Attraction of customers on the Internet
How to attract potential customers and buyers to the site?
Methods and ways of attracting customers to the site.
Let's start by briefly explaining the main ways and methods of customer acquisition. Get ready, there will be bullets now.
- Social media advertising.
Also known as targeted advertising. Configurable on social networks (facebook /Instagram) for a specific audience to attract customers. Users see ads in the feed, stories and other places and go to the site.
- Advertising in search engines.
Also known as contextual advertising. Configured in Google /Yandex by keywords to attract customers. Search engine users are looking for answers to their queries - they get ads and go to the site.
- Advertising on the media network.
Also known as banner advertising. It is usually configured either in Google tools or Facebook tools. It depends on whether it is remarketing (advertising on a ready-made base) or regular advertising on the display network.
SEO is about keeping your site in the top 3 Google for targeted keywords. The most effective way to promote, in my humble opinion, because the cost is cheaper and the result is more stable. Although, of course, it all depends on the niche.
- Aggregators and marketplaces
A little less suitable for b2b than for b2c, nevertheless, placing goods and services in catalogs and marketplaces gives sales.
Of course, there are more than two social networks, and traffic on the Internet is not limited to these channels. Nevertheless, for 90% of businesses, using at least these methods and ways of attracting customers will give a significant result, and even less efficiency gains.
In a rough version, it looks like this:
An advertisement is placed on Google, a potential client sees it, and goes to the landing page. If he makes a purchase, good. If not, we "catch up" with advertising.
Now let's take a closer look at how you can attract customers to your online store and customers to your website.
Attracting customers to your online store
Let's say you already have an online store, but it does not generate sales.
What is the reason? How to attract customers to your online store?
The situation is the same as with an offline store - you need to advertise.
If we imagine that the entire Internet is a huge city like New York, Moscow or Beijing. Only taken together and thousands of times more. Now imagine that a store has opened somewhere in this city. Have you presented? This is your online store and in order to find it, the client needs to look for it.
Of course, having a general idea of marketing, one can assume how much traffic (people) will pass by the store, how many will go into it, how much attention will be paid.
But, in fact, most likely, you will not be able to say for sure. Unless you are a guru.At the same time, offline risks are much higher than online.
So, to attract customers to an online store, you need to create traffic to the online store. This is best done in the ways and methods described above. And now, in turn, I will share a couple of schemes and ways to do this.
“How to attract customers to an online store” - Option # 1
Trying to attract customers to an online store through Google.
Step one: Collect keywords according to the principle “what are my customers looking for?”. For example "Buy joggers in Kiev" or "Buy a chair with delivery obolon" and so on.
Step two: write out all the keywords in the table.
Step three: register with Google Adwords, connect Google Analytics to the website.
Step four: set up an advertising campaign and launch it to attract customers on the Internet (a lot of articles have been written on how to do this, in addition, there are detailed instructions from Google itself). It is advisable to set it up in the Google Merchant Center as well.
Step five: we wait for traffic, when we wait - we analyze it. During the analysis, you need to look at the following metrics: the number of clicks, the average cost of a click, the conversion from clicks to purchases.
Step six: we draw a conclusion about the effectiveness of advertising, the cost of attracting a customer to an online store - we invest in the price.
Note: Advertising, of course, must always be adjusted, supplemented with minus words, removed key queries that drain the budget - but this is already about how to customize advertising. And our publication is about how to attract customers on the Internet. Therefore, we move on.
“How to attract customers to your online store” - Option # 2
Now let's tell you how to do the same on Facebook.
The principle here, of course, is different. You don't need to choose words, you need to choose the characteristics of your customers - age, position, interests, lifestyle, geolocation, gender, and so on.
If you know your customers well, there will be no problems.
Step one: go to Facebook, to the advertising manager (if you already have a business Facebook page of the company. If not, you need to create it).
Step two: choose the type of advertising to attract customers to your online store. There are many types of Facebook ads, and they differ in their end goal. Your option is traffic or conversion.
Step three: choose an audience (as described above).
Step four: create an ad (text, image, CTA - call to action).
Step four: install the Facebook pixel and analytics on the online store.
Step five: launch ads, get traffic, analyze the result according to the same principle, compare the effectiveness with Google.
“How to get customers to your online store” - Option # 3
Now let's talk about SEO. In order to better understand what it is, I always give a simple example.Imagine that Google has 300 criteria by which it evaluates and subsequently ranks a website. Now imagine that every two weeks - a month, an auditor from Google comes to you and checks the site. The more accurately the site or online store matches this list, the higher the site will rise in the search results.
Step One: Learn Google's online shopping requirements and implement technical edits on the site. You need to optimize the entire Internet store and all pages.
Step two: Collect the semantic core - this is the entire list of keywords for which you want to be in the top of Google.
Step three: Optimize the texts on the site - put the correct structure of headings, text blocks, set alt attributes for pictures, and so on.
Step four: Write and insert meta tags on the site.
* I deliberately do not delve into the topic, because how to optimize the site is described in detail in other publications of our blog.
Step five: Make sure that the site has a sitemap and send it for re-indexing.
Step six: - we analyze the growth of positions, traffic, identified errors, in general, all the data and draw up a further plan of promotions.
SEO is a complex process. In fact, it is much more difficult than setting up ads. If we are talking about online stores, everything is easier with sites because the competition is lower, as are the requirements for technical optimization (which means - you can do it without a programmer, if you really want to and learn. However, with an online store without programmers, nothing will work).
As a rule, after six months of work, a clear result becomes visible. Although for some of our clients - the result is visible already in the first three months.
What else can you do to attract customers to your online store?
If you have already launched advertising on Facebook and Instagram, you can also launch remarketing. Surely you noticed that when you go to some online store to look at products, then advertising from this site or even the products that you have watched catch up with you?
So this is not difficult, this process is called remarketing. You collect an audience of users who visit the site and make banner ads on it on the Google or Facebook display network. The cost of such advertising is much lower, since you already have an audience!
Of course, you can still do email mailings to databases, advertisements in the media, bloggers, webinars, and so on. However, in our experience, these tools are most effective for the systematic work of marketing, calculating the cost of selling on the Internet.
Attracting customers to the site
In order not to duplicate all of the above about attracting customers to an online store, I will go through the main differences in attracting customers to a website and an online store and focus on the differences ... Because the concept is the same.
So, the main difference is that for an online store there is enough traffic for targeted queries, since the result of a conversion is a purchase.
Everything is different in websites. After all, the result is an application. She may not bring money.
Besides, if we look at the b2b sphere, the audience is much narrower, and the queries are more variable. If you are engaged in, for example, the implementation of business automation tools is a very big mystery how exactly customers google it :)
Therefore, if we are talking about b2b sites, SEO works best. After all, you will always be in the top of Google, but whether advertising will give customers today is a big question.
Why? It's simple. If there are few requests, but there is a lot of competition (for example, by request “order a turnkey PR campaign” - then advertising will cost money constantly. Approximately 15-25 hryvnia per click. In SEO - free. Naturally, you pay for support. But let's see Truth be told, you also pay for setting up ads, but there is still a budget, but not in SEO).
For example, our company gets leads from Google for free. Because our site is in the top for targeted queries. However, we do advertisements on Facebook. Since this is a different promotion channel, a different audience, which means even more potential customers.
In the same Facebook - we do remarketing. Perhaps, after reading this article, you will see our advertisement flipping through the feed. But this is not accurate, because you came not for a targeted request, but for an informational one :)
We also track this.
If you have any questions, fill out the contact form and our specialists will advise you .