How to attract customers via the Internet: the most effective ways. Attracting clients on the Internet: only working methods The usual algorithm of work is no longer effective

Finding new clients can not only be challenging, but also frustrating. Any startup owner knows what it's like to waste time and effort trying to find clients. Every success is preceded by a series of possible failures.

But it is not necessary that it always be like this. We want to offer you several ways to find and interact with potential clients that you will find not only effective, but also easy to use. Promoting products and services is the most important part of business and should be done regularly, however, you should enjoy it. Remember that if you yourself enjoy promoting your business, it will be easier for you to create a positive impression of yourself and your company when communicating with clients.

1. Teach them something new

You have several options depending on your capabilities: the best option would be to join forces with other professionals in your field and conduct various courses and trainings - nothing is more effective than direct communication with potential clients. But you can also do a lot online: share useful knowledge on LinkedIn, post presentations on SlideShare, or write a blog offering useful tips and lessons to readers.

One of the many Wix workshops in New York

2. Donate your products at events

If you are promoting a specific product and want to attract an audience, the most effective way is to give out free samples and gifts during a major promotion.

Find an organization or event managers who would be interested in hosting a similar event or lecture. This will help them entertain the public, who will be happy to receive your products for free, and it will provide you with communication with your target audience in an informal setting, where people will not feel forced into buying and will be happy to try something new.

You can also provide your product at a significant discount for public events held by large companies. The immediate profit will be significantly less, but your logo and product will be seen by hundreds (if not thousands) of new potential customers.

3. Write a letter you want to read

If the letter does not contain useful or entertaining information, it will most likely be sent to spam. But if you can write something interesting or funny, it can serve as an impetus for making a purchase in your store or further disseminating the information you sent.

Take for example Wine Mine, a wine store in Oakland, California. This company created its website using a website builder. Their weekly newsletter contains a lot of interesting information about new wines on sale, funny descriptions of upcoming tastings, as well as jokes and anecdotes on the topic. This type of email is exactly what users want to find in their inbox: short, informative, and most importantly, valuable content.

You can take advantage of these great ones that will help you create the most personalized letter possible.

Don't forget to add a subscription form to your Wix site

4. Be kind

According to research, every second large company in Russia has its own charitable budget and spends from 11 to 17% of its net profit on charity. This does not mean that philanthropic activities are reserved exclusively for the big players. Don't think that you need some crazy amounts of money. You can be sure that any, even symbolic, amount, multiplied by the number of new clients attracted by your social activities, will benefit any charitable organization.

Moreover, charitable activities will help your business create a positive image and build trust with customers. People highly value acts of kindness, so doing charity work will certainly endear you to potential clients. Not to mention the self-satisfaction and real pleasure that comes from doing a good deed.

We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

Benefits of Online Business

More and more representatives of traditional businesses are thinking about expanding their customer base through the World Wide Web, as this will significantly increase their competitiveness and attract new potential buyers.

In addition, everyone understands that the future belongs to the Global Network - only mastodons buy telephone directories to find out the number of this or that organization. Only amateur tourists buy topographic maps to get to their destination. All the rest, who have stepped into the 21st century, successfully use online directories and specialized sites to obtain the necessary information.

But it’s one thing to start searching for customers via the Internet, and another thing to successfully attract them. How to find clients on the Internet? This will be the topic of today's article. Searching for customers on the Internet can be divided into 3 methods: if you have your own website, if you don’t have one, and the last one is combined.

How to get clients online using a website

Having your own resource, regardless of its form - a business card, corporate portal, online store or landing page - greatly simplifies the task of finding potential customers. In this case, all methods related to search engine optimization and attracting thematic traffic are used:

Competent content management and writing unique structured articles related to your activities will increase the display of your pages in search results and increase resource traffic, which, in turn, will increase the likelihood of sales.
This item does not incur large costs even if you purchase articles on copywriting exchanges, but after 2-3 months from the launch of the site it will begin to bear fruit in the form of unique visitors who can become customers. All this will happen, of course, if it is filled with correct, from an SEO point of view, content.
The use of contextual and search advertising will bring visitors interested in the product to the site, and will also increase the portal’s search performance, since search engines love those who pay them money. If you do not have free funds, then you should refrain from such expenses - wait until your first sales or orders.
Correct internal optimization, compression of media files and heavy structures, removal of unnecessary and malicious code, extraneous links, as well as page linking performed according to all requirements will increase the loading speed of the resource, which will increase the loyalty of search engines and the influx of users.
An original, fresh, interesting description of the title and description meta tags can increase click-through rates and traffic.

How to run a website

A few more tips on running a selling website and filling it out:

The main page should contain basic information and, in the first seconds of a visitor’s stay on it, give him an understanding of the main direction of the enterprise’s activities.
The header, in addition to the logo, must contain a phone number so that if the visitor decides to make a purchase or order, he can call at any time without bothering himself with searching for the contact page.
Open up the possibility for visitors to leave comments and reviews: it’s okay if there are complaints and criticism among them - this will only increase the loyalty of potential clients to you. After all, they will know that the reviews are not faked using special services, but written by real people.
Create a clear menu structure and user-friendly navigation across portal pages, which will help you find potential clients on the Internet.
Do not use bright flashy colors in your design, do not turn the company’s officialdom into a kaleidoscope of colors. It is advisable to order the development of a layout from a web designer.
Please also include contact information such as email. Set up a feedback form - large corporate customers will only communicate with you in this way.

Promoting a company on the Internet is the most budget-friendly among effective options. In a few years, the number of users of the Global Network will leave far behind the total number of viewers of television programs and radio listeners. Therefore, the importance of online promotion today will grow into a necessity tomorrow. Those who cannot adapt to the new realities will remain at the level of stall traders.

