Love At First Click: Building Customer Relationships To Increase Revenue

Disclaimer: this post does not contain any ‘goo-goo gah-gah’ Valentine’s Day garbage. If you have a love for money and conversions, read on!

Let’s start off by talking about the one type of relationship that can actually make you money—the one with your customer. In today’s digital world, it’s more important than ever to build lasting relationships with online viewers. Why? Because if you don’t there are a million other fish in the sea, meaning that your customer can simply exit out of your page in less than a second and be redirected to another site that offers the same product or service as you do. The one thing that separates the great AM companies from the mediocre? How you treat your online customers.

Ask yourself these three important questions to see if you’ve already got the right mindset when it comes to building relationships with your customers.

Is building a relationship with your online customer important? Yes.

Do you have to exert a lot of time, money, and effort to do so? No.

Will maintaining a positive relationship increase your revenue? Yes.


T-T-T-T-T-TODAY Junior!

Metaphorically speaking, you’re just not my type. Figuratively speaking, you don’t stand a chance. Let’s keep it real with our customer, and tell them how it really is–that is with your landing page content and email creatives. Skip the fancy jargon and get to the point. 49% of consumers say they unsubscribe because content became boring or repetitive over time. How can you keep people from unsubscribing? Analytics. Keep a close eye on who’s responding, what they’re responding to, and where people are dropping off.

Avoid being too salesly or pushy, BUT be direct about what you’re offering and the benefits it will provide. Pay close attention to the subject lines of your emails. Geo-target your subject lines to make them more personal…

Blah: Lose Weight and Look Great!

Better: Lose 20 lbs. in 2 weeks!

Best: Sarasota Mom’s Trick to Losing 20 lbs. in 2 weeks!

Avoid smothering

Most marketers think frequency is the best way to stay fresh in consumers’ minds. But, in reality 54% of consumers say they unsubscribe when emails come too frequently from a particular brand. Do you have separate email addresses for business/personal and spam? I sure do, along with 50% of all other consumers, who use a separate inbox for real vs. junk mail. If you have separate email accounts, ask yourself: Why? Probably because you hate receiving emails that don’t pertain to you. It takes 1 second to hit the delete button until you’re forever blacklisted from your once loyal customer’s inbox. Don’t blow your chance by smothering your customers.

Share the love

Know your voice and who you’re speaking to. It’s important to be authentic and cater your tone of voice depending on which channel of communication you’re using. Your social media voice will sound different from your landing page and email voice. Also, think in terms of viral marketing, and how it can completely transform your campaigns. It’s easy and it’s free advertising. Think of it as an extension of your landing page, and free promotion of your brand. Interactive YouTube videos are some of the most common examples. Consumers will view your brand in a different light with this unique but effective approach of persuasion.

Rub their back, and they’ll rub yours, too.

It’s the basic law of physics folks, what goes up must come down, meaning that a small act of kindness can go a long way. Send a follow-up thank you email, tweet, or even have an additional thank you page attached to your offer. Want to take it to the next level? Instead of buying round after round of drinks for a girl who most likely isn’t going to go home with you at the end of the night, try something different to get her attention. Same goes for your customers. Try something innovative. Instead of jumping right in there trying to make a quick sale, take a more subtle approach. Try this: After someone buys your product, email them with a free download or PDF. For example, if your offer is for a weight loss product, follow up with a free download of weight loss tips and tricks.

Think about a positive experience you’ve had with a company. Now, think about the effects of that experience. Did you tweet about it? Did you tell your friends about it? Did you post about it on FB? Word gets around on the web.

Don’t send mixed signals.

Keep your messages consistent and send them to a variety of different channels. If your current plan involves just email marketing switch up your channels! You can really build your brand and leverage all different types of consumers. An integrated approach is necessary since customers are becoming more fragmented and opting for multiple channels to receive their information. Always remember to honor permissions and allow customers to opt-in.

Optimize your relationships

In the case of online advertising, it takes two to tango. But, it only takes one to make the relationship last, and that’s you! As the consumer – brand relationship continues to grow, make sure you are adapting to the evolving needs of your customers and tailoring your product/services. Just as you’d continuously optimize your campaigns to make them better and more profitable, you should be optimizing your relationships with your customers. You can start by remaining loyal to your customers and not your ideas. Let go of any pre-existing concepts or ideas you’ve been using to convert viewers into customers, and listen to what they want.

On to the next one…

For some, this may be frustrating because the brand – consumer relationship isn’t a romance that just blossoms overnight. The relationship with your customers will always be evolving, just like your brand. Most customers aren’t looking for anything too serious, but more of an exciting fling. And If you spend just a little bit of time, you’ll walk away with a relationship that’s not only mutually beneficial but extremely profitable.


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Comments

  1. YouTube videos seem to get a lot of search engine traffic anymore. Especially when Google put movie results around 4th place on the regular website search results. Anything in there would get a lot of people searching for your product or service. If you throw in the interactive part to the YouTube video, I’m sure you would be having a wonderful time building rapport with consumers… :D

  2. The best way to win over a customer is to actually be there for them (especially when they need you most). Help out the customer as best you can up front with minimal costs and slowly build up their trust. Without their trust, they might not see the value in you or your product.. Do things to get them to stop by once in a while and make sure performance is stellar. For the demo or free stuff up front, make sure it’s good quality or they might think your end product will perform just as badly.

