Techniques to attract more customers
Suppose traditional marketing is characterized by going after prospects trying to convince them to convert them into customers (through media such as television). In that case, digital marketing is offering value to the user so that they feel naturally attracted to the company.
For this reason, the set of techniques used in the attraction marketing of a brand on the Internet is – to no small extent – responsible for how interesting and valuable the company’s website looks for the target audience.
Add the following techniques to your digital marketing strategies to attract more potential customers to your site and convert them into your brand’s loyal followers.
1.Determine which audience you want to attract and segment them into groups of people with similar characteristics
If you’re going to attract someone, you must first know them to know what interests them. A successful attraction marketing strategy begins with identifying the audience you want to attract to your site.
At this point, the idea is to represent your ideal customer based on data such as demographic information, customer behavior, motivations, problems, and needs. In general, a company manages this information to determine different groups of ideal customers. For example, suppose your company sells sportswear, after considering the demographics of the market. In that case, you can segment your target audience into groups: women or men, soccer, basketball, or tennis fans, since each of these groups would be interested in products, different offers, and content.
By defining these groups of people with similar interests, you will know what to offer them to gain their interest. A segment to be one step ahead and general attractiveness for each potential client on the Internet.
2.Set smart goals
Another of the first steps in an effective attraction campaign is an early realistic goal setting. Define smart marketing goals that are:
Specific. You must define deadlines and numbers to reach. A goal like “Have a good year” is too generic and does not add anything to your marketing campaigns.
Measurable If you can measure it, you can know if it has worked or not, which is essential to improve the site’s attraction strategies increasingly.
Achievable. You are better than anyone who knows the capabilities of your team. With honesty, set goals that, although challenging, can be achieved considering possible obstacles and weaknesses. It will allow you to implement strategies in anticipation of possible inconveniences.
Relevant. You should benefit your company. For example, it is useless to increase your products’ stock if there is no growing demand. The objectives that you propose must point towards the needs that your business has to grow.
what content you need to offer
If the first technique in this article focuses on the who, this point focuses on what. What content to generate is a critical point in attracting prospects.
As you already know for whom you will generate content, you probably have an idea of what they find interesting. Maybe the visual content has more effect, or maybe your ideal audience prefers videos.
However, you can go beyond just determining the type of content to create by considering your prospects’ stage. Not all potential customers are in the same situation within the buying cycle. There are three stages in which a candidate can find themselves before becoming a customer; these are:
Awareness. At this stage, the person recognizes a need, problem, or opportunity.
Consideration. Here the person gives relevance to his problem, defining it and looking for a solution.
Decision. In the decision stage, the person has defined their strategy or method to find the solution.
By focusing your efforts on identifying what stage each target user group is in concerning what your company offers, you will be able to target your content more effectively to people who will come across “just what they need at that moment.”
4.Make a list of relevant keywords
Before you start posting content, generate a list of keywords pertinent to your business. Creating content that deals with these words will allow potential customers who search for them on Google to get to know your company, your material, and your products or services.
Use tools like the Google Keyword Planner for AdWords and determine which words and phrases your content should rank.
5.Create quality landing pages for your offers
Landing pages are environments specially designed to express a specific request to the user. Each one must invite the visitor to perform a particular action desired by the company. Like the sale of a product, the download of an ebook or web registration through a form, etc.
Much of the attraction generated in users lies in having landing pages that stimulate visitors. When they find more exciting and more convenient offers at a glance, they will feel the more significant interest in the brand, and the more they will want to relate to it.
Choose your best offers and create for each one an efficient and friendly landing page. Follow the tips in this article to develop more attractive landing pages.
6.Have a blog
Do you remember that earlier in this article, we reviewed what types of clients you have to create content for and what kind of material to offer them? Well, the blog is the ideal way to share it.
A business blog allows us to frequently publish content under different themes and formats to generate an audience interested in the company. In other words, through high-quality content that results in invaluable experiences for the company’s target audience, a blog creates brand attraction in users.
7.Design and establish attractive calls to action
For your blog, landing pages, and other pages of your website, designing calls to action that convert visitors into customers is decisive for a business’s conversion rate.
The call to action to download Firefox is a large button that stands out from the rest of the elements and is accompanied by two benefits that stimulate its download.
Calls to action take advantage of having captured the user’s attention (after offering something of interest to them) to bring them closer to completing the included offers on the page. In other words, these calls will induce the necessary decision-making in your audience to convert them into potential clients and consumers of your business.
Determine where your site users are most interested in what you offer and include attractive calls to action to increase your conversions.
8.Optimize your social presence
Finally, you cannot generate so much appeal without including social media. These environments are precisely what most captivates users today (no matter what type of audience it is, it is probably on social networks).
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