The Rocket Newsletter

January 2009

Happy New Year! We're probably at the time in January where we should stop saying that. We hope you had a pleasant and restful break and have returned full of vigour to take on the economic downturn head on. Let's bring back the optimism and the confidence and vaporise the clouds of doom and gloom. After all, today is the first day of the rest of your life. Enjoy our "consideration" article and all the other stuff.

The Customer Journey - Consideration

Getting your existing customers to convince potential customers to buy

Having gained interest, your target consumer or person. - we're real people after all - is now weighing up their options before they take the plunge and commit. If the commitment is around an online purchase, then using some mathematical jargon, consideration time is typically proportional to the value of the purchase i.e. the higher the purchase price, the longer you take to consider your options. Granted, there are exceptions on impulse buys, but typically this consideration process is a good rule of thumb.

So how do you encourage a potential costumer to choose you over your competition?

Here is what you could do. Invest a lot of time and money in creating fancy advertising imagery and messaging aligned to your USPs (Unique Selling Points), broadcasting through banners, sky scrapers and MPUs to the masses. This will achieve the de facto 0.01% click-through rate resulting in a 75% bounce rate from your site. Continuing the mathematics theme...conversion numbers equate to be low, very low; but of course, measurable. Those of us who have yet to develop "banner blindness" may be influenced by these and come back at a later date through another channel, potentially search. However, such influence is declining.

Marketing messages vs. 'Peer to Peer' opinion

Now, consider this. Assume you are about to book your summer holiday, you fancy something different, maybe a cruise, but possibly a long haul trip to an exotic location. You have friends who do both, year in, year out. Would you ask them their thoughts, recommendations, pros and cons? Would you make you decisions based upon the information they had provided you? Or would the marketing messages coming from the holiday company entice you to book? It's probably a safe option for us to guess that your friends would be the major influencers in your decision making process...the marketing messages have a value, but by no means at the level of your peers.

Find your advocates and give them a platform to speak.

So, it makes sense to translate this online doesn't it? Find your advocates and give them a platform to speak. How about a blog on your site to allow for comments on each product or service? Allow for "warts 'n' all" comments, potential customers want honesty and are savvy enough to understand the world isn't perfect. Contribute to these in a human way, not corporate speak. Maximise the visibility and relevance of these comments; optimise them so they achieve high rankings for the associated search keywords and phrases. You should also consider providing snippets and links back to these comments in the other online areas where the people you wish to engage with spend their time.

In summary, let your existing customers help your potential customers weigh up their options. Provide them forums to speak with each other; then let them make their own minds up. The results will surprise you.

If you found this article of value, then make sure you have read all the stages of our engagement strategy...we may even turn it into a book. Of course, if you want to discuss it directly contact us at rocket@propellernet.co.uk or call 0845 601 9595.  

Best regards,

Client Corner - Newsletter Survey

What does it take to write a successful newsletter? Any newsletter strategy includes time, energy and ultimately some money too. Which means success is vital. Our strategy starts first and foremost with what we think our readers need. If it's not of value to you then what's the point? Second, we have created a tone of voice and some promises that work like a check list for us.

Our Promises

  • Easy to read and jargon free
  • It helps you do your job
  • It's fun and shareable
  • Gives you industry knowledge
  • You know Propellernet

We wanted to share these with you and be sure we are giving you what you need. Are we succeeding? What do you like? What are we missing?

Help us shape the future of the Rocket newsletter by doing our short online survey. It's only six questions. Compared to the effort we put into creating The Rocket that's nothing!

Stella Bayles

Staff Profile

Name: Stella Bayles
Role: Online PR Consultant

Why Propellernet?
Moving down from London and walking into the Propellernet office was very exciting to me, I knew straight away I wanted to work with these people. Their passion for getting great online exposure for their clients hits you straight away and I can't wait to contribute & get stuck in.

Interesting Fact:
I was part of the dancing performance that opened the Euro96 Football Tournament at Wembley when I was 11.

 

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Rocket News

  • The Propellernet Grand Prix
    Propellernet celebrated Christmas in style with Lewis Hamilton wannabes Annelies and Jack taking the top spot. Check out the photos.
  • Tales from the Crypt Christmas Celebrations
    A feast, some questionable karaoke performances, the Secret Santa to end all Secret Santas and more photos.
  • Propellernet grows again
    Chris Clapham and Stella Bayles are welcomed onboard the Rocket. Chris joins us as our Marketing Manager and Stella takes on the role of Online PR Executive. Read more about Stella in this month's Staff Profile.
  • New Year Resolutions no.1
    Stuart is going to join an Athletics Club and take part in some serious cross country competitions.
  • New Year Resolutions no.2
    Eshe aims to share more – apparently being an only child, it’s not part of her genetic makeup.

But will they keep to them? Watch this space!