Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 25

Your marketing should intentionally encourage your customer to use the offer that your lead or customer accepted in Step 4. The business term for getting your prospect to take advantage of an offer is customer onboarding. Regardless of whether the conversion in Step 4 was a commitment of time or money, the relationship with this customer or prospect has a much greater chance of success if she received value from the transaction.

At DigitalMarketer, we have a community called DigitalMarketer Lab made up of thousands of entrepreneurs, freelancers, and small business owners. Each new DigitalMarketer Lab member receives an onboarding packet (see Figure 1-11) from our company through post mail that teaches Lab members how to get the most out of their new purchase. This packet builds excitement by explaining all the benefits of being a member, and it shows members exactly how to get started receiving those benefits. By building excitement and teaching our customers to be successful, we’ve seen dramatically lower cancellation rates.

FIGURE 1-11: This onboarding packet builds excitement and teaches the customer how to be successful with our product.

The value of the offers you make should far outweigh the price paid by your customer. Deliver great products and services and create marketing campaigns that encourage the use of those products and services. After all, your customers aren’t likely to continue buying or promoting your brand to others if they aren’t using the product or service themselves.