5 Online Marketing Tactics That Win and Keep Customers
Patrick McFadden • June 26, 2013
In an environment where the world is your competition, many businesses have implemented a variety of online marketing tactics to try to win and keep customers. Unfortunately, results vary significantly because tools are only as good as the person using them.
Though the results vary, there are three 3 things that I noticed from the individuals and businesses winning and keeping customers.
- They find where their customers talk and “go deep.”
- They create content that people want to talk about.
- They use the internet to listen to customers.
Basically they have taken the proper view to this online marketing marathon. Yes, it’s a marathon because it’s all about having a continuous effort towards achieving marketing goals while the competition is doing the same thing.
Here are 5 online marketing tactics that businesses can use to win and keep customers.
- Build a Stage. You must have a place where you can sell your ideas, services, products etc. It can be as simple as a podcast, newsletter, forum, blog or as complex as a self-hosted community. No matter what it is, it’s where you direct all internet traffic. Last but not least, do not build your business a platform you don’t own or control.
- Getting Mentioned in the Media. Getting mentioned in the media can boost awareness, credibility and directly generate new business. One of the tools I use is HARO. Check it out here: ( Help A Reporter Out ). Another method that works is to visit industry blogs and make comments that add value, then follow-up with more detailed, useful information.
- Become the Knowledge Broker. Build authority by being be a resource for customers through useful content. Respect and trust are among the few things that money can’t buy.Your competition may be capable of “buying the market” through extensive advertising or discounting, but you can market information that will help customers make better buying decisions and enjoy full value for years after they buy.
- Pick the Right Platform. That’s the key for successfully building relationships with customers. The only way to find out is to explore building a social media presence. The right platform varies per business it might be a LinkedIn group, Facebook Fan page or a niche forum. Start exploring.
- Gain Permission. VERY IMPORTANT! The asset (the only asset, pretty much) that can be built online is permission. The privilege of marketing to people who want to be marketed to. Unless you succeed in obtaining a visitor’s permission to communicate with them, you may never get another chance. Once you have this permission you can establish a trust-based relationship that can reward you with years of profitable, repeat sales and word-of-mouth referrals.
Understanding platform intent, sales cycles, and what actually works in high-ticket home services
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.
Most marketing firms talk about tactics. We help our clients see the bigger picture.
