Customer acquisition is a core goal of marketing and all the services we offer. Typically, marketing campaigns utilize various paid traffic sources to drive targeted traffic to a promo website landing page to turn these visitors into prospects, leads, sales and future loyal customers.
Lead generation is a primary objective of customer acquisition strategy. Ideally, an organization’s goal is to create winning marketing campaigns that generate new customers with enough sales revenue to strategically off-set marketing cost. One must consider the future business opportunity of the expanded customer base.
Advertising campaigns are typically media platform specific. Popular channels like Google AdWords, YouTube, Facebook, Twitter, Bing, LinkedIn, Pinterest are such go to platforms. Organization need to choose the right platforms conducive to their customers in the marketplace. Consider these channels as traffic stores, as most marketers do.
People actively seeking something in the moment and specific defines search engine optimization (SEO) for organic traffic. The search engine searcher is likely looking to solve a problem or find a solution. Hence, these folks often tend to be currently motivated to act, see SEO Services for more details. Whereas, Facebook and Twitter audiences tend to be more casual laid-back audiences. Social marketing focus is typically a softer sale or a more long-term marketing objective such as building trust, authority and brand.
Customer Acquisition Requires an Optimized Website
Lead capture optimization on the website is a must! That is of course, if you want to maximize your marketing dollar ROI. So, if you need to better understand website optimization take the time necessary to appreciate its importance! Otherwise you will be getting the cart before the horse. Again, the proper order of process is absolutely essential to successful marketing.
An organizations’ goal should be to create a traffic system that grows their customer base while getting a positive ROI on the advertisement dollars spent growing it. ~ DOC
Customer Acquisition Strategies and Tools
With smart marketing strategies and execution comes successful customer acquisition. Drive targeted traffic to initiate prospects to capture as leads and convert to customers is the typical acquisition process. A prospect becomes a lead once you capture their contact info, hence the saying "the money is in the list"?
A lead is sold as a customer typically through proper strategic communications. Now that you have a name, email and/or phone number you need a way to communicate to that prospect. Ideally, a tool that can be automated to a maximum extent. Re-marketing process, email auto-responder and SMS text messaging are all good such tools.
Lead Generation Food for Thought
The marketing campaign should be targeted with a clearly defined marketing audience and objective. Smart paid traffic campaigns for lead generation involve considerable strategy. Like, how to best leverage the traffic channels, communicate to the target market or re-targeting tactics to name a few. When creating ad marketing campaigns, it is wise to run pilots at very low budgets while, they are being tweaked for optimization. Once a pilot campaign is shown successful it is time to scale-up in a considered fashion. Running numerous ad campaign pilots is typical in pursuit of a real winner. Once you have successful ad campaigns in your arsenal you utilize them like a faucet to turn the targeted traffic on as needed!
Search engine optimization or SEO campaigns are an entirely different target traffic generation animal. SEO is a more long-term organic traffic generation strategy. You need to invest in website SEO services over an initial time frame of 6-12 months to typically get needed SEO ranking traction and a search traffic foundation. BUT... if done properly it is a quality ongoing traffic source that requires periodic SEO maintenance after the initial foundational investment. Organic search traffic is rightfully considered a more elite traffic source.
Customer Acquisition Cost is Secondary to ROI
Your organization's goal should be to create a target traffic campaign system that grows their customer base while getting a positive ROI on the campaign dollars spent growing it. I find many in disbelief at that statement. This in fact, is what a successful and strategic customer acquisition system is all about! In-other-words after a successful campaign you should have a new contact list (leads) of subscribers and proven customers. Hopefully, chomping at the bit to come back and buy from you in the future
Customer acquisition cost will very by the industry niche. The cost of which fluctuates due to market factors like competition, supply and demand; keywords bidding can very greatly from $.25 to $250. The good news is your industry competition will be in the same marketplace. Again, no matter customer acquisition cost if you are making an acceptable return-on-investment (ROI) on that cost does it really matter?
The 'DOC Checkup' is a Prerequisite to Customer Acquisition Consulting
Does this sound like your organization’s customer acquisition philosophy and goal? If not, it should be! If so, are you achieving it? This is what customer acquisition mastery is all about! Your marketing strategy and goal should not end with successful customer acquisition. An organization needs a strategic customer value optimization plan, also. Of course, this is a topic for another day! First you need to be able to acquire customers successfully.