Digital Techniques for Customer Acquisition, Conversion, and Retention Webinar
“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” – Philip Kotler
“Customers won’t come just because you build it. You have to make the connection.” – Jay Baer
Innovative Customer Acquisition Techniques
Tool: HubSpot
Description: Comprehensive tool for CRM, email marketing, and sales, offering a full suite of tools to attract, engage, and delight customers.
Content Marketing
Tool: Contentful or WordPress
Description: Platforms to host, manage, and optimise content for maximum visibility.
SEO and SEM
Tool: SEMrush or Moz
Description: Tools to research keywords, track rankings, and analyse website performance.
Social Media Advertising
Tool: Facebook Ads Manager or Hootsuite
Description: Platforms for creating, managing, and analysing ads across social networks.
Influencer Collaborations
Tool: Upfluence or AspireIQ
Description: Helps in finding the right influencers and managing partnerships.
Example: Use of influencers by Fashion Brands for product promotion.
“There’s a lot of content out there. The consumer is in control. Your job is to get them to pause.” – Joe Pulizzi
Conversion Strategies that Turn Browsing into Buying
Website Optimisation (with A/B Testing)
Tool: Optimizely or VWO
Description: Platforms for running A/B tests and analysing results.
Personalized Email Marketing
Tool: Mailchimp or SendinBlue
Description: Enables targeted email campaigns and tracking performance.
Remarketing and Retargeting Ads
Tool: Google Ads or AdRoll
Description: Tools to display ads to users who have previously visited your site.
Trust-building (e.g., reviews, testimonials)
Tool: Trustpilot or Yotpo
Description: Platforms for collecting and displaying customer reviews and testimonials.
Example: Amazon’s “Customers who bought this also bought…”
“It’s cheaper to keep a customer than to acquire a new one.” – Unknown
Secrets to Fostering Loyalty and Encouraging Repeat Business
Loyalty Programs
Tool: LoyaltyLion or Smile.io
Description: Platforms to create and manage loyalty reward programs.
Exclusive Offers
Tool: Privy or OptinMonster
Description: Tools to create exclusive pop-up offers and capture leads.
Customer Feedback and Surveys
Tool: SurveyMonkey or Typeform
Description: Tools to gather customer feedback through well-crafted surveys.
Customer Support Excellence
Tool: Zendesk or Freshdesk
Description: Customer support tools to resolve issues and enhance satisfaction.
Example: Starbucks Loyalty Rewards Program
Navigating the Digital Marketplace – Steps for Marketers
- Identify Target Audience & Channels
- Conduct market research
- Develop personas for ideal customers
- Choose platforms based on audience demographics and preferences
- Create High-Quality Content
- Research trending topics and keywords
- Develop a content calendar
- Ensure content is SEO-optimized
- Optimise for Search and User Experience
- Regular SEO audits
- Optimise website for mobile
- Prioritise site loading speed and navigability
- Engage on Social Media
- Interact with followers
- Share user-generated content
- Use analytics to refine strategy
- Measure, Analyse, and Adapt
- Monitor KPIs and metrics
- Adjust strategies based on data
- Continuously test new approaches
Top Tips for Effective Digital Marketing
“Digital marketing is ever-evolving. Stay informed, stay adaptable, and most importantly, stay customer-centric.”
Stay Informed: Digital marketing is dynamic. Ensure you are up-to-date with the latest trends, tools, and algorithms.
Listen to Your Audience: Feedback, both positive and negative, is invaluable. Regularly solicit it and act upon it.
Be Consistent: Whether it’s content posting, responding to customers, or launching ad campaigns, consistency is key to building trust and brand recognition.
More webinars like customer acquisition, conversion and retention at Cambridge Marketing College.
