Triangle offense for successful one-to-one marketing

Share this article:
Triangle offense for successful one-to-one marketing
Triangle offense for successful one-to-one marketing
I believe there is beauty in simplicity. I love the practical architecture of a Frank Lloyd Wright designed building, the precision engineering of a BMW automobile, and the technically brilliant functionality of the Apple iPhone. There is also a need right now for clear thinking and simplicity in marketing. So, in keeping with the philosophy of “Do Fewer Things Better,” I recommend  a three-point strategy for maximizing the effectiveness of your marketing programs by investing your marketing budget on those things that have been proven to deliver the best results, something I call the Triangle Offensive.

 Companies that are highly successful in developing and retaining customers are very good in the three pivotal stages of customer development: attract, engage and serve.

First, attract. To be successful in selling and serving customers, you need to become very good at attracting potential customers to your brand. That means you have to be good at attracting the right people to your Web site – namely decision makers and decision influencers.  And the number one tactic for attracting prospective customers to your Web site is organic search.
 
Web sites have become the “hub” of marketing. It's where prospects begin the process of researching solutions to their needs. According to Forrester Research, 87% of commercial Web site traffic is the result of organic search – namely people using the search functions of Google or Yahoo to locate websites that have content matching the keywords typed in the search box.
 
To make the most of this, do some research. Talk to Google or Yahoo and study the keywords that are attracting visitors to your site. Then use these words in content throughout your site and in your blog posts. By “tagging” these words, you are “optimizing” the searchability of your site.

 The second step is engaging your customers. Successful one-to-one-marketers understand that the buying process begins with website visit. Forrester Research reports that 92% of business buyers go online to research products and suppliers. Make sure your site is designed to convert visitors to e-mail subscribers.

Design your Web site to engage visitors. Provide internal search capability to make it easy for the visitor to access the information they are seeking. Also, give Web site visitors a reason to become and e-mail subscriber. Explain what's in it for them. Show them a sample of what they will receive.

E-mail has emerged as the single most effective tool available for aiding the decision-making process. Once a person has been attracted to your Web site, e-mail can move the prospect through the consideration and evaluation stages . . . all the way to purchase. In fact, the Direct Marketing Association says that “E-mail produces the highest response rate of direct marketing methods studied."  
 
Invite subscribers to identify their information needs and preferences when they subscribe. Give them a voice. Let them tell you how they want to be served. Use this information to personalize the information and offers you send subscribers. When you serve subscribers by honoring their content preferences, they will reward you.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.

Hawthorne Opens Mobile Unit, Names Digital Director

Hawthorne Opens Mobile Unit, Names Digital Director

Jared Lake moves over from M&C Saatchi Mobile to head the new unit.