The Power of Digital Marketing & Customer Acquisition

In the past you had four major channels with just a few massive hit shows amongst them and these were your marketing channels.

By running a commercial during a few shows, you could reach 80 to 90 percent of your target audience.

But things have changed. The rise of the web has dramatically transformed our marketing opportunities.

The web is everywhere. On our laps, in our hands and even on our wrists.

You no longer have to catch consumers at primetime. You can catch them anytime, throughout their day, on any device.

This change has forced us to rethink all of our strategies.

Let’s take a 40,000 foot view of the big four in Digital Marketing.

We will dive deeper into each of these digital marketing channels in future articles.

Pay-Per-Click (PPC) Marketing

Google AdWords

This is by far one of the most powerful digital marketing solutions available to us.

The concept is simple. You set up an ad in a PPC service provider and select your targeting methods.

An auction takes place and ads are shown. You then pay when someone clicks on your ad.

That’s it!

Actually there’s quite a bit more involved in this process such as bids, budgets, ad style, etc. But remember this is a 40,000 foot view.

Google AdWords, Facebook, Twitter and LinkedIn are just a few of the major players in the PPC world. And, if used correctly, can connect your business to millions of users.

Pay-Per-Click marketing is a spend money to make money solution, however, it can be the perfect solution for driving well targeted, ready to buy, traffic to your business.

Social Media Marketing

Social Media Marketing

We are firm believers that Social Media, while great for client retention, is not the best channel for new client aquisition.

This philosophy does not include the PPC solutions offered by these networks.

The reality is that for some to like, follow or subscribe to a brand or company typically they need to believe in what they stand for.

Individuals who do not know you or your organization will not be apt to like, follow or subscribe.

You must first convince them of why they should believe in your business and how they will benefit.

This is typically the behavior of someone who has had experience with you, such as a previous customer.

Social media marketing, in our opinion, is best used to leverage past, happy, customers and offer new products, discounts and specials.

This is not to say that you will never gain a new customer from having a Facebook page, it can happen.

It’s more likely though that you will reacquire past customers, have those customers share their love of your business with their friends and build a deeper relationship. (More on this later).

Content Marketing

Content Marketing

Content marketing in the digital age is a fairly fresh concept and a powerful one at that.

The idea here is to offer valuable, relevant and consistent content to attract and retain a clearly defined market.

It’s writing engaging articles with helpful bits of information or downloadables that your users can take and apply right away.

The catch here is that you want to offer enough information to get your readers one step closer to their goal, but not so much that they don’t need you or your services.

The main goal of content marketing is to establish trust and authority in your field.

When your readers realize that they may not be able to accomplish their goals alone, they will remember the company who helped them get one step closer with accurate, helpful information.

Email Marketing

Email Marketing

Email, if used correctly, is by no means dead.

This area of digital marketing is so versatile it’s amazing how many people just write it off.

Because of its versatility, it can be quite difficult to unpack and to use appropriately.

The way in which you email your news subscribers must be different from your cold outreach emails. And both must differ from the specials/upsales you send to your previous customers.

On top of all this, building quality email lists may seem like a daunting or insanely difficult task.

However, when you break email marketing down into its different avenues and approach each appropriately the task begins to simplify itself and become much easier to tackle.

We will cover all of this in future articles to help you build better lists and leverage those lists for success.


While this article is more of an outline of what is to come, we hope it’s given you some insight into the different digital marketing channels available to you.

As we progress, you will see that no one channel is the “Best” solution and that to get the greatest result, each must work together to accomplish your goals.

A little lost on any of these channels? Let us know in the comments below and we’ll do our best to answer your questions in the coming articles.

Make sure to subscribe to The Arch to get the answers.