Attracting clients via the Internet. Where and how to look

Active discussion on thematic forums and websites will allow you to earn a rating and become an influential member with a high rating, which will further allow you to advertise your services within the limits permitted by the portal administration. This is one of the effective ways to solve the question: “How to find clients on the Internet for free.”
Advertise on partner sites.
Question-answer services are also quite significant resources from the point of view of users, the level of loyalty to which allows them to unobtrusively post their proposals for the provision of certain services without causing negativity from users. The best platforms of this kind are “Mail Answers” and “Yandex”.
SMM promotion in social networks, as a rule, implies the creation of a public page or page, recruitment of subscribers and continuous expansion of their number, as well as constant publication of interesting thematic information. Conducting various competitions, promotions and exhibiting a portfolio of completed work with, of course, the opportunity to do it in the specific conditions of your field.

It is very important to give a high-quality name to your group or page status in the absence of a public page from the point of view of search engine optimization. To do this, you need to use the Wordstat service from Yandex and look at the frequency of search queries for the keywords you are interested in.

Based on the popularity of certain forms of phrases, choose the most sonorous and frequently requested phrase. But that’s not all: in order for the audience of subscribers to grow and potential buyers to come, it is necessary to connect targeted advertising, which has proven itself quite well in social networks. SMM is a great method to find clients on the Internet.

Directory sites and catalogs bring good traffic from visitors interested in your services. In addition, many portals such as Yandex.Maps, Google maps and 2gis will indicate your exact address and build a specific route to your retail outlet or office.
Email distribution will allow you to inform existing or potential customers about promotions, innovations, tariff plans and discounts. The main thing is not to bombard them with meaningless and meaningless letters, otherwise there is a risk of being accepted as spam.
Creation of an affiliate program for referral leaders (persons who have the opportunity to influence the opinion of the public in matters of purchasing any services or joining any projects. As a rule, a referral leader is a well-known blogger or leader of an MLM structure), allowing people with leadership qualities to receive reward for recommending your company.

The reward, as a rule, is a certain percentage of the sale made by a person who switched according to the instructions of the referral guide. Tracking is carried out using special referral links. This item should be one of the first to be included in the implementation, since it carries absolutely no initial costs, and the price of the product should be formed taking into account possible remunerations and commissions.

Start a discussion thread about your company or store on specialized resources with reviews. As a rule, they pay money for leaving reviews, so freelancers who live and earn money there will be forced to familiarize themselves with your service and leave their opinion about it, which again will increase brand awareness.
If you have a significant budget, do not neglect buying advertising from well-known bloggers and observers - this method of attracting visitors is very effective, but only if you become familiar with the main contingent of this blogger and how it matches your target audience.
Placing a portfolio on message boards will allow a considerable number of interested users to become familiar with the company’s services. Platforms such as Avito and Yula have multi-million daily traffic, and therefore help promote services and products in the shortest possible time. Yes, they are also well indexed, at least by Avito.
If you have a unique, rare product, you should start a channel on YouTube, where the subtleties and nuances of your product will be highlighted, as well as the benefits of cooperation or purchasing a service.

Connecting social networks

The easiest way to start is by creating an appropriate profile on social networks and maintaining a public page or group. Platforms such as Instagram and VKontakte are enough for this. In parallel with this, you should create and launch your own website, filling it with quality material. Link it to social network profiles so that there are reciprocal links and subsequent clicks on them.

As the project develops or time becomes available due to the hiring of assistants, other methods of attracting customers should be implemented, thereby increasing brand and logo recognition in the market. But remember that approximately 70% of the efforts and the allocated budget should go to search engine optimization and contextual advertising of the site - these are the methods that in the future should bring the bulk of visitors interested in the product.

Ignoring the rules of doing business on the Global Network will lead to a sad end to even the most daring and extraordinary undertakings. Even with a unique product or the best service, you may never get a single sale or order just because no one will know or hear about you.

On the contrary, following all or most of the points will definitely bring customers and buyers to you, but the efficiency of these methods will depend on the quality and competitiveness of the services you provide. You need to understand that none of the described methods will ensure a crazy rise in the rating of a company or store in the shortest possible time, provided that the product or service is mediocre.

Work on your virtual image without forgetting about the real state of affairs. Grow in all areas. We hope our article was useful and we revealed the answer to the question: “How to look for clients on the Internet?”

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If you don't take care of your customers, your competitors will.

Is the usual algorithm no longer effective?

Ordinary managers, as a rule, use a simple and effective algorithm in their work, which includes calls and mailings.

At the first stage, it is determined whether the opponent is interested in the proposal, then a commercial proposal is sent, and a few days later, through a second call, the recipient’s readiness to cooperate is determined. Methods of finding clients using Internet resources are still not widespread.

But for effective modern development of a company, this approach is not enough. In conditions of increased competition, clients almost never come on their own; they must be sought out and worked with competently.

If this is not done, then more enterprising clients will soon take leading positions in the market. Therefore, searching for clients on the Internet is one of the most promising ways to expand your client circle.

The development of the latest systems for searching for potential clients is becoming a defining part of successful business development. Finding clients is part of the development strategy.

Finding clients via the Internet or traditional methods?

The Internet is a progressive area that opens up great opportunities for finding potential clients. The main advantage of this tool is its low cost and versatility.

There is a very diverse audience on the Internet, among which any company can find its clients. Finding clients on the Internet will not only cost much less than all other methods, but can also be significantly more effective.

