Ah, Digital Marketing… the light of a beacon in the sea of business! Without it, neither you nor I can sail safely. It is a true game-changer for any business that wants to stand out and win customers — no exaggeration!
With the Internet at their fingertips, consumers are savvier and more demanding than ever: they research, compare, analyze reviews and often make purchases without even leaving the couch.
So the question arises: how can you effectively win customers in this ever-changing scenario that seems like a rough sea? I’ll show you the strategies that can transform your business and help you swim with ease.
Come with me!
Understanding the customer profile
Knowing your target audience is essential for any Digital Marketing strategy. After all, without understanding who your customers are and what they really want, any Marketing effort can be wasted…
It’s like trying to find treasure without a map — you might stumble upon it by chance, but the chances are slim.
Just imagine: would you invest in communication campaigns for a baby bottle brand at an event for the geek public? Probably not, right?
So, to understand your audience, some basic steps are important:
- Know your target audience: there is no room for assumptions here. You need to research, talk to, and understand the habits, desires, and pain points of your audience. This way, you will know who the people behind the numbers are;
- Create personas: It’s not enough to just know that your customer is between 25 and 35 years old and likes music. You need to go deeper and bring the data to life. To do this, create characters that represent your ideal customer. The more details you have about these personas , the better;
- Finally, segment your audience: When you segment your audience, you can target your messages more precisely. This way, you can argue more assertively, resolve specific objections and ensure much more strategic lead nurturing .
The key to doing these three steps above is in the interviews and research . Interviewing your current customers, listening to your sales and service people, and analyzing internal data are essential steps beforehand!
After gathering all this information, we structured it into a strategic guide. This way, we can prioritize the customer segments that bring the most return, while still serving the others.
This means focusing more efforts and resources on the segments that show greater profitability, retention and revenue generated!
The importance of defining the ICP
Now that you know how knowing your customer can be transformative, let’s talk about something even more specific: the Ideal Customer Profile (ICP).
The ICP shows exactly who the customer is, what they are looking for and how you can win them over . In other words: when you define it well, you can see the right path to follow, avoiding wasting time and resources.
So, invest time and energy in this process and you will see results like never before!
Here it is worth emphasizing: when we think of ICP, we are not talking about a rigid and unchanging description, but rather a dynamic statement that reflects what the company is currently looking for in terms of customers.
The market is always changing, and so should our ideal customer profile! It needs to be adjusted as we identify new opportunities or changes in our customers’ behavior.
With a well-defined and updated ICP, we can direct our Marketing campaigns, products and services to those who truly value what we have to offer, thus ensuring a more significant and sustainable return.
After all, how to win customers with Marketing strategies?
Have you ever stopped to think about how some companies are so successful in winning customers through Digital Marketing? It seems like magic, doesn’t it?
But I tell you it’s not. There’s a lot of technique behind all this!
A fundamental aspect of this process is the use of a sales funnel. I like to think of the funnel as a mirror of the customer’s purchasing journey. This journey can vary from person to person, but it generally follows some traditional steps that help structure our Marketing actions.
See the steps a customer goes through in the sales funnel and how to act in each of them to win them over:
- Learning and discovery: At the top of the funnel, prospects are looking to solve problems or meet needs. The goal here is to capture their attention with relevant and informative content;
- Problem recognition: Customers then begin to realize that they have a problem or an opportunity. They educate themselves on the issue and recognize the need for a solution. It is necessary to provide information that helps customers understand their needs;
- Consideration of solutions: Customers research suppliers who can solve their problems. They compare different companies and their solutions. The task here is to highlight how our products or services are the best option;
- Purchase decision: At the bottom of the funnel, customers show their intention to purchase. They may contact you, visit a store, or add products to their online cart. You need to make this experience easier so that they can complete their purchase with satisfaction.
Using a well-structured sales funnel allows us to guide customers throughout the entire purchasing journey effectively. This helps us identify the most important touchpoints and optimize our strategies at each stage, increasing the chances of winning over and retaining customers!
And how to attract customers with Digital Marketing?
Digital Marketing has come to improve your relationship with customers, and one of the main characteristics of its strategies is the reduction of the distance between the public and the company.
This has everything to do with choosing the right communication channels: virtual platforms allow your company to communicate directly with the customer, and most importantly, for the customer to interact and give feedback.
Therefore, it is important to be present on the main networks that make sense to this audience, in addition to working to ensure that this relationship is well-built. The result of this? The acquisition of more customers for your business!
Now, let’s better understand how each strategy works:
With Content Marketing
Imagine telling engaging stories, sharing tips and offering solutions to your target audience’s problems in a strategic way, so that they get closer to your brand. This is what Content Marketing does for you!
This is a Marketing strategy that uses the production and sharing of content to attract and engage customers.
Through blog posts, videos, and other content formats, you can create a genuine connection with your audience and turn them into customers.
At Enjoy Minder, for example, content production is a fundamental pillar of our strategy, with more than 80% of sales made possible by SEO and Content Marketing actions !
With SEO (Search Engine Optimization)
When it comes to being found on the Internet, SEO techniques are an indispensable ingredient!
Improving SEO means optimizing your website and content to rank in search engine results, such as Google.
And to do this, choosing relevant keywords, creating quality content and optimizing pages are important steps that will improve your visibility and attract customers organically.
So, the better your content ranks:
- The more traffic directed to your website, the more opportunities to convert visitors into leads and sales will increase;
- And your brand will have more visibility for your audience.
With social networks
The interaction between company and customer that occurs on social media is another opportunity to engage with your audience, humanize your brand and increasingly feed your business’s sales funnel!
The digital consumer seeks the opinion of other consumers before making a purchasing decision, in addition to evaluating how each company works to resolve the needs of those who have already consumed their products or services.
