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© Cloudspotting 2013
Image reference:
http://www.waldenwood.com.au/upload/images/WWG_services_diagram.gif
© Cloudspotting 2013
Whether you are selling a product or providing a
service, one fact remains the same, you need an
audience of engaged customers in order to be
successful and turn a profit.
However, the majority of those customers need
wooing, engaging, and attending to before they choose
your brand over all others. That means you need a
strong customer acquisition strategy.
So here is our relationship advice or rather, our guide
to building a successful customer acquisition strategy.
© Cloudspotting 2013
The likelihood is you will have already invested huge
amounts of time developing your product/services and
you don’t want to alienate potential customers by
presenting them with something that is inferior, while
you may eventually win some of these people back,
some will be lost to you forever.
So first things first, you must establish the baseline
product or service which you are willing to release to
customers. Then you must establish whether you’re
ready to share it with potential customers.
© Cloudspotting 2013
There are several questions you can ask yourself to work
if you’re ready to put yourselves on the market:
• Are the product/services ready?
• Are there any user experience / bugs to address?
• Can your servers handle high activity?
• Do you have a customer support network set up?
• Will potential customers understand your
product/service?
© Cloudspotting 2013
While the original plan will inevitably change once it’s
put in to practice, it is still important to begin with a
thoughtful proposal because it will give you the
necessary direction to get started and help you
measure the progress you begin to make.
Your customer acquisition plan essentially knows
where you want to go and if you’re getting there. With
that in mind, it should establish things like timelines,
goals, costs and staffing.
© Cloudspotting 2013
Goals: identifying your goals helps you focus on what
you need to achieve with your customer acquisition
strategy, but they also dictate which analytics you need
to take note of and what data needs monitoring,
because you can’t analyse everything!
A word of warning here is to beware of ‘vanity metrics’
such as number of facebook fans, and instead focus
on more meaningful analytics such as engagement
metrics.
© Cloudspotting 2013
Cost: You should at least have an idea of what your
cost to acquire new customers is going to be, to avoid
any potentially nasty shocks in the future.
Thankfully it’s a straightforward calculation: the cost of
all your sales and marketing costs over a set period of
time, divided by the number of customer acquisitions
acquired in that same period.
© Cloudspotting 2013
Staffing: It’s important everyone involved in your team
understands your customer acquisition strategy and
what their roles within that strategy are.
Customer acquisition cannot operate in isolation: you
need developers and designers to respond to user
experience problems and marketing and sales teams
to promote your brand, as well as responding to
customer queries and complaints across various
channels.
© Cloudspotting 2013
Analytics tools and social media are invaluable tools
for helping you identify the key characteristics of your
existing audience: social media pages allow you to
browse your followers’ profiles, tweets, posts, active
times and who they follow; analytics can crunch the
numbers for you.
In combination, analytics and social media provide
both qualitative and quantitative insights in to your
existing audience.
© Cloudspotting 2013
Your target audience is a little harder to understand,
first thing you need to do, is “fish where the fish are” as
KISSmetrics say, in other words, you need to search
for the relevant channels and platforms for connecting
you to your potential customers.
The best way to do this is to come up with a profile of
your ideal user covering things like: age, gender,
interests, lifestyle etc.
© Cloudspotting 2013
This is where you make a real first impression and
there are a few general factors to do and do well:
© Cloudspotting 2013
1. Use an interesting visual aid
2. Have an attention grabbing headline
3. Strong emphasis on the benefits of choosing you
4. Social evidence or an endorsement
5. An epic call to action
6. Use directional cues
7. Make the next step as obvious as possible
8. Use numbered lists
9. Get your keywords for SEO in to boost organic
search.
10.Above all, keep it simple.
© Cloudspotting 2013
Ensure calls to action (CTA) are above the fold so
visitors can see them straight away.
CTA’s should be as descriptive as possible so people
know exactly what you want from them, what you will
give them in return and, what the next step is.
When collecting personal details as part of your CTA
only ask for what you absolutely need.
Make all clickable icons big and bright and if your
landing page is a long one, repeat your CTA.
© Cloudspotting 2013
Make it as easy for people to share their interactions
with you to build a viral loop keeping people engaging.