Of course, you can stick to traditional methods such as:

Cold calls;
Personal calls;
Direct mail;
Affiliate sales;
Advertising in print media;
Work according to recommendations;
Exhibitions;
Participation in forums and professional communities.

But if you make simple arithmetic calculations, it will become obvious that searching for clients on the Internet turns out to be more profitable and economical. For example, if an organization has 3 managers who make 40 calls a day, then more than 60,000 rubles are needed to ensure their work.

This amount does not include the cost of training for each manager. Searching for potential clients online is significantly cheaper, and also allows you to calculate costs in advance, managing the effectiveness of your search.

Attracting customers via the Internet for the company

Today, most people search for the goods and services they need on the Internet. Therefore, online promotion is the easiest way to reach potential customers who are ready to purchase goods and services.

The first and most obvious way to find clients on the Internet is to create a company website. It is necessary to take into account that website promotion is several times cheaper than the traditional work of a manager or other methods of advertising.

At the same time, the site does not have to be multi-page at all. A business card website may well be enough at first. To create a website, it is not necessary to have your own web specialist, since this work can be entrusted to a third-party company.

How can a sales manager look for clients on the Internet?

You can use online directories and databases to search for companies that may be interested in the services provided. You can start searching for potential clients from your own city, and then increase the field of activity.

Internet message boards- another way to find potential clients. The audience on the Internet is approaching that of television, and the cost of advertising on the Internet is significantly lower than on television. Therefore, the more advertisements, the greater the chances of expanding your client circle.

Social media- a modern way that reveals many ways to attract customers on the Internet. Creating a thematic group in which you can promote your services is a great way to attract potential clients online without making any additional effort.

The manager’s task in this case is to invite users to the group, fill it with interesting content and promote it on the social network. Posting interesting video and photographic materials can significantly increase audience interest in the organization that hosts them.

Benefits from finding clients on the Internet

By abandoning unprofitable channels for promoting and searching for clients, an organization can reduce a significant amount of financial resources that can be used to improve the efficiency of searching for clients on the Internet.

The number of Internet users is growing every day. Almost all groups and audiences are present here. Therefore, finding clients on the Internet today is not just realistic, but more than realistic.

Sales Generator

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The number of people actively using the Internet is growing rapidly every year. This is one of the most promising channels for expanding the target audience and promoting goods and services. The main advantage of online trading is the possibility of maximum coverage of consumers, including those living in the most remote corners of the world. You will learn how to attract clients via the Internet from our article.

What you need to attract customers online

Professional skills in attracting clients are essential for the effective operation of an organization in a modern market economy. Scientific and technological progress does not stand still; information technologies are becoming an integral part of the life of almost every person. This explains the need to adapt and improve marketing techniques and methods of attracting clients in companies in different fields of activity: from law firms and commercial banks to dental clinics and beauty salons.

If the question of how to attract clients via the Internet is relevant to you, first of all, draw up a portrait of your target audience. Monitor the market, analyze the actions and marketing policies of key competitors, identify their advantages and disadvantages. This will help form an objective picture of the market situation and answer the following questions in more detail:

Who are your clients? What is their gender, age, social status, income level, interests, region of residence, etc.
Where can a sales manager find your potential clients?
How are things on the market?
What does your client need? What is he missing? What about a product or service is important to him and what is not important?
How does your client solve the problem of shortage of the product or service he needs in the current situation? What are you ready to offer him to satisfy his needs as much as possible?
Who are your main competitors? What products or services do they offer to consumers? What competitive advantages do your products have?

The most detailed answers to these questions will help you create a portrait of your target audience, who will be interested in what your company sells. Once you understand who your potential client is, it will be easier for you to develop strategies and tactics to attract them online.

There are many tools for finding new consumers on the Internet: contextual advertising, email newsletters, social networks, SEO promotion, content marketing, etc.

How to attract clients through a website

The company’s website is a full-fledged tool that allows you to attract new customers. Therefore, its creation and support should be carried out by experienced specialists. If you think that you can save money by making a website yourself using a website builder or by delegating this work to freelancers for ridiculous money, then you are very mistaken. Such a sales tool will bring you minimal returns, because... conversion in the online sales funnel will be extremely low. In order for the site to work, to be able to attract more and more new customers, to encourage them to complete the purchase and come back to you again, you will have to invest a lot of effort and financial resources.

The potential of a multi-page site is much greater than that of a landing page. With proper organization and content, it will be able to attract a much larger number of customers than a simple one-page website. The performance of a website is influenced by many factors. Let's look at the most basic ones.

Dive into your business

Instruct a marketer or project manager to study in detail the portrait of the target audience, the features of the product being promoted and the requirements for the site to attract potential customers (technical components, design, usability, etc.). Typically, one day is enough for workers to immerse themselves in the task and understand what is required of them. As a result, you will receive a clear understanding of the product or service, a portrait of a potential client and an idea of what an Internet resource should be like, aimed not just at informing visitors, but at increasing sales.

Without such a complete immersion in the details of the business and product, it will be difficult for performers to create a website that works as efficiently as possible. To clarify all the details, they can have a conversation with the responsible employees, asking clarifying questions, and if possible, go to the production site or an offline store to see everything live.

Briefly, the goal of immersion in business when creating a website can be expressed as follows:

The company sells goods or services → each product/service satisfies a specific consumer need → each need is associated with a specific life situation of the client (VS) → a separate value proposition (VP) is made for each VS → the target audience from certain market segments is informed about the VS using advertising tools.

There can be an unlimited number of segments in a market. But it is worth understanding that the income level of people from these segments may not correspond to the company’s pricing policy. Therefore, you should not try to sell premium kitchens to lower-middle-income consumers. This must be taken into account when setting up and placing advertising on a website or on the Internet.

