A common mistake made by companies using digital platforms to attract new customers is to push out advertisements via a website, newsletter or social network that simply describe products or services. While this is an effective method for creating awareness, odds are it’s doing little to actually convert sales.
Entrepreneurs need to remember that prospects finding them online may not be aware of industry terminology or even the usefulness of the services being offered. In the case of promotional products, there are droves of potential clients who don’t know the value of investing in ad specialties. These are the future customers that you can attract through digital platforms using these strategies:
- Create Killer Content Marketing – The key to successful content marketing is to generate and share content that is useful to your prospects. If you try to jump into pushing your products or services too early in a content marketing piece, you will lose the trust of your audience. Make sure you position your piece as a solution to a problem that exists in the world of your prospects. Think about what a potential client would search for, what issues they face every day, and use your own knowledge of the marketplace to inform them. Follow up by sharing these content pieces across several different platforms (ie: email, blog, newsletter) for a sure-fire way to attract new customers.
- Use Search Engine Optimization – More often than not, the first step that turns a potential customer into a purchaser is an online search. It will pay off to be sure that your website is fully optimized so that it’s appearing in the right place at the right time, when prospects are searching for the products and services you provide. The higher your website appears in search results, the better off you will be. SEO will not only bring you new customers, it will bring you relevant customers and qualified leads who are more likely to buy.
- Develop Brand Awareness – Creating useful content, sharing across platforms, and working on your SEO will all help to position you as an expert in your field. Developing that level of trust with your prospects will build brand awareness, so that when a customer thinks about ad specialties, your company name will be top-of-mind. Take this a step further by using brand consistency in all of your digital marketing efforts.
Attracting new customers does not have to be a daunting task. Try tackling these strategies one by one and measure your results to see what works for you. If you are struggling to find the time to implement a solid digital marketing plan, contact your ASI account advisor. ASI has many services available to help build the businesses of our distributor members, including our Brand Builder program. ASI’s SEO and social media experts can develop a program for your business that includes local SEO, pay-per-click advertising and the maintenance of a company Facebook page.
Blagojevic, Vladimir. “B2B Lead Generation: How to Attract the Right Prospects Even if They Are not Ready to Buy.” scalemybusiness.com. Scale My Business, 2015. Web. 23 June 2015.