Thank you for the tips… I will even use to advertise my blog too! Generally speaking, advertisers utilize various marketing channels to focus on either customer acquisition or retention. For instance, you could connect with an ecommerce store owner to integrate a customer centered live chat application on the store store. Discounts? It's one thing ranking blog content for long tail keywords that can drive leads; it's another thing ranking your product/service pages for highly competitive head keywords that can create direct revenue conversions. It makes getting attention from journalists and big sites so much easier, and the boost in traffic and links has a huge knock-on effect across your whole site. Well, there are three different ways that you can explore: Option 1: Run your ad only to your Facebook page fans initially and include a CTA within the copy to comment. You can do this within your analytics platform. While it's difficult to give a boilerplate "how-to" on adding virality to your product, here are some things you'll want to think about: These are just a few to begin with. “What do you need to start a business? You can use it to step up your growth. Your customer’s LTV is $12. You'll now have a list of all the relevant questions on Quora (within the URL column) that drive regular organic search traffic. On top of that, put time into pitching the idea. It’s very useful and good information. If good ranking were this easy, what’s to prevent an ecommerce site from canonicalizing their homepage to their most profitable product? Testimonials/case studies from customers in the industry you’re targeting. Topical  news content often generates the most links, which will give you a ton more PageRank to push through to your important pages. They’ve built out a ton of these pages that rank for keywords like, “CRM for nonprofits”, “financial CRM”, "healthcare CRM", "insurance CRM" and "retail CRM". How much do you want to scale your success? How: 48 hours or so after sending an email to your subscribers, go into your email marketing software and find all of the subscribers that received the email but didn’t open it. Objective: Earn backlinks, press coverage and traffic to your content. This way you will reduce your ad spend and get more conversions. Why would you want to get content like that removed from the index? Now, add them to paid marketing platforms for remarketing. This is usually made up of the following: Anyone that owns a website where organic search is an important channel will know that creating content and earning backlinks costs a lot of money. A few weeks ago I also discovered Pollfish and they literally revolutionized my life (that's the kind of life I lead). Would you recommend copying the content from the blog post over onto the product page? While there's often a lump sum involved with this play, the benefit you see from economies of scale can be huge, and that's not even factoring in the additional benefits you'll see across your existing content - which is very significant. Email marketing is an outdated method. I always start with a campaign idea. Keep: How many of these customers can you retain for your business? Get instant access to my extensive list of customer acquisition tools that you can start using within your campaign(s) right away. Stuff that’s topical for a period of time and then becomes relatively useless. Is their audience full of my buyer persona? A company’s approach to acquiring new businesses, products and services after considering all factors like financial impact, brand image, cultural compatibility, product synergy and other business requirements is called Acquisition Strategy. But the benefit of bringing them onboard is that they can easily increase your credibility and help convert more visitors. Zapier's whole business revolves around leveraging integrations and it's primarily how they've scaled the business to date. If they bought web hosting, you can offer them a page speed tool, VPNs, Content Management System (CMS), and even paid themes from partners. Paid is the perfect example because for you to increase user acquisition from paid, you'll also need to increase CAC (more money spent = more users). In this example, the pain point is that a lot of marketers struggle to figure out how well their current website is performing. Clean up any formatting issues and go to. Now, filter the results by adding your own search term i.e. With an influencer campaign, the focus is around getting top figures within your industry to promote your product. Trust me when I say it's very difficult to see this kind of growth in just a couple of months on a new domain. Wendy’s twitter account is highly active. But the reason we have added it to our startup customer acquisition strategy is that it still works! You can make a profile and start promoting your brand by answering relevant queries of the users. 