So, We’re almost halfway through the month of February 2016! Can you believe it? I sure can’t. Yesterday seems like January 1st. Which begs the question as a small business owner how is your customer acquisition marketing working so far for this year?
- Are you achieving the results you’re looking for?
- Are you behind or ahead in your revenue and profit objectives?
- Can your customer acquisition process be improved?
Those are all great questions that you should be able to answer in the snap of your fingers.
If you answered “Yes” to all of them then, awesome. Kudos to you as you’re on the right track.
If your answer was “No” to each question, do not fret as we’re going to talk about a customer acquisition strategy you can implement in your business to produce results.
Sound like a plan? Great!
So, what is the strategy that we will be talking about today?
Content marketing is one of the best customer acquisition channels you can use in your business
Why is that?
Per dollar spent content marketing generates approximately 3 times as many leads as traditional marketing. (Source: Demand Metric)
To take that statistic one step further depending on customer acquisition cost you’ll instantly add to your bottom line by adding content marketing to your overall marketing strategy.
It’s a numbers game.
More leads = more potential customers
More potential customers = a better bottom line
Simple as that.
What do you think of those statement(s)?
Fairly significant wouldn’t you say?
I would say so. If you’re not using content marketing in your business as part of your customer acquisition marketing, I think you better start.
With that being said content marketing is no walk in the park.
It is not easy, and takes:
But if content marketing is going to generate more leads per dollar spent than traditional marketing than I think it will be worth the time and effort.
Do you agree?
When developing your customer acquisition plan, you need to be aware of this one piece of important information I am going to share with you.
[tweet_box design=”default” float=”none”]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[/tweet_box]
So, that means you’re going to need to produce a lot of content.
Fresh, new content on a daily basis. Do you think you can handle that?
I know you can.
Before we continue I have to tell you about the best content marketer on the planet Neil Patel.
You probably know about Neil, but if you do not he is someone I recommend you check out.
We’re going to go over a lot of material so here is my advice to you.
Only implement one of these content marketing strategies at one time.
Once you’ve done that and are comfortable doing that particular strategy move on to the next one.
Make sense? Sweet.
Remember – Plan, Prepare, Execute
If you follow that simple process your business will explode! I’m serious. It will explode if you stick to that process.
Customer Acquisition Marketing Strategy # 1
Blogging is an attraction strategy?
What do I mean by that?
- You write content that solves your prospective customer’s problems.
- Within that content you demonstrate how your product/service is part of the solution to that problem.
So after your prospective customer reads your blog post, their reaction is yeah this may be exactly what I am looking for.
Now does that mean they’ll immediately buy from you? No
Could they? Yes
But acquiring a new customer is really not that easy as you know.
Even if a potential customer has an overwhelming response to a blog post you wrote, it will still take a lot more times consuming your content as evidenced by the statistic I mentioned earlier.
Also, that prospect wants to get to know you, like you, trust you, and see that you’re credible and have their best interest at heart before forking over a penny.
Buying is an emotional response. If your prospect does not have the warm and fuzzies about you, your product/service they will not buy from you.
Do you follow?
So how do you go about creating content for your blog?
I am going to go through an example first before getting to the nuts and bolts so stay with me.
Anytime you have a question about something and need an answer or looking for a solution to a problem what do you do?
99.9% of the time you type that question into Google. Don’t you?
While typing that question into Google it gives you some options as you’re typing and you pick the best one and click on it.
Then on the first page you see a list of the top 10 best results that Google thinks is relevant to your question.
How does Google determine what is relevant?
Google has over 200 ranking factors they use to determine this based on the many algorithms they use.
So what do you do?
Every word you type into Google is essentially a keyword. Each keyword has a monthly search volume.
The higher the search volume the more people are looking for that word.
So you want to search for high volume keywords related to your business and develop the title of your blog post first, using those keywords, then use those keywords throughout the remainder of your content.
A little tip: You want to incorporate many keywords into one blog post – like 5 or 6 instead of 1.
Why? Drastically increases the number of potential customers that may be able to find you.
Additionally, make sure to include keywords in your meta description and the URL.
Here is an example of how this works.
- I am going to use this blog post as an example.
Customer Acquisition Marketing
is the keyword phrase that is highly searched for within my niche.
So what do I do now?
I need to form the remainder of the title, which is something that is searched for, or better yet something you as a small business owner will search for.
As a result I came up with Customer Acquisition Marketing For Small Businesses as my title.
This is all derived from keyword research.
Are you picking up what I am putting down?
- Look at my URL.
Those same keywords are in the URL.
- Here is my meta description.
Now I use some other relevant keywords within my meta description (these keywords are in bold).
As a small business owner you need to have a customer acquisition plan in place. We discuss a customer acquisition strategy you should be using.
Lastly, starting from the beginning look back through my content and you’ll notice some of these keywords sprinkled throughout.
That is how you go about putting together your blog posts.
Now, listen very carefully because this is the key.
Utilizing these keywords write your content in a conversational tone where you’re walking your prospect through how to solve this problem you’re currently having by positioning your product or service as part of the solution.
Sound like a plan?
How are you doing?
Hanging in there?
Awesome. Is this making sense to you?
Now that we discussed the nuts and bolts of putting together a piece of content for your potential customer to consume, let’s talk about other types of content that you can write on your blog that will help your content marketing strategy.
- Write how to guides. Example – How to Run a Customer Acquisition Marketing Strategy be very specific and as detailed as possible when writing your guides. The more detail the better.
- Consider putting together an infographic. Recommended Reading: Average Customer Acquisition Cost by Industry.
- If you are comfortable with making videos do that, make a short 2 minute video. Personally I have not gotten comfortable with this yet, but I will soon implement VideoScribe here on this blog. Be sure to check back soon.
- Do research over a long period of time and put together a white paper for visitors to consume. This will go a long way towards demonstrating your competence in your chosen niche.
- Write list posts. What do I mean by that? Here’s an example.
10 Tips to Decrease Customer Acquisition Cost
How often should you publish blog posts?
Why? You need to appear relevant and fresh to the search engines so you appear in search results, but remember the statistic I shared with you about how many pieces of content online 1 prospect needs to consume before they engage with you
10.4 pieces of content
Customer Acquisition Strategy # 2
What is micro-content?
Content that is extremely short and can be consumed in a matter of seconds rather than minutes.
Where do you post this type of micro-content?
How often do you post this content?
What types of content do you post?
- It can be in the form of a question. I.E. What customer acquisition channels are working best in your business right now?
- You can use Canva, which allows you the ability to put quotes, or write sayings on images for each social media outlet. This will make you appear interesting and cause others to engage with you.
- Share a statistic or thought provoking statement that might be relevant to your potential customer’s business. For example: 9 out of 10 times your business will fail without a customer acquisition process in place.
So there you have it. A customer acquisition marketing strategy for your small business.
Do you have a process in place for customer acquisition?
Is your current process working?
If your process is working, do you want to improve it?
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.