Example. Product: intercom with video communication → need: find out who is ringing the doorbell without the visitor knowing about it → ZhS: often people come who are not happy with the owner (collectors, neighbors, relatives, etc.) → CPU on website: “You will no longer need to leave your house in bad weather to open the door. Do it remotely."

The figure shows that on one page of the site there are value propositions for different life situations (for an office, an apartment, a private house), but the focus is primarily on the most profitable segment - owners of private houses.

Often in Internet marketing, a segment is understood as a certain age category. For example, women over 30. But practice shows that such segmentation is ineffective when developing value propositions. The most effective way is to allocate segments based on the needs of the target audience.

This approach to creating a website, through a detailed analysis of the features of the business and the product being sold, helps to formulate tasks for the performers in a very specific manner. As a result, you will receive an effective tool that can attract customers via the Internet.

Submit your application

The advantage of such “unpacking” of the product when working on a company website is that you will not need to write technical specifications, which developers usually require, but customers absolutely do not like to come up with.

Purchasing, installing and customizing a design template

This work can be entrusted to a project manager (he and you will choose a suitable template), a programmer and a layout designer. The approximate time for completing such a task is 5-8 days. As a result, you will receive the basis of a future website, ready to be filled with content.

You can make a convenient, functional website without ordering prototyping, design, layout and programming separately. All this can be purchased in one “package”. Choose the template you like and fill it with your photos and text. This will be easier and more profitable than manually developing the design and functionality of the site, because:

You don’t need to come up with a website structure or look for a suitable color scheme, because the template already has a ready-made design and functionality.
The templates immediately have a mobile version: the site’s layout adapts to the small screens of smartphones or tablets. This way you save on additional layout designer services.
The cost of a template website is almost 3 times less than one developed from scratch.

Of course, you can also find free templates, but they are less aesthetically pleasing and convenient, so it’s better not to use them if you want to attract clients, and not just make a business card website.

There are a wide variety of paid template options on the Internet for different purposes and tastes. For example:

As you can see, even a website made from a template can look quite decent.

You can check how the mobile version of such a site works on your computer; you don’t even need a phone. To do this, reduce the width of the browser window and see if the Internet page has adapted to the new parameters:

It is worth distinguishing between templates and constructors. You can make almost any website using the builder. There are many such services: Wix, Tilda Publishing, uKit, etc. Disadvantages of designers: slow loading speed, lack of access to the site code, difficulty in setting up and filling with selling content for beginners.

If you have chosen a template website, then after purchasing it you will need to install it on a CMS or engine, customize it to suit your needs, remove unnecessary functionality and, if necessary, additionally program it.

The choice of a website template is determined by two criteria:

Design tailored to your needs and preferences.
Required functionality. If you are planning to open an online store, then immediately buy a template that will have the following functional options: a catalog with product cards, built-in filters for searching for products, the ability to pay for orders on the website, etc.

Website structure development

This part of the website creation work is performed by an SEO specialist. On average, this type of task takes 8-10 days. As a result, you will receive a website structure that is convenient for clients, which will be well indexed by search engines (primarily Yandex and Google).

It is very important to pay due attention to the development of the site structure, otherwise you risk getting an Internet resource that is not able to enter the top ten search results. The only way to attract customers via the Internet using such a site is to place paid contextual advertising.

Why might this situation arise:

The development of the website structure is initially carried out not by an SEO specialist, but by the customer. The developers are asking him what pages will be on the site.
Based on the received technical specifications, developers make a prototype, create a design, add functionality and create Internet pages.
The promotion of the site is already carried out by other performers, who say that in order for an Internet resource to get into the TOP, it needs to be improved (insert new pages, select keywords, write new content). As a result, the release of the site is delayed for several more months.

Conclusion: sites with an unprofessional structure do not work effectively.

In order to attract free customers, rather than pay for contextual advertising, you need to create a semantic structure of the site, focusing on the requirements of search engines (for example, Yandex).

The SEO structure shows how search queries should be distributed across the pages of the site. In fact, this is an instruction for developers what pages to create, and for copywriters what keywords to use to write content.

Advantages of creating a semantic site structure:

A clear understanding of the required number of Internet pages and information materials to fill them;
Attracting as many clients as possible from search engines;
Minimizing search engine promotion costs;
Optimizing costs for contextual advertising.

Several keywords are selected for one product and grouped according to their meaning. For example, like this:

Thus, in order to attract customers via the Internet and not pay for each site visitor, you need to:

Compose a semantic core of the maximum number of keywords by which potential buyers can come to the site. To do this, we use the Yandex.Wordstat service and Yandex or Google hints in the search bar.
Create a semantic structure of the site based on selected keywords grouped by meaning. Each group of requests has its own page for a specific product or service.
Develop convenient functionality and attractive design.
Fill each page with unique content based on search queries.

Content development

This part of the work of creating an Internet resource is primarily dealt with by the designer. The layout designer uploads the texts to the site. Sometimes a programmer's help may be required. Depending on the amount of work, this type of task takes 8-10 days. The end result is a unique value proposition.

There is an opinion that a value proposition (also called USP or offer) is just a beautiful headline. In fact, this is a broader concept that includes not only the name, but also a description of the product or service, a photo of the company’s contact person, or even directions to the office - all this helps to attract the attention of visitors and encourages them to start contacting the company.

As we have already said, without complete immersion in the business it is difficult to create a working USP. Therefore, it makes no sense to try to save money and buy ready-made articles on freelance exchanges. Such performers rarely delve into the details of the product or the specifics of the company’s activities, and therefore the quality of the texts will be low.