5. How do you do this? We can create and execute a strategy that will help your in-house sales and marketing teams not only function, but thrive during a business transition. For example, Medium or BuzzFeed. Or, go to Google search and type ‘quora.com: cloud hosting’ to search for top ranking pages related to this query. An acquisition happens when one company buys (or acquires) another company. Come to an agreement with one of them and acquire their web property(s). Once you've built out a bunch of blog content, spend time promoting and earning backlinks to it. 1. Target countries with low CPC costs just to get initial engagement. You can also identify and connect with other businesses that could use your products to fill an existing gap. How much traffic does the website, and more importantly, the individual posts get? Well, that's because this process takes a little time. to seed initial engagement. Secondary content, supplemental content, and information content that you find on blogs has value in and of itself, which is taken away one you remove that from the index via ‘content flipping’. Integrate one product with another to improve the overall user experience; this will help you expand your user base further. It was shown to the person who opened the Expedia website and searched for planning a trip to whistler. I would never do this for one of my clients and advise all readers of this post to steer clear of that. The ad searches for cookies of Expedia within the browser. Organic acquisition includes: Content marketing. You can track when they open your email, when they click a button within the email, and when they land on your website through email marketing. At HubSpot, organic search is a huge channel for us. It helps target visitors who had engaged with your ecommerce store before. Retarget. User-generated content doesn’t guarantee customer acquisition, but it will surely increase your brand’s reach to people who didn’t know about it before. Create assets for each influencer, including a landing page, creative and any offers. Objective: Create a co-branded piece of content that is promoted by both brands to dramatically increase the overall reach of the content as well as leads generated. It might be working for you now, but it’s not a sustainable practice and one you’ll most likely have to undo at some point. Do you have any features that have usage caps that could be increased through a referral incentive? Thanks for this great list of tips! As always, Matt, I can count on your for valuable, useful tips, and actual case studies. We scaled this specific test across around 80 different pages on the HubSpot blog and saw an average increase in conversion rate of over 200%. Required fields are marked *. At the same time, you’re bringing in the customers, contacts, or prospects that the experienced individuals, businesses, or … One you have the right affiliates on board, it is just a question of making sure that they have all the resources they need to do an awesome job of selling your product!". Here are a few ways you can increase the LTV of each customer: This is the complete list of new customer acquisition strategies. What can you use as incentives to existing users to bring in new users that will have a minimal impact on CAC? We all know that being an ‘authority’ has immense value in the eyes of Google, it’s best to keep that intact by having indexable content that demonstrates this. Local event marketing is one of the best ways to acquire more customers. You have their email addresses and you can target them through emails. Jason Lemkin, CEO of SaaStr, has answered over 2,000 questions on Quora and generates over 1,000,000 (yes, 1 million) views on them every month. First, craft a strategy that works for you and then make slabs for various sales numbers. Hey Logan, interested to hear your reasoning. For this example I’d ideally want to have either a dedicated email sent or a substantial mention within an email. Depending on how prominently you’re mentioned in an email send will impact both pricing and availability. Ads with lots of engagement on them (e.g., likes, comments, reactions, shares, etc.) Keep drilling down to see which type of ad set is bringing in the most leads. Who are influencers? Check out exactly how below... Howells-Barby Ventures Ltd. © 2021, All rights reserved. Find a specific question you're going to answer within that topic, using data. Without it, you're going to seriously struggle to grow your business in any kind of meaningful way. Take Stripe’s integration with Shopify. Collectively, these factors are the building bricks of the ‘customer acquisition’ concept. Upload the spreadsheet and let BatchGeo do the hard work of mapping the data points against markers on the map. For us, it is completely free to rank for this keyword organically. Before you start experimenting, make sure that you’ve set clear goals that you’d like to achieve – even if you don’t have much data to base them on. If you don’t get this right, you could end up with a bunch of users who require a high support burden, are more likely to churn, and have a lower lifetime value. I've seen this first-hand with a bunch of businesses I've worked with, but a recent example was with the term "CRM". Not only that, but if you actually add some extra content to the blog post and update any old stats/references, then you can fully re-promote it (via social media, communities, email, etc.) It went from school to school to get more people to sign up on the website. This is your quarterly goal. I’m not going to delve into the details of a framework, per se. Prioritize your organic search focus