Press Releases
Go the Extra Mile
Originally published in FuelNet
Edited by: Ken Beaulieu in: Customer Relationship Marketing
Proven Ways To Get Closer To Your Customers Online
January 12, 2009 - As people increasingly move online to research purchases, request information, and conduct transactions, human interaction is being replaced by points and clicks. For businesses, this is both good and bad news. While the Web offers unparalleled convenience and efficiency, online customer relationship building doesn’t just happen — companies need to go the extra mile. Here are some ways to put your best virtual foot forward as part of a relationship marketing strategy:
Learn the secrets for engaging emotionally with your customers and prospects to ensure long-lasting and profitable relationships in FuelNet Monthly . Get entertaining, provocative insights into today’s best business ideas — and idea makers — that are shaping marketing, generating sales and producing profits.
*Offer member benefits. Encourage customers to tell you more by registering on your site. In exchange for their information, offer access to “members-only” sales, resources, or promotions. “This helps customers feel valued and allows opportunities to deliver special offers tailored to their needs,” says Megan Smith, marketing consultant for Richards Relationship Marketing, in Dallas.
*Be responsive. Since nothing kills relationships like unreturned email messages, responding to queries should be a top priority. “If a brand fails to use the communication channels provided to customers, [it] risks not only losing the customer, but also backlash due to poor service,” says Kelly Reaves, media director at MindComet Corp., in Orlando, Fla.
*Get customers involved. Give customers an emotional stake in your success, and encourage viral marketing by asking them to provide expert commentary or referrals. Ann Roskey, a customer relationship management expert with Accela Communications in Southboro, Mass., recommends producing video customer testimonials for the Web. Or host an online video contest and get customers to create their own testimonials. “This would give [businesses] the benefit of a customer endorsement — the best kind of word-of-mouth marketing there is,” Roskey says.
*Acknowledge economic challenges. Even as spending slows, creative businesses are finding ways to turn adversity into opportunity. Reaves cites Houlihan’s Cinco de July-O email promotion, which invited consumers who cancelled summer vacations because of gas prices to a celebration at the chain’s restaurants. The campaign increased sales 26 percent over the previous year.
For more customer relationship marketing tips, download the January issue of FuelNet Monthly, an 8-page newsletter designed to help owners and managers of companies of every size maximize their marketing opportunities and grow their business. Other issue highlights include:
* 4 email marketing trends you can’t ignore in 2009
* Tips for building customer relationships online
* How to bridge the gap between marketing and PR
* The secrets to superior customer service
* Ways to spread your advocacy message online
Permalink: http://www.fuelnet.com/?p=856
About MindComet
Headquartered in Orlando and founded in 1999, MindComet is a leading interactive marketing agency specializing in social media, campaign design and branding, and technology development. The agency has implemented award-winning, relationship-building marketing and communications campaigns for many Fortune 500 companies. MindComet’s team delivers an unparalleled combination of strategy, creativity and technology to produce solutions that deliver lasting fan relationships for client partners. Over the years, MindComet has donated time and services to Habitat for Humanity, the Orlando History Center, the American Cancer Society, Race for a Cure and Toys for Tots. Last year, MindComet became a founding member of doterati, Central Florida’s up-and-coming non-profit interactive marketing, media and technology education group. For more information, visit www.mindcomet.com.
Press Contact
information@mindcomet.com
