Acquiring New Customers

How to find new customers or help them find you

There are a number of Internet search engines where people can type in what they are looking for and get results. But the majority of the traffic – over 90% in fact - comes from just three places: Google, Yahoo and MSN. As these search engines become more and more sophisticated, the task of acquiring new customers for your products is becoming more and more challenging.

42% of online buyers arrive via search engines

Focus your acquisition strategy on these three areas for best results:

1. Search Engine Optimization (SEO)

For “organic” searches, your goal is to get listed somewhere on the first three pages of search results. Getting your company's name to appear in the top 10 (out of thousands and thousands of listings) requires constant attention to a variety of factors, including the selection of relevant keywords, proper placement in meta tags and page content, and the use of spider-friendly techniques.

Although this process is somewhat complex and time-consuming, you can cover the basics with a little direction. Start by signing-up for our SEO Review to find out where your weaknesses are.

2. Pay Per Click (PPC)

Pay Per Click advertising allows you to control your visibility on the Internet by paying for it. It's a cost-effective way to attract qualified customers for your particular products.

You bid on keywords describing those products and write a small ad that appears on the search results page for those words. Your position on the page depends on how much you are willing to pay. Because you only pay when someone clicks on your ad, the key to success is your ability to convert each lead into a paying customer.

Make sure that the landing pages specific to these keywords clearly address the expectations your ads create because that will have a big impact on maximizing online sales conversion. As the Internet grows, PPC will become even more important. It’s a way to really grow your business, if you have the patience for it.

3. Affiliate Programs

An affiliate program is a way to drive traffic to your site from a third party. You pay a relatively low commission to the affiliate if someone buys or signs up for something on your site. Arrangements vary according to the program. There may also be “organic” relationships that you can develop with compatible companies to drive more traffic to your site.

You can even develop your own affiliate site for generating new customers. If your business lends itself to this application, it could reward you with significant high quality, low-cost new traffic.

Other programs to consider

BLOGS, shoestringers (“classified” ads), carries (a form of viral marketing), cool sites of the day, and third party endorsements are some of the other ways to increase traffic to your site.

It’s important to set your priorities and concentrate on the most productive acquisition methods first.

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