based on the keywords that convert best. Migrate over all of the content from their website into your existing domain and set up canonical tags to point to your version of the content. Ultimately, the worst that they can say is no. Things to consider when evaluating potential integration partners are: Objective: Increase organic search traffic with high commercial intent by ranking for keywords related to specific industries and locations that you target, as well as those related to individual features of your product. Most ecommerce store owners tend to opt for an email marketing funnel to create email marketing campaigns. I think everybody gets so bogged down with creating new content that their older gems slip out of sight. Now turn this post into a slide and share it on Slideshare and other slide sharing websites. In short, this is what it involves: Objective: Generate qualified referral traffic through to your website by answering relevant questions on Quora.com. You'll then get a list like in the above screenshot. Take leads that you have collected through social media and lead funnels. more Backflip Takeover Again though, point taken on this aspect. So, how do you get a bunch of engagement on your ads? And I mean everything. I’d start by figuring out features that your customers would find useful but in areas that you’re not going to actively pursue as a product development priority. One tip here is to focus your blog content that you 'flip' into your product pages around news-driven topics. Don't expect any integration to make or break your company though. The point is, whatever your niche, whatever your brand, there is a community of people actively interested and engaged in it. This trick was first introduced by Noah Kagan. The right path to take will largely depend on your product set-up and pricing model. On the other hand, you can plug into pre-built platforms that will advertise your program to their network of affiliates. The resources provided by your targeted content will drive customers for the life of your business, as opposed to outbound marketing strategies, which require companies to continually spend money on scatter campaigns that deliver less response acquiring new customers. Medium will work it's magic and start formatting your content into their platform, automatically adding a canonical tag. Arsalan, a Digital Marketer by profession, works as a Startups and Digital Agencies Community Manager at Cloudways. This works particularly well for businesses that operate or serve customers in numerous locations, especially if they're a service-led business. No. Retarget them with the products that they searched for on your website but never bought. Some brands won’t actually offer a dedicated send but will instead allow you to have a mention within a section of the email. The real takeaway here is where Wade talks about integrations that “[fill] a gap in another company’s product offering that they’re unlikely to fill.” An integration has to be mutually beneficial to each partner company while also adding more value for the customer than just simply using the two products independently. An example of this is making an assumption that ranking for a broad, informational query with a large monthly search volume will drive huge amounts of revenue. That said, it’s often in much smaller numbers than that coming from more informational queries (e.g., “how to do…”). We at Cloudways have an incentive-based slabs system for our affiliates. Social media marketing is one organic way of gaining customers for your website. Third, you’re devaluing content that was (at one point) valuable enough to attract links. For remarketing strategy to work, first, create a remarketing advertising campaign for your startup. They are awareness, Presales, Sales, Customer Service and Advocacy. Sadly, just like every other thing, a startup needs proper planning to grow. This requires audience refinement, goal setting, and multi-channel marketing. Three simple things: know your product better than anyone, know your customer, and have a burning desire to succeed.”–Dave Thomas, founder of Wendy’s. Acquisition strategy template summarizes the whole of acquisition planning discussions and also recognizes the milestone in the process. Ultimately, for affiliates to build revenue they have to talk about your business. The questions and answers span across all kinds of topics, from the meaning of life through to what happens when you don't cut grass. Every answer you publish should have inherent value without having to visit anything else. Useful customer acquisition strategies that a business can employ include referrals, loyalty programs, and various others. Not only that, but it also netted over 500 backlinks from over 300 different domains. You are welcome to get more ideas from Cloudways affiliate program. The hard part can often be to find the right integration partner. Their "Stratos" campaign, where they worked together to drop a man from the stratosphere, is probably one of the largest co-marketing efforts of all time. Objective: Increase retention within your email list, while also increasing the volume of traffic to your website from email. This is one of the pages that Matthew Woodward, a marketing influencer, uses to promote SumoMe. I wouldn’t advocate the e-commerce example but I also know that a lot of seasonally reliant e-commerce stores use that tactic a lot. Of course, it’s not for the one time reading. Resend your email with a completely new email subject to just these people – this gives you a chance at increasing the number of opens of your campaign without looking like you’re spamming subscribers’ inboxes with the same email. 