Joanna Lord at SIC2012 - Rethinking Customer Acquisition

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Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will …

Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will be covering some effective tactics for customer acquisition in today’s social connection-driven landscape. Listen in to hear of new channels, new triggers, and new opportunities for you to gain traffic, leads and loyalty.

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  • 1. Rethinking Customer Acquisition What the hell drives customers anymore? Joanna Lord VP of Growth Marketing @joannalord Seattle Interactive Conference, 2012
  • 2. first a little history... Products @joannalord
  • 3. first a little history... Products Values @joannalord
  • 4. first a little history... Products Values Stories @joannalord
  • 5. but what does it mean to sell a story?
  • 6. The Golden Circle Theory Why? How? What? Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx @joannalord
  • 7. customer discovery is the “what” Why? How? What? What? @joannalord
  • 8. customer attention is the “how” Why? How? How? What? @joannalord
  • 9. customer acquisition is the “why” Why? Why? How? What? @joannalord
  • 10. but there is a problem… @joannalord
  • 11. marketers aren’t set up with for the why. @joannalord
  • 12. we optimize for the what/how. @joannalord
  • 13. we measure the what/how. @joannalord
  • 14. we use models for the what/how. @joannalord
  • 15. we spotlight our what/how. @joannalord
  • 16. that’s nuts. @joannalord
  • 17. we have to start thinking outside the box. @joannalord
  • 18. 10 Ways toAcquireCustomers thatLove You. @joannalord
  • 19. #1: Be Authentic. @joannalord
  • 20. #1: Be Authentic. “How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC @joannalord
  • 21. #2: Rethink Trust @joannalord
  • 22. #2: Rethink Trust @joannalord
  • 23. #3: Conversion Evolution @joannalord
  • 24. #3: Conversion Evolution @joannalord
  • 25. #4: Invest in Your Story @joannalord
  • 26. #4: Invest in Your Story @joannalord
  • 27. #5: Design, Design, OMG Design @joannalord
  • 28. #5: Design, Design, OMG Design @joannalord
  • 29. #5: Design, Design, OMG Design @joannalord
  • 30. #5: Design, Design, OMG Design @joannalord
  • 31. #5: Personalize the Value @joannalord
  • 32. #5: Personalize the Value …warning: don’t be an a**. @joannalord
  • 33. #6. Make Loyalty Part of Acquisition. @joannalord
  • 34. #6. Make Loyalty Part of Acquisition. @joannalord
  • 35. #7: Push for Company Wide Awareness @joannalord
  • 36. #7: Push for Company Wide Awareness @joannalord
  • 37. #8: Offer a Resource @joannalord
  • 38. #8: Offer a Resource @joannalord
  • 39. #8: Offer a Resource @joannalord
  • 40. #9: Trust Your Community @joannalord
  • 41. #9: Trust Your Community @joannalord
  • 42. #10: Embrace the Share @joannalord
  • 43. #10: Embrace the Share @joannalord
  • 44. #10: Embrace the Share @joannalord
  • 45. WTF. That all sounds like a lot of work. @joannalord
  • 46. Well yeah. Change usually is. @joannalord
  • 47. Before having what they needed was enough. @joannalord
  • 48. Not anymore. The bar has been raised. @joannalord
  • 49. Customer acquisition includes: @joannalord
  • 50. Customer acquisition includes: brand. @joannalord
  • 51. Customer acquisition includes: voice. @joannalord
  • 52. Customer acquisition includes: service. @joannalord
  • 53. Customer acquisition includes:community. @joannalord
  • 54. Customer acquisition includes: loyalty. @joannalord
  • 55. The game has changed. @joannalord
  • 56. Now we have to. @joannalord
  • 57. Thank You! That’s all I got. Questions? Email me: joanna@SEOmoz.org Or let’s tweet: @joannalord