Principles over tactics.
Internet marketing is full of tactics.
I’ve implemented my fair share of them. Like the time we put a yellow box around the credit card fields at checkout and saw conversion rates shoot up.
While implementing certain tactics in your business can improve it there are two major problems.
Firstly most tactics are thrown out there with little thought about what people are trying to achieve. More sales? ok. Over what period? At what cost? It lacks context so when a big decision needs to be made you are none the wiser.
Secondly, tactics are often event focused and don’t consider the down stream impact of doing it. You might achieve something in the short term but have a cost in the long term. Aggressive website popups and competitions are an example – you get the email address now but you will build an email list that is less responsive than doing it through other methods.
Making a sale is our goal online.
But a sale is the beginning of a relationship not a singular event.
and when you have a relationship you have to work at it.
Many businesses stop at the sale. Job done. Next.
But they are missing a huge opportunity.
After someone has bought they are 8-10x more likely to buy from you again over someone who has never bought.
Following up after the sale is crucial to continuing the relationship.
Sam Stubbs from Simplicity Kiwisaver calls every single person who joins. Hundreds of people join every week.
You don’t have to call them on the phone.
Setting up a simple message 7-14 days after purchase asking your customer if the goods arrived, do they like them?, whats the best/worst thing so far?, would you mind leaving a review?, did you know these products go really well with the product you just bought?.
Personal. Helpful. Expectant.
Just like a relationship.
The sale is the beginning not the end.
Principles over tactics.
