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Tips From the Front Lines
listeners more likely to buy. The truth about online registration
forms. Why post negative customer feedback on your site?
from AICPA Custom Media Solutions
Podcast listeners more likely to buy.
Prospects who listen to online podcasts are 73 percent
more likely to buy or use a product or service advertised during
a broadcasts, according to Internet Marketing Report (IMR).
IMR says when it comes to podcasts, the shorter the better (within
Podcasts are particularly effective when prospects
can listen to them while exercising, commuting, having coffee or
dressing for the day.
There are many ways B2B marketers are using podcasts
to acquire, upsell and retain their customers. Here are two great
- Broadcast the Voice of the Customer.
Show prospects that people like themselves are buying your products
and services and using them successfully to solve a problem.
- Establish Your Company’s Top
Guns As Thought Leaders. Try producing speeches
by executives or interviews or roundtable discussions with top
names in your industry.
The truth about online registration forms.
We put a great deal of stock in what our Web site
visitors reveal about themselves, but how much can you really trust
what they’re telling us in our online registration forms?
A recent survey of nearly 3,000 technology professionals by MarketingSherpa
and KnowledgeStorm says not that much. Researchers found that other
than the visitor’s name and e-mail address, you’re mostly
collecting bogus or incomplete information.
While 72 percent of survey respondents said they
always provide accurate information about their name and 68 percent
always provide an accurate e-mail address, only 38 percent provide
an accurate phone number, while 40 percent provide accurate information
about their company size and only slightly more than half accurately
identify their company name or job title.
Tip: Ask for bite-sized
chunks of information in your online registration forms.
Is it crazy to post negative customer feedback
on your Web site?
If you’ve noticed more and more companies
posting surprisingly candid customer comments on their Web sites,
it’s not your imagination. Online marketing experts are increasingly
advising their companies (or clients) to post all customer feedback
on their Web sites, even when it’s not very flattering. It
may sound counter intuitive, but posting the good, the bad and the
ugly comments on your site gives more credibility to the positive
comments you feature. It also shows you actually read and respond
to your customer comments and posting on your own site, at least
gives you some control of the way the comments are displayed than
on an independent site.
A recent piece in Boston.com picked up by IMR,
among others, cited four reasons to load all your
customer comments, including the less-than-stellar ones:
- Control. You can ensure the
comments aren’t taken out of context and you can arrange
the display and order of the feedback, such as positive comments
- PR. It shows your organization
is proactive and not trying to hide from or dodge its critics,
whether they’re analysts, customers or potential customers.
- Idea Generation. The less-than-favorable
comments can give your sales, marketing, customer service and
even product development people ideas for doing better or creating
new products and services that you don’t currently offer.
For every one critical customer who took the time to respond to
you, there are probably another 200 who feel the same way, but
who didn’t take the time to respond.
- Credibility. It’s human
nature. Prospects are more likely to believe claims made on your
Web site when you have a realistic mix of pro and con comments.
So when it comes to your site. Bring real-life customer
experiences to the forefront. Don’t ask too much in your online
registration forms and play it straight when it comes to customer
comments. The more honest you are, the more they’ll trust
you in the long run.