Top 10 Internet Marketing Tips of 2002

Back | A- | A+
Email This     Print     Subscribe Send this article to your friend Friends Email : Note: Send to more than one friend by separating email addresses with commas or spaces. Subject : Message : Optional Message Sent Your message has been sent to your friend. Thank you! Close
	Tweet

Posted on 24 Jul 02

INTERNET MARKETING TIP #1

To build "e-loyalty," look to your competitors: Here's what's really scary: It doesn't require a lot of resources to build a relationship program on the Web. Therefore, some of your competitors are not only establishing relationship-marketing programs; they frequently build better relationships. They do so because they are closer to the customer. Just like Sam at my neighborhood gas station. The small guys know their customers and they focus on what is most important to their customers.

"Striking It Rich.com: Profiles of 23 Incredibly Successful Web Sites That You Probably Never Heard Of" identifies a number of small Web players who built customer relationships using "small-time" sites with "big-time" strategies. It's not surprising that many of the websites outlined in this book are now in the big leagues, giving their once "bigger" competitors a run for their money.
Take for example FragranceNet.com. The site almost thrives on its "small-time" look and feel. But the value proposition is big, the navigation is easy, the customer service spectacular and customer loyalty is growing.
So you might need to stop looking to your biggest competitors for benchmarking your next marketing move, because it's frequently the "little guys" who really understand the relationships required for e-loyalty. Also, you might want to look at some non-insurance web sites to get great agency web site ideas.


INTERNET MARKETING TIP #2

The 12 best practices of email relationship marketing: Intense competitive pressures, combined with easy electronic data flow and low-cost electronic communication, can too easily result in the mishandling of confidential customer data. The following 12 best practices can ensure that you will create a successful marketing culture based on full disclosure, integrity and trust:

1. Develop and post a privacy policy.

2. Guarantee the security of each customer's personal info.

3. Give customers easy access to their personal info.

4. Account for any customer info that you may already have.

5. Never share customer info without permission.

6. Link today's questions to tomorrow's value.

7. Don't send unsolicited messages.

8. Enable voluntary completion of information.

9. Provide a fast, straightforward unsubscribe procedure.

10. Provide clear message subject lines.

11. Solicit customer feedback.

12. Keep yourself honest.

INTERNET MARKETING TIP #3

1. Two keys to effective contact: frequency & variety: One of the most profound insights about online marketing is that it typically works best in combination with other dimensions.
   
   There is a direct correlation between the number of times a customer is contacted and the number of times the customer buys. At the same time, there is a fine line between keeping in touch and being annoying.
   
   To increase frequency of contact without being annoying, employ a variety of methods for touching your customers, through a range of what have been called "customer portals." Use postal mail, fax transmissions, email and voice mail, too. Ward off "buyer's remorse" with messages that reinforce the buying decision.
   
   Don't rely exclusively on high-tech communication, though. Nothing can substitute for a handshake and an in-person meeting every so often.
   

2. Make your writing more inviting. These 4 formatting tricks will help. Giving your writing "sex appeal" does not necessarily mean adding sexual innuendoes. The key to creating "sexy" writing is format. Most readers today don't want to see a solid block of type. It's not appealing.
   
   Examine your copy, to see<