Bridging the Confidence Gap
A Web Manager must work to understand future trends in their customer’s industry by researching, surveying, attending sales calls, and understanding that some customers are further along the educational spectrum than others, and therefore must be marketed to in varying approaches and styles. When speaking of the Customer Education Spectrum, it must be understood that customers go through many stages before ultimately buying from a particular company.
A Web Manager must work to understand future trends in their customer’s industry by researching, surveying, attending sales calls, and understanding that some customers are further along the educational spectrum than others, and therefore must be marketed to in varying approaches and styles. When speaking of the Customer Education Spectrum, it must be understood that customers go through many stages before ultimately buying from a particular company.
First, they must realize that they have a problem or a need that needs to be solved or fulfilled. Once this is done, the customer will conduct their initial research, usually online or by asking colleagues and friends. After this, they will attempt to narrow down their choices and make contact with the organizations that most closely match their perceived need. The companies that are selected are still under much scrutiny by the potential customer. They must still work to bridge the confidence gap that the customer feels. The customer still wonders if this company is really the right one to solve their need. The problem is that often times, the customer is towards the end of the buying spectrum before they even contact the company. So it is even more important that companies have a solid presence and external perception, as well as a unified marketing and sales strategy so that it is not sending out conflicting evidence on why this customer should chose it in which to conduct their business. Therefore, understanding and creating that value to the customer is one of the most important rolls of the Web Manager.
Another important role of the Web Manager is to understand the value proposition the Web brings to its company. A good Web presence can bring increased business to the company through greater leads, new sales and sales growth with existing customers. Increased customer loyalty is also an important aspect of a company’s Web presence. The Web can help a company grow in existing markets as well, by integrating intelligent software applications that allow marketers to use cross-promotion and up-selling to target new segments within existing markets or bringing relevant buying information into the fray for new titles within an existing profitable account.
Some critical steps that a Web Manager must take to begin successfully implementing a Web campaign are making sure that the site functionality is good and user-friendly, understanding and preparing the marketing techniques and campaigns that are to be used, organizing the sales chain and methodology of the organization, and having an unbiased view of the corporation’s internal realities such as time, money, personnel, the ability to meet goals, keeping track of leads, sales, customer feedback and business networks. Without these things in place, the Web Manager cannot successfully drive a technology-enabled company. In our next post, we will discuss how the marketing mix has changed and what you need to know about it.
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