Summer Fishin' Report: September, 2004.Yes folks, the holiday season is near and it is time to fire up the web site and get in some summertime fishing for customers on the Internet. Like most professional anglers, I recently took the time to "pre-fish" the web. For those unfamiliar with the term, that is when you spend some time out there finding the fish so you can return and catch them later when it really counts (grin). With that I bring you the latest fishin' report for Lake Internet.
Broadband Creek producing larger spenders:Pro Internet fishin' guide Google returned several reports this week that indicate North America has about 23.1 million Internet users on broadband or high speed access, and that the number is climbing steadily as technology improves and services become more affordable. Along with that, statistics show that high speed Internet users represent the highest percentage of those online that source products, shop, bank, book travel and more over the Internet on a regular basis. High speed users are also reported to earn more of an income, and spend more of it.
This has made Broadband Creek one of the first honey holes to fish as activity increases. These are obviously schools of qualified buyers, so online anglers are able to improve their chances of a successful catch if they can get the right bait in the strike zone. Arrive at the lake prepared with the answer to this question: "Where can I find high speed Internet users that are MY potential catch" to locate them and lure them in. These high speed users are great catches as they are more likely online at home as well as at work, increasing the possibilities of them needing the products or services in your tackle box.
High Speed Baits:As to how to get these speedy lunkers using your web site it is suggested that streaming video and dynamic content excites them and increases the chances of making a sale and/or returning frequently. Presentation appears to be key. These high speed users prefer to do their online shopping fast and easy rather than making a lengthy time consuming task out of it. Prepare your web site with the fast and easy features these lunkers might enjoy for successful fishin':
- A visible phone number on every page of your web site
- An easy to find and submit contact form and/or quote request form
- Clear and straight forward navigation
- A simple yet exciting and professional presentation of products and services offered
- 3 clicks or less to order items in online ordering systems and shopping carts
"Sticky" baits getting nibbles during cold water fishin':Every fishin' trip presents different conditions, and if the lake isnt producing catches you can never be sure they arent bumping your bait, unless of course you prepare your web site with the features that will entice them to bite at a later time. Online consumers have been known to bookmark web sites for a later visit and even submit their email address for subscriptions and newsletters, providing anglers with other opportuities for getting the bait in the strike zone. It is up to you as the angler to have these features on your web site that will catch their attention, get them to commit and persue the catch in due process.
Keeping a tight line and using "Sticky" baits such as online contests, free content, message boards or forums and e-books are producing catches from online shoppers taking more time to bite. Tailor your web sites "stickyness" to your target audience for the best results. For example, does anyone out there know where to find a custom printed keychain or pen to send to potential customers? Offering up a freebee to your web site visitors like that could result in some successful chumming of the area, attracting more bites and getting more lunkers in the boat.
Message forums in particular tend to bring attention from search engines feeding into many areas of the lake, bringing visitors back frequently to check in on messages and topics or even posting customer testimonials; all attracting more nibbles, bites and catches. A suggestion for a promotional products company might be to start a message forum where customers can share their promotional experiences with one another, for example what went over well for last weekends golf tournament, caps or t-shirts? Things you would like to know as well as information your existing and potential customers can use.
Another sticky bait, the E-Zine has been gaining popularity. Publishing an E-Zine or e-mail newsletter and getting it into the strike zone proves to serve two purposes - one, it acts as a channel to broadcast sales announcements, holiday reminders, gift or reward ideas and customer education to existing and potential catches - and two, the readers interest is the sticky that keeps them reminded and updated on what your promotions are on a regular basis. Keep that bait in the strike zone where they can see it for successful online angling.
The catch and release program:Catch and release refers to letting em' go so you can catch them again another day. Sometimes they're just not biting, but taking a real close look at you for information first. Make sure your web site provides existing customers as well as new and potential catches with plenty of information such as answers to frequently asked questions. "Are there any minimums around here?" or "how could I submit artwork for a quote?". Let them know your ordering procedures, the process of setting up new accounts, delivery turnaround times and anything else you may find yourself repeating on the phone daily. This can make the environment more comfortable for them and leave you more time for angling at the same time. Educated customers are always beneficial; utilize your web site to assist in letting them know how your business operates for immediate customer satisfaction and continued service in the future. If they like what they find, they will come back.
I hope this fishin' report will help guide you on your next trip to Lake Internet. New customers are online and active and I feel over the holidays they will continue to be productive. Best of luck fishin' for your catch!
"Rags"
Promowear Magazine, Nov/Dec 2004.
