How to attract customers online: channels and strategies

[tongfkymm44]

There are a whole series of digital acquisition channels that can help you learn how to attract customers online in a very simple and easy way.

SEO, SEM, social media, Local SEO, Google Ads, Google My Business, Facebook and Instagram Ads… they are all channels that can be used by your brand to reach more potential customers. However, the key is to know how to choose the right ones. Each of them has a different economic investment and also different times to acquire clients. For example, in SEO you will have to pay for someone to do the monthly SEO optimization of your website but you will not pay for each visit you receive. However, by doing SEM you will have to pay the person or agency that carries out the advertising campaign and you will also pay the platform on which you are going to advertise. In terms of time, in SEO it takes several months to see results, just like with social media, and in contrast with Google Ads you will be able to see results from the first day.

Organic

When we talk about organic traffic, we are mainly talking about traffic obtained through SEO positioning or web positioning. This type of traffic is achieved by positioning your website on Google so that when a user does a search on Google, your website appears first, thus being able to obtain qualified visits for free without paying for each click received.

To get your website to appear at the top of Google, you will need an SEO specialist who will optimize your website based on the searches that exist in the market and based on what your business needs. The SEO professional who will take care of your website will optimize all the necessary parameters such as On-Page SEO and Off-Page SEO factors so that Google values ​​your website better and improves its positioning.

The impact of this type of strategy is brutal in the long term, but you have to keep in mind that working on SEO is a monthly job that will bear fruit over the months, don't expect results the following month. The advantage lies in the number of free visits you can get without having to pay Google for each click. This will directly improve the profitability of your business, you have to consider the expense of an SEO specialist or agency as an investment.

Straight

The direct acquisition channel refers to when a user searches for your website directly. Normally, this happens when a user knows you and therefore searches for you by brand name.

To increase customer acquisition through this channel, you will have to carry out a brand advertising campaign to increase your brand awareness and encourage direct searches. You can also carry out remarketing campaigns or traditional marketing campaigns that encourage these direct searches, whether it be distributing flyers, advertising campaigns on the radio or any other marketing action that encourages the recognition of your brand and its subsequent direct search.

This type of strategy is very successful in the long term, since the memory of your brand in the user's mind is something that will benefit you forever. However, you must choose the medium in which you are going to carry out this advertising campaign, knowing how to choose the medium in which your potential clients are found.

Paid
The paid channel refers to the ads that you can place in the different search results. This is what could be translated into marketing and advertising . There are many who spend large amounts of money on the Google Ads platform because it really works, which can translate into higher amounts of sales every time they click on an ad.

You can also run paid campaigns on social media , which have a number of advantages over Google Ads, such as the ability to segment by audience and interest. In addition, getting traffic through advertising on social media is usually cheaper than Google Ads, although the traffic is usually less qualified.

References and affiliation
It is important to build user communities that allow you to make yourself known through recommendations . Similarly, you can make use of affiliate programs in which you can offer a certain commission in exchange for a sale of your product or service.

The options here are multiple, you can opt for affiliate systems that are already outlook email database working or select yourself the people you want to refer clients to you, such as influencers or micro influencers .

Social networks
Social media has served as a platform for many companies to make themselves known. They have a large number of users around the world, where specific strategies and objectives are used to reach particular groups of people. It is a way of making content go viral and making it relevant . It involves a process of direct communication with the client and you only need to create engagement and make them loyal to your brand.

On paper, it may seem like a simple task, but it is more complicated than it seems. First, you must choose which social networks your potential customers are most comfortable with, and second, you must create relevant content that provides the necessary value to your buyer persona.

Likewise, paid campaigns can be run on social media, the most common being Facebook Ads and Instagram Ads, which usually bring significant benefits in terms of brand awareness.

Email Marketing
Email marketing remains a useful tool for attracting customers online. Having a solid email list and the right messaging apps will guarantee you a great number of impacts. In general, email marketing actions are framed around three objectives:

Awareness: making the brand or a specific product or service known.
Corporate Image: the image of the business and brand recognition.
Sales: not only of products or services, but also to obtain a freemium application, to download a document or guide…
In addition, other great advantages of this system are the personalization of messages (you can speak to users by their specific name) and the automation of processes (marketing automation), so that after planning a campaign you will not have to worry about it or constantly review it, unlike what happens, for example, with social networks.

Web page
Yes, although it may seem impossible, you can attract clients through your website. The key to getting them is to have a website that is well positioned from an SEO point of view, pleasant and attractive content for your potential clients and appropriate contact methods: forms, price or budget calculators, contact by phone or email...

Another way to get clients through the web is by combining natural positioning with paid advertising (SEM, Google ads) and with specific landing pages that seek to get these leads.

Corporate Blog
Many websites today have a corporate blog that serves as a channel for attracting potential customers. The idea behind a blog of this nature is to create informative content that is relevant to users, i.e. content that generates real value.

Through this informative content, we will try to lead the user to the transactional part. For example: a company or small business that has problems appearing on Google Maps can click on this guide to find out how to do it and to find out why it is not positioning. And through the guide, they will be invited to contact the agency so that we can help them solve the problem in a simple and fast way.

There are thousands of examples like this, you just have to find out the needs of your users and offer them valuable content. The main advantage of this system is that it costs zero, only the hours you will have to spend to create the content.

Online events

Events are another of the most classic ways to attract clients. Trade shows or activities in your sector are places where you can undoubtedly find potential people interested in your business and what you do.



With the arrival of the pandemic and the emergence of new technologies, online events have 'taken off' substantially. Do you still not know what a 'Webinar' or an online conference is? If you are interested in this way of getting clients, you can create your own brand webinar or create an online event every so often to present your product, service or solution.

Furthermore, if you are an experienced and well-known entrepreneur, you may even be able to participate as a speaker at events of other companies or associations in your sector to gain notoriety and be able to present your ideas and services.

Freemium model
The freemium model is a model designed primarily for software companies, computer or smartphone applications or similar digital solutions. Its business basis is to provide free initial use of the service or application for a certain period of time (a week, fifteen days or a month) and then cancel it and require a monthly fee to be able to use the full product.

It is especially useful if you find a need in the market that is not being met and you find (or have) an application to make the work easier or solve the problems.