Relationship Marketing Summary
Relationship Marketing Page 1
Getting Closer to the Customers as Individuals
Marketing for Traffic has changed in the last three years, but getting traffic to Engage has been even more challenging.
Adding to the problem is marketing departments are thinner, on smaller budgets, and do not have the time to stay current with the newest trends and technologies for Customer Building. Effective systems obsolete quicker in the internet age because everyone copies.
Let’s face it, five years ago there were not 65 million daily tweets and Social Media was not considered a tactic for reaching targeted audiences. Traditional Marketing was more effective.
Getting Prospects engaged since the global meltdown is complicated by the fact that Executives and Consumers have less Time, Less Patience, more Skepticism, more aversion to Risk, and more Information than they can Process.
Relationship Marketing is not just about getting the traffic that you can more easily convert to Customers, it is about creating the foundation to make them Loyal Customers, Retaining Them, and getting them to Refer you.
Reaching Today’s Executives and Consumers
Technology and Relationship Marketing
2000 word essay on Today’s CRM (Customer Relationship Management)
Reaching Today’s Executives and Consumers Page 2
“The Art of Selling has undergone more changes in the last few years than in any other time in history”-Joseph Sugarman, Chairman, BluBlockerCorporation
The global meltdown affected economies but had very little affect on online sales. Online usage is way up.
Some things changed, however. Desperate businesses became harder sell, there were more scams and a lot of things didn’t work. The post melt down period basically created new skepticism about unknown people, things and companies.
To Bridge that river, you now have to offer free information, transparency, and Permission based communications.
This has become the core of Social Media. Social Media is Trusted, Transparent, and Permission Based. Whether or not you participate in Social Media, it is important to understand the culture.
You need to think of these attributes as you openly share and give away knowledge. You want to interact with your audience. You want to build trust before you spell out your agenda. You want everyone to feel Special.
Offer your expertise, knowledge, and time, and then invite people to consult with you. Prospects are more likely to trust you with more knowledge about you.
Technology and Permission Based Marketing
Transitioning fromTraditional to Relationship Marketing Page 3
“Sales organizations of tomorrow will need to be fundamentally different from those of today”-Geoffrey Eitland, VP of Sales, Staples, Inc.
Most organizations love to be pro-active and think of themselves as “go-getters”. A sales team can be a crucial part of any Sales Organization. Someone has to fill the funnel. Marketing works to make the sales effort more successful.
Approaching Prospects with Sales Teams or traditional marketing practices is deeply rooted in our history and may take a transition period to acquire new tactics.
If you are a local or regional based enterprise, this model may continue to work. People do have an affinity for working with someone they can reach out and touch and whom they can find if there is a problem.
But if your base is national or global, everyone has parity. There are certain distribution advantages to location, but after that everyone has parity when it comes to Access to Decision Makers.
Decision makers have something in common these days. They have time pressure. The time pressure is probably caused by a thinner staff, pressure on revenues and profits, increased competition on price and efficiency, and too much information on how to solve their problems.
In this position, Executives do not need another sales pitch. They want someone with knowledge they can trust who will do the right thing. People who pitch Executives come at them with their own agenda. Executives want someone who knows the firm’s Agenda. After three sentences, many Traditional pitches are through.
You can position yourself as a “Pitcher” or as a “Listener”. Surveys show that decision makers are seeking their own answers when the problem they need to solve becomes a priority. This is when information is needed and a Trusted Provider of that information.
How can your organization become that Trusted Provider? Make information available that will display your expertise, knowledge, and willingness to be a partner, before presenting your one solution covers all agenda.
This is the first transition you have to make to move from Traditional to Relationship Marketing.
Technology and Relationship Marketing
Automatic Systems for Customer Building
White Paper on Automatic Customer Building
Customer Loyalty and Retention Page 4
Loyal Customers Help us Get More Loyal Customers
The principal of creating Loyal Customers is easy to follow if we think of our own process. What are some of the characteristics we desire when we are purchasing a technology or product with which we are not familiar?
We would like clear information. We would like enough time to make a wise decision. We don’t want to sign up for something we didn’t understand. We don’t want to be held to a long term commitment for something that does not work out. We want a guarantee that we are going to have the results or operation promised. We want easy access to support if we are having difficulties with the product or service. (we of course have to be reasonable)
If we get all these things, are we not going to be recommending our provider to anyone who mentions they have the same need? Are there many reasons we would go to another provider?
So now that we have the ending we want, let’s plan it from the start. How would we want our Prospects to find us? What would we want to provide them to get our Relationship moving? How would we want to move it along so that they felt comfortable they were making the right choice by selecting us? What technologies would we incorporate to make the process easier, save time, save costs, and increase our Marketing ROI? Yes, we can have it all!
How would we get our organization on board?
In this age, our Customers like Social and Business technologies and each year continue to use more of them to manage their lives. This is how they want to be reached. This is where they want to interact. This is where they will find us.
We will align with their communication needs. They will realize we are receptive to their desires and can be trusted to make decisions in alignment with their core values and objectives.
They will realize we are receptive to their desires to be informed and trusted to make the decision that is in alignment with their core values and objectives.
What are some Phase 1 technologies we can use to move from Traditional to Customer Relationship Marketing?
Technology and Relationship Marketing Page 5
Technology does not Dictate Marketing, it just Optimizes a Great Strategy
Traditional marketing emphasizes reaching the masses with a proposal and driving them to respond by ordering. There is no invitation to interact before ordering, get free information, or learn more about the Provider before ordering.It still works extremely well for well branded services. In fact, the marketing spends a lot of emphasis establishing the brand.
