Extracting the Maximum Value From Your Company's Marketing Database

One of the most compelling areas of demand generation is figuring out how to maximize the return from your existing marketing database. Once a company is able to find its target customers, building a lasting relationship with those customers is a step that is often underutilized. Ryan Pitylak addresses this topic in the article below.

In a consumer focused internet business, anyone who visits your website is a potential customer. Below is a list of the potential touch points where you can build relationships with your customers. See Ryan Pitylak's blog, linked to below, for a list of ideas for effectively communicating with your prospects at each touch point.

Website visitor

Create a compelling landing page that is always conversions focused. Your prospects should immediately understand the value statement and your unique selling points. Ryan Pitylak believes that you must give them an easy way to sign up, using a very simple sign up form. Do not put up road blocks in the sign up process. For example, no 'input the following code in the box below.'

Customers who start the order process, but don't finish

These customers left the order process because you were unable to communicate with them effectively. Did they leave because the price was too high? Did they leave because your shopping cart didn't communicate trust and safety? Did they decide they could live without the product, for now? All of these questions should be addressed during the sign up process. You may contact Ryan Pitylak to discuss how you convert your potential users into actual users. There are many additional mechanism available to track what the users are doing on your website, and actually get some insight into what they're doing your website. Analytics is a way of the past. Join the future with website tape technology.

Finished order

These are your best customers, and you know it. You probably communicate with them regularly through email. If you don't, you're missing out on a big opportunity, because these customers are interested in your products enough to make a purchase. Create compelling emails that are brand sensitive and are focused on the unique value proposition of your business. Why should these customers care about your email? What value are you providing them in the email? Is that value properly expressed in the subject line?

Expressed interest in special offer or newsletter

These are prospects that have shown interest in your product, but have not committed to making a purchase. Your website delivered the notion of value and trust and some prospects decided to allow you to reach out to them through future marketing and editorial messages. Make sure you provide the customer with the for which emails they're asking.

Remarketing

This is a fairly new arena. The concept is to track visitors who have visited your website with a tracking pixel. This type of tracking is called behavioral targeting. Large companies, such as Tacoda (owned by Time Warner/AOL), use this targeting to deliver messages based on the behavior of the visitor.
With any of these topics, feel free to contact Ryan Pitylak about resolving these issues with your marketing program.