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One Degree Posts

Credentialing

I am working with a good friend on developing her web site. She is a respected industry insider and at the top of her career. Almost all her business comes from word-of-mouth and referrals.
As we discussed options for her site, the conversation turned (quickly) to why people would visit the site and what we wanted them to do based on their visit.
Most visitors will be coming to the site either because someone said “you have to talk to this person, check out her site” or because they Googled her before contacting her.
The goal of the site had to be to get them to call and set up a meeting because all her business starts with a face-to-face meeting.
Given that goal, our first approach was to consider an informational site with the usual “client list”, “bio”, “services”, and such. Then we considered a more aggressive “selling” strategy to push visitors to pick up the phone.
In the end neither of these seemed right given that most visitors are already interested and qualified. It seemed to us that the purpose of the site was to “credential” her rather than “inform” or “sell”.
From this we came up with a new (for me) conceptual model for the site – *”Credentialing”*.

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Contests, Sweepstakes, Coupons and Other Online Acquisition Tools

(This is a series of posts to try and bring together all the elements of online acquisition for use in targeted, data-driven relationship marketing.)
As marketing strategies evolve and more budget is spent online, a greater number of marketers are beginning to embrace the idea of relationship marketing. Basically, these leaders are looking to create dialogues with customers and key prospects to deliver against marketing objectives. But as the targets each marketer is trying to reach become more savvy we have to be more aware they are increasingly inundated with marketing “clutter”. And with more and more CFOs pushing brand management in the direction of marketing disciplines that are highly measurable, it is imperative that these executions drive short-term results.
There are a number of online tactics that can deliver on the promise of measurable results while also building the foundation for a successful relationship marketing strategy that can deliver on the marketing group’s objectives. The main tactics include contests, sweepstakes and coupons.

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