Using marketing channels to reach customers

Are you focusing more on the business market? Then read How to reach business clients to reach this target group.

Step by step

Follow these practical steps to get started right away:

• Choose 1 or 2 places where your target group is present. Start small to keep focus.
• Read the information for each channel carefully.
• Write down the actions you will take and schedule them for the coming weeks.
• Test and check what works. After a few weeks, analyse which actions bring in most customers. Decide what you can adjust, and what your next steps should be.

Online channels to find customers

1. Social media

With social media, you can reach large numbers of people and have direct contact with customers. You can use channels like Facebook, Instagram, and TikTok to advertise your products or service. This is how to use social media:

• Post several times a week. This way, you stay visible and increase your followers’ engagement. Highlight your products and expertise and share experiences and reviews from other customers.
• You can also advertise on social media. This allows you to reach more people than with a post. Start with a small amount per day. You can select who sees your ad, so you can reach your target group in an even more targeted way.

Start using social media right away

Choose a platform that you will focus on in the near future. Think about how that platform will help you reach your goal.

2. Email newsletters 

Email marketing is sending emails about your products and services. Note: you can only send your customers an email if they give you their prior consent. You send your customers newsletters with information and offers. You can personalise an e-mail, calling the customer by name and sending tailored offers. This is how to use a digital newsletter effectively

• Collect email addresses. Put a subscription form on your website and social media and ask permission to send customers a newsletter when they buy something from you.
• Share tips, trends, or updates that help your target audience. Make your emails short and easy to read.
• Use a strong call-to-action. For example, ‘Come to the shop soon’ or ‘Book a free introductory consultation’.

Start your newsletter right away

Choose a platform that allows you to send newsletters. Create a subscription form for your digital newsletter. Share the subscription form, for example on your website and your social media.

3. Search engines

Many customers start their search for your product or service via search engines, such as Google and Bing. Make sure you are found. This is how to use search engines:

• Complete your search engine company profile with clear information, photos and contact details. For example, at Google Company Profile and Bing Places for Business. This especially helps with local visibility.
• Search engine optimisation (SEO): Usethe right keywords in your texts and make sure you have a clear, well-functioning website. Then search engines will find you more often.
• Advertising: With search engine advertising (SEA), you pay to appear at the top of search results. This allows you to reach businesses actively searching for your products or services.

Start improving your findability in search engines right away

Use Google Search, Keyword Planner or Umbrellum to find keywords your customers use. Put them on your pages and in blogs. Download and read the tutorial Customer acquisition with SEA.

4. Online ads

With online advertising, you place ads on other people's websites and pay per click. You see results quickly, you can reach a targeted audience, and you can work with a flexible budget.

 Get started with online ads right away

Reasearch which websites your target audience visits and ask about advertising opportunities and rates.

5. Content marketing

Content marketing is the creation and sharing of useful content, such as blogs and videos. You provide valuable information that matches your customers' interests. This builds trust, increases customer engagement, and attracts new customers.

Get started with content marketing

Think about what your target audience would like to know, what they often ask about, or what concerns them. Write a first draft of a blog or come up with a script for a video.

Physical places to reach customers

1. Networking

Networking expands your contacts, introducing you to people who may need you at a later stage or who can recommend you to others. By making yourself visible, you increase the chances that people will think of you when they need your products or services. Networking can be done anywhere. At a birthday party, at the sports club, and in the schoolyard. Maybe the person you are talking to knows an aunt, neighbour, or colleague who is looking for your service or product.

Start networking right away

Write your own pitch. Your pitch describes the most important information about yourself and your business. Try out your pitch the next time you meet people. Download and read the tutorial Finding customers with acquisition and networking.

2. Stand at events

Have a stand at a local market, fair, or event that your target audience visits. Show what you have to offer and how you can help. An additional advantage is that you will immediately see how people react to your products or service. This allows you to make improvements.

Start directly with events

Research what events are being organised and think about which ones your target group will attend. Ask the organisers about renting a space.

3. Advertise in a (local) newspaper or magazine

Find out which newspaper or magazine your target group reads. Ask existing customers which (local) newspaper or magazine they read. Place an advertisement or informative article (advertorial) that matches the interests and needs of your target group. For example, write an informative article about a common problem faced by your target group and show how your product or service solves it.

Start advertising right away

Choose one newspaper or magazine that your target audience reads and explore advertising or content opportunities.