First, there were hits; then,
there were click-throughs. Now, it is time to focus on the marketing
outcomes you need to achieve to attract the right prospects and
transform them into customers. And when it comes to attracting
the right customers, less is more.
Here is a concept that seems
to work well in the real world and could certainly do wonders
in cyberspace. About 80% of your revenues are generated by 20%
of your customers, customers who place larger orders as well
as repeat orders again and again. Why not concentrate on developing
an Internet marketing strategy that reaches only these 20 %?
The cost of keeping a customer often comes down to delivering
what you promised plus great customer service when things go
wrong. Hence, every time they come back to buy something else,
your profit margins are getting healthier.
Once you know who the right
prospects are, what their online purchase behaviors are, you
will know where to find them. A little homework will then direct
you to a few tools that will allow you to reach, educate, as
well as influence their purchase decisions. While everybody else
strives to drive millions of people to their sites, you will
focus on the ones that really matter. (more)