Every business needs customers to survive, so the first thing is to understand where to find your customers?
Last week while walking through a mall in Delhi, came rushing towards me a man with a pamphlet in his hand. Sir, we offer 50% discount on holidays in India and abroad, he said, as we continued to walk. We have great deals, he said, even as we quickened our pace and said no to him. He followed us for next few steps before giving up on us. I later wondered why he chose us? Perhaps, he was running after everyone. But, how many people go to a mall looking for a holiday?
This is a classic example of how people market their products and services. Without realizing that they have chosen the wrong place and target audience to look for customers, they keep spending time and money in a hope that they will get some sales.
Last month an online shopping portal manager called me and told me that he needed 100 leads on daily basis from Facebook and Instagram campaigns.
Who goes to facebook or instagram to buy stuff? Those people out there are busy socializing, and here comes a banner ad selling abc. Are they even looking for that abc? What gives you a clue that they are remotely interested in abc right now? They never said so, so it is basically our assumption that they can buy from us.
If you want to buy something, the first thing you do is to Google it. Be seen, when your customer needs your products/services – that is smart marketing. If customers find your business on top results they will reach you. Its that simple!
There are 2 ways of reaching on Google top ranks.
1. You use the Google Paid Ads PPC Program called Google Adwords and spend a good deal of money displaying your business Ads instantly on google search and display network whenever someone searches for your defined search keywords and from a defined location.
or..
2. You market your business through organic SEO social networks, media sites, question answer websites, building relevant links and reaching top ranks for your business keywords over a period of few months while spending a minimal amount.
According to Google more than 70% people do not click on Ads. They rather click on organic search results. Why? because it looks more relevant. So, the question is where will you spend your time, money and effort. If you need fast leads and have tons of money, go for Google Adwords. If you have limited funds and can wait for customers then go for Organic SEO. Google Adwords will stop once money is finished, but your Organic SEO will remain and keep delivering results over time.
This was about where and how to reach customers.
Still, it is but a long way from sale, so a unique customer experience and a sales funnel has to be created to keep the customer interested and constantly motivated to make a purchase. This starts from the moment customer enters your website, finds it impressive, reaches the products/services, reads description, understands the benefits, reads in depth customer reviews and accepts the price – makes the payment!
It is a complete chain of events which requires refined and skillful handling from start to finish.
Customers can reach your website through your Google Listing, Social pages, media and question answer websites also. They like to read your company reviews on various websites before they make a purchase. For smart customers your business needs a smart digital campaign that not only addresses all your business needs but also evolves with time to stay ahead of the competition.
You can hire a team of digital marketing professionals to do this, or you can save a good deal of money by outsourcing your digital marketing to specialist agency. This way you save on infrastructure and salaries.
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