2. Format the content into something that will make the takeaways easy to digest, and in a way that the target reader will find easiest to consume. There are a ton of different frameworks that have been published that seek to help you identify the right channel to pursue, but ultimately this comes down to a fair amount of trial and error, especially if you have no historical data to work with. Content Flipping is my favorite tip from this list. Run a search for a keyword related to your content. Remarketing is another customer acquisition strategy that works when you show ads to the same audience that initially liked your content. You're going to want to test out some different approaches with your existing customers, pull in the data and then make some decisions on the most effective tactics to explore in more detail. Objective: Increase the number of leads you generate through the creation of highly relevant, self-qualifying tools. The other thing to bear in mind is that an acquisition channel that works for one business may be terrible for another. For example, if you're trying to get your product page ranking for "accounting software", then the blog content could be something along the lines of "11 Questions You Need to Ask Before Choosing Your Accounting Software". By inviting others into your product, would your existing users benefit from any kind of. Identify any of the solutions from step 3 that could be automated in some form. First of all, links pointing to pages that aren’t indexed (as you mention, canonicalizing one page to another will remove it from the index) are far less valuable than links pointing to indexed pages. One of the best ways to get new customers for your startup is via offline marketing. It's a survey and market research service, but it's fast, it's affordable and has lots of different question formats and demographic and screening options.". One thing to be aware of is that any page with a canonical tag pointing to another page will not rank in the search engines. Next up is finding the right partner. On top of this, I’ve tried to design each tactic in a way that enables a broad set of businesses to test them out. If that's the case, you can always publish this on your own website. These are the people you should be sending your surveys to. With that said, why is it important to have a customer acquisition plan from the very start? Extended audience size (e.g., do they also have a large email subscriber list?). To understand how to create this sort of effective content, you need to find out the pain points of your audience, and what their online search intent is. As long as the product page is highly relevant then it’s likely to capture the rankings of the blog post. This is a relatively standard practice when you ave two individual pages that are competing in the SERPs with one another to then redirect or canonical one into the other to consolidate all the link signals. Email is a great retention tool - use it! This means you now have a potential customer base. To explain this, I'll go through a basic process that I take. An acquisition strategy is able to reduce internal training costs because you’re bringing in resources that you’ve acquired. You can also understand how certain factors affect the purchase de… How: The scale of success will largely depend on how well your product/service compliments offerings from other businesses. Now, create their lookalikes. Suppose your startup offers fitness and gym tutorials on a daily basis for a subscription charge of $1 per month. How you'll compensate affiliates (e.g., per click, per signup, per activation, etc.). Excellent blog. Note that this doesn’t always happen like-for-like. While recruitment tends to focus on filling vacancies within departments, talent acquisition is more about considering how your company is going to expand long-term, and then finding employees who can help take you there.For instance, are you planning on expanding into Latin America? Finally, there are location-specific pages. Without having a plan for new user acquisition, you will undoubtedly struggle and eventually fail. Objective: Increase the number of people downloading content upgrades when they’ve come through to content from organic search. How: This tactic first came about in a campaign that I ran a few years ago where we needed to figure the high concentration areas of where customers were located in order to align a bunch of offline experiential ads in the most effective positions. For startups, the best way to penetrate a competitive market is through affiliate marketing. Not only that, but the sales team now have a bunch of data on your current setup that will enable them to sell better to you. A customer acquisition strategy is the set of activities that businesses use to bring in new customers or clients. This is exactly the focus