Phil Gibson - Marketing | Building Brand Experience
Phil Gibson - Marketing | Building Brand Experience

Tools/Stickiness

Once you have captured and presented your catalog and structured the modular content that makes up the payload for each of your products, your next effort will be to look for ways to extend the time spent on your Featured or Market focused sites.  In order to accomplish this, you will need some additional sticky functionality to connect with and engage your customers.

 

You want to build community around your core competencies, your brand, and your content.  I have found that one of the best ways to do this is to build software or gadgets to your site that add functionality to your Market or Featured sites.  These gadgets or tools should do real work and provide additional value to your site and brand that your customers cannot easily receive from other sites on the web.

 

Now for each of your Market sites and your top product folder sites, you should create marketing or promotional dialogs around your markets and products.  When users visit your site and trigger the use of any of your gadgets or software, events are created.  Those are the best leads you have.  Your users visited your site, came through your funnel, used one of your featured tools and identified who they were.   Reach out and touch them.

 

Managing your brand experience for these users is critical.  You got them to this point in the use of your brand; now, what can you do to delight them?  Your focus for these users should be customer service.  Happy customers that use your featured services tell other potential customers about them.  Those are users you want.

 

Be cautious here about metrics.  Servicing the customer is where you should put the focus of your metrics.  I have seen people measure everything and add metrics to track everything around tools or gadget use.  The problem with this approach is that the metrics you establish and track can sometimes lead you to odd decisions in order to maintain the metric instead of addressing the important issue, the customer.  Measure and metric what is important to the customer.  Ideally, this will coincide with your funnel for each page but you may have to be vigilant to keep these in synch.

 

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This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.

 

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