There are many tactics available in the digital world to acquire new customers and retain existing ones. Each has its own strengths that you need to be clear about before planning your web marketing strategies.
For example, if you need to acquire new customers you could start with search advertising (Google ads for example), while to build loyalty and sell more products or services to existing customers, email marketing , which despite always being considered dead, is one of the most effective tools.
Below are the most commonly used tactics by digital marketers , depending on the results they want to achieve.
1) SEO (Search Engine Optimization) 7 Digital Tactics to Acquire New Customers
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SEO is the process of optimizing your website to rank higher in search engine results pages. It involves creating relevant, up-to-date, and user-friendly content that search engines index and present when users enter a search term related to your product/service.
Main objectives
Acquisition of new customers
customer loyalty
SEO plays a key role in acquiring new customers, as it ensures that your business is present in search results , allowing you to reach them.
A search engine optimized site is also a clear, relevant and well-designed site.
These elements ensure a great user experience and also help increase the loyalty of existing customers.
2) Search Adv (advertising on search engines)
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In pay-per-click advertising, the advertiser pays when a user clicks on his ad.
Ads appear in search engine results pages in prime positions.
Main objectives
sales
customer loyalty
Acquisition of new customers
Search Adv is based on keywords and search phrases (long tails). In fact, the ad is displayed in response to the words/phrases entered by the user . It can work both for sales and for acquisition and loyalty. It allows the advertiser to reach people who are already ready to buy or who actively express interest in what is offered.
3) Online advertising
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Online advertising refers to advertising in all areas of the Internet: ads in email, on social networks, on mobile devices, and display ads (banners , so to speak) on regular websites.
Main objectives
branding
Acquisition of new customers
The main goal of online paid advertising is to increase brand awareness . It can be more interactive and therefore less disruptive than traditional or static advertising, as users can choose to interact with the ad or not. Online advertising can be targeted to physical locations, subject areas, past user behavior, and much more.
If you want to learn more, read ” Online Advertising: Creating Sponsored Campaigns (with Downloadable Workbook) “.
4) Video Marketing
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Communication conveyed through videos, with 2D or 3D shots and animations.
Video must convey useful and valuable content in a simple and immediate way . Videos today are easily accessible in many ways: on the street, on smartphones, on desktop computers, on TVs. Creating impactful videos is not at all trivial, but the potential is enormous and the uses practically infinite.
Main objectives
branding
customer loyalty
value creation
Since video can be so interactive and engaging, video marketing is the ideal tool to capture and maintain attention . Done correctly, it provides tangible value (information, entertainment, creativity, …) that can promote a brand’s image in the eyes of its target audience.
5) Social media marketing
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Making your posts appear in social media feeds to perfectly profiled and relevant targets is now possible thanks to the tools that the platforms themselves make available.
Social media has changed the face of marketing, allowing you to promote your product/service in a way that no other channel can offer.
Main objectives
branding
value creation
participation (events, interactions)
Strategically, social media is used to create and spread a brand, to tell its story and to encourage the potential customer to connect with the brand . The shareable and accessible nature of social platforms allows brands to communicate and interact directly with their customers. Social media therefore also offers brands a way to interact directly with their customers.
If you don’t know which social network is best for you and your business, you might be interested in: ” What is the best social network for your business? ”
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6) Email marketing
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It is a form of direct phone number library that sends commercial emails to a profiled audience. It is completely measurable, and it was one of the most powerful digital ar numbers tactics (for some it still is…).
value creation 7 Digital Tactics to Acquire New Customers
Email marketing is a tool for building relationships with potential and existing customers through valuable content and promotional messages . It should maximize the loyalty and value of these customers, leading to greater profitability for the entire organization. Having a well-profiled and segmented email database means you can target messages to specific sectors of your customer base in order to obtain the best result.
Want to find out how to create a perfect (or almost) newsletter? Read: ” Newsletters that bring customers and don’t end up in spam “.
7) Affiliate marketing (affiliate marketing)
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Affiliate marketing is a rewards system whereby referrers are awarded a “referral fee” for each referral they provide.
It is a commercial agreement between an advertiser (company) and an affiliate (person).
The affiliate brings traffic to the advertiser’s page with the channels he deems appropriate, for example by presenting the products in his Blog.
Main objectives
sales
branding
Affiliate marketing is primarily used to promote eCommerce websites , with referrals rewarded for every visitor, subscriber, or customer they bring. It is also a popular tactic for building brand awareness.
Conclusions
The most fun part is obviously mixing the different tactics according to the marketing strategy , the type of product/service you want to promote, the times and budgets…
To develop these projects and make them profitable, several professional figures are needed to work together to achieve the objectives set out in the strategy itself.
Here are the main ones:
marketing experts , for the implementation of strategies (not necessarily only digital);
copywriter , to write the best texts for our ads;
art director (graphic designer) , to make the contents attractive and in line with the brand identity;
content manager , to perfectly place the developed contents;
digital developer , because the digital world was created and is supported by them;
ADV managers , experts in allocating budgets: digital advertising cannot be improvised;