It’s better not to skimp on paying professional copywriters, because their materials not only fill the site, but help attract customers and increase the company’s sales on the Internet.

How can you tell if your content is high quality? There are several criteria for selling text:

The headline describes the main value - the customer's benefit. The focus is on a specific segment. The more clearly the boundaries of the segment are defined, the more effective the value proposition will be, and more site visitors will become customers of the company.
The content is clearly structured and graphically designed. There is a myth that no one reads articles on Internet sites. In fact, mostly boring and uninteresting texts are ignored. Which material in the picture below do you like better - left or right?

Shows expertise, but is written in simple and understandable language.
Explains the features, benefits and advantages of the product. One of the fundamental criteria, but it is the most difficult to apply in practice. It is important not just to describe the properties of the product, but to talk about the benefits of the purchase for the client. For example, a design student may not understand the characteristics of the processor and the number of pixels on the monitor, but it is important for her that the image quality and color rendition are as close to reality as possible, and that the graphic editors she needs work without freezing. Therefore, you need to focus not so much on the benefits of the product, but on what it will give to the client.
No mistakes. Spelling, punctuation and grammatical errors will be like a fly in the ointment, even in the most selling text.
There is exactly as much text as there should be, depending on the purpose of the page. You cannot evaluate texts by volume. After all, an article is a value proposition about your product or service. It cannot be measured in quantitative terms, such as production volume or sales volume. The text cannot be too long or, conversely, short. There should be exactly as many thousand characters as will be interesting for a potential client to read.
Availability of conversion elements. In order for a site to be selling, the content, in addition to the main text, must contain various elements that encourage visitors to do something: click, leave contact information, download a free offer, etc. Technically, this relates to the functionality of an Internet resource, but in fact it is part of the content.

Remember that you are not selling to just any random website visitor, but only to representatives of certain segments. For example, in the Coffee Break company all clients were divided into three segments already on the second page of the site:

Each category is given its own life situation, indicating the visitor’s need, and then comes a solution to it. As a result, one page works to attract customers from three segments simultaneously.

In addition to text, other types of content can be used on Internet resources:

Video– allow you to clearly understand the essence of the product or service;
Infographics- helps to convey difficult-to-understand information to the consumer in an accessible form;
Feedback forms.

Advertising setup + search engine promotion in Yandex and Google

This task falls primarily on the shoulders of SEO and contextual advertising specialists; they are also assisted by a copywriter. On average, it takes 4-8 days to set up an advertisement. One-time website optimization takes 10-12 days. As a result, you get an increase in site traffic due to transitions from advertisements, first requests for the purchase of a product or service, and access to the TOP in search results.

There are two main sources of new visitors on the Internet – contextual advertising and organic search results.

The essence of the work and the difference between these methods to attract customers via the Internet:

Questions		Search Engine Optimization
How to get referrals?		Fill the Internet resource with quality content and reach the top 10 of search results.
When will buyers come to the site?	Every other day, this time is usually enough to set up contextual advertising.	In order for an Internet resource to be included in search results, it takes from 1 day (for Google) to 2 weeks (for Yandex). Reaching the TOP will take an additional 5 months.
What queries will the site be shown for?		The search engine will index the site using the keywords that fill the content and code.
How to be above your competitors?		Key success factors: 1) Relevance (the degree of satisfaction of the requests of potential clients); 2) Loading speed; 3) Usability (ease of use); 4) The degree of uniqueness of the content and pictures.
What do clicks depend on?	From meeting the needs of a potential client and being able to attract attention.	The same as with contextual advertising - from the ability to convey value to the consumer. A visitor just needs to read the snippet (a hyperlink with a brief description in the search results) to understand whether he will go to the Internet resource or not.
How often and for what should I pay?		Once a month to an SEO specialist and, as needed, to a copywriter for new content.
	Allows you to attract customers via the Internet almost immediately after launching an advertising campaign. You will have to pay constantly.	There will be an active influx of customers and confident sales growth no earlier than in 2-4 months, but you won’t have to pay for them. The main expense item is the salary of an SEO specialist.

Website improvement based on customer behavior

This work is performed by usability specialists throughout the entire time the Internet resource is in operation. He will analyze the ease of use of the site and set tasks for other performers to eliminate identified deficiencies.

Now we can say that the site is ready. But the work on it does not end there. It is necessary to periodically monitor the actions of visitors. To do this, we connect the services Yandex.Metrica and Google Analytics. In Metrica you can see what the visitor did: where he got to the Internet resource, what pages he looked at, where he clicked, whether he entered any data, etc. This gives a clear idea of whether the site meets the needs of potential customers. There is a possibility that you have not placed the emphasis correctly, so visitors leave without placing an order.

Yandex.Metrica and Google Analytics have the ability to track targeted user actions. To do this, you need to select the indicators that you consider necessary (filling out a form, clicking on a specific link, providing contact information, etc.)

You can select any goals or actions that reflect the number of orders or customer requests.

If you want to get online orders as early as possible, place your value proposition about the most cost-effective products or services on the first pages of the site and immediately provide contextual advertising on them.

On multi-page sites, you can make each page look like a landing page. The site will still be in the process of being finalized, and you will already have your first orders.

How to find and attract clients through social networks

Promoting a company on social networks is an effective way to attract customers via the Internet. It is important to understand that working on a social network for an ordinary user and promoting a product or service require a different approach and level of skill. Perhaps a photo of your baby can easily get several hundred likes in a day, but an advertising post will take much more time.

In order to maximize the opportunities of social networks for promoting a company, it is not enough to simply advertise products or services on Instagram, VKontakte or Facebook. It is necessary to expand your organic reach through well-chosen content to attract more customers.

