ABSTRACT
Chapter 11 discusses how to attract online customers to a digital business prototype. The most important customer acquisition channels include search, social media, paid advertisements, and email marketing. Search engines are a major source of customers online with high conversion potential. Placement in the most relevant search rankings is critical. This chapter discusses how search rankings work and how to create and implement an effective strategy for search engine optimization. Social media is a fast-growing source of customers online. This chapter also discusses how to create and implement a social media strategy that includes a content strategy, an engagement strategy, and an influencer strategy. A digital business should have clear customer acquisition goals, with a specific numeric target for each channel.
