1. SUCCESSFUL
ONLINE ENGAGEMENT STRATEGIES
TO IMPROVE CUSTOMER LOYALTY
Instructor: Yiorgos Petrakides
Classic Hotel, Nicosia | June 2013

2. WEB DESIGN & SEO STRATEGIES
June2013SocialSpaceGlobalMedia–70088088
2

3. 1. Boring
 Static website + outdated content => Negative Marketing (no
new leads, no interaction, not interesting, nowhere to be
found)
2. Cheap
 ‘Cheap’ Decisions (in terms of money, time and energy-wise)
=> Focus on price and not on real value – Problem with SEO
3. Negative
 Negative Attitude towards the Internet Marketing -> Luck of
effort & Strategy -> Negative results
4. You are not seriously involved!
 No serious Commitment & Investment -> No Education -> Not
a clue how online marketing works, what makes a good
website, how to get visitors and how to convert them into
customers.
4 REASONS A WEBSITE WILL NOT GENERATE SALES
June2013SocialSpaceGlobalMedia–70088088
3

4. “Without specific goals your website will not serve its
marketing purpose.”
The “Front Line” of Online Marketing
 Interesting facts from studies:
 59% of your potential customers want to research a restaurant online
before making a reservation
 84% of the 18-34 age group and 69% of the 35-59 age group search
online first, for specific products before they visit a local shop to buy
 In the area of services, even after getting a recommendation about a
service, 85% of buyers searched online for additional information on
that company/service
 THE BOTTOM LINE: Your potential customers expect you to have a
professional looking website otherwise you lose business.
DOES YOUR WEBSITE ACHIEVE THE 3 MAIN MARKETING GOALS?
June2013SocialSpaceGlobalMedia–70088088
4

5. “The first goal of your website is to build customer trust”
 Websites must be like a top physical store: Walk in and feel
safe to buy or do business with
Important elements to consider:
BUILD CUSTOMER TRUST
June2013SocialSpaceGlobalMedia–70088088
5
Good Real-World Store Good Website Bad Real-World Store Bad Website
Brightly lit and clean Good design (fresh and up-to-
date) with easy-to-read text and
colours. Updated news, content
and copyright dates assure folks
that your business is alive and
well.
Abandoned or messy Bad design (or really old style)
with hard-to-read text and
colours. Old dates on news,
content and copyright make folks
wonder if you’re still in business.
Find what you’re looking for
easily
Clear, consistent and easy-to-
follow navigation that helps
visitors achieve their goals.
Hard to find what you’re looking
for
Confusing, inconsistent and hard-
to-follow navigation that hinders
visitors from achieving their goals.
Helpful and friendly staff Provide 24×7 customer self-
service through the use of
frequently asked questions
(FAQs), support knowledge-base
and online chat. Provide a quick
turn-around on all contacts from
the site
Unhelpful and grumpy staff Provide no way for customers to
help themselves online. Be slow
to respond to all contacts from
the site. Do not update customers
on the status of their message.
THE BOTTOM LINE: Good impression of your website gains customer trust