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Web platforms: Reintroduction of basic website feature functions and benefits

Ebay had an ad on Facebook for EBay fashion that caught my eye.  It caught my eye because back in the day, I used Ebay quite a bit.  Now not at all. 

I  just posted some furniture on Craig’s list and got no response.  I used to get it sold that day. 

Plaxo use to be my digital address book, now I do not even open their emails. 

I don’t even know my MySpace log in, nor have I used it in years.

So what is going on?  I have created a lot of litter on the digital highway with my usage. Self created, but none the less add to a CMO’s marketers dilemma.

My thought is that even the most famous websites or platforms need to reintroduce themselves frequently to their current user base.  The key driver is to reintroduce what they do, how to do it and why they are still relevant.  The basic 101 of the site. 

Most marketers as of late have been focused on organic optimization of the website and content, which is great, but have forgotten the basics of if and when they find you, they better know how to use you and why to use your site.

I still  have preconceived ideas about Ebay based on my last use.  They have may changes dramatically, yet I still shy away from getting reintroduced. Nor has Ebay even tried to re-engage me. Running a sale is different from reintroducing me to how to use the site.

Google Marketplace has miss stepped over and over again.  I was a huge loyalist, then they because so complex that it drove out all small business with having to add ownership tags that drove out most who do not have in-house web techs. Now they are charging per click to make money off the big brands.

 As compared with Amazon market place, which still has some bugs to work out, but which I sing their praises every day.

As the CMO, dig a little deeper with your team. Look at your own website.  Is traffic up or down, not net new traffic, your returning traffic.  Why are they using your site, what are they doing, what are they not doing. Most sites are designed for net new, not returning visitors.

Returning visitors need  their own path of re-education on how to use the site, whats new, what is familiar. Just as same store sales is critical for brick and mortar, it is critical to activate those who are returning.

The digital road is littered with use and disuse.  What state is your website or platform in? What are your returning customers needing?

These simple questions could improve conversion 10% and who would not want that these days.

Taking your marketing sampling programs to the web with Listia and Craigs List.

If you do sampling programs as part of your marketing mix and are thinking of more distribution points  and are looking for ways to take it viral then think of Craigs list and Listia are two very good ways to get your feet into this market.

Craigs list is a free posting, that can be targeted by city, region or national or international for selling items or for giving things away for free. Check out the list of cities and countries here: http://www.craigslist.org/about/sites

Listia is a free give away website, where you get points. It is an action for free stuff. There website says:” Every user gets free credits. Earn more by selling stuff you don’t need. Use credits to bid on the things you want!” Listia is positioning itself to become a key place on the web for giving away free things, which works really well for sampling programs.  The Listia point concept will give you a way to build a marketplace and community around your free samples. Check them out at:  http://www.listia.com.  Also take a look at www.Freecycle.org, which is a share group for offering items for free or a wish list for getting items for free in local areas across the US.