul><li>Emails: Recognize other People </li></ul><ul><li>Sales Presentation: Optimism/trust </li></ul><ul><li>Change: Not afraid of change </li></ul><ul><li>Conflict: Flight, run </li></ul><ul><li>Rules: What rules? </li></ul><ul><li>Read: Fiction, self-improvement </li></ul><ul><li>Phone Calls: Long Conversations </li></ul><ul><li>Office: Memorabilia of Experiences </li></ul>
  26. 26. Stable <ul><li>Steadiness, Stable, Amiable </li></ul><ul><li>Needs: To serve </li></ul><ul><li>Emails: Trust </li></ul><ul><li>Sales Presentation: Non-emotional (Masking) </li></ul><ul><li>Change: No change please! </li></ul><ul><li>Conflict: Tolerate it </li></ul><ul><li>Rules: Follow </li></ul><ul><li>Read: Fiction/non-fiction- People stories </li></ul><ul><li>Phone Calls: Warm </li></ul><ul><li>Office: Family Snapshots, “Homey” </li></ul>
  27. 27. Compliant <ul><li>Cautious, Compliant, Accurate, Analytical </li></ul><ul><li>Needs: Proof & Accuracy </li></ul><ul><li>Emails: Precision </li></ul><ul><li>Sales Presentations: Fear </li></ul><ul><li>Change: Concerned </li></ul><ul><li>Conflict: Avoidance </li></ul><ul><li>Rules: “By the book” </li></ul><ul><li>Read: Technical journals </li></ul><ul><li>Phone Calls: To the point </li></ul><ul><li>Office: Charts, graphs </li></ul>
  28. 28. Website Synergy The Websites Starts with the Administration – Internet Sales and Marketing Intranet
  29. 29. Website Synergy Internet Sales and Marketing Intranet The Internet will provide inflated requests for information
  30. 30. Website Synergy Internet Sales and Marketing Intranet Sales and Marketing is all about the Conversion – Closing Rate
  31. 31. Intranet <ul><li>Microsoft Small Business Server </li></ul><ul><ul><li>Outlook </li></ul></ul><ul><ul><li>Net Meetings </li></ul></ul><ul><ul><li>Video Conferencing </li></ul></ul><ul><ul><li>Streaming Video </li></ul></ul>
  32. 32. Following The Script