Although everyone seems to be talking about Social Media and how businesses should embrace all the various "buzz" out there, a good old static website combined with conversational (medium to long) sequence of informative email messages to potential and existing clients is still hard to beat. Then, once your client has purchased your product (or service) the delivery should not just be an afterthought, but an integrated part of the "customer experience".
Like a good diner, slowly cooked and eaten to enhance the flavour/experience
Tweets and updates (with or without links, photo's or videos) on Facebook/Google+ are like quick bites, but will they ever satisfy your potential client/existing client with all the information they need before deciding to purchase from you?
No matter how many statistics are out there, sometimes forcefully forcing you to believe that ONLY Social Media involvement is going to safe your business, my own experience - by listening to our own clients/friends etc - is differently. More often than not, a well balanced diner will be enjoyed better and longer remembered. And this you can only establish by cooking slowly, taking your time with the preparations, the presentation and the "after-diner" treats and relaxation.
So, how do you translate a well-balanced diner (with all the trimmings) into a web marketing strategy? As with diner, you combine the expertise of others - often only featuring in the back ground of your clients experience - to create, present and deliver the goods. Would your diner guests be interested in the name of the farmer who grew the vegetables or reared the animal you serve? But still, your farmer's expertise does add the necessary "flavour" to the dish you make. But your diner guests only see you - the host - giving them a great and enjoyable time
Same applies for "cooking" your customers' experience online.
This week I found various experts that can help you "cook" your diner and give your guests a great experience. Combined, they become an army of little helpers in the background, where you can shine and take the "glory" (respect and long-time commitment from your clients).
Having a website is not enough, you need to have that extra special you can offer your potential guests. As an invitation to come to diner.
Ed Rivis (author of Massive Traffic and Email marketing Dynamite) is on the verge of launching a new program: Lead Site Launcher.
It will be a great and simple software tool to create (almost instantly) those invites that'll wet the appetite of your future diner guests. Watch the video on his blog post to get a first taste yourself.
Lead pages on their own are not enough to entice your guest to accept your invite. It has to leave them with the impression they just can't miss out on what you are offering.
Carol Bentley is your "little helper" here, working in the background giving you the most simple but effective copy-writing tips to establish just that. Subscribe to her blog or purchase one of her books (my favourite is still "I want to buy your prioduct.... Have you sent me a letter yet?")
The menu card and table setting
Now your guests are jumping impatiently to come to diner, you have to make sure the menu card is easy to understand and the table setting is so obvious no one's going to feel left out or placed at the wrong end of things.
Your webshop and order processing should be the same. Do all the items have a detailed description and is the pricing clear, are the delivery costs easy to understand. What payment options do you offer etc.
My own E-guide "Selling Online Bascis" is just the ticket for this part of the diner experience.
You don't have to take my word for it, this week Carol very kindly wrote a review on this guide here. (Couldn't have wished for a better review to be honest, so thanks once again Carol)
Now your guests have arrived, you "only" have to deliver the goods. And this is often an afterthought. How often have you received an order late, damaged or incomplete? Or even not at all?
Sam(antha) Anderson of Post and Packing Warehouse (P&P for short) has just written a very helpful guide on the very subject: "How To Make Your E-commerc Business Work For You". It highlights the pitfalls of order picking, packaging and tips/advice when to consider outsourcing this part of the experience to a trusted third party - just the way you would employ a catering company when your diner plans are growing and growing and your own time is spread too thin to take care of everything yourself.
You don't want to disappoint your diner guests now, do you?
Make it one complete experience
All the above expertise can be combined by you to create one streamlined and uninterrupted experience for your potential and existing clients.
It's not the quick bite of a tweet, or of a nudge on Facebook. It's is a carefully build diner your guests will remember for a long time - in the best possible way.
And here's the clinger: they all want to come back for more.