Therefore, the better your performance on social media, the greater your company’s chances of gaining the trust of customers and spreading your brand.
Be authentic, be interactive, and be where your audience is — it will make all the difference!
With Email Marketing
Email marketing also helps you acquire new customers. Once your inbound and outbound marketing initiatives generate leads, it’s time to create strategic email flows to convert them into new customers.
Therefore, create strategies with several functions: lead nurturing, newsletters, exclusive offers, etc. Each of them can serve as an indicator of how ready a lead is to receive a sales approach, moving from MQL to SQL!
With a well-planned Email Marketing strategy, you can keep your brand always present in your customers’ minds and, of course, increase your sales through this channel.
With paid media
Sometimes a little push is needed, and that’s where paid media comes in.
Investing in paid traffic can speed up the process of acquiring customers and expand your brand’s reach by directing your message to the right audience, at the right time, in a much more segmented way.
The four main strategies that can be used are:
- Paid Search: Displaying ads in search engine results. Helps capture potential customers when they are searching for solutions;
- Display Ads: displayed on partner websites and can include images, banners and text. They increase brand visibility and reach a larger audience;
- Social Ads: ads on social networks for a specific audience. Helps increase interactions with the brand;
- Retargeting: showing ads to people who have already visited your website. In other words, it’s a good way to remind visitors who haven’t converted before.
With Influencer Marketing
Who has never been influenced by a recommendation from someone they admire?
Influencer Marketing can be an interesting way to introduce your brand to new audiences and generate customers through strategic partnerships with digital influencers.
To establish these partnerships, it is important to know the language, the most used means of communication and the target audience of this producer. This way, you can analyze whether the ideas are compatible with your business.
With Inbound Marketing
Inbound Marketing, as I mentioned before, is designed to help you acquire new customers . It is a strategy for attracting and generating leads through the distribution of valuable content.
By delivering interesting content, you can generate more leads that, through a well-executed Inbound strategy, will transform into business opportunities for your sales team .
In other words: from Google to social media, Inbound Marketing is the glue that keeps your entire strategy cohesive, generating leads and guiding them to sales!
Don’t forget to qualify and nurture your leads!
In fact, winning customers goes far beyond simply attracting visitors to your website. Each of the tactics you use can be boosted with the smart use of automation and lead nurturing.
After all, a lead goes through several stages before becoming a customer. Here are what they are:
- 👽 Suspect: lead that has been identified, but has not yet shown concrete interest;
- 🎯 Qualified lead: lead that has shown interest and has the ideal customer profile;
- 🧑💻 MQL (Marketing Qualified Lead): lead assessed by Marketing as ready to be forwarded to the sales team, based on their level of engagement and profile;
- 🕵️♀️ SAL (Sales Accepted Lead): lead that was accepted by the sales team after an initial analysis;
- 👩🏫 SQL (Sales Qualified Lead): lead that has been qualified by the sales team as ready for a direct approach and sales negotiation.
For each of these steps, there are assertive actions that can be used to convince you to actually become a customer!
This is what we call lead qualification! Through it, you can create differentiated customer journeys that adapt to each person’s needs and interests.
Furthermore, it is extremely important to nurture your leads. You need to take care of them, offer relevant content, answer questions and build a relationship of trust over time.
This is how you keep your leads interested and engaged until they are ready to become customers and complete the sales funnel.
Turning Interest into Sales with CRO
This is a technique that can make all the difference in your customer acquisition journey.
Conversion Rate Optimization (CRO) is used to create a better experience for your users, making decision-making towards the desired action easier and more intuitive.
Let’s talk a little more about this? See the main strategies to improve your conversion rate:
- Landing page design: Landing pages need to be attractive, clear and persuasive. Optimizing the design, layout and visual elements can make all the difference in converting visitors into customers;
- Call-to-Actions (CTAs): “Buy Now,” “Sign Up,” or “Learn More” buttons are invitations to take action. Make sure your CTAs stand out, are clear, and direct users to where you want them to go;
- A/B testing: Try out different versions of your pages, CTAs, and visuals to find out what works best for your target audience. Testing is a great way to identify the changes that actually increase conversions.
- Data analysis: This is important for understanding user behavior, identifying patterns, and uncovering areas of opportunity. Analytics tools like Google Analytics can provide great insights to continually improve your CRO strategies.
Tip: Track (and reduce!) your CAC
You already know that one of the most important things in Digital Marketing is to closely monitor your metrics, right?
Customer acquisition cost (CAC) is one of them and deserves special attention, as it indicates how much you are investing to acquire each new customer.
When we think about reducing CAC, we need to look at the Marketing strategy as a whole and assess whether we are managing to capture and generate demand in the best possible way.
This means that you must evaluate the investment made in each type of channel to calculate the ROI and understand where it is worth investing more efforts and resources.
As an advocate of Content Marketing, which has already proven itself to be one of the most effective strategies today, I have to say: content is one of the most sustainable ways to grow your customer base!
The justification for this is quite simple, actually.
When your content is planned and produced strategically, you only pay once and can use it forever. Blog content that ranks well on Google can generate results for years to come.
On the other hand, the moment you stop investing in paid media, the source dries up: you stop putting in money, there is no generation of new results.
Mind you, I’m not saying you shouldn’t invest in paid advertising, okay? It’s important to think about strategies to reduce the costs of attracting customers without compromising the results!
By tracking and decreasing your CAC, you make your business more sustainable and profitable in the long run.
It’s time to win customers!
As we have seen, with the right strategies within Digital Marketing, it is possible to win customers in a much more assertive way.
Now, having a specialized Digital Marketing agency optimizes your investments and results even further!
In this case, Enjoy Minder is your best choice! Get in touch with our team and find out how we can boost your online success!
