You are an
e-marketing professional who has been tasked with formulating a marketing plan
that integrates all channels of the marketing mix to achieve the business
goals. What can you do to create a synergistic effect in integrating
the Internet channel and the traditional channels for increasing
customer acquisition, customer conversion, customer retention,
and customer value growth?
There are various ways we could integrate customer
acquisition, customer conversion, customer retention and customer value growth,
but I will pick a really simple one that will showcase this Internet Marketing
Paradigm.
I was recently, but no longer am, involved with a health
product that was a daily dietary supplement.
Its name was Kyani and it was sold through two main channels. One was through the traditional Direct Sales
or Multilevel Marketing (MLM) business models.
The other way was through various internet marketing techniques, but the
two main methods used were video marketing and social media marketing. As you most of you probably know, MLM
companies work on a down line system.
The leader of our whole down line group did not promote traditional MLM
techniques such as marketing for meetings at a hotel conference room or throw a
health supplement party at our house.
For more than ten years he has been an internet marketing guru and so we
created a whole internet marketing system for anyone to use who joined on his
down line (essentially he was helping us make money because when we made money,
he made money!). Here is how the whole
paradigm worked.
The main customer acquisition was done in the following way. His method directly involved social media marketing,
specifically facebook, and the ad copy that we would send our friend’s list
included a link that directed the potential customer to a landing page that
included a video of him talking about how using his system in concert with
becoming a Kyani user and seller, one could create a long lasting residual
incoming that would only continue to grow.
In order to learn more the potential customer would then have to give
their name and email address and consent to receiving emails from us. We would us that permission to create a bit
of brand awareness and eventually get them to agree to a phone call from one of
the company’s representatives who would show them the benefits of the health
supplement and then the benefits of selling the product. This was the customer acquisition process.
The customer conversion in this method was done by the
representative that called the potential customer who consented to the
call. What was unique about this system
was that unlike other MLM companies where a member is solely responsible for
acquiring and converting a lead, our leader contracted a company that we paid extra
for, that would have a professional salesperson contact the consenting lead and
convince them to buy. They had a higher
than average success rate, because most people’s fear of joining an MLM company
is that they do not want to have to hard sell someone they way we are hard
selling them. The salesperson lets them
know that they themselves are just contracted to sell this health product and
business opportunity on behalf of a Kyani member and if this lead decides to
join, they would never have to cold call anyone either or hard sell
anyone. They could just depend on the
leads they create through social media marketing and the video on the team
leaders landing page to do all the work of getting the potential customer to
become a lead by putting in their name, email and eventually agreeing to a phone
call. Though it seems like the
conversion takes place over the phone, the conversion starts the moment a
potential consumer clicks on the link in their social media messaging that they
receive from me. If they go to our
leaders landing page, watch his video and put in their name and email in, they
are well on their way to being a conversion for us and that is how customer
conversion takes place with Kyani and the social media customer acquisition.
Lastly we achieve customer retention by selling them on the
amazing and laboratory-confirmed health benefits of our health product. It must be taken on a daily basis and the
best way to take advantage of Kyani is to put the health supplement on an
automatic monthly autoship and then help that person build a business with
our unique customer acquisition and conversion technique through social media
marketing and video on our leader's landing page. As they continue to use the product and see
the benefits to their overall health, combined with sales that are made without
them having to hard sell new leads, they will usually remain with the company. There is also a weekly newsletter that informs
the customer of new health benefits that our discovered from the product, any
new complimenting products coming out and/or new and improved online marketing
techniques to really help the customer improve and grow their own Kyani business. This how customer retention is achieved.
Growth in customer value is achieved by knowing who to
target. If we just stick with social
media marketing we really should know which friends and family on our facebook
page or twitter feed that will receive our small marketing message more easily
than others. Also we should always make
the message that includes the link to our leaders landing page very relevant
and geared specifically to that person and not just use a standard message for
everyone. This helps us gain growth in
customer value, by knowing which consumers (in this case friends and family)
will react to such an opportunity and product and approach them in a fashion
that is most beneficial to them.
The reality is that if we do first three steps correctly,
acquisition, conversion and retention correctly, then the growth in customer
value will be much easier to achieve now and into the foreseeable future.
I would love to hear your feedback on this.
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