Organic reach is the number of free impressions of your post on a social network. You publish a post, your subscribers like and share it, their friends see the post in their news feed, visit your page and become potential clients. The advantages of such online promotion are obvious - you don’t have to pay for link clicks and new visitors. Clients come to you for free.

In the future, organic reach with good indicators can also be improved by paying for its additional promotion. This will cost you less than promoting a group on social networks from scratch.

The most important thing is to constantly keep your subscribers engaged with the right content. The level of activity of group members on the page is assessed by the number of likes, reposts and views.

There are many tools and life hacks for attracting and retaining customers on a social network page.

Use emojis in your posts

Emoji are images that are used on the Internet to convey information instead of text messages. This graphic language first appeared in Japan. Currently, it has become widespread when communicating in all instant messengers and social networks.

Emoji help to better convey the emotions of the interlocutor during electronic correspondence, which explains their popularity on social networks. Using emoji in posts in your company group will make the texts more lively. This way you can quickly find contact with your audience. Emoji help to attract the attention of readers and make the message more vivid and interesting.

Work on your social media profile

Thoughtful design of a company page on a social network helps to attract more customers. First, choose a suitable avatar or make a banner. This could be a company logo or an image of a product or service. You can also advertise about an upcoming promotion or sale.

Use the “pin post” option and pin the advertising post or post with the most likes on the group wall. This way, important information will always be visible to new visitors and subscribers and will not get lost in the feed.

Use the right hashtags

A hashtag is a word or phrase preceded by a # sign. Hashtags on the Internet are used to search for content on a specific topic on social networks. The search query will look like this: #wedding, #vegetarian recipes, #fitness, etc.

Using hashtags, you can promote groups and communities on social networks and attract new customers. It is important not only to choose the right hashtags, but also not to overdo it with their number in the post. Thus, according to marketing research conducted by Bufferapp, on Twitter, messages with one hashtag are most popular; on Instagram, posts with 11 or more hashtags receive the most likes. On Facebook, on the contrary, hashtags are not the key to the success of a post, and it is better not to use them for promotion.

You can use popular hashtags in anticipation of some important events and activities. For example, if you specialize in sports paraphernalia, engage in active discussion of the World Cup on the Internet and insert relevant hashtags.

Play with memes

A meme is a message on the Internet that uses images, videos, animation, captions, etc. to convey the essence and emotions.

Memes are very popular on social networks. The speed of their spread is simply stunning. The secret of their success is simplicity, relevance and orientation to modern culture. Memes gain popularity as quickly as they lose it. Despite this, they can be effectively used to attract new customers via the Internet.

Just find the most popular memes and use them to promote your products or services. Most new memes can be found on the Internet resources Pikabu and Reddit.

You can also come up with your own memes using the generator. Consider the specifics of your target audience. After all, memes, like local humor, may not be understandable to those who are “not in the know.”

Post quotes as images

A graphic image conveys much more information than a text message. It engages the reader's emotional sphere. To increase subscriber engagement, you can combine a picture with text. For example, arrange a well-known quote against the background of a picture that has a suitable meaning.

When choosing quotes, focus on the interests of your target audience. This way you will increase the loyalty of your subscribers and be able to attract more customers.

A popular service for making such pictures with quotes yourself is the Pablo online resource.

Encourage visitors to tag their friends in the comments

You've probably come across posts on social networks that reminded you of yourself or some relative or acquaintance. For example, a post about how most people go on a diet on Monday resonates very well with your habit. Or describes your friend exactly.

Such posts, where subscribers recognize themselves, are liked and shared more. Another life hack on how to attract even more customers to your page is to invite subscribers to tag friends with a similar life situation in the comments.

Three proven approaches for promoting on social networks:

Suggest tagging friends who have fond memories: “Tag people who make you happy.”
Let them challenge their friends: “Tag a friend whom you challenge to not eat sugar or flour for 21 days.”
Make funny pranks: “Tag the person with the most memorable laugh.”

Hold competitions

You can hold competitions directly on the company’s social network page or use a special service, for example, Gleam.

Create quizzes, polls and other interactive content

Interactive content calls subscribers to action. Various quizzes, voting and surveys are very popular. They allow you to instantly attract the attention of page visitors. To create interactive content, you can use standard social networking services (for example, creating polls on VK) or specialized Internet resources (for example, Playbuzz).

Entertain your visitors with GIF animation

Gif animation is a cross between a photo and a video image. The difference between gifs is their humor and short duration. There are several options to find the necessary gif content:

Download a GIF on the Internet or make your own, for example, in the GIPHY service.
Make a short GIF from the video.
On Twitter, you can make a GIF using the built-in GIF animation option.
To upload GIFs to Instagram, use the Boomerang and AZ Screen Recorder applications.

How to attract customers using contextual advertising

Advertising is everywhere. Every second banner has another “super advantageous offer” and a promotion that is valid “today only.” Many people are already tired of such an annoying desire of companies and brands to sell them the next new product at an “incredibly favorable price.”

Contextual advertising is one of the tools of Internet marketing. Such popular search marketing services as Google Adwords, Yandex Direct and Begun help set up contextual advertising. They work on the principle of PCC (Pey Per Click) systems, i.e. require payment for each user click on an advertising message.

Relevance.

The main quality of effective contextual advertising on the Internet is its relevance. If a person is looking for where new iPhones are sold, the search engine will give him advertisements with discounts on this phone model and give him a link to the seller’s website.

