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Business Lessons from the Elections

Over the weekend I took some time to think about the recent Presidential elections and how one party beat the other party. I did this to think from a strategic prospective and to learn how business owners could learn from this process. Now it is important to know this is not a political discussion regarding political parties and their respective platforms.

This is a deeper review of the mechanics or strategies used to win. What was different and how did this difference lead to a competitive advantage? And, the important point to take from this is simple – there are right methods to use regarding the Internet. The question really is – are you doing the right things in your business to win a competitive advantage?

The most interesting aspect of the election centered upon the use of the Internet – the difference between the right and wrong way to engage your customers.

Here are a couple of key points about the use of the internet…

Five Keys for Winning Business (or votes)

  • The Opt-in Page
  • Emails to Engage
  • Push Technology with Smart Phone Apps
  • Customer Email List is a Major Asset
  • Bonding and Trust Building

Okay, let’s go through each of the five points above and explain how it was used and how you can use the strategy to grow your business.

  1. Opt-in Pages
    Okay, for the web novice, an opt-in page (also known as a Squeeze Page) is a web page designed to capture a viewers name and email address. If you ever went to the President’s website, the first thing you had  to done was to opt-in to their email list in order to find any additional information on their site. This is an internet marketing technique that has made some of these guys millions of dollars in a very short period of time. The President used the opt-in to build a huge list of names which enabled him to “stay in contact with possible voters.”
  2. Emails to Engage
    Most emails are used to promote a deal or to make a sell – which is so old school that it hurts to think about it. Today, content rules in the world of emails. The best emails are offering information, ideas or case stories about how to do something really well. In other words, these emails are designed to engage the customer or prospect with information that is important to them (rather than making a sale)
  3. Push Technology with Smart Phone Apps
    Now this one is a real winner since it was used to use virtual expansion of “volunteers” who were civic minded individuals. Using an email, an app was offered to the list as a method to “stay in touch” on a real time basis. The President’s team then used the app to “push” names and phone numbers to literally thousands of new volunteers. These volunteers were the ones who opted in to getting the “free” app. The app was then used to ask people to call up to five people in their respective areas (you picked the area) to call and simply ask them to remember to vote. The app also provided telephone scripts and other information to help the “voter” find the polling station to cast their important vote. I do know of some business people and some professional who have developed apps for their customers to use. I have seen them use this tool to capture survey data to influence current business decisions or as a customer support function connected to auto-responders for immediate information to going to websites to watch a how-to video about some thing of importance or interest to the customer (usually found out by the survey)
  4. Customer Email List is a Major Asset
    Most businesses over look the importance of a complete and current customer email list. The reality is these lists are extremely valuable as they allow you to stay in contact with your most important assets – your customers. Now some people only look at a customer list as some fancy Rolodex file which is very short sighted on their part. The facts show a current customer email list can be nurtured, cultivated and mined for gold, if you know how to do it the right way. The right way is to protect it at all costs. Again, most companies use their email list to send out sale, promotion or special deals. These tactics of using the email like your personal billboard is a major mistake. And, find out what to do in the next point.
  5. Bonding and Trust Building
    Now for the competitive difference maker – bonding and building trust using a customer (or prospect) email list. This method is quite simple, yet it does require thinking and planning our your strategy. This is a case whereby you think about the needs and desires of your customers and match them with emails about those topics. It is very easy to send an email with a link to your company blog. Here the customer or prospect will find a page with either the written explanation (think case study or story) or a video. The video can be a direct to camera with someone from your staff explaining a “how-to” about a product or service, a screen capture video showing how to use your website, or a power point slide show to educate the viewer about a concept or principle utilized by your viewer. The key here is to share lots and lots of content. This builds both trust and commitment to take action with you since you appear to know more about the subject (video belief factor) than others and if you share this much good information I must get more value when I become a customer. Get the logic. The President used this technique very well and the voters responded.

This information was found to be used in a political voting situation, yet, it can be easily transferred as a lesson for the business owner or management team. Use the internet and especially the email process to grow your customer and prospect’s trust and increase the probably of them buying from you as  their top of mind source.

If you enjoyed this post, please let me know by going to the comment section below and sharing your thoughts about this topic. Or, if you want to get in touch with me for a dialogue about growing your business – then email me Voss at InnerActive Consulting dot com (sorry about no link – got too many robot spammers following my posts) and I will get a real person’s message. Thanks and have a Great Day.

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Voss Graham

CEO / Sr Business Advisor at InnerActive Consulting Group Inc
Voss Graham is an Organizational Architect with 30+ years of experience designing sustainable business growth for organizations of all sizes. Creating the Strategic Focus with the Executive Leadership Teams, he uses Systems & Process to ensure the Drivers for Business Growth are Executed at the Highest Levels. Voss is available as a Speaker for your conferences or company meetings - contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.

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Voss Graham

Voss Graham is an Organizational Architect with 30+ years of experience designing sustainable business growth for organizations of all sizes.
Creating the Strategic Focus with the Executive Leadership Teams, he uses Systems & Process to ensure the Drivers for Business Growth are Executed at the Highest Levels. Voss is available as a Speaker for your conferences or company meetings – contact him at 901-757-4434 or use the LinkedIn or Facebook direct messages.