Previous Issues
Drawing customers closer
How do you engage customers on the Web — and magnify the benefits of your product or service?
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Writing a great RFP: Why it matters — and how to do it.
Sure, your Web site looks marvelous, but is it doing enough to grow your business? Is it working hard enough to turn casual browsers into loyal customers?
Understanding the "customer continuum" can help. The continuum begins with awareness, moves through transformation and engagement, then ends with allegiance. Whether your site is e-commerce, informational, or purely promotional, it should move customers quickly and efficiently through these critical phases.
Where are your customers on the continuum? Figuring this out can help you wisely allocate marketing dollars.
Awareness: Reach out to make people aware of your company and its offerings
The first step is to get noticed. Picture potential customers walking down the street, browsing. How do you get their attention? In the virtual world, you might try banner advertising, email marketing, search engine marketing, and viral marketing. Perhaps you should link to sites related to yours. Online coupons can also be a good investment; consider placing them on sites strategically related to your business. Or increase awareness and reach a huge audience of potential customers by selling your merchandise on mega-sites like eBay. And don't overlook the power of print advertising, direct marketing, and media coverage to help build online awareness.
Transformation: Turn casual browsers into buyers
You've captured attention, now you need to hold interest. Start with a well-constructed, thoughtfully organized, content-rich site. Make sure the navigation is intuitive, and the essential content is not buried. And be sure to stress your competitive strengths up front.
If your site is deep or your navigation complex, place your search box in a prominent location. And don't forget to update your information regularly. Customers who find new information or features while browsing your site will be more likely to explore further. What's that? You haven't updated your site for a year?
Engagement: Inspire one-time customers to become repeat customers
How do you inspire return visits and additional buying? For informational and promotional sites, provide content tailored to specific audiences. Write relevant articles, link to newsworthy information, provide helpful product tips.
For e-commerce sites, make every online interaction as uncomplicated as possible — with clear, easy-to-find instructions and order-status information. Be sure to provide a strong online customer service component through FAQs and service bulletins. To encourage return visits, try running short-term specials — discounts, free gifts, free shipping — or sponsor a contest.
Allegiance: Create customers who are willing advocates and spokespeople for your brand
Finally, how do you create and sustain loyalty? How do you turn customers into advocates? Strengthen loyalty with special members-only benefits, such as bonus points for frequent shoppers. Provide pertinent product or service information in a regular email newsletter. Offer customers an opportunity to leave comments, exchange ideas, and create community: establish a bulletin board or create a blog. Give loyal customers a presence by featuring them in a case study or inviting them to write an article about your product or service.
Knowing where your customers are on the continuum helps you create the most effective and profitable Web site.
