Dale Bentlage

dale@globalreach.com

Direct (515) 309-2738

www.globalreach.com

The Web: what’s new and what’s important

The Evolution of Customer Service

Habits are ChangingWe are a self service economy

The Evolving Web

People Use the Internet for:• Information• Entertainment• Socializing (information exchange

and interaction)

Are you integrating these habits into your web site?

Internet Greatly Improved My Ability to

3/01 4/06

Do my job 24% 35%

Shop 16% 32%

Pursue my hobby 20% 33%

Source: Pew Internet & American Life Project, 2006

Surfing Market Share

• People invest a certain amount of time in product research

• The more time they spend on your site, the less they spend on your competitor’s

Drivers of online purchasing

• Price - find the best price• Selection - get the most options• Source it - just trying to find it• Convenience – easy to find, buy• Research – research/evaluate options

Developing Strategic Approach

• Segment target markets by:– Product– Demographic– Purchasing power

Sales: Guide Prospects through these Questions

• Do I need I?• Why should I buy it?• Why should I buy yours?• How much does it cost/ can I afford it?

Operations: Support Your Clients

• Why are people coming to your site? For information

• Solve their problems – Product related– Relationship related: doing business with

you, etc.

Handout

• Driving Web Site Traffic: “20 Key Strategies”

• Web Site Component Options List

Case Study: Daleco Equipment

Manufacturing

Daleco Company Background

• Profile: – middle of the pack equipment manufacturer (middle

price, middle quality, etc.)

• Objectives– Create customer loyalty, customer connection with brand– Expand to new geographic markets

• Problems: – Lack brand identity, differentiation– Average customer loyalty

Daleco Tactics

• Customer relationship – Founder blog– Best practices e-newsletter– Customer only area

• discussion boards

• Product positioning – Product comparison tool– Product discussion groups on products– Outstanding design (design = perceived value)

Daleco Tactics (p. 2)

• Pay attention to traffic lead sources• Search engine optimization• Pay-per-click ads• Post comments, articles on industry

segment web sites

For More Information:

Dale Bentlagedale@globalreach.comDirect (515) 309-2738www.globalreach.com