Customers are the lifeblood of your business.
In other words without customers you have no business.
So you need to make sure that you’re always bringing on new customers. More importantly you need a strategy in place for your business.
Without a customer acquisition strategy in place you’re wildly inefficient and spinning your wheels.
Meanwhile your competitors are swooping in and stealing potential customers away from you because they have a process in place that functions like a well-oiled machine.
Do you want a customer acquisition process that functions like a well-oiled machine?
I bet you do.
Before we discuss a customer acquisition strategy you can use for your business let’s determine a few things so we can maximize our return-on-investment when deciding what strategy to implement.
What is your customer value?
Meaning how much is a customer worth to you?
You really need to know this number. If you already know it great. If not, you need to figure it out right now.
For argument’s sake let’s walk through an example.
Let’s say you run a coaching business where you help other small business owners improve their online marketing so they enjoy a better return-on-investment and more customers.
On average you charge $100 an hour for your services and each client typically utilizes your services for a minimum of 2 hours.
Therefore your customer value is $200.
So there you have it. You know how much a customer is worth to your business.
This is absolutely critical to know this number.
Now that we have this number we can move on to the next important piece of information you need to know.
What is your cost per acquisition? How much does it cost you to get that customer?
This is pretty straightforward to figure out.
Time + Marketing Spend = cost per acquisition
So let’s say you do Facebook advertising and place targeted ads on Facebook to acquire new customers for your coaching business.
You spend 30 minutes putting together the ads, waiting for approval, etc.
You spend $50 on Ad clicks, and as a result you get one customer.
Your cost per acquisition is $100.
Make sense based on the numbers we discussed? Good.
One thing you need to remember as a small business owner is to put a value on your time and make sure that you include that every time when figuring out your cost per acquisition.
Now that you know your numbers we can talk about a customer acquisition strategy for your business.
Online Marketing as a Customer Acquisition Strategy
More specifically we’re going to focus on blogging as our online marketing strategy in our discussion today. In my opinion it is the best tool you can use for lead generation, which leads to acquiring new customers that you can implement. I wrote an earlier post on this very topic.
What is blogging?
Blogging is simply an attraction strategy where you attract potential customers to you based on the content that you write.
Much like I am doing here in this article.
So how do you figure out what to write about?
You find out what people are searching for based on what they type into Google. More often then not what people type in is usually in the form of a question.
So you combine those words to form the title to your article.
Then you write your article as if you’re providing a solution to a problem.
Piece of cake right? Not so fast my friend. It takes some elbow grease, but once you get used to doing it, then it will seem easier as you go along.
Why is blogging such an effective online marketing strategy?
- It gives you the business owner a chance to show that you’re competent, you really know you’re stuff.
- It allows your customers the ability to communicate with you via the comments section after each article.
- It allows your potential customers to get to know you, like you, and trust you, which is a deciding factor in some cases whether or not someone does business with you.
Now keep this in mind as it relates to blogging as I want to manage your expectations.
According to Google’s Zero Moment of Truth Research in 2012 it takes 10.4 pieces of content online
before someone is ready to engage with you.
What are your thoughts?
I know this sounds like a lot of work, but everything in business is a lot of work. I am sure there may be lead generation companies that you can use instead, but your return-on-investment will not be as great.
So how do you use a blog for lead generation and turn those leads into customers?
- Do keyword research to see what people are searching for as it relates to your business.
My business is helping you as a small business owner with customer acquisition, where I focus on helping you improve your process and acquire more customers.
- Put together keywords and write articles that attract potential customers to you by solving one problem for your potential customer in that article.
- Write those articles consistently. To get the most bang for your buck in blogging I would write one article a day 5 to 7 days a week, 1,000 to 2,000 words in length.
- When you write frequently you increase the number of potential customers who have an opportunity to find you. It’s a numbers game. The more the merrier.
Once you have completed those 3 steps you have paved the way for
When potential customers come across your articles and they like what they read and/or you’ve actually helped them solve a problem they’re currently having in their business they may sign up to receive email updates from you or your email newsletter that you send out once a week.
Now this gives you a chance to personally connect with them and find out how you can help them achieve their goals. In my article yesterday I went through some email marketing tips for small business owners.
This is how those leads ultimately turn into customers.
How do you acquire new customers?
Do you have a customer acquisition process in place?
Is your current process working?
If your process is working, do you want to improve it?
If you can answer “Yes” to all of those questions without hesitation, then congratulations!
Business is booming.
Otherwise let’s connect and see how I can help you get to where you want to go.