As most organizations will agree, doing business today means doing business online. We are in a digital world and e-business should be a primary focus for every organization.
With this knowledge, we have created and refined a 5-step process to get your organization online, increase visibility, drive new customer acquisition and maintain repeat business. We call this the Endorphin E-Business Roadmap.
With this 5-step process, we have endeavored to illustrate the typical digital customer acquisition process and steps to help position your organization for success. The 5-Steps are website, optimize, communicate, campaigns, and analyze. Each of these steps are vital to the success of driving customers to your business.
1. Website: This is home base for your company. It is the central hub of communications and information. It builds and reinforces the brand, value, and image of the organization. Everything else flows from the image and information on the website. It is the only digital property you own on the Internet. The website is the foundation for all SEO. Use your website to build your brand, tell your story and show customers the work you have done for other customers.
2. Optimize: Understanding that image/branding, visibility, and current information are critical to success, in Step 2, we focus on ensuring that the most appropriate digital properties are up to date and effectively communicating the mission, value and success. Website optimization encompasses having the right and the best information available as well as getting found by the right people, at the right time.
3. Communication: Consumers have so many alternatives and choices when it comes to buying anything. There are alternatives and there is competition everywhere. Understanding this means that this environment demands excellent communications in many different forms and delivered through different channels. This includes websites, social media, email, text, video along with many forms of digital advertising. We need to constantly remind our customers, vendors, friends, and prospective customers that we are still around, what we do, who our customers are and show examples of our work.
4. Campaigns: While you may offer the best product or service with the most advanced features and functionality, if your customers don’t try it or know about it, you will not enjoy success. We can use diverse promotional campaigns to capture new customers and continue engaging existing customers. We have to get our new customers to try our product or service as easily as possible and at lowest or zero cost/risk. Think about special offers, free trials, demos, and other special offers to give new customers a deal. This does not have to be a “sale,” but we want people to try our products/solutions to see for themselves.
5. Analyze: Digital marketing offers the opportunity for detailed measurement and analysis. With data from a variety of tools (many of which are free of charge) such as Google Analytics, Google Search Console and other website traffic analysis tools, we can learn a tremendous amount of detailed information about the characteristics, preferences and behavior of website visitors. This information can help point us toward new insights and thus spur the creation of new features or functionality and new campaigns. With any campaign or communications, you should review data regularly (like once per month) and see what you can learn.4
It’s vital to recognize that this process is iterative. Once you reach the fifth step you should revisit earlier steps to improve upon what you have done and try out fresh ideas to reach your customers. In analyzing your data you may find something else you want to include on your website, a different type of customer need, another way to communicate with you customers, or a different type of campaign you might run. This is the iterative, creative process of “do, analyze and learn” that you should repeat.