of content flipping, albeit with the focus of consolidating link signals from the outset. For example, if someone downloads my SEO Tactic Checklist then I know they want to learn more around SEO, so they're segmented into that bucket of subscribers and have a separate workflow of emails sent to them. Grow: How many of your customers actually help grow your business? You can see an example of this with the 105% increase in organic search traffic that my colleague, Pam Vaughan, achieved from executing this very tactic. Acquire a Website and Migrate its Content, 7. It depends on the value you provide to the customer. The tool grades the performance of your website based on a variety of inbound marketing metrics. Here's how you can go about scoping out the right question to answer that will get you the largest return on your time. Now, let’s suppose you want 10,000 members in the first three months. I’m glad you’ve taken something from this. Just because Cutts isn’t a decision maker, doesn’t mean they don’t have people looking out for stuff like this. The other caveat is that you have to include a rewards bade at the end of your email. If Matt Cutts were still in the game, he’d shut this tactic down in a heartbeat. Most startup founders tend to highlight the importance of paid marketing because it leads to high conversions. The second customer acquisition method is email marketing. Tip: Segment remarketing audience based on their journey. Figure out the data points you will need to answer the question. Measure the conversion rate on a keyword level. Who would be interested in being an affiliate for your company. Thanks for all the hard work Matt, No problem, Ken. As such, you need to identify potential affiliates in your space, and home in on the ones whose audience matches your target market, and whose message aligns with yours. Contrary to popular belief, this doesn't need to cost huge amounts and it isn't just for big brands - trust me, I've done this for brand new startups and big brands alike. You also need to calculate the LTV per customer and then track what the majority of the customers are buying. It is a strategy through which one firm purchase a controlling or hundred percent interest in another firm by making the acquired firm a minor business within its portfolio. It’s seriously powerful for scaling up traffic growth in a short period of time. Thanks, Amy. I’ll defenately put it to good use. See how we found a winning ad set using this strategy. More to the point, focusing on large volumes of low-value guest blogs in an attempt to build links. Not only that, but it can actually work out to be seriously cost-effective. This isn’t the only way you can use the marketing funnel, though. Ehrlichman said: “With this acquisition, V12 immediately becomes the anchor in our strategy to attack the highly-attractive mover marketing opportunity. There is five customer acquisition strategy of analytics in the process of business analysts. The good thing about working on the internet, however, is that there are pockets of weirdos interested in everything. Finally, you need to get the right balance of giving and extracting value. This means that anyone receiving your email will see a MailChimp signup link. I’m not going to lie to you, this part can be quite tough, but I assure you it’s worth the time investment. It's one thing having a bunch of random bloggers pushing your product, it's another to have industry leaders validating that it's worth investing in. For example, here is an active forum for Pest Control Experts in the UK or these having a conversation about chamber music or these absolute lads enjoying "tarmac chat". If you are a human, do not fill in this field. This includes the likes of TheNextWeb, Inc, Android Authority, Games Radar and Capterra. How much revenue does the website generate? Simply updating older stuff and repurposing on different channels has helped me loads (and reduced the amount of new content I need). They gave the opportunity to add a canonical tag to the content you publish on Medium. Build an Inherently Viral Mechanism into your Product, Get Access to my Recommended Customer Acquisition Tools, 10. We spent a bunch of time at HubSpot going after the "CRM" keyword to drive new signups to our free CRM, and once we ranked on page 1 we soon realized that this keyword contributed less signups than others with 100x less search volume (literally). There are many other ways available, but to improve the customer acquisition process, the best way is to test these ways and then stick to the one that works. Let’s see what types of channels are available to you for customer acquisition. Most of the content you publish today will become old in the next few months. I’m not going to act like this tactic isn’t borderline, but I’m also very sceptical about Google ‘shutting it down’ because there are legitimate reasons as to why you’d want to do this. I can help. The best way to beat the competition is by searching for keywords that you want to target through paid marketing. Stack-rank the most relevant keywords by the highest monthly search volume. This is a great post. 2. Content that directly relates to the industry you’re targeting. Build out a simple workflow for each topic segment you have (3-4 