Online Profitability

Converting the Best Customers

Converting the best customers can be extremely difficult, so an important question to ask is “How do you reach your best customers?”

Is your web presence and marketing strategy aligned with your business goals? It is common knowledge that a primary way people look for products and services has changed from written directories (such as Yellow Pages) to online methods such as search. Every month Google processes over 100 billion searches from well over one billion users globally – which is roughly 3.5 billion searches a day, or 1.2 trillion per year! A recent research study found that over 80% of internet users find websites via search engines – such as Google, Bing and even You Tube. These users form a cross section of life and business, from teenagers and children, to mothers and fathers, to marketing executives and CEO’s of companies. In other words, your customers – no matter what your business is.

As the online market matures, it can also get expensive to buy traffic or pay for web development. Many business models simply don’t work. However many companies simply aren’t optimizing their web efforts to monetize efficiently their core business strengths and existing invested assets.

At Diginius, we work with a wide range of companies from a cross section of industries, including manufacturers, retailers, and service companies. The question we start with is who are your best customers and how do you make money?

In the case of most of our clients, the best customers are often those that do not complete a transaction online, but who pick up the phone or fill out a form to discuss a larger transaction. Examples can include a company looking to distribute the products of a manufacturer or place a large order, an owner of a hotel chain looking for services, or a secretary looking for additional quotes in a tender process.

How is an efficient web strategy achieved? How do you sell your product or service and make the web work for you? Principally by looking at your customer and maximizing exposure – which generally takes the form of sales and marketing activities, as well as servicing existing customers with information via your website. This lessens the workload for operational staff as well as improving sales cycles as existing and potential customers are able to self-service their queries from your website and move closer to a buying decision (or not!).

While ideas can be grand to think about, most businesses struggle with execution – high paid consultants are not the most cost effective way to implement and run operations, bright staff with ideas can get recruited to other jobs halfway through projects and management is left with a lot of bills and “investment”, but often little to negative return on web projects and advertising. While the knowledge base needed in the fast changing web world necessitates depth of staff, it is not viable for most businesses to build out these teams as this is not the core business of most companies – creating the need for a strong business partner in the online world.

As a result of the needs of our clients, Diginius has developed Diginius Insight, to provide information back to the business covering online operations and the competitive environment, automating processes and providing the infrastructure to compete effectively in the online market. If you would like to see a demonstration of Diginius Insight or discuss your online strategy, please get in touch.
Written by Nate Burke

Chester Yang is the Microsoft Program Manager at Diginius with a background in economics and quantitative research.  

At Diginius, Chester focuses on nurturing partnerships with PPC agencies and integrating marketing and sales solutions.