[tweet_box design=”default” float=”none”]Your customer acquisition formula should be simple, but more importantly it needs to work![/tweet_box]
Plain and simple as that.
It does not matter how great that formula is that you’ve cooked up, if it does not produce results throw it in the trash can and start over.
Why should you read on?
- Because we’re going to talk about a customer acquisition formula that works. It’s simple, and you can implement easily.
What’s the worst that can happen?
You don’t like what you’re reading so you can click the horrible red X in the upper right hand corner of your browser or the ugly back button.
Read a little more before making that decision.
Let’s get in to this
customer acquisition formula that works, so you can put it into action today in your small business.
Here’s the customer acquisition formula in it’s simplest form.
Leads x competence = new customers
How are you going to get those leads?
What do you mean by competence?
You’re going to generate your leads with the best online marketing tool for customer acquisition.
Content marketing – a.k.a blogging.
According to Content Marketing Institute – Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience , ultimately to drive profitable customer action.
Per dollar spent content marketing generates approximately 3 times as many leads as traditional marketing. (Source: Demand Metric)
We wrote a blog post a short time ago that goes hand-in-hand with what we’re discussing here today. Go check it out for a quick second and then come right back here.
Recommended Reading: Best Online Marketing Tool For Customer Acquisition..
You’re going to produce content that:
- solves a problem and positions your product/service as part of the solution to that problem.
- Displays competence. Shows you know what the heck you’re talking about.
Why is competence important?
It shows you know what you’re doing.
By producing content that shows you know what you’re doing by stating their problem within your content and then providing a solution either by:
- Referencing specific examples of how you’ve solved this problem before for a different customer.
- Providing testimonials from current customers that show you know how to solve this specific problem and these testimonials are your proof proving as such.
Last but not least.
[tweet_box design=”default” float=”none”]When was the last time you intentionally did business with someone who was incompetent?[/tweet_box]
My guess is you can’t remember.
You’re going to produce content that displays your competence by solving your prospects problem, while positioning your product/service as part of the solution to that problem.
We good so far?
The next piece in this formula or
customer acquisition process for you the small business owner
is collecting those leads via email.
After you collect those leads via email you need to communicate with them.
Go ahead and check out this blog post that was written a little bit ago. It ties into using email as a communication tool with prospects.
Recommended Reading: Lead Generation Marketing Plan Template For Business
Once you communicate with that prospect via email you need to get them on the phone.
This is where you find out if they’re a qualified lead that is ready to purchase or just another tire kicker. If your prospect is ready to get on the phone with you that means they’re moving towards the direction of buying or becoming your customer if you will.
Now to keep this customer acquisition process moving like a well-oiled machine. You need to then get that prospect scheduled to a face-to-face meeting while you have them on the phone.
By doing this you can almost guarantee that they’re ready to buy and they just need a little re-affirmation that this is the product/service that will meet their needs.
That can be accomplished two ways:
- Either face-to-face in your office or a location that is convenient for the both of you.
- Chat face-to-face on Skype or whatever means that works the same as Skype.
When meeting face-to-face in either of these two ways just mentioned, there are some finer points that you should brush up on to maximize your return on time. We wrote about those recently. Go take a peak.
Recommended Reading: 4 Free Customer Acquisition Channels For Businesses
In case you’ve not noticed this formula allows you to keep your customer acquisition cost low.
Which is a bonus.
What do you think?
Can this customer acquisition formula align with your current customer acquisition strategy?
After your face-to-face meeting two things are going to happen.
- Your prospect needs some more time to digest the information you discussed in your meeting.
- They become a customer.
More often than not after your face-to-face meeting they will become your customer.
So, why does this customer acquisition formula work?
Your prospect is drawn or attracted to you through your content (they’re already pre-sold to some degree).
You get in touch with them via email.
You get them on the phone. Have a brief conversation that builds rapport. Set up a face-to-face meeting.
Set up a face-to-face meeting (either in person or through video) and close the deal. There is no better closing tool than meeting live face-to-face. Trust me I’ve sold millions only using face-to-face.
The deal is pretty much done when you get to this part. It’s your job not to mess it up!
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.