The regular acquisition of new customers is a pivotal activity for any company because, without it, the company would simply cease to exist . And this is the reason why the management and the commercial department are constantly looking for new ways and strategies to identify new potentially interested users .
Especially in this phase, which is halfway between an ongoing health emergency and a delicate period of recovery, it is essential that the business can count on effective solutions to continue operating at the best of its ability . But how can you tell which of these solutions really work?
Without prejudice to the need, for each company, to carefully evaluate its sector , market trends and technologies available to increase the business, in this guide we want to offer you some suggestions that we hope you will find interesting to identify new potential customers .
Can viral marketing make a difference for SMEs?
Especially small companies and start-ups in the launch phase need special boosts to promote their business. In this sense, viral marketing can be a great support. In fact, this promotional strategy aims to make a brand or product popular so that the users themselves promote it, bringing potentially interested new users to the company.
There are many ways in which viral marketing can prove effective: word of mouth, inherent virality (which pushes a customer’s friends to choose the same product), collaboration (virality generated by the integration of a product or service with others), incentives , and I know on.
The viral cycle is simple and effective in its operation: the product or brand hits a particular user, who starts talking about it ; his interlocutors are intrigued and begin to use the product; appreciating the solution, they start the cycle from scratch .
In marketing , the result obtained from these actions is measured through a specific metric, called the ” viral coefficient .”
Content marketing, because content is always king
In this blog we have often talked about the importance, for companies, of regularly generating valuable content (informative, useful, effective for those who read them). Despite the constant evolution of digital marketing trends , this principle is not going to change. This means that, in order to find new customers , both large companies and small players will have to continue writing (or having written) and publishing (or having published) content .
By now commonly used tools, including multimedia , will help increase brand reputation and awareness , bringing the company new and very useful leads .
Make way for sector or regional blogs and magazines , informative guides , insights and premium content on the institutional website, infographics, video tutorials and highly appreciated downloadable content such as ebooks and white papers .
SEO: a still useful tool for finding new customers
Although now synergistically integrated with the many tools made available by digital marketing (think for example of Inbound Marketing ), SEO continues to remain a key tool for presiding over the web and getting noticed by new customers .
Organic positioning on search engines is particularly effective if your potential customers are searching for your product or service on Google, and especially if it is not you who appear in the search results but, alas, your competitors .
In this sense, relying on SEO professionals will allow you not only to write valuable content (ie the content marketing we were talking about in the previous point), but also to convey them in such a way that the search engine considers them worthy of being place in the top positions for specific queries.
Google Ads and Social Media Marketing: the investment that can bring quick results
A good strategy to find new customers is to intercept them on the web or on the main social platforms through specific paid advertising strategies.
Virtually all social media today offer the possibility of investing a budget in promotional campaigns: Twitter, Facebook, Instagram, YouTube and LinkedIn can therefore prove to be incredible allies not only for specific promotions that need to be “pushed” faster than how much you would be able to achieve with SEO, but also if you want to advertise events or special offers .
Again, in order to optimize your budget and not burn it all on users who are not actually looking for what you propose, our advice is to rely on an experienced team of online campaigns .
The events, perhaps mixed with a little digital marketing
If you want to find new targeted customers and therefore perfectly in line with your ideal buyer persona, the organization of events – even small and niche ones – is potentially one of the most effective solutions.
The reason is simple: in a phase like this, in which everyone wants to gradually return to normal , it is difficult to overcome the emotion generates by an event – be it on the territory or even digital, as long as it is well organize. Online or offline , the event studied in every detail has a very high potential for engagement and redemption , and creates fertile ground for public relations: it is therefore the perfect opportunity to forge new partnerships and alliances , perceive and analyze the sentiment of users , enter into new potential deals and, of course, make known what you propose .
When the event is support with the right marketing strategies , especially digital , it is able to bring sometimes even unexpect results.
How to choose the best way to find new customers?
What we have proposed to you are just some of the many approaches to find new customers . Not everyone is good for your business, and it is possible that there are other strategies you could implement to achieve your goals.
That is why it is always essential first of all to carefully evaluate your actual possibilities in terms of:
- Commitment to support strategies
- Team dedicated to the project
- Type of target you want to hit
- Budget availability
This is the starting point to understand in which direction to go.
Generally speaking, for us at NAXA a creative approach and an “out of the box” mentality are always very precious tools, which allow us to offer an unprecedented way to offer the various promotional possibilities depending on the business we are facing.