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The Internet Roadmap
could dive right in and download, survey submission, or
propel us into a discussion the like.
of what's coming in the 4. Retention: Duration and
next few years — yes, the lifetime value of each customer
"tsunami" of business that will 5. Referral: Leveraging satisfied
be coming to interactive e-mail, customers to find referrals
interactive web, interactive
everything. And here's a serious The Internet road map is clear in
warning: Most marketers, let setting the route to success
alone companies, are not really using the Internet. However, as
ready for the opportunity that clear as the map may be,
awaits, and we'd better get our improving the "customer
act together or we might really conversation" has emerged as the
blow it. key missing link. That missing
link is the absence of any
I'm talking about moving forward special experience for the
with action steps full of ideas customer surfing on or in your
on the roadway to Internet website. The effectiveness can be
success. There are five steps expressed by means of moving the
that drive sales and soul or spirit of the visitor who
relationships offline and online: enters a website.
1. Drive traffic to the website In today's highly competitive
via advertising, marketing, and markets, it's not what you sell
communications. but how you sell that matters,
2. Capture leads via landing page and it's the same with a website.
registrations. It's not what you offer on the
3. Acquisition of new customers website that matters most - it's
as the desired result of a your presentation.
specific campaign—a sale,
Salespeople tell me, "It's not but even more so it can embody a
about where I show up. It's about personality, charm, a reflection
what I say when I get there that of the company's values and
really counts." It's the same integrity. Consider every click
with a website. The customer of a visitor in your website and
conversation has become the last every second of their patronage
bastion of competitive an investment in you and your
differentiation. I am still company.
baffled at how many websites look
like so many others. It seems so This area of discussion is one of
many feel comfortable looking my most passionate topics, as I
like everyone else on the web and hunger to find prospects and
have no intention to give their clients who are willing to
website the same respect as they analyze what is special and
would any other part of their different about themselves and
brand the customer may take part the company they represent. This
in. is much deeper than a mission
statement or tag line, and taking
Today's website is a visual what I call the "Who, What, Why
communicator, interactive and and How" exercise to reveal all
user friendly. Again, the of the answers and provide a road
relationship between your website map to a rebirth, a rebirth that
and your web visitor is can change a company's goals and
communication. How you escort a vision forever for the better.
visitor through your website is
key to winning the Internet Try it. Sit down for a moment and
marketing game and is done by simply describe the "Who, What,
means of careful planning and Why and How" of your company.
development. Certainly a website Oftentimes, your feelings will
embodies promotion and education, get in the way, and that's
exactly what you want! Let the websites are probably not
feelings flow and pull up from absorbed, despite what we might
your heart, your soul and, of think.
course, your experience, the most
descriptive explanation of your Starbucks is a great example of a
past, present and future. company that found a formula it
replicates through every store.
The results from that short quiz, The formula is special and in
augmented with a marketing web many ways indescribable. Try
design firm that has your best asking anyone who patronizes
interest at heart, give you a Starbucks to describe what they
combination that no competitor feel when they walk into their
could touch. Look around: Most coffeehouse each day. When I ask,
websites are not developed to be I commonly hear, "I love their
a special place. Why is the coffee." When I probe for more on
presentation of websites given what draws Starbuck fans to
less importance than brick and repeatedly spend $4 on coffee
mortar presentation? Why do so every day, I get very little back
many websites look like hood in response. Why? The brand is
ornaments? Why are they littered indescribable. When a fan of any
with regurgitated brochure wear, company's services or products is
when we all know we are reading unable to define what they get
less and less when surfing the back from their store of choice,
web? Statistics show that not you know this company has won the
only do 80% of people visit a "branding game." Funny as it may
website never to return, they sound, the moment a customer can
spend less than 10 seconds define a brand they enjoy, the
reading any one section of a brand may have lost that special
website. Unless you're a speed touch it once had.
reader, most pages on most
In the brand is a carefully and is deep into a long-term
crafted formula. You have it in relationship with their coffee
you, and your customers are providers.
hungry to experience it, too.
Don't expect them to ask you to A process, a formula, and value
implement the formula — they statement backed with commitment
can't describe the brand let from Starbucks we all should
alone define the formula. ponder and then integrate the
very values we've seen Starbucks
The formula has the ability to execute so beautifully directly
move your emotions in such a into our websites and e-mail
manner that you're willing to pay messages. My goal is to energize
$4 for a cup of coffee. Add that you and provide a compass that
up over a month and you're will help you incrementally
spending close to $100 to get understand, adjust, and inject
that Starbucks caffeine jolt that indescribable feeling into
every morning on the way to work. your brand. When you reach brand
Amazing? Yes! The brand of nirvana, no competitor can touch
Starbucks has created a cult that you.
has sent the message back to the
company. The customer has spoken
About the Author:
Jerry Hart, CEO of Hart Creative Marketing, Inc., a 20-year veteran in marketing online and off, wrote "Blueprint to E-Marketing" (Blueprint Series, June 2005), available at http://Amazon.com. Once a radio show host in Calif., he also is a dynamic speaker and prolific writer, and has been widely published. More info: http://www.hartcreativemarketing.com.
Read more articles by: Jerry Hart
Article Source: www.iSnare.com
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