Most of us don’t have the budget, the reach, nor the product to survive on the small percentage of people who respond. In most marketing systems, including websites, the response percentages are very low. The obvious solution is to create more customers as a higher percentage of the people we reach. The advantage of being successful is a smaller spend.
The second important important variation is attracting the people who would be our ideal customers. These would give us a higher conversion rate of Leads to Customers. The strategy is more easily implemented by supplying Free Information on our Expertise and Problem Solving Capabilities and attracting the Prospects who need us.
The third important facet of the strategy is recognizing the time it often takes to get Prospects to respond or even knowing where our Service is Prioritized in their Buying Cycle. The best solution would be to continue supplying Permission Based information, insights, education, webinars, videos, reports, white papers, and newsletters until they are ready to interact and give us the information we really need to solve their problems.
In Relationship Marketing, we use available technologies to attract the Prospects looking for our Services and deliver what they need to make a wise decision by choosing us as their provider. During the process we give them many opportunities to interact and we can credibly contact them to see if we are providing information that is useful.
Our efforts to provide free non invasive information clearly establishes our agenda as being a partner.
Five Permission Based Technology Systems
Free 6 Page Report on Automatic Technology for Customer Building
Systems That Build Customers Automatically Page 6
Use Systems from Successful Proven providers shown on this page to get New Customers
- CMS Builder is an editor used in Optimizing a Web Site’s Home page so that you can edit it anytime after we are done. We use it to Optimize your site with a key word strategy and maximize the site’s search engine appeal.
- Constant Contact Email is used to access customers with your message. Constant Contact is publicly traded and services 375,000 customers sending over 1 billion emails a month. Ask for a Sample Constant Contact Email
- Aweber Responder Systems collect emails (from your website) from people who want information from you. A continuous process of follow up communications keeps you in the Buying Cycle until they are ready to talk to you. Aweber services over 81,000 global clients. Sign up in Box at bottom and experience Aweber responders.
- I themes is one of finest upgraded Word Press sites for Blogging and Social Media Marketing. This site uses their Flexx Theme.
- Hostgator has great customer service 24/7 that serves 2.4 million customers. We have six sites hosted on their servers. They back up sites weekly and they are among lowest priced providers.
- CRM software helps coordinate the marketing, email collecting, responding, and response measuring systems. It can be implemented by knowledgeable in house personnel or outsourced.
- InfustionSoft is a sophisticated email and responder system that collects emails and responds to Prospects based upon their levels of interest and interaction along the path.
We suggest a combination of these services to create overlapping Permission Based Communications that attracts and converts Prospects to Customers.
See Our Plan
Our Free White Paper on Automatic Customer Building Systems
Use the Displays on this site to visit Aweber Responders, a Constant Contact free trial, a theme like this from Ithemes, or have your site hosted by Hostgator. CMS builder is separate and will soon be included here.
Systems Page 7
In the last few years everything has changed. Time and Budget pressure have changed the way we think and therefore how we operate and even who we trust.
Executives and Consumers have less time to risk listening to new proposals from untrusted Sources.
This has reduced the effectiveness of Traditional Advertising, Sales Teams and Direct Soliciting.
Two Things Solicitations Miss:
- Entry Point when the Service becomes a Priority in The Buying Cycle
- The necessary ten to twelve contacts necessary now to get a response- Jill Konrath “Snap Selling”
Now it is best to Be Found when Buyers are entering the Buying Cycle and looking for Free Information. If you can provide it and stay in touch, you may develop their Trust and then their Business.
Our suggested systems include:
- Website optimization for your business niche and set ups to give away Free Information
- Invitation to Prospects to receive all the information they need to make a wise decision
- Follow up to see if you are providing the information they need.
- Determining when personal contact would help or improve their process.
- Riding with them in their buying cycle until they are ready to speak with Providers
Then it will lead to Our Plan (Services and Fees)
Our Plan Page 8
We have a flexible plan we can put in place for you or we can consult with you on how to put in place your own plan. We can assist with structure, content, and publishing.
We would also be happy to give you an hour of Free Counseling.
Create a steady stream of incoming Customers using:
- Internet
- Social Media Publishing
We include:
- An optimized website and Home page modifications using CMS Builder
- Constant Contact to reach Prospects
- Aweber Responder system to collect emails and follow up leads
- An Ithemes Social Media Website like this one for Blogging and Tweeting
- Hostgator for Social Media site to give weekly back ups and 24/7 consultation
Fees Include:
1. Your Web Site Optimized for your business Niche. We create Email sign up to give away Free Information, Reports, and White Papers. We modify the Home Page. This includes a permanent license for the CMS Editor on the Home page so you can always and easily make changes. $399
2. The Following:
- Constant Contact Emails–4 a month with click backs to Websites and Free Information
- Aweber Responder System to send out requested Free Information and Email Follow Up to convert leads
- Social Media Website (like this one) to Broadcast. Includes 8 blogs and 50 tweets a month
- Hostgator for hosting Social Media site. All for $399 Month. No contracts.
Summary: Optimized web site, social media website, 4 Constant Contact emails a month, 8 blogs a month, 50 tweets a month, minimum 10 Aweber Responder messages to emails captured, and hosting. $399 a month, no contracts.
Requires 20 hours a month labor to drive all Software Systems. Included.
Sample Social Media Websites Created:
http://NewCustomerDevelopment.com
http://InspirationisFreedom.com
Call today 1-800-646-0717 Mark Kaplan or Email
