While every customer is probably unique in some individual way, your visitors or customer contacts will quickly reveal patterns in their needs, their interests, how they find you, and what they expect from you as a supplier.
From the universe of patterns you see, identify the decision points where you may be able to influence their decisions in a positive manner. These locations may be a landing page on your site, a search query result, or a partner or influencer business. Place your promotions or recommendations in those high traffic locations. The old school promotions are around trade shows or industry events, the newest are in social media with Pinterest and Tumbler. A mix of straight up banner or real estate ads, Google, Bing, Yahoo, or Baidu search ads, and promotions on your own site are all opportunities to reinforce your brand. Keep these promotions in "voice" and use them to add to your experience and provide value where possible.
For example, when someone searches for an "orange" on your site, your presentation of the answers should be more than just a list of pdf's that include the word "orange". Take that content and sort it by colors, fruit, and sizes, and place visual brand related ads to the right of the categorized content. When the choose the fruit version, recommend the results in terms of freshness or flavors: tart or sweet. Offer choice in the selections and reinforce your brand message in the process.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016