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Customer Acquisition
There are many ways to acquire new
customers - from personal relationships, referrals, and traditional
advertising to various online marketing strategies. Marketing and sales activities may
look very different from company to company, based on specific needs and
circumstances. An eBusiness integrates Internet capabilities into all
customer acquisition activities - both in support of
traditional methods and to create new methods.
In designing your customer acquisition systems, there are several
distinct components to be considered.Your WEB Site
A professional WEB site creates an image for your company
and provides information on your products and services.
It can work for you any time - day or night - to respond to
the information needs of potential customers. An
effective WEB site can be more efficient and effective than a sales rep - if the content is well designed and current,
and effective use is made of multi-media content - such as
photos, graphics, and video.
Your WEB site strategy should also include Search Engine
Optimization, visitor tracking, and registration forms.Lead Generation
There are also many Internet-based methods of generating leads.
Outbound E-Mail campaigns may be of some value, although the proliferation
of junk mail is eroding the effectiveness of unsolicited E-Mails.
"Junk Emails" may do more harm than good to many business.
"Permission-based" marketing represents a better approach.
Search Engine Optimization (SEO) may be another effective
tool. This is particularly appropriate for companies
that can deliver services over the Internet and are able to
service customers on a global basis, although the approach
can also be effective to generate leads within a more
geographically limited target market.
Some of the eBusiness approaches to lead generation are:
E-Mail marketing.Search Engine Optimization.
Search Engine Marketing.WEB site
visitor registration.Google AdWords.Permission marketing.Affiliate
marketing.
Opportunity Management
Opportunity management involves a systematic approach to capturing and
tracking leads and taking effective steps to convert leads into sales.
This system can be simple or complex, depending on the size of your company
and the size of your sales and marketing staff.
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