Engaging & building relationships with your market
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To make the most your business, it's important to understand what's happening on your site, and to make improvements. More than 97% of a site's traffic leaves without converting to revenue. Visitor engagement and personalization is a great place to start, to improve those results. We'll walk through industry best practices and share real stories on how these changes have made a difference in the lives of storeowners.
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Engaging & building relationships with your market
- 1. ENGAGING & BUILDING RELATIONSHIPS WITH YOUR MARKET SHAWN WILLIAMS, SPRING METRICS
- 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 – The way 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 • Ion Interactive 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 • Internet Retailer via DandyLoop – Worldwide • 12,000,000 – 24,000,000 – Revenue $1K+ • 650,000 – Revenue of $100K+ • 17,000 – These are visitor options
- 10. Key points • Technology provides 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% of traffic leaves without an action • Move the needle – Provide Value – Build the Relationship – Actively Engage
- 12. Value • Communication – Differentiation from competition • Shipping options (clarity/education) • Return policy (clarity/education) • Product guarantee (low risk) • Reviews (validity) • Ratings (validity) • Third party endorsements (validity)
- 13. Value • Content – Where do 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 is interest the highest? – Onsite – Seasonal • Tools – Onsite • Real time content/offers, chat, surveys – Offsite • Email, retargeting, paid
- 17. Execution • What is going well • Area for improvement • Assess options • Implement • Measurement – Data Information Knowledge Wisdom – Big steps…small steps
- 18. Summary • Focus on relationships – Communication – Content • Understand how your market engages – Email – Social – Other • Take actionable, measurable steps