1. Dale Bentlage
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2. The Web: what’s new and what’s important

3. The Evolution of Customer Service
Habits are Changing
We are a self service economy

4. The Evolving Web People Use the Internet for: Information
Entertainment
Socializing (information exchange and interaction)
Are you integrating these habits into your web site?

5. Internet Greatly Improved My Ability to
3/01
4/06
Do my job
24%
35%
Shop
16%
32%
Pursue my hobby
20%
33%
Source: Pew Internet & American Life Project, 2006

6. Surfing Market Share
People invest a certain amount of time in product research
The more time they spend on your site, the less they spend on your competitor’s

7. Drivers of online purchasing
Price - find the best price
Selection - get the most options
Source it - just trying to find it
Convenience – easy to find, buy
Research – research/evaluate options

8. Developing Strategic Approach
Segment target markets by:
Product
Demographic
Purchasing power

9. Sales: Guide Prospects through these Questions
Do I need I?
Why should I buy it?
Why should I buy yours?
How much does it cost/ can I afford it?

10. Operations: Support Your Clients
Why are people coming to your site? For information
Solve their problems
Product related
Relationship related: doing business with you, etc.

11. Handout Driving Web Site Traffic: “20 Key Strategies”
Web Site Component Options List

12. Case Study: Daleco Equipment Manufacturing

13. Daleco Company Background
Profile:
middle of the pack equipment manufacturer (middle price, middle quality, etc.)
Objectives
Create customer loyalty, customer connection with brand
Expand to new geographic markets
Problems:
Lack brand identity, differentiation
Average customer loyalty

14. Daleco Tactics Customer relationship Product positioning Founder blog
Best practices e-newsletter
Customer only area
discussion boards
Product positioning
Product comparison tool
Product discussion groups on products
Outstanding design (design = perceived value)

15. Daleco Tactics (p. 2) Pay attention to traffic lead sources
Search engine optimization
Pay-per-click ads
Post comments, articles on industry segment web sites

16. For More Information: Dale Bentlage dale@globalreach.com
Direct (515)