Generating Leads in Direct Marketing

In order to exchange quantity for quality in direct marketing, it is important to base your first contact with the customer on the following principles.

In order to stay customer-focused and exchange quantity for quality in direct marketing, it is important to base your first contact with the customer on the following principles:

1. Study the business environment of the customer. What industry are they in, what are the trends and challenges in the industry?

2. Study the working environment of the customer. What department are they in, what is their function in the company?

3. On the basis of data derived in this way, generate a hypothesis on what challenges this particular customer group might face. If you are selling online marketing services to local restaurants’ directors think in terms of difficulty in attracting new customers, local nature of the business and growing competition.

4. Generate a solution for this problem based on YOUR product. For example, a good website and professional social media activity help to be closer to the customers and build a relationship with them. They also help to optimize the offered services through soliciting customers’ feedback on their needs and desires. What is more, they create a certain level of managed publicity in order to attract new customers.

5. Describe  how YOUR product/service has helped customers with similar needs or problems in the past. E.g. restaurant XYZ has increased its customer base by… percent and overrode competition by offering better services with an interactive and appealing website.

6. Now you probably  have established common grounds with your customer and your first contact in direct marketing will be more successful.

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10 Criteria for a Usable Website

What is a usable website? Here is a handful of criteria that help you to test how user-oriented and well-designed your website is.

  1. Orientation towards the target group. For example, a B2B website should differ from a B2C website.
  2. Technical usability. Those include load times, correct display on different devices, etc.
  3. Clear-cut and easy to use navigation. The navigation should be as intuitive as possible. Also, try to reduce the number of items in navigation to a minimum.
  4. Uniform design. Use the same styles, fonts, colors, etc. on each page.
  5. Structured content. Structure the content in a such a way that a user can easily find what their looking for.
  6. Clear, compact and precise text. Avoid run-on sentences, use bullet points, headlines, etc. to make the text more readable.
  7. Up-to-date information. Watch for outdated pages, broken links, etc.
  8. Accessibility (i.e. usability for disabled users). Includes color contrast, fonts, alt-texts, etc.
  9. Search engine friendliness. Optimize your website for SEO, however, not at the cost of worse usability.
  10. Well-planned layout. Your website should lead visitors along logical and clear navigation paths.

(translated and adapted  from German, Web-Design course at VHB)

This list is useful for the evaluation of existing websites and designing a new website.

usable-website-criteria

Photo by Hans-Peter Gauster on Unsplash

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