    This is a great topic that companies need to think about. Especially when consumers are holding onto their pennies more tightly. Thanks.

  3. Krystal Lynn says:

    I think that anymore, companies have to show people they need them. They can’t just expect consumers to buy a product from them because they want to. It might work once in a while, but then the company is just gambling… hoping for the next sale. Getting consumers to believe that they really can’t do without your product gets much better results.

  4. Chris Osborn says:

    Just yesterday, I had over 300 unique visits to one of my sites because it went viral. I know I know, not that many visits for big companies, but this is more of a hobby website. Anyway, social bookmarking is an awesome way of driving traffic to a site. Also, websites like StumbleUpon are adding in features that let you talk with other Stumblers in real-time. In the old days, word-of-mouth advertising could get the news out, but today we call it going viral. The reason for that terminology, is that word-of-mouth became so fast in the digital age that it spreads as fast as a virus (if not faster). Even if you don’t make any sales off of something that goes viral (at least in my example I didn’t get paid), it can still be a lot of fun. So like it says in the article, “share the love”… :)

  5. Adam Barstow says:

    I recently purchased a product online and the person I bought it from sent me a personal email (you can easily tell if it’s a program or not) that said thank you. You can bet that I’ll be buying more of his products in the future. Just because you can get away with sending automated emails doesn’t mean the customers won’t appreciate a personal touch.

  6. Mark Whit says:

    “Avoid smothering” – even a girlfriend (or boyfriend) that you really like can annoy you when they try to get a hold of you way too much or start demanding more of you too quickly. Can you imagine someone asking their significant other to marry them on their first date? Whenever I’ve seen people promoting affiliate programs for thousands of dollars to me and I’ve never heard of them before, it feels very similar to proposing on the first date. I really liked your choice of words there… :)

    • Amy Capomaccio says:

      haha thank you! Yeah I think no matter what the case – dating someone or doing business with a company, you always need to have boundaries and limits. No one wants to do business with a company that sounds desperate or needy!

  7. Similar to the email subject, a company logo can set your company a part from the competition based on what the log shows your company is all about. When a logo is more than just a brand, it reminds the consumer what that company is trying to accomplish on their behalf. Automobile manufacturer Dodge uses a big horn sheep as it’s logo. Every time a loyal customer of theirs sees the ram, they feel a sense of how strong the truck is and how much it can handle off road terrain. This sort of concept is lost on names like Google and Skype because they have no real meaning to the consumer. If someone else ever came out with a better product I think those companies would realize this. Anyway, my point is that when a consumer sees something in their Inbox, they will make a split second decision on whether they keep paying attention or quickly move on to something else. Thanks for the information.

    • Amy Capomaccio says:

      I agree that a logo holds a HUGE responsibility for portraying what your brand is all about, it has to encompass a lot of different elements all in just one small space! Logos are complex and I think some of the very best logos are timeless and resonate with people for some reason or another. Off the top of my head, simple logos always come to mind – Nike, Apple, McDonald’s, Coca Cola. Although I love logos that are super clever, check out these ones… http://bit.ly/gCNT57

  8. Today, companies have to keep their audience’s attention. That attention costs time and many people in their audience don’t have enough time to constantly comb through generic articles to find the golden nuggets they expect from the experts on a particular topic. That is why so many people are ready to hit the delete button on emails, or worse yet the unsubscribe link, at the first sign of terrible or worthless content.

  9. Jenna says:

    I agree with creating a positive experience for the customer… If you do it right, your customer can be your ‘unofficial spokesperson.’ Check out this article about a new facebook feature called Sponsored Stories where brands can purchase your status about that particular brand, and add a link to THEIR facebook page. This status will show up in the advertisement section to the right of your fb page. They’re doing this so as to “organize that information and keep it from getting lost in the constant rotation of the News Feed.”…some cool stuff! It goes to show you how big-name companies are investing in the word-of-mouth advertising. It’s incentive for them to give you the best experience possible. http://www.digitaltrends.com/computing/facebook-ad-scheme-utilizes-word-of-mouth-with-sponsored-stories/

    • Amy Capomaccio says:

      Thanks for sharing the article! In 2011, I think we’ll see how big of an impact user-generated content will have on getting the word out about a company. Companies are going to start valuing the opinions of their customers and leveraging the positive reviews to increase the exposure of their brand. I just bought a deal for a month of yoga on livingsocial, and they did this awesome promotion where you write something positive about your experience on their FB wall and you get a free class. That’s a great way to start a conversation and build your social media channel!

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  1. [...] This post was mentioned on Twitter by calccreativity and Yvonne L-Marchant, JT Kennedy. JT Kennedy said: Love At First Click: Building Customer Relationships To Increase Revenue http://bit.ly/f1iWbL via @clickbooth [...]

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