Most online retailers are already doing customer acquisition management… well, if you weren’t, you wouldn’t still be in business! As we learned during yesterday’s webinar, most retailers are dissatisfied with their current customer acquisition tools, strategies, and results. There’s a lot that can be taken from that information, and we’ll be exploring it in the days and weeks ahead.
But for today, let’s review what most marketers are currently working with:
- online advertising
- search marketing (paid and organic)
- social media marketing
- list purchasing
- PR and content marketing
- word of mouth from satisfied customers
It’s finding the right mix of these tools that’s at the heart of creative customer acquisition management.
One possible tool that’s not used enough by online marketers is the demonstration of the products or services being sold. You see product demonstrations at the mall all the time, and it’s effective. But in a digital world, it’s more difficult to grab a passer-by and ask if they’d like to see how your widget works.
Or perhaps not.
B2B businesses are constantly offering demos, especially of software products; it’s one of the steps in their prospect pipeline. But why shouldn’t it work for B2C marketers? The reality is that YouTube is fast rivaling Google as a search engine, and if you don’t have a presence there, you’re missing out on exposure to and interaction with prospects.
So take a minute to see what others in your retail space are doing on video, and consider hiring a crew (no, don’t do it with your iPhone!) to create a demonstration of what you sell. You may just have opened up a new customer acquisition channel!