The customer acquisition process is vital to your small business and there are a number of ways you can go about it. But today we’re going to talk about how to use a blog for your customer acquisition efforts.
Sound like a plan?
The reason you should read this blog post from beginning to end is because we’re going to show you how using a blog for content marketing generates 3 times the amount of leads per dollar spent as compared to traditional marketing. (Source: Demand Metric)
The more leads you generate = the more customers you can acquire
Recommended Reading: New Customer Acquisition Marketing Strategy
Does that sound worth your time?
I believe so.
What is a blog?
A blog is simply a website or web presence that is updated frequently.
kurtkummerer.com is a blog.
How frequently should a blog be updated?
Personally, often. As frequently as possible.
Because it shows that you’re up-to-date, you appear fresh, relevant
If you’re updating your blog regularly that comes across to your readers. In that if you’re producing fresh, relevant, useful content and your readers know that they will come back often to consume more.
Also, this can potentially help you become visible in the search engines – Google, Bing, and Yahoo love new, fresh content and are more likely to consider your content as an answer when someone types in a question.
Let’s move on.
Using A Blog As Part of Your New Customer Acquisition Strategy
We’ll start to get into the nuts and bolts of how this works.
I just mentioned that you should update your blog frequently?
What do I mean by that?
- Daily, once per day. Again not to sound like a broken record for the reasons we previously discussed.
Got it? Good.
What do you mean by fresh content?
- Content that is new. You have not posted content exactly like this before. It is in fact new. Not some regurgitated piece that you published in the recent past and you’re just re-publishing in a new format – i.e. video, infographic, etc.
Think of it in these terms. If you were to come to your blog day after day and read the same regurgitated stuff would you continue to come back?
Let me guess? No.
Make sure that content is fresh.
What do you mean by relevant content?
- Content that coincides with your business.
For example my business is about helping small business owners with customer acquisition.
Would I write a blog post about fitness? Nutrition? Or my favorite Iphone App?
Heck no. That is not relevant to my audience.
Something more relevant would be along the lines of:
8 Tips on New Customer Acquisition (On A Budget)
Make sure the content that you write is relevant.
What do you mean by useful?
- Useful content is content that is valuable to your potential customers.
Take the post I wrote yesterday.
Recommended Reading: Is Direct Marketing Effective In Customer Acquisition
Where I told you whether:
- Direct marketing is effective for customer acquisition?
- What types of direct marketing gives you your best return-on-investment.
- What types of direct marketing are not worth your time – poor return-on-investment.
Now, that we have discussed what is meant by fresh, useful, and relevant content.
Let’s talk about –
The Strategy For This Type Of Customer Acquisition Marketing
It’s pretty simple.
- Produce content that solves a problem.
- Position your product/service as part of the solution to that problem.
- Display competence when positioning your product/service as part of the solution.
- Write in a conversational, compelling tone, where your prospective customer has to come back and read more!
Wash, rinse, repeat.
It’s that simple.
But keep this in mind.
According to Google’s Zero Moment of Truth Research in 2012 it takes 10.4 pieces of content online before a prospect is ready to engage with you.
So, you must produce content consistently in order to get the most bang for your buck out of your blog for new customer acquisition.
Make sense? Okay. Good.
You have the strategy, now how does it work exactly is your next question?
- After you write a new blog post there is a comments section that a prospective customer can actually engage with you in a two-way conversation.
From that two-way conversation, you can either connect with them live on the telephone, Skype, or email depending on what was discussed and if it is warranted. That is one way to get a new customer
Social media even.
- Your prospective customer can sign up to receive your e-newsletter, or email updates from you, thus allowing you the ability to keep that prospective customer informed of any new blog posts or to build rapport by asking them questions?
What is your biggest challenge in 2016 for your business?
If you could make one improvement today in your business what would it be?
Get to know them on a personal level as well. No better way to do that than email.
Over time your email list will grow and, that is essentially “your prospect list”
What do I mean by that?
You’ve been cultivating a rapport and/or a relationship with those people on your list and they’re more than likely to become a customer at some point.
Email is another way to get a new customer.
Are you picking up what I am putting down?
- Another way to use your blog for new customer acquisition is to announce that you’re doing a webinar on one of your blog posts. Make it free for the attendees and it’s on a first come first serve basis up to 100 people.
You can invite as many people as you want, but you get the idea.
Also, give them something that is valuable just for attending. No purchase required. Something they can use that will help them. Not some crappy ebook.
What can that be?
If I were doing that I may offer my consulting services via text message to the first 25 people who sign up for free, for 30 days.
Now, that is something of value right there.
What do you think?
Would you sign up?
I think you would.
Hosting a webinar is a very effective customer acquisition marketing strategy you can use via a blog?
- Another way you can use your blog for new customer acquisition is to offer your services for free for a specific amount of time or give away a portion of your product for free before your prospect has to pay. Customers love to try before they buy. And the more expensive the product the more important it is for them to try.
To justify paying a hefty price tag.
So, there it is a customer acquisition process using a blog.
Can you think of any other ways to acquire new customers with your blog that I’ve not mentioned?
Do you have a customer acquisition process in place for your business?
Is that process working?
If you could improve that process would you?
If you’re answering “Yes” to all of these questions then my hats off to you. Business must be awesome!
Otherwise you and I should talk. Let’s see how I can get you to where you want to be.