How to Find Customers

Question 1

Customer Persona

Answer 1

includes occupation, need, want, personality, traits and buyer.

Question 2

B2C

Answer 2

direct marketing and sales, trust (mostly online) mostly Europe and South America.

Question 3

B2B

Answer 3

sales through agent network, meet students in home country, propose support services (visa) mostly MENA, Asia and South America.

Question 4

Uses of different marketing channels:

Answer 4

1. Search Engine Marketing (SEM)
   - (list of keywords, adverts, a landing page and a bid against competitors) (organic searches aren’t paid and ranking decided by Google’s algorithm and website optimisation).

• This tactic gains very qualified customers (ready to buy) as they have proactively searched for their products

2. Social Media Advertising
   - (create ads, target specific audience to a landing page, pay per click or pay per 1,000 impressions).

• This targets passive customers who need to be “nurtured”.

3. Other acquisition channels
   - Affiliates (ads on third-party websites)
   - Referrals (content such as articles on third party websites)
   - Email marketing
   - Mobile advertising (in-app)
   - Display advertising (Google display network)
   - Video advertising (youtube)
   - Organic social
   - Blog
   - PR

Question 5

Without using social marketing, search for customers with

Answer 5

• Sufficient wealth
  
  • Can be contacted
  • Reason to buy

Question 6

Find sources of potential clients of high wealth:

Answer 6

• Current Clients
  
  • Associates of Current Clients
  • Major companies
  • Directors

Question 7

How to convert clients:

Answer 7

A marketing lead is used in digital marketing which gives the details of the customers, which the business can follow on.

Use CRM (customer relationship management) to nurture the customer and bring value to the right person at the right moment.

Often, firms use a lead to send a follow-up email and entice to contact. Then, the sales team will get involved over a longer period of time to attempt to sell the product to the customer.

Question 8

How to satisfy clients:

Answer 8

Be sure that you understand your clients, otherwise they will not trust you with the product/service that you are selling.
Convey and communicate the value you deliver, let customers know that they need it.

The marketers must execute their plan and deliver, otherwise trust is lost.

Question 9

Exceed the expectation of the customers:

Answer 9

1. Understand their needs (monitor customer behaviours on websites, social media, CRM and feedback) (monitor the external environment, understand trends, monitor competitors, listen to sales partners’ feedback)
2. Meet their needs (target the right message/product, categorise/segment customers based on needs and behaviour, and how ready they are to buy. Target those categories with the right channel and message) (improve products and adapt to changing needs)
3. Monitor satisfaction (especially from user-generated content (1 bad review is very powerful and encourages reading)
4. Exceed expectation of customers (generate e-Word-of-Mouth such as user generated content)