How To Improve your Customer Base

By: Michael C. Podlesny

Florida Trend recently was quoted as writing, "It is important to learn from friends and enemies because they are the best source for ideas on how and where to advertise to targeted customers. The most profitable small businesses typically spend no more than half of the suggested five percent spending on advertising."

So how can one build an excellent marketing program, especially for your online advertisements? You definitely want to build a subscription base and obtain information from your visitors to your online ad. Studies have shown that customers and ad viewers must see your advertisement on average 7 times. The idea is to make the most of when a potential customer views the ad. Below we are going to cover how to turn your ad viewers into customers.

Step one, focus in on selling the value as opposed to selling your actual product or service. In other words, when a potential customer views your advertisement, sell to them just how important it will be to use your product and/or service.

After building your ad to show how valuable your product or service is, the potential customer should be able to click the ad and go to a landing page or a web-page where you can collect visitor`s information, such as name, email etc. This allows you to keep a database of people who are interested in your product or service. Remember, just because you don`t make a sale, we go back to our earlier statement that you must have on average 7 contacts with a single customer. By collecting their information now, hopefully on the first contact, you will strengthen your chance of converting them into a sale and a lifelong customer.

So you have collected their information and are still not sure what to do with it. Always remember that after someone registers, you should send them a short email, maybe 2 or 3 lines, that lets them know you are thankful for them in signing up and that they will be receiving further information on your product or service. It is not intrusive, overbearing, and most of all not too long to the point where the reader will stop reading the email.

If you are unsure of what makes up a good registration page, keep in mind the following:

Collect the visitor`s email address. Extremely important! Without the email, the rest is all for naught. Email gives businesses a great way to reach their customers, nearly free of charge.

If you are fortunate enough to have a loyal customer base, let the visitor know about it by putting some testimonials down. A testimonial is something that reads, "The ABC product is wonderful. It really helped me and my company in advancing." Obviously this is a very generic one, but you get the point. Put it down, people want to know, that others enjoy your products or services.

By now your company should have a privacy statement. A privacy statement is a declaration by your company that you will not do anything, illegal, suspicious or underhanded with the visitors information and that you are using it for the sole purpose for your company. Provide a link to your privacy statement, so your visitors can read it. It gives them a more comfortable feeling about you and your company.

Round it out with visitor`s name, address and other pertinent information related to your product or service. Try not to ask for too much information. Four or five items should be the most, as any more than that, and you will lose people`s interest.
Upon the visitor completing your registration form, you should give them a confirmation message on the screen thanking them. This is your perfect chance to do what Internet marketers call viral marketing. Viral marketing is a way to have someone who just signed up for your product or service, endorse it to their friends and/or relatives. This can be done by simply adding a link or a button letting them know they can refer your product or service. This will send a small email, addressed from the visitor to the person they are referring.

If building a solid customer base for your product or service, from your Internet advertising revenue, is what you are looking to achieve, then simply implementing the steps above will greatly increase your customer database in a short period of time.

By: Bruce A. Tucker

Computers and The Internet
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 

» More on Computers and The Internet