and cross-functional skills in all aspects of online marketing. ” Define your positioning : What are your specificities? How are your customers different? What market segments are you going to address? What is the competition doing? etc And now, the killer question! Is my business marketing in step with the market? In summary, is there a profitable and sustainable opportunity for my products, my services and have I correctly identified my potential buyers? I must warn you that skipping this first part could turn into a hot potato and prevent you from creating your website effectively. Indeed, as in a classic sales process, when you have misidentified the needs of your customers, it’s the rake, and presto! the handle in the face, the customer comes back to us with his terrible OBJECTIONS!!! Also,
content creation will be very saturation mailing list without a clear direction for the messages you want to communicate to your customers. ( See why content marketing is a smart way to sell? ) But after all, it’s part of any business. Strategy worth its salt and it’s perfectly clear to you so, let’s continue… Your customer relationship. Essential to the survival of companies in an increasingly tense economic. World as competition has increased, customer. Relations are a major issue in ensuring the sustainability of your business. We know, for example. That winning a new customer can cost on average. 5 times more than retaining one and that the probability. Of making a sale with an existing customer is between 60% and 70%. As for the probability. Of making a sale with a prospect, it is between 5% and 20% (sources: Marketing metrics. Marketing Management 2015).
Will Be Decisive in Defining the Services.
(customers, prospects, partners, etc.) the opportunity to access specific content. Services are, as you have understood, the key to ensuring your solutions last over time and an essential tool for maintaining close contact with your customers. Each time you cannot answer one of their problems, you potentially send them to your competitors. According to Forrester, “72% of consumers prefer to find the answer to their question without going through customer service. » Examples of online services : Customer space, stock tracking, orders, etc. Business information bases, reference catalogs, etc. Product documentation, assembly sheets, maintenance recommendations,
Ordering spare parts After-sales service: FAQs, Chatbots, Live Chat, etc. (see our article on the chatbot revolution ). Project evaluation tools, calculation tools etc And you, what innovative services will you offer your customers? This phase obviously goes through a crucial stage: gathering around the project, ALL the actors of the company who have contact with customers and working closely with them in the development of your new website, i.e. the door digital entrance to your own corporate universe. I suggest that you put at least 3 roles around the table with a fundamental vision of the customer relationship: Strategic vision (Management, Marketing, Business Development, etc.) Commercial vision (Sales representatives, distributors, etc.) Vision support (the people who are in charge of communicating with customers during the life cycle of the solution, after-sales service, installers, assistance, etc.) Don’t forget that Technology has become a decisive player so,
That You Will Put Online for Your Customers.
if you have the skills in-house, go immediately knock on the door of your Chief Technical Guru and have him sit around the pedestal table to turn the above the reflection around the services for your customers. graph showing the organization around the customer relationship Everyone in the bunker… back to the surface when everything is ready! Oh yes I forgot! at this stage you had only taken down an A4 sheet in the fallout shelter… going back to get a ream, it could be useful because, I feel that inspiration is overwhelming you and that new perspectives for your business have illuminated Your spirit ! Architecture, web design and UX You guessed it, the previous points have made it possible to precisely define what content and services you want to put online in order to perfectly meet the expectations of your market. Whether you choose to.
go for a template purchased on a marketplace, an online web solution such as Wix or whether you have decided to focus on a unique personalized design reflecting your personal vision, these elements will guide you in all your choices. . ( See how to choose between a template and a custom design for your website? ) We also note that menus are used less and less on websites and that direct access should therefore be favored from the homepage. Eg an illustrated button to access the quality page containing your certifications or to a form allowing you to make a request for a particular service such as information for an ATA carnet or the pre.