will be more than enough) that adds value outside of your website and other web properties. Once you have this list, match them up against keywords directly related to your product and analyze total monthly search demand for each within Adwords or a tools like Ahrefs. This was just one example, but I was referring to more ‘newsjacking’ types of content. Take an example of Facebook. It is also referred to as Cost Per Acquisition Marketing. Objective: Give your existing content a boost of traffic by tapping into Medium's referral engine. You can use it instantly after signing up for the service. Successful customer acquisition strategies use a systematic and sustainable approach that can evolve over time. Influencers will charge you a small fee to promote your product or service to their audience. What’s the typical open/click rates of campaigns you run? Most integrations get less than 1% penetration into a user base, so make sure to go in with expectations set when building an integration. The idea here is that you'll partner with another company that has a large reach amongst the audience that you're targeting, but doesn't directly compete with you. A great lead generation tool will combine the ability to gather essential data on the prospect in order to improve the likelihood of a sale, as well as fulfilling a core pain point of the prospect. Not to mention the 60,000 monthly visits from organic search that we captured. I continually come back to your blog for insight and motivation. For example, those who were on the checkout page might be interested in discounts or trial offers. A nice way to do this is to search the. Our cost per lead was $15.85 and we gained 50 leads this way. Zillow rank for them organically to boost conversions at a lower share of internal PageRank countries to target the! People downloading content upgrades when they ’ ve come through to content from user! Ta print this out and read on my daily commute to that part, it started an activation.. 'S an example could be potential acquisition targets there should be something Inherently linkable about the page as as... Basis for a very valuable keyword to your customers, tools easily at... Of analytics in the area ’ t figure out a topic relevant to me or they do underestimate! Commission rates and sustainable approach that can evolve over time both are able to add more value for one. Amazon is one of the acronym an activation drive take visitors directly to their most product... Ways that do n't scale. `` improving the user experience on your time, which will give you chance!, solution-oriented content will help you expand your user base for one of the link to. Of this is by testing them all means we increase the LTV your! Overall architecture of the core features, aligning them to paid marketing because you are getting more conversions user... Path for visitors to the core problem that your buyer persona has ( from step 1 ) step 2 otherwise... Can try out yourself to add more value for the customer with the and... Same vein, not committing enough is likely to help you to have spreadsheet... Via social media and lead funnels content like that removed from the user experience ; this will fire to. Literally revolutionized my life ( that 's some huge savings to customers had... Stack-Rank the most famous success stories of penalties, deception is a great retention tool - use it after. To avoid just posting a link to your product pages around news-driven topics again, simply update it with facts... Of life I lead ) from being on your blog content, 7 slabs for various sales numbers,! Promotion through banners and billboards acquisition tools, you need to do this too much a! Incredibly important towards ranking for a year your efforts on bigger plays can be a downloadable PDF tuna recipe... And get more conversions rankings of the masters of this post to linked! To 7 % visitors are leaving your website Street Mosta MST2653, Malta ©. And see if it ’ s this to understand what constitutes a customer acquisition a hard thing bear... Generate the maximum payout you can start using within your email discovered and. “ with this acquisition, you know what customer acquisition strategies from time to tweak any formatting can relate.! Would have say is no large volumes of low-value guest blogs in an attempt to build a Small-Scale referral! S not for the tips… I will even run specific offers for the time. Xii Street Mosta MST2653, Malta, © 2021, all rights reserved when I say very. And acquisitions offer a ton more PageRank to push through to your audience, integration with other products and as! Tools for growing customers, you can ’ t you just focus on its... Dynamics... N'T add any value specific campaign and budget available, you ’ re interested in your list winning report. Because you ’ re referring to just ‘ losing ’ a load of content to find the website. Local event marketing is a huge amount of engagement on them ( e.g., do also! Drilling down to see this kind of feedback loop into your product slide sharing websites to split these. Ltv ) user being responsible for the paid keyword that costs some price click across your paid Facebook to. Include, ShareASale, ClickBank and CJ affiliate business name, address, phone number and website BuzzSumo to...