Such contextual advertising appears at the right time in the right place. As a result, the likelihood that a user will click on the ad and follow the link increases significantly. Unlike other advertising tools, contextual advertising does not work for all Internet users, but for a specific segment. Therefore, it gives a larger number of clients who can be attracted with its help.

Economical.

By placing contextual advertising, you do not waste money, but pay only when the ad works (attracts a client who follows the link). This allows you not to inflate your advertising budget and spend allocated funds rationally.

Transparency.

Contextual advertising analytics allows you to understand what users are looking for and what their requests are. For example, if potential clients type “buy an iPhone with a guarantee” into a search engine, then you can easily customize contextual ads with the necessary emphasis. This will increase the click-through rate of your advertising message and increase sales.

Contextual advertising, unlike other types of online advertising, enjoys greater trust among users. People are not afraid of following a link in an ad to a site with viruses, so they easily click on contextual links. We can say that contextual advertising has established itself as a reliable and trusted source of information among users on the network.

How to attract customers using email marketing

E-mail marketing is a kind of communication channel between a company and potential and actual clients. The stronger this connection is, and the more pleasant the communication is, the more loyal the users will be and the higher the sales volumes.

Nowadays, the average user is bombarded with a huge amount of information every day. Therefore, most people ignore constant attempts to sell them something, without even delving into the essence of the commercial offer.

How to get attention

The main feature of e-mail marketing is the personalized nature of messages. By addressing the client by name, you reduce the distance between you. Your company no longer seems as distant and alien as it once did. Then it’s a matter of small things - to build respectful friendships without slipping into familiarity. For example, like this:

“Hello, X!

We have an unusual offer for you. Try it and evaluate it in action. We have made every effort to ensure that the productThe Z was comfortable and intuitive to use.

And a 30% discount will be a pleasant bonus for you.

Come to our store. We will be very glad to meet you!”

In this example, communication with the client is warm and lively. A little flattery, lack of arrogance, and the reader no longer perceives your letter as another attempt to sell him something. Although the commercial offer is still voiced, it is not as intrusive as is usually the case in letters that immediately end up in the Spam folder.

How often should emails arrive?

There is no single point of view here. You need to maintain a balance between regularity and unobtrusiveness. If your newsletter overflows the client’s mailbox, then with a high probability they will unsubscribe from you or send you to spam forever.

But even random letters that arrive several times a year will only cause surprise to the user.

There are 4 ways to send emails to clients:

“Hello, dear X!

We missed you. You completely forgot about us. A lot of interesting things happened before you read our letters. New product models have appeared with incredible characteristics that will definitely interest you.

We think you'll definitely like it!

Come to our store when you have time. Our new products will not leave you indifferent. We'll be glad to see you. See you soon.

Best wishes, CompanyZ!”

These reactivation letters give you a second chance to attract a client. If a subscriber did not immediately pay attention to your products, this does not mean that he is not at all interested in you. Perhaps he is just thinking about the purchase for a long time. Don't write him off right away.

Provocation in letters

You need to be very careful with provocations. They can negatively affect the company's image and reputation in the eyes of customers.

Let's look at an example of how subscribers might react to provocations in an email newsletter.

The internet resource webinar.ru provides services for organizing webinars. In order to attract new customers from among old subscribers, the company decided to send out provocative reactivation letters with the following content:

An error in the system that carried out the mailing added fuel to the fire. Instead of a specific group of subscribers, all users, including regular customers of the company, received the letters. Many of them were indignant after reading the letter with such a provocative topic, and actively expressed their dissatisfaction on the social network.

Despite the negative response from many clients, the company's management remained satisfied with the results of the controversial provocation. An accidental mistake brought webinar.ru an increase in sales and an influx of new customers.

Another example is the Qlean company, which provides cleaning services, decided to remind old clients of itself and sent out a reactivation mailing with the following message:

Such a dismissive tone caused a wave of indignation among subscribers. Moreover, regular customers who regularly use the company’s services also received the newsletter by mistake. Active discussion of this letter on the Internet attracted the attention of many social network users. As a result, the seemingly unsuccessful provocation helped Qlean attract new customers and increase sales.

Thus, despite the active development of social networks, email has not sunk into oblivion. It remains a popular tool for companies to communicate with regular customers on the Internet and allows them to attract new ones. In an ever-increasing information flow, you shouldn’t clutter your clients’ mailboxes with boring and uninteresting letters. Find your own approach to build warm, trusting relationships with your subscribers, and not just try to sell them something.

Today, consumers are already so tempted by the abundance of goods on the market that it can sometimes be very difficult to attract their attention to a really good thing.

Many worthy manufacturers are left with nothing, since high sales volumes are often concentrated in the hands of well-advertised companies. Is it really impossible to find your buyer? No, that's not true. The right tactics and a little knowledge of economics and marketing will certainly help you succeed in business. Let's try to study in more detail the step-by-step actions of a novice entrepreneur to attract buyers.

Which buyer is “yours”?

“Own” buyer is an interested person who is a potential client of the enterprise. Of course, you need to be able to reach a person and make him want to contact you.
As they say, every product has its own buyer. This rule is due to differences in individual tastes, different household incomes, and the quality of the products sold. These factors influence the buyer's choice in the store. He looks at the following parameters:

price;
quality;
individual characteristics of goods, which may depend on the category to which the product belongs and on the manufacturer (color, size, taste preferences of the buyer).

It is impossible to influence the last point in any way, because it is impossible to please everyone, but achieving a good result in accordance with price and quality is absolutely possible, only the manufacturer is responsible for his product.

How to find your buyer?

Finding “your” buyers is quite a long and expensive task. Finding people interested in your products is not that difficult, but it requires having specialized employees on staff. For example, IT technology specialists, marketers, advertising specialists.

