Deconstructing the Perfect Customer Acquisition Strategy
Customer acquisition isn’t magic. It’s a methodical process that underscores your entire online presence that starts with rejecting the startup world’s three most seductive myths:
1. If you build it, they will come
2. One mention in TechCrunch, and you’re golden
3. Innovation + great engineering = rockstar sales
You’ve heard it all. Heck, maybe you’ve even been burned by these catch-phrases by positioning them as your core marketing strategy.
Marketing is less sexy than you think. At face value, the ‘growth hackers’ make customer acquisition look so damn easy, but that’s the allure of programming too, right? The end result always seems glamorous while the painstaking hard work, conceptual engineering, and planning take a back seat. Marketing is a ride to enjoy.
Here’s what you need to know for a kickass strategy:
It revolves around the conversion funnel
The conversion funnel is the mental process that your prospects go through before becoming paying customers. While this customer psychology varies from company to company, Prestige Marketing points out the following three commonalities: (1) awareness, (2) consideration, and (3) conversion.
At the very beginning prospects need to become aware of your company, product, and service. Now comes the tough part: building trust, convincing them of your company’s value, and finally, moving the sale forward.
Every marketing program needs to be aligned with different stages of your conversion funnel. Are you reaching new prospects or targeting existing customers? Is your program targeting website visitors who are unfamiliar with your brand or people who are just about ready to make a sale? As you plan your marketing strategy, make sure to answer these core questions to build the best possible connection with your audience.
It means losing the aggressive, salesy tone
Answering customers’ questions isn’t enough. You need to pay equal attention to ‘what’ you say and ‘how’ you say it. If you sound like a spammy SEO company, for instance, you’re going to scare your prospects away.
Instead, speak in a voice, tone, and style that is personally meaningful to you and to them. Position your company as a trusted advisor who’s there to solve your customers’ problems and pain points.
Don’t be aggressive, don’t be salesy, and don’t be annoying. That ‘spray and prey’ tactic will yield you sales of approximately zero.
Next time you’re talking to a prospect, drop the big business act. Grab some beers, and have the type of genuine conversation that you’d have with your best friend. Every time you find yourself sounding remotely salesy, kick yourself in the foot under the table. Seriously.
Now take that same approach, and apply it to your web copy.
It means building relationships for the long-haul, not urging a direct response reaction
The most effective customer acquisition programs like email campaigns and company blogs look past the immediate conversion opportunity to nurture relationships for the long-term. That means paying attention to your prospects and your existing customers.Teach them a new skill, give them a much-needed brain break, and simply wow them.
Customer acquisition is about five years, not five minutes, from now.
What are your go-to strategies when it comes to Customer Acquisition? Share in the comments below!
About the Author
Ritika Puri is a San Francisco based marketer who writes about trends in business, internet culture, and customer engagement. Her specialties are storytelling, paid channel advertising, quantitative strategy, and driving growth through industry partnerships.