How to Reach New Customers? Digital Marketing
If property marketing is all location, location, location, then product and service marketing is all perception, perception, perception. Consistent branding and perception throughout all marketing channels play a crucial role in attracting more customers. These have become even more important to maintain and track with the arrival of many digital marketing and sales channels. Here are some of them and how they can help to reach new customers on the internet.
How to Reach New Customers? Digital Marketing
SEO 101
SEO stands for Search Engine Optimization. When customers go online to look for a product they use a search engine such as Google or Bing. A browsing customer needs to type in what they are looking for. However, it doesn’t have to be a full sentence, it can just be a couple of words. The search engine algorithm will look at those keywords and match them to words in articles and references stored on the engine. A customer will then start to look at those articles which appear in descending order of popularity.
The more often an article brought up on the engine is clicked on, the higher up the list it will appear increasing the chances that it will be clicked on. The idea is to have your marketing material search engine optimized so that customers will see it first. Because SEO can be technical and time-consuming, many companies choose to hire a third-party SEO company that knows how to properly carry out SEO best practices.
Pay per Click
Cost per Click (CPC) or Pay per Click (PPC) is a marketing tool used to advertise products. When potential customers click on any of the keywords in the ads while browsing, the keywords will take them to your website or other marketing channels. To organize this, advertising platforms such as Google, Amazon, and Facebook charge the advertiser a fee if their advertisement receives a click. Although this marketing methodology doesn’t guarantee sales, it creates brand awareness and product perception in the customer’s mind. After all, brand awareness and product perception is the role of marketing. With CPC or PPC marketing, casual browsers become latent or potential loyal customers.
Social Media Marketing
Today, there are over 3.8 billion global social media users. Social media was designed to provide the speedy electronic dissemination of information. There is an abundance of social media platforms including the likes of Facebook, Instagram, LinkedIn, YouTube, and TikTok, as well as messaging platforms such as Twitter, WhatsApp, Telegram, and WeChat. These platforms are accessed through computers, mobile phones, and other enabled devices.
These channels are open and in use 24/7, therefore, providing endless opportunities to reach new customers. In fact, each platform has its own user demographic data, which enables targeted marketing capabilities. Demographics broke down into age, gender, ethnicity, and region. While brand and perception consistency is always paramount, the way in which those are conveyed can be customized for each platform and even specific customer bases and users.
Email Marketing
The “cast the net as wide as possible in the hope of catching a fish” approach to marketing is now almost obsolete. This can be attributed to the modern digital marketing and targeting capabilities listed above. However, generic emails can be sent to certain demographic groups, or to people in particular positions in companies who may be interested in the latest trends for their departments.
The best use of email marketing, however, is sending emails to existing (B2C) customers. The idea is that they would buy more of what they’ve already bought, or consider another service or item in your product range. It is also a good idea to email people who fill out a contact form on your website. Lastly, email marketing is a cost-effective way to market promotions and special offers to new and existing customers.
Optimized Advertising
The advanced targeting capabilities of digital marketing reduce the element of potluck in the one size fits all approach to advertising. Advertisement optimization is a continuous cycle that allows your business to reach new customers online. To start, begin testing different advertisements and collecting data. The end goal of digital marketing and advertisement optimization is conversions. To get there, this requires perfecting each component of your marketing campaigns. Although it is not easy, it is more than achievable.
Additional Reading: Google Ads: SEO vs. PPC?
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