ques to Improve Customer Experience

1. Website Tips and Techniques to Improve Customer Experience, Generate and Maximize Leads and Increase Sales. Presented by: Christine Milot, Creative Director/Partner, TTS Systems Inc.

2. Internet Marketing Goals

3. Improve Customer Experience Improving the Customer Experience increases time spent by your targeted clients with your products and services. It creates trust and confidence in your brand and leads to sales. A poor initial Customer Experience leaves your targeted clients with misunderstanding, confusion and a loss of interest in your company which leads to mistrust and a loss in sale opportunities.

4. Improve Customer Experience Web Design Creative visual design content that expresses your brand message clearly Your products and information are strategically presented so they are visible and easily understood Homepage that displays your products and services prominently and offers the user various points of interaction with your content or products For example a click-able news section, click-able products, and e-mail and warranty registration options User Friendly Site Structure and Navigation System Your site is organized similar to a table of contents in a magazine so it is easy to scan, categories are located in expected places and users can find their way around without confusion or frustration Innovative Educational Content Content that is updated to bring the user back with the intention of sharing it with colleagues and friends For example posting of press releases, educational webinars and white papers

5. Case Study: Axis Savers This before and after demonstration will show the value of the improved Customer Experience. Before developing an Online Marketing Plan you want to ensure that your online brand is trusted by your visitors. The first step is improving the Customer Experience.

6. Case Study: Axis Savers before Poor Brand Image and Visual Presence Poor Product and Services Display Poor Navigation System and Usability Limited Interactive Content or Click-able items Fails to Engage or get the User to Interact

7. Case Study: Axis Savers after Clear Brand Message

8. Maximize Leads and Increase Sales Steps to developing an Online Marketing Plan First you must analyze your business positioning and the best possible way to target new clients For example are you selling products, services or both; what is the size of your company; and who is the client that you are marketing to. Are you a manufacturer looking to generate new vendors or are you a retail company going direct to consumer or a services company selling B2B? First you need to be aware of what online marketing channels are available and understand what channels are effective to reach “your targeted clients.” Second you need to develop a plan that supports the best possible way to communicate and generate new opportunities Third you need to allocate resources for follow-through on your plan

9. Maximize Leads and Increase Sales:Online Marketing Trends Internet Marketing revenue is growing faster then the overall advertising market Online advertising spending growth worldwide –2006: 30 billion, 2010: 60 billion || Source: Jefferies & Co., March 2007 Slowed growth in Direct Mail and Telemarketing Do not call lists 35% of Small Businesses in the U.S. advertise online Overall Trend: transition from traditional advertising More measurable results ROI Consumer content consumption patterns are changing from traditional media to online

10. Maximize Leads and Increase Sales:Online Marketing Benefits Accurate campaign reporting and tracking Allows frequent testing and quick updates of online promotions More targeted and segmentation than traditional media Tracks user behavior Gathers geographical user information Lower cost in generating new business and brand awareness than traditional media Average customer acquisition cost -Search Advertising: $7-$10;Printed Yellow Pages: $15-25; Direct Mail: $60-$80

11. Maximize Leads: Online Marketing Channels

12. Maximize Leads and Increase Sales:Building a Successful Plan Improve Your Customer Experience Select online marketing channels that best support your business practices and reach your targeted audience Use your website to capture and track user behavior, customer information and sales Allocate resources to follow through on the plan Evaluate and adjust your plan according to tracking results

13. Top 3 Online Marketing Channels Permission Based Email Marketing Search Engine Management Search Engine Optimization Pay-Per Click Linking

14. Top 3 Online Marketing Channels1. Permission Based Email Marketing Promotion of Products and Services via Email Formats include: Text Messages, Graphic Based Ads and Multimedia Ads Email programs include: List building Creative design Message delivery List management Campaign results tracking

15. Lower cost than direct mail Builds, retains and strengthens customer relationships Builds brand awareness Precision targeting through Email list segmentation Campaign results through website tracking and analytics open rate, click through rate, new subscribers and opt-outs Retarget visitors with new offers Top 3 Online Marketing Channels1. Permission Based Email Marketing

16. Top 3 Online Marketing Channels2. Search Engine Management Search Engine Management is the activity by which you combine the efforts of Search Engine Optimization and a Pay-Per Click search campaign to optimize the visibility of your search listings on the top search engines.

