Manager Monday: Forgot About Dre? No Incentive for the Customer to Stay
Chris Surovick, May 13, 2013
In 2001, Grammy award winning rapper and producer, Dr. Dre, announced his return to the hip hop scene…taking his song to #1 after a long period behind the studio glass. He returned to the microphone to record “Forgot About Dre”. The song emphatically announced his reemergence into the spotlight.
What made Dr. Dre so successful in the past was his ability to speak to the needs of his core audience. Upon his return, he continued to provide music that was focused to what his loyal fan base wanted to hear. When looking at SEO campaigns, it’s important to take a note from Dr. Dre and continue to provide high quality content that speaks to the needs of the people who will make or break your business – your customers.
During Dr. Dre’s hiatus from behind the microphone, his fans and fellow competitors forgot about him because he stopped releasing new music. In the same vein, many prospective clients of ours find that their past customers forget about their business. Why? Because they never utilize the touch points below. By taking advantage of the following seven touch points, your business will be much like the legend of Dr. Dre in the music industry – unforgettable.
Your website is often times the introduction to your brand or company offerings. Too often, the website is forgotten and pages that haven’t been relevant in ages continue to be both prominent and live on the site. The website is used in so many ways through:
i. Communicating through product visibility
ii. Being upfront about the offers, your brand
iii. Allowing a customer quick easy access to checkout
A customer-centric web presence is key to the overall success of not only SEO (visibility), but also for the customer experience and loyalty.
2.) Follow up from purchase
a. What happens after your customer makes the purchase? Are there follow up emails sent? Are they entered into a newsletter program to stay current on the latest news/offers?
Keeping involved with your customer is essential to maintain a relationship for future interaction. This can be accomplished through the methods mention above, which can make a huge impact for your business. Not only will it allow the customer to speak highly of your brand and experience, but also keeps you current and relevant while their next purchase decision is underway.
How in touch are you with your customer through online news outlets…they are reading online just like you are. Public relations in and around your community, city or state is a great way to remain current. Press releases can also bring national exposure as well as beneficial link building from an SEO perspective.
Have you ever seen retargeted ads that ‘follow’ your online click paths and online navigations? This is called retargeting in our industry and it provides extreme value in terms of brand awareness and relevant ROI clicks.
Customers can leave your site for a variety of reasons. Distractions, competition, and improper use of your site are just a few. Why not through retargeting, remain with the prospect over a span of 30 days or so, which will prove to be a very effective way for brand distribution.
5.) Paid Search
Exploring the paid search platform is not only a great way to gain quick exposure and traffic, but also allows a great deal of learning as your potential customers respond to the ads. Some ideas to test with paid search include:
i. Keywords and how your demographics respond
ii. Ad groups and the impression/click rates
iii. Landing pages to better conversions (includes call to action that could be tested during the paid search initiative.)
Your blog is not only an SEO powerhouse (still), but your customers in many situations look to read more about and support information your company or brand is involved with. They will often times look for news, product updates, information, etc. Your blog also gives the customer a platform to interact with your brand or products.
More and more, we are seeing a tremendous amount of mobile data from Google Analytics on many online businesses. If your site is not mobile ready, then you are indeed alienating a percentage of your demographics and customers. Creating a mobile ready site is often times quick, and inexpensive, but can make a world of difference for the potential customers shopping experience.
As you can tell, it takes some work to be remembered. After all, it took a Grammy winning song for Dr. Dre to emerge back into the consciousness of the masses. And his competition was just fellow rappers, our clients are up against something that has unmatched credibility on the streets – Google.