Reynolds Group Blog

Recently my partner Eric Lin and I  built a highend website for Manufacturers Bank (MB) that included a “Business Intelligence System.” It is much more than a static website. It can give real time information to customers, capture and analyze marketing data about visitors, promote banking products, turn prospects into customers, and create detailed reports.  Here is a  partial outline of its advanced features.

Inform

• My MB Business Intelligence Center
• Provide current/ hard-to-find industry intelligence/ articles (PDF/ 3rd-party data feed)
• Provide current industry news (RSS/ 3rd-party data feed)
• Provide industry resources (seminars/ events/ links)
• Recommend relevant/ industry specific MB products
• Empower MB staff to add/ edit/ delete My MB content (Graphic/ RSS/ PDF/ resources)
• Data Source: MB Content Management System (CMS) & 3rd-party data feed

Capture/ Analyze

• My MB Registration Form & MB Business Intelligence System
• Capture user industry category, email and user behavior data
• Cross reference industry, user behavior & customer profile data with product/ customer parameters setup in CMS
• Cross reference MB internal data with product/ customer parameters setup in CMS
• Empower MB staff to add/ edit/ delete product, customer & recommendation parameters VIA CMS
• Data Source: MB Content Management System (CMS), User cookie/ log files & MB internal customer data
• Promote Banking Products
• Dynamic Product Promotion
• Dynamically “Push” relevant product promotions to prospects
• Provide relevant product recommendation based on industry category
• Provide relevant product recommendation based on user behavior
• Provide relevant product recommendation based on customer profile
• Deploy third-party newsletter delivery system to “Pull” prospect into MB website
• Empower MB staff to add/ edit/ delete product promotions VIA CMS

Turn Prospects into Customers

• Multi-Channels User Conversion
• Enable prospects to convert VIA product/ service registration form
• Enable prospects to convert VIA third-party “Call Me” feature
• Resolve prospect questions VIA third-party customer service chat feature

Manage/ Report

• MB Content Management System (CMS)
• Empower MB staff to add/ edit/ delete My MB content (Graphic/ RSS/ PDF/ resources)
• Empower MB staff to add/ edit/ delete product promotions (Graphic/ Ajax/ links)
• Empower MB staff to add/ edit/ delete product parameters
• Empower MB staff to add/ edit/ delete customer parameters
• Empower MB staff to fine-tune product recommendation parameter
• Empower MB staff to track campaigns VIA industry/ visitor/ behavior reports
• Allow reports to export VIA .CSV format

It is commonly said that a dog’s body ages seven years for every twelve months of accrual time.  The same can be said for Internet marketing.  The Internet is moving so fast your current strategy needs revisiting almost as soon as you execute it.  Here is an example using written communication: I graduated from college 30 years ago. The only written communication was using snail mail (the post office). I have three children, ages 21, 24, and 27, who all left the state for college. In 2000, all written communication with my son was by email.  In 2004, all written communication with my middle daughter was IM (Instant Messaging) and email.  Today all written communication with my youngest is texting and on Facebook. She never checks her email…that is old school.  What is your Social Media Strategy for communicating with your clients? Facebook, linkedin and other socal sites are growing…are you part of the scene?

Too often websites and traditional marketing are judged and driven by ego, habit, tradition or fear…not by measured results. It is a huge misappropriation of time and money!

Print media can take time to analyze. However, on the Internet you can know in 24 hours if a SEM (Search Engine Marketing) program is working. With a SEO (Search Engine Optimization) program you can know in just a few weeks if your efforts are making a difference.  It starts as simply as setting up your site with free analytics from Goggle. http://www.google.com/analytics/ .

Important: Take the time to look at web analytics…it is worth the time!

Next: Remind your staff to ask either of these simple questions every time a customer calls…”Where did you hear about us?” or “What promoted your call?”

Important:  Write down each answer and review them at least once a month! 

Finally, every time you communicate with customers, re-read your words and ask the question, “So What?”…or think what’s in it for them

Important: Advertising is about the customer…not you.