How do you get people to become as excited about your brand as you are?
Well, you could threaten them or hypnotize them. Those are sure to work… or not.
But there are even better ways, (which don’t end up with you behind bars).
To do this, you need to know “what” exactly your company does and “why” your company does it. In fact, the emphasis should be more on the ”why”.
The ‘why’ focuses on the passion you have for what you do. Your passion is able to inspire people even if they are not out-of-the-world excited about ‘what’ you do. Though this won’t stop you from talking about what you do, it will give your target audience an understanding of why your work is important. By explaining “why”, it should be important to them too.
Why Being Prepared Matters
The customer acquisition process is not predictable, but that doesn’t mean that thoughtful planning is not necessary or useful. There are many things that can go wrong. However, there are some things that you can do to reduce risk and improve your chances of success.
Have a Plan
Having a well thought out customer acquisition strategy is essential. Even a very basic plan will give you direction and help you measure progress.
Hire the Right People
Irrespective of the size of your team, everyone should understand your user acquisition process and what specific roles they will be playing.
Estimate the Cost of Customer Acquisition (CAC)
Your CAC is defined as the cost of all of your sales and marketing expenses over a given period of time, divided by the number of customers acquired in that period. You may not have a strong sense of your CAC until you begin acquiring customers, having an estimate will help you be prepared.
Your marketing team needs to “really understand how to do lead nurturing, web demand generation programs, and work at the hip of your sales team to generate a steady, growing stream of leads each and every month.”
Now that you understand the crux of customer acquisition and you know its role in your success, the next step is to prepare yourself and your business for getting lots of traffic. Want to be a Customer Acquisition Expert? Here’s what it will take:
1. Base Layer:
These are non-marketing subjects that provide a base to build from.
Basic Statistics: All of digital marketing is going to have quantitative components. It is important to understand the fundamentals of statistics so you can make sense of the numbers.
Product Design & UX Principles: You don’t need to become a designer, but you need to know how elements of design relate to marketing.
Analytics: Knowing the principles of analytics and how to mix and use analytics tools such as Google Analytics is important.
Behavioral Psychology: A major key to marketing is knowing why users behave in certain ways. To understand why an understanding of behavioural psychology comes in handy.
Branding/Positioning/Storytelling: Most customers don’t respond to your selling features. They respond to you selling a story. Telling that story through branding and positioning is key to standing out of the crowd in the overpopulated market.
2. Marketing Foundation
These are marketing subjects you should know that are used across almost any channel you use.
Conversion Rate Optimization: Conversion Rate Optimization (CRO) is the tactics used to uncover why your users aren’t converting to a particular action and the things you can change to improve it.
Copywriting: Whether you are writing full blog posts, sending out lengthy emails or just two-line Google Ads, copywriting and the understanding of the consumer psychology behind copywriting is an important skill.
Funnel Marketing: Funnel marketing is an outline on how to map out the various stages from awareness to the conversion of your customer and user. An understanding this framework is an important skill for any online marketer.
A/B & Multivariate Testing: A/B testing teaches you how to properly test new ideas for copy, features, calls to action, etc.
Basic Photoshop & Wireframing Skills: You can either rely on someone else to do this for you, or you can take the Photoshop bull by the horn and jump in yourself. Whichever route you chose to follow, get familiar with Photoshop.
Database Querying: There will always be a set of data you want to look at that isn’t available through your analytics. You can get engineers to pull the data for you. However, it is recommended to learn a little SQL and do this yourself. No telling how much money you will save doing this.
Excel & Modeling: No matter how many analytics tools you have within a company you will always resort to excel at some point to analyze data. Get acquainted with Excel!
3. Channel Expertise
The third layer is where you will need to make some selections. Channels are all the different ways you can reach out to your audience. Each channel is changing incredibly fast in addition to new channels emerging. You blink and new features spring up right before your very eyes. Some of the channels used in the acquisition of customers include Virality/WOM, Search PPC, Facebook, Social, Content Marketing, Display & Retargeting, Mobile, Sales, PR, Email Marketing and Partnerships.
There are several ways of acquiring customers. Each business and each expert has its own preferred (or tried and tested) methods! As the title suggests, an expert is laser-focused and has all the requisite skills to get the job done.
So choose your path, and may the force be with you.