Today the “search for new customers” has changed its form in “being sought by …”.
Thanks to the development of the mobile internet, search engines allow us to find what we need at any time from anywhere in the world, via a smartphone, a tablet.
In this article I will give some practical suggestions on how to set up a primordial SEM search engine marketing strategy to be found on the internet regardless of the b2b or b2c market type.
In the new market dimension, customers and business, anachronistic terms, merge into value generating b2v. I will refer to it from now on, when I will deal with markets, where the goal of entrepreneurial activity will be the creation of pure value without distinction.
The question to be solved is: how to be found by new customers in an increasingly business to value (B2V) oriented market. Optimizing resources and placing them on the most congenial channels for the company, exactly where most potential customers are, 24 hours a day.
The attack strategy that I use with the companies that I follow is: 100 € the amount to be allocated to promotional activities on the web, 60 € place them on Google Ads, 20 € on Instagram, 10 € on email marketing, 10 € on SEO.
It is the snapshot of a company hungry for new customers, which does not have a database to exploit the potential of email marketing and which, due to the type of product offered, cannot fail to control social networks such as Instagram.
The absence on a social channel would leave free grasslands for competitors’ raids, but not only: the company would lose the opportunity to give visibility to the products and have an outpost from which to monitor, albeit roughly, the market.
With this distribution, particularly aggressive, unbalanced on Google Ads, the first results are seen already starting from the first three months, setting the campaign with wit, of course.
A slower and more balanced strategy than the previous one, for example if the company already has a profiled database, it could be the following: 30 € Google Ads, 10 € Instagram, 30 € email marketing, 30 € SEO.
They are development scenarios, strategic plans, call them as you like, not rules. In between is a variety of customizable solutions to be evaluated case by case.
Always remembering that, whatever your current or future strategies, in the long run, it is statistically more likely to get a conversion from sending a newsletter to a customer who has signed up on his own initiative, rather than a paid ad on Google.