Internet marketing uses the web and email to sell products. Part of growing a Continuous Improvement culture in your organization involves selling it. You can use five common internet marketing strategies to ‘market’ Continuous Improvement.
Internet Marketing Email List
An internet marketing strategy involves creating a list of interested email addresses. The emails are categorized by degree of interest and purchasing habits. There may be a ‘highly interested’ group. There may be a ‘purchased’ group.
Grouping is a way to better target customers. New products and offerings can be tailored to those who are likely to want them. In your organization, it can be useful to have a categorized email list of people who are interested in Continuous Improvement. This way, you can tailor your updates and educational materials appropriately.
Engagement is measured by whether an email is opened or not. For low open rates, you might try different versions of an email by changing the subject line or changing the time of day it is sent.
This metric can be useful in assessing both the impact of your emails and the interest of the parties receiving them. If the email provider you are using doesn’t have this feature, there are many free plugins available.
Conversion rate is the proportion of visitors to a site that are ‘converted’ into paying customers. This shows the effectiveness of your marketing. A high conversion rate means that the marketing on the website is leading customers to purchase the product.
This can be applied to Continuous Improvement culture in a couple of ways. You might measure the proportion of people who have been contacted who are now interested in learning more. Your conversion rate would show whether your ‘marketing’ is effectively leading to interest in Continuous Improvement.
Secondly, you might measure the proportion of people who have been educated who are now involved in an improvement initiative. Your conversion rate would show whether educating is leading to improvements.
An affiliate is someone who sells someone else’s product for a percentage of the profit. A lot of times a company sets guidelines for the affiliate to be sure that the marketing remains up to standard.
You may not be offering a monetary incentive to become interested in Continuous Improvement. However, you can still think of the people who promote it in your organization as affiliates. It can be helpful to provide your affiliates with promotional material, such as schedules of events, educational material, or contacts in the community. You could even provide a brief explanation of Continuous Improvement to make it easier for them to promote it.
One of the factors that search engines take into account when ranking a site is the amount of backlinks. Backlinks are links that lead to the site from other websites. This shows that the site is credible because more people are talking about it.
If your company has an intranet, you can create backlinks to the Continuous Improvement group from other groups’ sites. If the Health and Safety group has gone through an improvement initiative, you might put a link on their website that sends the clicker over to the Continuous Improvement website. This would help spread awareness and boost the Continuous Improvement group’s credibility.
Similar to your email conversions, you could investigate backlink conversions by measuring the amount of clicks each link gets. If your backlinks are suffering from low click rates, you could adjust the links to make them more clickable. You might try adding pictures or more interesting subject lines.
Similarly, you could create links that would ask the clicker to add their email to your email list. They could be further notified of any Continuous Improvement happenings or educational materials inside your organization.
As with the other aspects of Continuous Improvement, we should be creating value for the customer. This means providing them with information that they can use. Perhaps SPAM should be the 9th Lean waste?