How to Acquire Clients?

Digital Marketing as a Tool for Effective Client Acquisition

“How to acquire clients?” – this is an age-old question that accompanies business owners. Methods for acquiring clients change over time, but they can be divided into offline and online approaches. The internet era has brought many new possibilities for tracking and verifying campaign results. That’s exactly why I decided to describe how you can effectively increase traffic and acquire clients for your business using digital marketing. Enjoy the read!

Table of Contents

1. Digital marketing – definition
2. Client acquisition – why is the internet a good tool?
3. Proven ways to acquire clients
4. Summary

Digital Marketing

The 21st century is a time of transformation in the marketing world. Online advertising enables complete analysis of effectiveness and targeting of the audience that will receive the created creative. Both traditional offline advertising and TV or radio ads always provided very limited information about who would see the campaign, how many people would view it, and what percentage would take advantage of the offered service or product. Tools like Google Analytics and ad targeting itself became a revolution in the advertising world. Digital marketing encompasses all business activities aimed at supporting the sale of services and products. A complete set of developed actions leads not only to increasing the number of leads but also to building brand awareness and recognition in the advertised area. Year after year, the internet’s share in marketing activities continues to grow, significantly influenced by the increasing importance of the web and the development of technology due to accessibility and the relatively quick return on investment. Investment – because that’s exactly what well-managed marketing activities should be called.

Why is the internet good for client acquisition?

As previously mentioned, the internet has changed a lot. Online advertising campaigns can be fully tracked – from the number of people who see the creative, through their demographic data, to effectiveness, meaning the number of actions audiences took as a result of seeing the ad. These can be various actions – a click, visiting a website, making a phone call, sending an email, but also making a purchase or navigating to a physical business location. Consequently, knowing the cost of advertising, the planned budget, and its results, you can fully verify the actions taken and calculate the return on investment.

Every advertised website should be equipped with analytical tools. A webmaster, when planning a campaign, should use Google Tag Manager to connect Google Analytics and Google Ads to the site. This way, the advertised portal will transmit information about the traffic source and the actions users performed on the site.

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Among the actions that can increase marketing effectiveness, we can distinguish:

1. SEO positioning,
2. Improving website speed,
3. Improving portal quality,
4. Network analysis and keyword traffic,
5. Campaign optimization and keywords,
6. Developing and diversifying campaigns,
7. Optimizing and verifying brand communication,
8. Social media management.

These are activities that everyone planning to increase their brand’s online presence should keep in mind. Alongside them, another factor worth checking is the share of mobile devices in total website traffic. Recently, there has been a definite increase in mobile dominance. Mobile phones are the foundation of the internet in its current version, and this should be the basis of online marketing activities. By customizing creatives for each audience, it’s worth planning how mobile users will see a given ad and whether it would be worthwhile to prepare separate campaigns specifically for them, or perhaps even special promotions.

Ways to Acquire Clients

Since it’s certain that in today’s world, the vast majority of marketing activities should be conducted online, we’ve decided to present ideas in several points that are worth using in brand communication to effectively acquire new clients and increase awareness of the advertised brand among its audience.

Content Marketing

1. Blog articles – by creating blog content, you can not only improve your position in organic search results but also share information about offered services and call for specific actions.
2. Reports and White Papers – these activities require a bit more effort. Companies are expected to demonstrate professionalism and specific expertise. Reports should contain industry knowledge presented in a language and format accessible to the audience.
3. Co-branded content – in some industries, seeking partnership opportunities is an excellent idea. This creates the possibility of gaining a broader perspective and jointly creating content that reaches audiences of both companies.
4. Portfolio – case studies and sharing work results definitely increase brand trust. Potential clients can review the quality of work and the successes that clients have achieved through collaboration with the brand. A brief description with a photo is sufficient to give everyone a sense of the final result and reassure those hesitating in the purchase process.

On-Site Actions

1. SEO Audit – paid advertising is one way to achieve high search result positions. Long-term, you should ensure that audiences can find the site and review the offer. An SEO audit will help find and eliminate errors blocking the site from improving its organic position in Google and other search engines.
2. A/B Testing – UX is the foundation of every professional website. A/B tests allow testing buttons, features, and purchase procedures on a live site and improving them accordingly.
3. Landing Page – this is a dedicated website devoted to a specific action or campaign. It can present the reason behind an advertising campaign or comprehensively guide the audience through the purchase process. Every customer likes to feel special and valued. A professional landing page can be a bullseye.

Paid Activities

1. PPC – the foundation of digital marketing. Among marketers, there’s a saying: “search is always ON.” Paid online activities can very precisely match the target audience and present the company’s offer only to people initially interested in making a purchase. Through these activities, companies have a tool for buying website traffic, and proper campaign optimization reduces the cost of acquiring a single click and matches creatives to each person’s requirements.
2. Retargeting – every online movement leaves a trace. Each of us has surely encountered a situation where, after searching for something specific online, it later appears in ads across various places and banners. This is remarketing. Thanks to the information Google has about each person, it’s possible not only to match a specific ad to a given audience but also to customize the format, content, and composition of the ad displayed to the user.
3. Email marketing – to this day, it’s hard to find a better method of reaching audiences than standard email marketing. Through the customer database that companies maintain, there’s the possibility of presenting new offers, promotions, and deals to people who already know the brand and understand the quality of its services.
4. Paid mailing – at the beginning of the mailing journey, not every company has its own pool of email addresses. However, there are companies that allow sending paid messages to people whose demographic profile meets specific expectations.

Social Media

1. Profile management – the 21st century demands consistent and complete brand representation. Managing social media profiles enables quick and precise delivery of brand updates. These can be promotions, offers, wishes, or photos. People following a company’s social media page receive information and can react quickly. These platforms also allow paid content promotion to larger audiences.
2. Word-of-mouth marketing – the oldest and most effective method of acquiring traffic. An expert profile enables increasing potential customers’ trust in the brand. One satisfied customer can share information with others, and company personnel’s knowledge can be leveraged through participation in forums, topical groups, and other places where the person’s name and company are visible.
3. Referrals – affiliate and referral programs are a powerful tool. When building brand recognition, you should ensure every customer leaves a review about service quality. Once earned, reviews can be used to demonstrate satisfaction and share more advanced knowledge about the company’s processes.
4. Contests – contests and giveaway programs reign on social media. Very often, a requirement for participation is liking the company’s page, providing personal data, essentially expanding the company’s database. This data can be used for other campaigns, as well as retargeting and mailing. Additionally, someone who won a discount or product is very likely to explore the offer and may make additional purchases.

Summary

There are many methods for acquiring new clients. Each one represents a new path whose utilization allows reaching new audiences and increasing awareness of the promoted brand. Only the combination of selected activities effectively improves recognition and builds a consistent vision of professionalism and success behind a company’s name.

If you’re looking for a company that will effectively handle your business’s marketing, feel free to contact us. We’ll help properly select and optimize activities aimed at acquiring new clients and effectively building sales channels. From managing advertising campaigns, through their optimization, to content marketing – we comprehensively take over companies’ marketing activities. For the first 10 people who contact us from this post, we offer a free business audit and the first month of Google Ads campaign optimization – completely free of charge.

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