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Engaging & building relationships with your market
The document discusses the importance of engaging and building relationships with customers in the marketing sector, particularly within eCommerce. It emphasizes utilizing technology and communication to enhance these relationships, providing value through various strategies such as personalization, relevant content, and customer retention programs. The summary highlights the necessity of understanding customer interactions and consistently measuring and improving engagement efforts.
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Engaging & building relationships with your market
- 1. ENGAGING & BUILDING RELATIONSHIPSWITH YOUR MARKET SHAWN WILLIAMS, SPRING METRICS
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- 3. Who we are •Spring Metrics – Founded in 2010 – Raleigh, NC – Provide high value solutions to marketing professionals, with a focus on personalization through real-time, onsite engagement
- 4. Relationship • Merriam-Webster – Theway in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other
- 5. Markets, Technology, Options •Marketing tech Ecommerce marketing professionals • Ecommerce sites Visitors
- 6. Marketing Tech 2015(Ion Interactive)
- 7. Marketing Technology • IonInteractive study – Chiefmartec.com blog • 2014 – 947 companies • 2015 – 1,846 companies • Groups – Email Marketing, CRM, SEO, Personalization, Analytics, Display Ads, Social Media, Video, etc • These are your options
- 8. Ecommerce Sites • InternetRetailer via DandyLoop – Worldwide • 12,000,000 – 24,000,000 – Revenue $1K+ • 650,000 – Revenue of $100K+ • 17,000 – These are visitor options
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- 10. Key points • Technologyprovides options…many options • No matter the technology, there is a person on the other end of the device, making a decision to continue, or not to continue, the relationship • How do you make the most of each interaction?
- 11. Traffic • ~97% oftraffic leaves without an action • Move the needle – Provide Value – Build the Relationship – Actively Engage
- 12. Value • Communication – Differentiationfrom competition • Shipping options (clarity/education) • Return policy (clarity/education) • Product guarantee (low risk) • Reviews (validity) • Ratings (validity) • Third party endorsements (validity)
- 13. Value • Content – Wheredo your customers “live”? • Blogs • Social • Industry sites – What is important to them? • Areas of interest – Brand, product, service, etc.
- 14. Build the Relationship •Consistency – Schedule • Engage based on visits – 1st time visitor – Repeat visitor, multiple purchases • Email – Relevant content • Social presence
- 15. Build the Relationship •Continued value – Rewards program – Referral program – Customer retention strategy • Repeat buyers
- 16. Engagement • When isinterest the highest? – Onsite – Seasonal • Tools – Onsite • Real time content/offers, chat, surveys – Offsite • Email, retargeting, paid
- 17. Execution • What isgoing well • Area for improvement • Assess options • Implement • Measurement – Data Information Knowledge Wisdom – Big steps…small steps
- 18. Summary • Focus onrelationships – Communication – Content • Understand how your market engages – Email – Social – Other • Take actionable, measurable steps
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