8 Keys to Internet Marketing

Posted by Staff Writer on Monday, June 29, 2009 at 12:01pm.

Email is a marketing tool par excellence, one that every business owner should use to its fullest potential. Once considered a frivolous time-waster, email is shaping up as the business communication tool of the 21^st century.

Every business environment is different, but some basic email rules apply to data collection and marketing for any website, whether you are selling Libyan handicrafts in Europe or software to businesses in South Africa.

1) Collect the user’s email address. Email is the most reliable method to turn site visitors into paying customers. Bryan Miller, owner of IGM in Chicago, Illinois estimates that for internet retailers, one email address is more valuable than 20 to 40 casual viewers.

Even sites that are monetized by selling ads must document the ad visibility and circulation. Providing accurate, up-to-date statistics on the number and demographics of site users is the only way to do so. It will also help the site owner command higher rates for advertising.

2) Incorporate information gathering seamlessly into content. Site visitors will give information if it will improve their experience, now or in the future. Show viewers snippets of many different features or articles, and require that they fill out a brief “log in” page to see the rest. Don’t require potential customers to fill out a lengthy questionnaire before they can view the site. They will simply click away to a site that puts fewer demands on their time.

Studies show that website visitors are willing to answer 5 to 10 questions to access content. They are not willing to answer 30 questions to use a website.

3) Focus on the basics first. Initially you should gather the most vital information first including age, gender, household income, education and geographic location. This demographic information is crucial to any marketing efforts. During subsequent surveys, you can gather information on the customer’s buying habits, their hobbies, interests and needs. Then tailor the information gathered to your specific product or site.

If you sell computers, you might ask, “Do you intend to purchase a new computer in the next 12 months?” Information on how the customer spends his or her free time, and what publications they read, may suggest additional products.

4) Let viewers help. Viewers are particularly willing to answer surveys that ask for their help in improving the product, service, or website. For example, ask which website features they use most often – and which could be improved. Ask for product reviews or suggestions. Engaged customers are repeat customers, and the more often a view returns to the site, the more likely they are to buy.

5) Update information regularly. Many site owners make the mistake of collecting information only once. However, customer needs and wants change quickly. Maintain accurate information by periodically gathering new data from viewers.

6) Integrate CRM into the process. Ideally, you will build a complete customer profile over several visits that helps you to know the customer better and allows you to tailor offers or promotions to that individual client. Store all the information by email address so it is organized and easy to retrieve.

7) Stay in Touch. Sending out regular emails strengthens a business relationship and buyer loyalty. However, there is a fine line between staying in touch and being annoying. Aim to have contact with the customer once or twice per week – not once or twice per day.

Personalize offers. Sending mass emails to customers with special offers or discount coupons can be an effective marketing technique. Sending personalized offers to customers based on their buying preferences is even better. For example, a business owner may want to send a newsletter about the latest dog toys and beds to customers who bought dog food, and a separate newsletter to cat owners.

Adding an effective email marketing system to your site will enable you to increase sales while serving your customers better – the best of both worlds.