In a sea of never-ending changes to the digital landscape that we call the internet, there seems to always be a new way to market your business and attract new customers to your website. While newcomers to the field of online marketing seem to chase one strategy after another, the veterans in the field know that there are only a select number of methods that actually work.
The difference between those chasing the newest and hottest strategies and those that truly understand the mechanics of marketing and customer acquisition is that the principles and fundamentals of sales don’t actually change. Whether we’re talking about online or offline mediums, these so-called marketing truths, if you will, always remain the same.
For example, one tried and true principle in business over the ages has been that a customer who receives something for free is always more willing to buy something from you as opposed to someone who has not. This is called the reciprocity principle. Consumers feel obligated to purchase from you after having received something pro bono, so to speak.
And we see this all the time in business. Why do you think supermarkets offer free food tastings and giveaways? Do you think it’s because of some altruistic desire to the customers that are milling about in their stores? Certainly not. They do it because they want to move a certain product. They know if you get it for free and you like it, you’re far more willing to buy it.
Randy Garner, a behavioral sciences professor at Sam Houston State University talked about this in a study that’s often been cited. In that particular study, he states that the consumer actually feels an obligation to return or reciprocate the favor, which “can occur despite the fact that [they] may never have requested the favor in the first place.”
Principles like this govern sales and marketing at their very core and provide a foundational bedrock for how successful companies leverage this age-old wisdom to attract new customers, increase their leads, and ultimately, get more sales and drive more profits. Whether you’re a marketing newbie or you have some experience behind your belt, you simply can’t ignore these fundamentals if you’re serious about scaling your business.
How To Attract New Customers Online
I’ve long taught the principles behind some of the drivers of online marketing such as search engine optimization, blogging, social media marketing and video marketing, just to name a few. I’ve been a firm believer in conveying real value to people to help them learn the right skills in life rather than providing hyped-up information that fizzles out and doesn’t really deliver.
The truth is that there are some very straightforward ways that you can attract new customers to your website that adhere to the fundamentals and principles of sales and marketing on a larger scale. Today, with the ease of accessibility that the internet affords, reaching people is far easier than ever before. However, it’s also becoming ever-more convoluted and complex.
You see, while we do have the reach and accessibility afforded to us by the internet, many business and websites owners flounder in a sea of information, never able to grasp and hold onto the real nuggets and morsels that are the primary drivers behind sales and marketing. They jump from one strategy and tactic to the next, becoming infuriated and frustrated when things don’t pan out as quickly as they had expected.
So, how do you go about wading through all this noise to find the right ways to attract potential clients and customers to your website? While there are many more ways to do this than the 5 that I’m about to mention, these are the absolute bedrocks when it comes to online marketing. Master these, and you’ll ultimately build a selling machine on the web.
#1 — Blogging
If you’re at all serious about attracting new customers to your website, you need to start a blog stat. Blogging is by far one of the primary, key drivers to traffic on the internet. In another Forbes piece, where I interviewed Rand Fishkin, founder of the wildly-successful online marketing company called Moz.com, he tells me that it was the blog that helped to take them from an unknown family-run business in Seattle, to a global phenomenon.
However, in those early years, Fishkin was struggling to stay afloat, looking for any possible way that he could find to make money. There was no roadmap or strategy in place, and he effectively went stumbling about from one project to the next. But it was the blog, which was called SEOMoz Blog back then, that brought in the rush of new clients. Once the clients started rolling in, he was able to refine his message.
Fishkin realized the power of blogging similarly to how some of the other most successful blogs in the world also did. The way that Fishkin got the blog off the ground was through the constant analysis of his online marketing efforts. As a natural-born tinker, he was always tracking and analyzing the statistics related to his work, seeing what worked and what didn’t. And he was always a firm believer in conveying true value through what he learned, which is another one of the bedrock principles to success.
#2 — Content Marketing
If you’re not marketing your content, then you’re essentially throwing away free traffic to your website. If you want to attract visitors and ultimately turn them into customers, you need to harness one of the most important principles behind success in the organic search rankings space: content marketing.
Okay. Okay. This might seem like a buzz word. But it’s not. Content marketing is a tried-and-true principle in succeeding on the internet and it’s been around for decades now. The reason why content marketing has become such a hot topic as of recently, is because it turns out to be one of the primary and key drivers behind success in search engine optimization.
Why? Great content is often engaged with more and shared often by those that consume it. Sometimes, that content goes viral. Even when it doesn’t go viral, as long as it’s done right, it can catapult you into the stratosphere. This has been one of the primary ways that I’ve been able to create an incredibly popular business and self-development blog in such a short time. If you’re at all serious about attracting new customers to your website, you absolutely must learn content marketing.
#3 — Free Offers
Myself and other successful online marketers have long used free offers as the primary driver in customer acquisition. Free offers create an avenue for entry into your sales funnel and help to initiate a chain of value jumps and subsequent sales to higher-ticket items as the customer moves up the proverbial ladder of service or product offerings by your company.
However, building a free offer isn’t always as straight forward as it might seem. Most people go about this in the wrong way and they end up falling flat on their faces. The first and foremost thing to pay attention to is your demographic and to ensure that you tailor your free offering to your sales funnel.
Now, if I lost you at sales funnel, then I apologize. If so, go here to learn more from this great article. The fact is that there are numerous types of funnels that you can build with an even more extensive array of types of products or services that these funnels can lead consumers to. The better you tailor your free offer to your sales funnel, the easier you can move people up in ticket prices of items they purchase from you.
#4 — Social Media Marketing
Clearly, social media is something that many rave about still. Even today, with all the changes in algorithms to platforms like Facebook and Instagram, business owners are still leveraging social media to grow their businesses. In fact, today, this is one of the fastest ways to gain exposure for any type of business, no matter what it is.
However, dominating in social media is no easy feat. There are ways to build up multi-million dollars businesses using social media alone, and there are also many Instagram influencers that you can turn to in an effort to get the proverbial word out. No matter what strategy you use, social media can offer you a quick-to-market solution to sell your products and services to a global audience.
Still, don’t expect overnight success in social media. It takes time — years in fact — to build a profile that’s worthwhile. You need to be an expert communicator and constantly reach out to others offering praise and asking for guidance all at the same time. As long as you stay persistent, your platform can provide an ease of accessibility to a vast number of consumers that are interested in whatever it is that you’re offering.
#5 — Video Marketing
Another very powerful way that you can attract customers to your website is through video marketing. Develop a series of online video tutorials that will help someone in some area of life that’s in harmony with whatever business that you’re in. Leverage platforms like YouTube and Vimeo to create useful videos that will help establish you as an authority in your field.
This is also something that takes time. However, you can’t expect overnight results with whatever method you use to attract new customers to your site. Constantly create educational videos and your viewership will eventually soar. Link those useful videos to relevant content on your blog or website, or use in-video messages to help drive traffic to the right pages on your site.
Organization is the key to your success here. Get highly organized and ensure that you deliver quality material and you’ll eventually succeed with video marketing. You’ll gain new leads and ultimately be able to convert those leads into paying customers with the right sales funnels in place.