Allison Johnson is the Senior Vice President, Global Brand and Communications for Hewlett-Packard and she delivered a keynote address this morning on “The Changing Role of Interactive in Global Marketing.”
How to Walk the Floor and Talk to Customers
This may seem a strange topic to introduce. Yet, it is the most under-used skill by many retail managers, but one of the most important roles in their supervision.
How To Make Sure Your Customers Still Trust You
The stock market is still on a wild roller coaster ride. Trust in business is at an all time low. Do your customers still trust you? Here are seven ways to help you make sure.
Repeat Customers
Getting customers on the Web is tough. With millions upon millions of users and, most likely, a great deal of other sites offering the same or similar services or products, it’s difficult to make a sale without offering an incentive to buy from you instead of the competition. Taking into account the fact that a vast majority of your traffic will never even turn into a sale, regardless of what you do to persuade them, chances are generating sales will keep you awake at night trying to figure out the next gimmick.
Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 2
In part one of this article series, I introduced a client of mine (AEwebworks) who suffered from some copywriting traumas. The basic diagnosis was a lack of synergy within the copy, ineffective use of testimonials, a lack of focus on the target customer’s buying process, and the inability of the current copy to support the search engine goals of AEwebworks.
Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 1
When you begin to write copy for any product or service, there are a few things you have to take into consideration. The first is always your target audience: who you’ll be writing to. Finding out about the needs and wants of the audience members, their communication styles, their lifestyles, and a multitude of other elements are “musts” before writing one word of copy.
7 Bits Of Critical Information You Can’t Afford NOT To Know About Your Customers
If you think customer relationship management is just a piece of software, you’re dead wrong. Customer relationship management is about understanding your customers. It’s about really knowing them as individuals, knowing what they mean to your business, and most of all, knowing what you need to do to keep their business.
Keeping Track of Your Customers & Prospects
Choosing Between a Computer or Paper System
To serve your customers, you need to track their purchases and needs. There is no efficient way to do this with paper files that even comes close to the power and efficiency of the computer. To maximize your time and your sales, you’ll have to move away from paper and use either contact management or database software. Some well-known brands are Act, Outlook, and Goldmine.
Turning Future Prospects into Customers
I recently had a conversation with the marketing communications manager of a prospective client about following up future prospects effectively. By the end of the conversation it had struck me how little emphasis most small and medium sized businesses place in this area. While most do a good job following up hot leads, relatively few have the systems and procedures in place to insure that future prospects receive the ongoing attention necessary to turn them into customers.
Watch Your Customers Grow!
Nurturing your customers and helping them to develop into better people (who use more of what you sell) is often like raising children – but without the teenage worries! Customers need help to know how best to use your products and services. Look out for their needs and you will be rewarded in multiples.