First you need to develop the company to at least an average level. It is very important to pay attention to the range of products. A good selection attracts more people and creates the impression of a truly specialized point of sale.

Of course, you definitely need to monitor the quality of the products, because this is one of the main factors that affects the amount of sales.

Pay attention to the packaging and product name. Bright colors will always cheer you up and attract the attention of a person passing by.

In addition to these obvious things for a conscientious manufacturer, we advise you to pay attention to the following options for attracting buyers:

Distribution of products to as many points of sale as possible (stores, markets if necessary). It is advisable to supply products to specialized stores, because this way an interested buyer will be able to come and find exactly your brand on the shelves.
Creating your own stores with prices slightly lower than market prices or with the same pricing policy. This will help increase sales by lowering the price, although it will be insignificant.
Advertising campaign. Distributing advertising throughout the city and in nearby areas will help attract more buyers. For advertising to be truthful, it is necessary to constantly improve the quality of the product produced. Then the result will be twice as effective.
Creating a group on social networks. Developing a VKontakte group, Instagram page, community on Facebook or Odnoklassniki will also help to interest many people. By hiring people to develop these pages, you have the opportunity to start selling products online. This will be a profitable way to promote your business. You can advertise pages in other groups of similar focus. For example, advertising clothes in fashion communities or on similar pages for selling things.
Create your website with the ability to purchase products online via the Internet and deliver throughout the country or abroad too. This will expand the markets for the product.
Create a catalog with a full range of products or a booklet that you can hand out to passers-by on the street. You can also print business cards and hand them out to customers. Using the number, they will be able to find out the dates of new deliveries of goods, which is very interesting and unconventional for regular stores.

By following these recommendations, you will certainly be able to find your buyer. You need to follow what is written only after you have identified the main segment of buyers who make purchases from you. These could be children, women, students, pensioners and other categories. The definition of a buyer directly depends on the category to which the product being produced belongs. For example, children's products, women's and men's clothing, cosmetics, accessories and more.

Finding clients using advertising

contextual;
media

contextual advertising

Contextual advertising is also called search advertising. Its essence is that with the help of certain queries in search engines you can find exactly your page and products. A potential buyer, without even knowing it, finds you himself. To make him pay attention to you, follow these recommendations:

post as many photos of the products as possible indicating the price, describe the quality and composition of the product;
It is desirable that the page have a large number of subscribers and customers who would have the opportunity to leave feedback about their purchase;
Regular competitions will also be effective. By raffling off gift products and making discounts for the holidays, you will attract a huge number of people who want to try your products.

2. Develop a coherent work plan:

delivery of goods in a short time by courier or postal services;
free delivery if the product was ordered for a certain amount and other developments that will simplify ordering.

3. Highly qualified online store managers who can help everyone:

assistance in choosing goods;
consultation;
the ability to quickly ask a question to the manager in an online chat.

4. It is very important to pay attention to the content of the site or group:

colorful photos of products that will make you want to place your order immediately;

articles on how best to choose a certain item, tips and tricks;

a detailed description of the components of the composition (for example, yarn and fabrics in clothing, oils in cosmetics, etc.);

competent distribution of information into sections on the site or in the community for simplified search and navigation;

using keywords or tags (on social networks and Instagram) to quickly find the necessary information and product.

If you have a website, this will help any resident of Russia find you using keywords if they are used somewhere on your website. In order to select the correct occurrences, use programs and services. For example, Wordstat.

Display advertising

Display advertising is used specifically for business development; its use is appropriate in places visited by people interested in purchasing a particular product. Of course, media advertising involves advertising the company’s products in the media. This could be advertising on the Internet, on radio and television channels or in magazines and newspapers.

So, in order to find their customers, it would be appropriate for women's clothing manufacturers to advertise in women's magazines. This includes weight loss products, cosmetics, office supplies and more.

Entrepreneurs who target a male audience can use online advertising. Many men and young guys spend a lot of time online on the Internet, playing games. Advertising on sites in this area, be it advertising clothing, shaving products or other men's accessories, may interest you in going to the product page.

What is contextual display advertising?

The most effective and at the same time economical option for a young entrepreneur may be the use of contextual media advertising. These are publications on the Internet that users will only be able to see once. This means that users who have previously seen this banner will not be able to view it again. This helps to save funds by directing them only to truly interested clients.

Ways to attract customers without advertising

Barter advertising.
Referrals.
Newsletter.

Barter advertising is an exchange with other stores. This concept is very close to client exchange, almost adjacent, but it is more extensive and interesting. Barter is an exchange. In this case, we suggest using each other’s advertising. For example, if you have an agreement with a clothing store, then their salesperson can advise clients, after making a purchase from them, to choose accessories for their outfit in your store. In turn, by selling your product, you will offer the product of another store. Unobtrusiveness is the main secret of successful advertising. Using this method, you can attract a lot of clients who may become your referrals in the future. The product will definitely begin to be purchased more intensively.

Referrals are customers who liked shopping with you; they will advertise the store for free, because they still have pleasant memories of the excellent service and high quality of your products. This is one of the best free methods and you just need to work for it. Only an idle store will not be able to get referrals, but for a large number of satisfied customers you should work very well, pleasing them with a high level of service and pleasant discounts.

Mailing is a more intrusive method. This is a type of advertising, but it is free. You can do the mailing yourself, or you can hire another person to do it. You can send advertising messages on social networks (to users who fit the buyer segment) or by email (if the person has previously registered on your website). Unobtrusive messages about new products, their quality and reasonable prices will certainly attract the reader and force him to follow the link to your website.