ENGAGING & BUILDING RELATIONSHIPS WITH YOUR

MARKETSHAWN WILLIAMS, SPRING METRICS

Most importantly…

THANK YOU!!!

Who we are

• Spring Metrics

– Founded in 2010

– Raleigh, NC

– Provide high value solutions to marketing professionals, with a focus on personalization through real-time, onsite engagement

Relationship

• Merriam-Webster

– The way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other

Markets, Technology, Options

• Marketing tech Ecommerce marketing professionals

• Ecommerce sites Visitors

Marketing Tech 2015 (Ion Interactive)

Marketing Technology

• Ion Interactive study

– Chiefmartec.com blog

• 2014 – 947 companies

• 2015 – 1,846 companies

• Groups

– Email Marketing, CRM, SEO, Personalization, Analytics, Display Ads, Social Media, Video, etc

• These are your options

Ecommerce Sites

• Internet Retailer via DandyLoop

– Worldwide

• 12,000,000 – 24,000,000

– Revenue $1K+

• 650,000

– Revenue of $100K+

• 17,000

– These are visitor options

Why does this matter?

Key points

• Technology provides options…many options

• No matter the technology, there is a person on the other end of the device, making a decision to continue, or not to continue, the relationship

• How do you make the most of each interaction?

Traffic

• ~97% of traffic leaves without an action

• Move the needle

– Provide Value

– Build the Relationship

– Actively Engage

Value

• Communication

– Differentiation from competition

• Shipping options (clarity/education)

• Return policy (clarity/education)

• Product guarantee (low risk)

• Reviews (validity)

• Ratings (validity)

• Third party endorsements (validity)

Value

• Content

– Where do your customers “live”?

• Blogs

• Social

• Industry sites

– What is important to them?

• Areas of interest

– Brand, product, service, etc.

Build the Relationship

• Consistency

– Schedule

• Engage based on visits– 1st time visitor

– Repeat visitor, multiple purchases

• Email– Relevant content

• Social presence

Build the Relationship

• Continued value

– Rewards program

– Referral program

– Customer retention strategy

• Repeat buyers

Engagement

• When is interest the highest?

– Onsite

– Seasonal

• Tools

– Onsite

• Real time content/offers, chat, surveys

– Offsite

• Email, retargeting, paid

Execution

• What is going well

• Area for improvement

• Assess options

• Implement

• Measurement

– Data Information Knowledge Wisdom

– Big steps…small steps

Summary

• Focus on relationships

– Communication

– Content

• Understand how your market engages

– Email

– Social

– Other

• Take actionable, measurable steps

SHAWN WILLIAMS

SPRING METRICS