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Dale Bentlage Direct (515) 309-2738

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Presentation on theme: "Dale Bentlage Direct (515) 309-2738"— Presentation transcript:

1 Dale Bentlage Direct (515)

2 The Web: whats new and whats 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 3/014/06 Do my job24%35% Shop16%32% Pursue my hobby20%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 competitors

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 –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 Direct (515)

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