Digital Marketing – Customer Acquisition

Digital Marketing – Customer Acquisition

January 20th, 2016 @

Having a successful digital marketing strategy is essential to ensure that marketing activities are supporting specific marketing objectives and to use effective acquisition techniques and digital tactics for online customer acquisition.
It’s important to assess where your organisation is within its sector and have analytical insights on key metrics and key performance measures on how your digital channels are performing.
All site owners are looking to reach more prospects and raise awareness about their products and services through an online presence. So, it’s critical to choose relevant online communications channels that will be the most effective in delivering the highest ROI.
Does your digital presence deliver expected results?
Many businesses understand the importance of online presence, but also many of businesses trying to figure out what is the value digital channels can deliver.
Digital Marketing Strategy is about values! And this starts in the company.
Quality company processes and communication in the company improves business results and customer experience.
What is important when building and deciding about the strategy?
Vision, Audience, Brand
Vision: Apple-Steve Jobs focused on quality
And each of us can have our vision whether you have your own business or even working for someone
Example:
What?: Core Values: excellent service, business focused, provide great value.
Why?: Purpose: To improve online marketing presence to build their brand/my brand.
Goals: To be aligned with the business goals.
1. Business target Audience
A specific group of consumers at which a company aims its products and services.
Your target customers are those who are most likely to buy from you.

Here are some questions to get you started:
• Are your target customers male or female?
• How old are they?
• Where do they live? Is geography a limiting factor for any reason?
• What do they do for a living?
• How much money do they make? This is most significant if you’re selling relatively expensive or luxury items.
• What other aspects of their lives matter?

Go further by conducting keyword analysis and reviewing related searches to determine what people are searching for and what the space is saying about the brand.
2. Brand interactions.
All of your first interaction marketing channels are sources when the customer is first exposed to your brand via an ad or piece of content (blog, infographic, video etc).
The first interaction marketing channels are those channels which deliver first click conversions. These are the channels which introduced your brand to the customers in their purchase journey.
This is good use of your time and resources if you are a new business whose top priority is getting exposure and building brand awareness.

After this the customer has been exposed to your brand when the customer do research and make decision about buying your product, (display ad, product reviews, product comparison, organic search and paid search) before he made a purchase.
Not all the acquisition channels are equally important in shaping the customer’s buying behaviour.
The customer read product review and went to a product comparison site before making the purchase. These two touches seem more valuable than the exposure to other channels (the blog post, display ad, organic listing and the PPC ad) as they play a very important role in shaping the customer’s purchase decision.
We also can’t ignore offline decision-making moments (like presence of physical stores, word of mouth, great PR etc) as in the real world, customers don’t choose offline marketing channels over online marketing channels.

Following are the examples of channels important for customer’s decision-making process:

Online search (include both paid and organic search)
Word of mouth (non-digital channel)
Comparison shopping websites (like shopzilla.com, Google shopping)
Product review websites (trustpilot.co.uk, tripadvisor.com etc)
Coupons websites (like groupon.com)
Offers and special deals websites (like priceline.com, expedia.com, hotukdeals.com etc)
Loyalty, rebate and cashback websites (like quidco.com etc)
Social Shopping websites (like shopstyle.com etc)
Affiliate Websites
Offline marketing channels (physical store, billboards, magazine ads, TV ads, radio ads, newspaper ads, brochures, leaflets etc)

The sources your customers will actually use depend upon the following factors:

1. What they are planning to purchase (product/service)
2. What stage they are in the consideration process (looking for best deals, coupons, comparison shopping etc)
3. Where they are (i.e. the country they live in, current location: in the office, commuting, at home etc)
4. What devices they own and are currently using (laptop, desktop, smart phone, tablet, etc)
5. What is their comfort level (some people are more comfortable buying online, some are more comfortable buying offline)
6. Their buying behaviour (many people never make a purchase through smartphone or buy high price items online)

Around 80% of all shoppers use above channels in the path to purchase. It is a critical part of any shopper’s purchase journey.
Shoppers can range from using an average of 5 channels when choosing a Restaurant to a high of 18 sources used by Automobile shoppers.
Shoppers use smartphones to check competitors’ prices, look for coupons and deals, and measure shipping costs.

