Boost loyalty via Web by giving clients

We’ve become so accustomed to the Internet that it can no longer be considered a new frontier. Within the last 10 years or so, most of us have made e-mailing a daily habit (or vice) and we’ve learned to turn to the Web for the same information we used to get from the phone book or the daily newspaper. The frontier has been settled and developed, yet a lawless Old West attitude still prevails among many online marketers. With no sheriff to stop them, they’re free to inundate us with unsolicited spam, pop-up ads and any number of other annoying interruptions.

That environment isn’t likely to change anytime soon, but there is a fortunate side effect. The aggressive and aggravating tactics of the majority of online marketers have created some pitifully low consumer expectations. Companies that can earn their customers’ trust with a site that provides truly helpful resources, personal communication and a no-pressure, opt-in Web policy can cast aside any temptation to engage in those bad e-marketing habits and reap the rewards of genuine customer loyalty.

Before I get into the how-to, I should start by explaining that this tactic is not ideal for every type of business. There are some products and services that customers just want to buy so they can move on with their lives, and there are entirely different ways to build loyalty for them. Content-heavy and frequently updated Web sites work best for businesses that deal in lifestyles and hobbies. Music stores, travel agencies and gardening suppliers, to name just a few, are companies that have a lot of repeat business and customers who are engrossed in their products. Other business types that can benefit from this tactic are those who deal in high-involvement products like automobiles, homes and expensive exercise equipment. These purchases usually involve a fair amount of research, which could compel customers to spend more time on a for-profit business Web site that offers free information without shoving it in their faces.

Most Web users don’t go online to be sold to or entertained; they go online because they have a specific need for an item or information. It’s important to keep this in mind when selecting or developing new content and features for your site. Here’s a rundown of elements useful in attracting and keeping Web site visitors:

Professional in appearance — Your Web site may be the first impression a customer has of your business. If your online presence fails to convey a professional image, you risk losing credibility and consumer trust.

Easy to access and navigate — A Web site that takes too long to load or is too difficult to navigate will quickly frustrate the average online visitor. A customer using a dial-up connection will have to wait longer for a Web site to load than someone using high-speed Internet. Be sure to develop your Web site with both users in mind so any online visitor can move throughout your site with ease and gather information quickly and without much thought.

Search Engine Optimization or SEO — When doing business on the Web, it is important that any consumer anywhere can find your Web site easily. Factors such as links to and from your Web site, Meta tags and specific keywords and phrases will increase the chances of a consumer finding your business on the Internet.

E-mail with a personal response — Encourage your visitors to contact you with questions about your products and their applications, and ensure them that a knowledgeable professional will promptly answer them. Be sure to add that they won’t receive any unsolicited e-mail. Then, make sure someone is available to reply to these e-mails every single day.

Blogs — Formatted like an online diary, this is where your business can inform customers about relevant topics as soon as the information is available. You can link to news stories about new products you plan to offer, promote special sales, offer expert opinions or editorials about your industry or let everyone know about changes to your business, like expanded hours or a new location. Blogs that are updated frequently will also give sites a more favorable search engine ranking.

Podcasts — If you’ve got a lot to say to your customers, you can record it and provide it on your site for downloading. Podcasts can either be listened to online or loaded onto portable media players, which gives your site’s visitors the convenience of listening when they’re ready.

Troubleshooting tips — Like a more extensive version of a Frequently Asked Questions (FAQ) page, a troubleshooting guide should offer detailed solutions to common problems your customers may experience. These don’t need to be problems with the products or services you offer; think about your clientele, what unique difficulties they may encounter, and how you would advise them as a professional.

Confidentiality and assurance — Make it absolutely clear that you will not share any personal information. Don’t try anything sneaky to subscribe them to an online newsletter. If you offer e-mail updates, make them consciously opt-in. Those that want your e-mail will go the extra click to get it, and those who don’t will punish you for sending it to them.

Once you build a site that your customers will appreciate, be careful how you promote it. Sending out unsolicited e-mail to drive traffic will only alienate your potential visitors. The best place to start is on-site, at your cash register or on your showroom floor. Train your employees to explain the free online resources and benefits your business’s site offers, but make sure they don’t do it in a pushy way. Give a business card with your Web site’s URL to new customers and tell them about exclusive online coupons, if they’re available on your site. The key to making customers appreciate the Web site, and therefore the business, is to make them feel like they made the good decision to visit it.

Lili Vianello is president of Visionworks Marketing & Communications, a Columbia-based full service advertising, marketing and public relations firm. Contributions to this article were made by Visionworks staff members. Visit them online at www.visionworks.com