How can eMarketing help me brand my company?
When most people think about branding, they think about looks — a logo, company colors, etc. and not about the client relationship. Branding is actually the process of creating an emotional association with a product, service or company.
The Internet has opened the door for companies to reach more people while providing new outlets for promotion, interaction and relationship building. Thus, understanding how to use eMarketing to build and maintain your brand is increasingly important.
To build a brand, a company must develop a strong understanding of who their customers are and what they value because a relationship is an interaction between two parties. eMarketing helps this in several ways:
Communication
Having dialogue and interaction with customers on an individual basis (whether it be through your Web site or eNewsletter) allows your company to listen, understand and relate to your customers rather than just "speaking" to them.
For example, on your Web site you can track how long someone stayed on your site, what pages they clicked on and what products they looked at. With Proven Systems' eNewsletters, you can track exactly who clicked on an article or section and how many times. This process can open the door to a more personal discussion. In short, you LEARN more about your customer and can more accurately relate to them in your communications.
Content
Providing relevant and useful information directed at the needs and interests of your customers builds trust and provides a perfect opportunity to increase your company's value to the customer. Through education, you create a greater sense of control over their purchase decision.
According to Forrester Research, 31% of online consumers use the Internet for obtaining product information, even if they purchase offline, and nearly 20% use it for post-sales support.
eNewsletters and Web sites give you the ability to track what your customer is interested in — again allowing for you to LEARN more about how to position your brand.
Convenience
All of your customers may not be on your 8-to-5 schedule. They want information when they want it, and they want it fast, easy and without hassle. Providing an easy to navigate and informative Web site and eNewsletter gives your customers the control to educate themselves as they wish, on their own schedule. Reminding them every month of your existence through an eNewsletter further builds that trust as they know your information will show up on a regular basis.
The keys to Communication, Content and Convenience aren't fully answered through eMarketing, but have become increasingly crucial in building and maintaining a brand for your company. At Proven Systems, we believe LEARNING about your customers is the essential key, and eMarketing now makes that easier than ever.
Have an eMarketing question? Email us!
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