You need to win in order to reduce Checkout abandonment rate, gain trust of your customers and build brand retention.
Seven out of every 10 shoppers who added items to an online cart didn’t actually make the purchase. A lot of those shoppers went off to search for a better price, or maybe a coupon or a savings code.

How to win customers in this stage?
Build Strong Brand Loyalty

In a world full of low price items, better products and better deal it is very hard to compete. You can always find someone selling your product/service at a lower price. You can always find someone providing a better deal, a better offer or a better discount.
So you can’t compete on price alone. You can’t compete on product features or offers alone.
`Build great product and the customers will automatically come.` This isn’t going to happen.
You need to make strong emotional bond with your customers so that they think of you as the best opportunity to shop.
You want your customers to buy emotionally and not rationally.
Think of why people buy Apple Products even when they are overpriced. It is not because of its features. It is because of the strong emotional bond and sense of self-worth that Apple has been able to create through its creative and effective advertising.

Creating user engagement is critical for building brand loyalty as user engagement leads to repeated visits and repeated visits leads to brand retention.

Remarketing is very effective in winning customers in this stage. With remarketing, you can target people who have already shown interest in your product/service but have still not made a purchase because they forgot about you or your offer in an attempt to search for a better price/deal on the internet.
Remarketing is also very effective in targeting existing customers in order to build brand retention and loyalty.

Your success in winning lies in showing up at the right place and at the right time!

What to do?

Create a balanced portfolio of acquisition channels.
That means don’t rely just on organic search or paid search to acquire customers. Diversify your traffic acquisition strategy and get traffic from different sources (organic search, paid search, display, email, affiliate marketing, etc)

Get your products listed on comparison shopping websites. All these websites can introduce or re-introduce your brand and offer to the customers.

Provide good after sales service and encourage customers to leave reviews. Users pay attention to reviews. Listings that averaged three or more stars in reviews took most of the clicks. The volume of reviews matters. 2/3 of clicks went to listings that had at least 4 reviews.

Keep a close eye on the reviews left by your customers. Lot of bad reviews can easily destroy the possibility of any future sale. That is why reputation management and brand monitoring are so important.
You need to maintain a positive brand image all the time to win.

Provide coupons, offers and special deals and get listed on the websites which deal with them.
78% of shoppers say that online coupons or promo codes will close a deal for them when they’re undecided.
61% of visitors to affiliate deal sites say they’re likely to switch brands if they find a better coupon. So if you’re not offering coupons, think twice.

Provide good user experience on all devices (desktops, tablets, smart phones). In the real world, people can go back and forth between various devices. So it is critical that your website provides good user experience at each stage.
You also need to run marketing campaigns on multiple devices in order to increase brand retention and customer acquisition.

Use affiliate marketing to increase your reach exponentially. You can’t bid on every possible keyword in your niche. You can’t target every possible customer. But your affiliates together can. They can introduce your brand and your offer to a much wider market.

Tell your brand story to an audience!
One of the best ways for an entrepreneur to distinguish yourself from the rest of the pack is to tell your brand story.
The most memorable brand stories tell the unexpected,- speak directly to the heart or dare you to live life to the fullest. Take Nike /naiki/, for example. Its brand story challenges people to be empowered, to adopt a maverick spirit in life and “just do it.” That story inspires, continues to be popular and provocative, and consistently strikes an emotional chord with Nike’s fans and customers around the globe.

Why is storytelling so important to your business?
• An authentic brand story makes you memorable.
• It differentiates you as desirable.
• It positions you as a visionary in your field.
Another thing is to maintain
• Consistent tone of voice across all channels

Make sure all aspects of your brand are in alignment. Just as a car runs best when the wheels are aligned, your brand communication needs to be aligned, too. I’m talking about consistency–across all the ways you get the word out to the market. For example, if the messages on your website are not reinforced by and aligned with your tweets or press releases, the way you answer the phone, then your brand is out of alignment.

Your personality shapes your brand story. I’m talking about your personal values, integrity, core beliefs and ethics. Think about what inspires and motivates you. Wrap this around your brand story; it will bring your brand to life.


Category : Blog

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