All business models start with building a customer base of loyal paying customers. Earning the business of new customers through customer acquisition marketing is the primary objective of every performance marketer. Identifying target audiences, reaching them with a targeted message, and compelling them to take action (convert) drives new customers to your business.
Upgrow works with you to develop a customer acquisition strategy to fill your funnel with prospect-generating SEO, content marketing, PPC, social media marketing, and landing page conversion rate optimization (CRO). We'll help you to craft powerful inbound marketing programs to consistently generate new customers with a focus on efficiency to drive down customer acquisition costs (CAC).
Formula: CAC = Total Cost / # of Customers Generated
So while customer acquisition volume is important (all businesses want more customers) it's also important to stay efficient and not repeat the high growth but failing profitability of brands like MoviePass. Smart customer acquisition campaigns start with efficiency and then add scale until the CAC is above their profitability limit.
And what types of customer acquisition marketing activities are important?
Whether you're chasing business customer prospects or direct e-commerce sales, new customer acquisition is vital to the success of your brand, but the proper approaches can be very different.
For example, a B2B SAAS technology company may start with a top of funnel offer, such as joining the email list, in exchange for quality content like an ebook, case study, or webinar. Marketing efforts will require planning and the offering of different assets to different audiences to meet their needs at their specific stage in the buying process. CRM's such as Hubspot are needed to stay organized and connect marketing with sales.
B2C consumer marketers may go straight for the sale by pointing a user to a product page. The user of sales, new product launches, and brand awareness will come into play. There may be additional acquisition channels such as influencer marketing and Amazon.
Audience targeting is essential for creating a successful and efficient customer acquisition program. That's why we take the time to understand your brand, build customer personas, review your client profiles and digital marketing history to understand what is working.
We implement custom audiences on Google Ads and load in account-based marketing lists to limit unqualified traffic and focus on decision makers. We also utilize ClickGuard to prevent click fraud that can quickly exhaust budget. Our keyword strategies are at the heart of the SEO and Google Ads programs and are created around not just getting visitors and leads - but getting highly qualified potential customers that turn into buyers.
Stop wasting media budget driving inbound web traffic to a landing page that doesn't convert. Using our "Convert & Report" system for building high performing landing pages with robust analytics reporting for ongoing optimization, we work with you to maximize lead and sales conversions. Complement your outbound efforts, feed your sales pipeline, and keep your email marketing list fresh with new prospects.
Our approach to landing pages include many proven design elements including: trust logos, a clear and contracting call to action, limited navigation distractions, a compelling title and description, user benefit-oriented copy, and relevant offers for the traffic source and audience stage. Hear Upgrow's Co-Founder, Ryder Meehan, sharing more landing page and lead generation secrets on the Digital Marketing Therapy podcast.
A stepbrother of customer acquisition is customer retention, which can increase the lifetime value of a customer as well as help to build a network for referrals which directly benefit customer acquisition efforts.
Deploying multiple marketing campaign channels
Our mission statement is "Empowering businesses with bold ingenuity and technology for exponential growth". We focus completely on performance-driven digital marketing that yields measurable results in customer acquisition and e-commerce revenue. Our concentration on acquisition channels allows us to build a deep expertise in SEO, SEM, and social media advertising along with landing page design and analytics. Taking a bold, innovative approach to each channel and using a stack of software enable us to be more efficient and get results faster than others.
Learn how we can support your customer acquisition program by booking a strategy call or reach us on live chat now.
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