Paul Zullo is managing director of Silver Creative Group, a 12-person
team based in South Norwalk, Conn., that focuses on gourmet and
specialty food brands with exceptional products that are in need of
strategic guidance and creative energy. A branding firm at the core,
Silver Creative has found a unique niche in providing complete 360 degree marketing programs consisting of packaging, Web development,
sales collateral and online marketing campaigns specifically geared to
the specialty food industry. With a solid foundation from NYU’s Stern
School of Business and over 20 years of tactical business experience,
Paul Zullo shares his expertise with Gourmet Business readers.
Online Marketing Online Marketing
Made Easy, Part IIl Made Easy, Part III
Post-visit Marketing: Bringing Them Back
Once a visitor has come to your site, we can group him or her into
three categories based on the actions taken. In the best scenario, a
visitor will make a purchase. We’ll classify these folks as customers.
If a visitor signs up for your e-mail list before leaving the site, we can
classify him or her as a subscriber. The last and most disappointing
scenario is when a visitor leaves without even saying goodbye. Let’s
call these folks runaways.
The post-visit phase of your online marketing program should be
focused on sales conversions, building consumer loyalty, nurturing
relationships and educating new prospects. You’ll measure the effectiveness of the marketing activities you create for this segment based
on how often customers return to your site, how many customers
purchase more than once, the site traffic on days you send out e-mails,
etc. These statistics need a bit more digging than the previous phases,
but the payoff can be big.
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Editor’s Note: This series began in December 2011 and concludes with
this installment. Part 1 covered the ideal methods to get consumers to
your Web site, while Part 2 offered several best practices to improve
customer conversion and engagement when you finally get them to your
site. In this final part of Online Marketing Made Easy, author Paul Zullo
takes you through what do with visitors after they have left your site.
Now the fun really begins.
