Think of your conversion channels as salespeople. But there’s no point in having a salesperson without people to serve, right?
This is when we will work with attraction channels . Working with personas and turkey mobile phone number list the buyer's journey usually helps a lot at this point. Remember that in our example, we identified that some of our customers search on Google for “teeth whitening in Curitiba”. So that is where we should be. Here are the main examples of attraction channels:
Google Ads (Adwords): Many people search for products and services on Google, as we have already identified. If the keyword we use has a good cost per click and a good search volume, it is worth investing. However, be careful with your website. Since Adwords will take the person to it, if it does not talk about the same subject as your campaign, the chance of the person coming and leaving quickly is high.
SEO: Another way to be on Google is organically. In this case, there are several benefits. You don't pay anything to Google, you get an average of 9x more clicks than normal and you are seen as a market leader. However, the hard part in this case is getting there. Google's algorithm evaluates more than 200 factors to tell you the position in which you should appear. And this algorithm is so complex that it changes according to each segment. To help you in this process of building SEO ranking, check out our article on SEO tools.
Google Ads – Remarketing: Do you know that banner that follows you around? Well, that’s remarketing. For example, if someone visits your website, we can set it up so that they see your banner on other websites for days. The good thing about remarketing is that we only pay if the person clicks on the ad. And when that happens, the chance of the person getting in touch or making a purchase is high.
Facebook: Many people spend hours on social media. They leave a lot of information that allows us to create campaigns for a very specific audience. With digital marketing for entrepreneurs, such as a pizzeria, you can create a campaign for people in nearby neighborhoods who like pizza and pasta, for example. Today, it is still the most popular social network, but it is not necessarily the one that will bring you the best results.
Instagram: This channel has grown a lot, it is excellent for food, fitness and fashion areas and uses the same targeting methods as Facebook (for those who don't know, it also belongs to Facebook). It has a smaller audience than its sister network, but it is generally much more engaged with the posts.
Linkedin: Still on the subject of social networks, Linkedin is an excellent sales channel for companies. This is because it allows you to identify each person's position, thus reaching exactly who your target audience is. The problem is that it is still a social network that is little used on a daily basis and therefore has a high cost per click.
Email marketing: Despite being questioned, it still works in many cases. A good email marketing campaign for entrepreneurs starts with the quality of the email list. Ideally, these should be people who already know your brand and have some real interest in your products. Otherwise, the effort will have far less than expected results.
Display: You can create banners to be distributed on specific websites across the internet, where you believe your audience is. You can run display campaigns on multiple channels, such as Google Ads itself.
Content marketing: If you are in a market where there is a clear opportunity to help people with content during their purchasing journey, you can use this strategy. This allows you to “talk” to your customer without necessarily making a sale. This way, your brand will remain in their subconscious and when there is demand, you can be sure that they will want to reciprocate the help. However, keep in mind that the quality of the content is essential and that it is a long-term strategy.
YouTube: The second largest search engine on the internet allows you to be there by contributing videos and ads. Ads on YouTube are still expensive compared to other channels, so to get a return on this investment, be sure about the quality of the ad and the line of communication.
Opinion leaders: The growth of bloggers and YouTubers allows your brand to reach a large audience with the support of an opinion leader, which has a lot of power to generate sales. Therefore, if your segment has strong opinion leaders, this could be a good opportunity. However, the price of a blogger's post talking about your product shouldn't be cheap.
Co-marketing: An effective way to work with other influencers is to run campaigns in conjunction with other companies that have a similar audience to yours. This way, you can create materials together and distribute them to both audiences, sharing your customers without any media costs.
Of course, there are countless other alternatives. This is good, but at the same time, care must be taken not to lose focus. Each of these channels is a world apart and, to be better explored, requires practical knowledge and a lot of study of both the networks and your company and your role in it to obtain results, as our Facilitator Juliana illustrates:
Don't stop there
One of the advantages of the digital world is that we can measure various data to know if our campaigns are on the right track, or if they need adjustments. Therefore, always monitor the information to support changes in plans and to ensure that your results are increasingly better.