17. Search Engine Optimization / SEO Search Engine Optimization is the activity of trying to get your ad listings as high as possible on the search engines without having to purchase or pay for the highest visibility. This is often labeled as Organic Search. A themed website Website that uses select key words throughout its content and descriptors Site that is coded for search using Meta Tags and H1 descriptions Site folder and naming structure that supports search Pages that are titled to support search functions Evaluate the results with analytics and adjust your pages accordingly Top 3 Online Marketing Channels2. Search Engine Management

18. Pay-Per Click Advertising Pay-Per Click is the activity of paying a search engine such as “Google” to post your list advertisement in the allocated paid space. You pay only for the times a user clicks on your link. Pay $ each time a user clicks on your listed advertisement To get visibility, your landing page or webpage content needs to be themed for the category that it is representing Select categories that best represent your business and target them as closely as possible for best results Top 3 Online Marketing Channels2. Search Engine Management

19. Top 3 Online Marketing Channels3. Linking Create content on your website that causes someone to link to you. For example Tip Lists, How To’s, Calculator Tools, White Papers and other informative information Create a page on your site that lists your partners with outbound links to their site, and ask them for inbound links on their site back to yours Create press releases and articles about your products and services to be published on other sites with inbound links back to your site Publish online articles go to: http://ezinearticles.com/ Publish press releases go to: http://www.prlog.org/ Linking not only creates inbound traffic from other sites it also improves your Organic Search rankings

20. Case Study: Axis Shavers Online Marketing Plan Monthly Permission Based Email Promotions Product Email Promotions Tracking click rates, purchases, open rates, opt-in and opt-out rates Monthly evaluation and adjustments based on analytics Search Engine Management Search Engine Optimization Pay-Per Click Monthly evaluation and adjustments based on analytics Warranty Registration Program Using offline in-package promotions to drive users to the website to register their product The targeted user’s information gets placed in the email list database and then they are marketed to with online Email promotions Linking Using Sponsorship opportunities to create press and articles about Axis shavers for inbound linking back to their site

21. Case Study: Axis Shavers Online Marketing Plan Monthly Permission Based Email Promotions Permission Based List is loaded into an e-mail marketing program that tracks analytics Creative is designed and coded for the e-mail program specifications Date and time is scheduled according to targeted client buying patterns

22. Case Study: Axis Shavers Online Marketing Plan Monthly Permission Based Email Promotions If you are running a campaign it is essential to capture user data with your website and to have the ability to track the results Website tracks purchases within the 72 hour period from when the email promotion was sent Website adds clients who purchase products and sign-up for discounts add to the Email list Effectiveness of the campaign is evaluated for click-through rate, opt-in/outs and purchases

23. To get the best search results combine SEO and Pay-Per Click into an on-going monthly plan and use your website to capture and analyze the click-through rate with web analytics Analyze the results monthly and adjust Case Study: Axis Shavers Online Marketing Plan

24. Warranty Registration Program Captures users from offline in-package promotions by sending them to the website to register their product. Once the user registers they are added to a targeted Email promotions list. Case Study: Axis Shavers Online Marketing Plan

25. Linking Create press releases, and other informational content that others will post on their sites or link to your site for. Case Study: Axis Shavers Online Marketing Plan

26. Conclusion Build brand trust and confidence with an improved “Customer Experience” thus resulting in more time spent on your site, leading to long term client relationships and sales. Evaluate your target audience to understand which online marketing channels will be the best options for communicating your product and services to your clients. Develop an Online Marketing Plan by selecting the best possible channels for your business. Follow-through by educating yourself on how your selected marketing channels will work and allocate resources to analyze and evaluate the results monthly.