How to acquire a client? Get found!
The business is up and running, the concept is in place, and the website is up and running. The question you face is how to acquire customers . But first, you need to answer other, more important questions. Where will a potential customer look for information about your products or services? Or, in which channels can you generate a specific need that will lead them to your website? This is the key to acquiring customers!
Searching for information in 2018
In the past, the recommendation system was based solely on recommendations from friends, and searching for information often came down to interacting with ads in traditional sources. The internet, and especially the Google search engine, has radically changed this. How to acquire customers? By getting found in search engines! This is where potential customers search for information about products and services that currently interest them. There are two basic ways to be visible in search results.
Customer acquisition with AdWords advertising
First, we see AdWords text ads . This means that the website owner has paid for their search engine placement and wants their page to be displayed when a user types a specific word or phrase. This is a basic and highly effective form of advertising that works across a wide range of businesses.
Check out our case study describing the experiences of a local service company , as well as an example of running a nationwide campaign using a medium and large budget.
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Customer acquisition through organic search results
The second method of appearing in search results, and also the best answer to the question of how to acquire customers, is organic results, which appear after entering words or phrases in the Google search engine. Despite the effectiveness of AdWords ads, many people skip them and go to the results suggested by Google "naturally." Google evaluates the attractiveness of a given website in various ways and, based on this, ranks it high or low in search results. However, a high position in organic search results almost always means painstaking work on optimizing your website for SEO . The first results and a move towards higher search results usually appear after weeks or even months of work on a given website. There are many variables in this matter – competition, page speed, high-quality content, links, attention to correct graphics and their captions, etc.
Therefore, with the right resources, it's worth investing in AdWords advertising , and in parallel, developing your website's positioning for organic searches. And there's stiff competition here – everyone wants to be in the top 10 search results, as they account for virtually all organic search traffic. In the long run, building a high organic ranking for your website will be one of your company's competitive advantages!
How to acquire customers through remarketing?
In online shopping, retailers often encounter abandoned purchases. Sometimes, the website's architecture is to blame, or sometimes, a potential customer interested in your offer was simply distracted by an external factor. However, because this customer has already entered the purchasing process, a second encounter with your ad can remind them of their desire to buy when they have more time or have performed additional research.
This is where remarketing comes into play. It essentially boils down to text and image ads that customers encounter on websites in the Google Display Network or on Facebook. This is important because these channels cover virtually the entire Polish internet. Remarketing effectively reminds people of your website's existence and further strengthens your image in the minds of potential customers.
Interested in online advertising but unsure where to start? Let us know! Tell us what you need and request a free quote!
Summary
The above article covers the following topics:
- strategies for reaching customers and identifying places where they look for information,
- transition from traditional forms of advertising to online activities,
- paid forms of search engine promotion and their importance for business development,
- building a competitive advantage through high positions in organic results,
- using remarketing to re-reach users interested in the offer.
