Your web site can be a great tool for gathering information on who your customers are. The Pareto Effect tells us that we should focus on 20% of our customer base that buys from us 80% more than the rest of your customer base. Defining who those people are is essential to success. Treat that 20% of your customer base like kings. Make them aware of specials, events, and new products ahead of time. Those 20% are most likely to use word of mouth to tell their friends about your specials and products and refer them to your web site.

Newsletter With your web site you must use it to your advantage. The best thing to remember is that web sites are not traditional forms of advertising. They are not meant to be static like print advertisement. Your customer base will appreciate it if you allow them to sign up for a newsletter and inform them via email or federal mail (if youre traditional yourself) of upcoming events and specials. I dont know how many people are unaware of exciting events going on around town just because your advertising message was not efficiently directed.

Thats why you use a newsletter sign up on your web site. It will be your customer list; names, phone numbers, email, addresses, and so much more. You then can send a news letter out once a week at most. People hate spam and will hate it if they feel they are being spammed. 75% of your newsletter should be informative and only 25% should be selling your new product, service, special, etc. The newsletter should also be short enough for people to scan; a paragraph or two at most with contact or directions/address of your business included. Your newsletter also allows you to ask customers when they sign up some basic questions such as age, gender, income, etc. which allow you to find similar customers and market to them. The result? You save more money by marketing to people that are just like your current customers and your marketing dollars will be put to better use.