Social media is the spam free way to move social
traffic towards your website, via high quality content,
so engage, entertain and interest your audiences and
identify their pain points and solve them.
Top Tip: all your social media activity should be
working towards driving customers to your bespoke
landing page and new content; so just as your landing
page has a great CTA, so should all your new content!
© Cloudspotting 2013
Clearly there are a number of ways to go about
acquiring new customers, but one thing is a definite, if
you look to engage your audiences you need to: treat
them well, provide a strong product or service and
endeavour to keep in touch with the people you value,
and then they will reward you with their business.
We hope the take away points from our guide on
developing your customer acquisition strategy will be
to focus on quality content, usability testing and
audience awareness.
© Cloudspotting 2013
Cloudspotting
Aquis House
Leeds
LS1 5RU
T: +44 (0)113 234 1542
E: info@cloudspotting.co.uk
www.cloudspotting.co.uk

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User Acquisition Strategy Guide

  • 1. © Cloudspotting 2013 Image reference: http://www.waldenwood.com.au/upload/images/WWG_services_diagram.gif
  • 2. © Cloudspotting 2013 Whether you are selling a product or providing a service, one fact remains the same, you need an audience of engaged customers in order to be successful and turn a profit. However, the majority of those customers need wooing, engaging, and attending to before they choose your brand over all others. That means you need a strong customer acquisition strategy. So here is our relationship advice or rather, our guide to building a successful customer acquisition strategy.
  • 3. © Cloudspotting 2013 The likelihood is you will have already invested huge amounts of time developing your product/services and you don’t want to alienate potential customers by presenting them with something that is inferior, while you may eventually win some of these people back, some will be lost to you forever. So first things first, you must establish the baseline product or service which you are willing to release to customers. Then you must establish whether you’re ready to share it with potential customers.
  • 4. © Cloudspotting 2013 There are several questions you can ask yourself to work if you’re ready to put yourselves on the market: • Are the product/services ready? • Are there any user experience / bugs to address? • Can your servers handle high activity? • Do you have a customer support network set up? • Will potential customers understand your product/service?
  • 5. © Cloudspotting 2013 While the original plan will inevitably change once it’s put in to practice, it is still important to begin with a thoughtful proposal because it will give you the necessary direction to get started and help you measure the progress you begin to make. Your customer acquisition plan essentially knows where you want to go and if you’re getting there. With that in mind, it should establish things like timelines, goals, costs and staffing.
  • 6. © Cloudspotting 2013 Goals: identifying your goals helps you focus on what you need to achieve with your customer acquisition strategy, but they also dictate which analytics you need to take note of and what data needs monitoring, because you can’t analyse everything! A word of warning here is to beware of ‘vanity metrics’ such as number of facebook fans, and instead focus on more meaningful analytics such as engagement metrics.
  • 7. © Cloudspotting 2013 Cost: You should at least have an idea of what your cost to acquire new customers is going to be, to avoid any potentially nasty shocks in the future. Thankfully it’s a straightforward calculation: the cost of all your sales and marketing costs over a set period of time, divided by the number of customer acquisitions acquired in that same period.
  • 8. © Cloudspotting 2013 Staffing: It’s important everyone involved in your team understands your customer acquisition strategy and what their roles within that strategy are. Customer acquisition cannot operate in isolation: you need developers and designers to respond to user experience problems and marketing and sales teams to promote your brand, as well as responding to customer queries and complaints across various channels.
  • 9. © Cloudspotting 2013 Analytics tools and social media are invaluable tools for helping you identify the key characteristics of your existing audience: social media pages allow you to browse your followers’ profiles, tweets, posts, active times and who they follow; analytics can crunch the numbers for you. In combination, analytics and social media provide both qualitative and quantitative insights in to your existing audience.
  • 10. © Cloudspotting 2013 Your target audience is a little harder to understand, first thing you need to do, is “fish where the fish are” as KISSmetrics say, in other words, you need to search for the relevant channels and platforms for connecting you to your potential customers. The best way to do this is to come up with a profile of your ideal user covering things like: age, gender, interests, lifestyle etc.
  • 11. © Cloudspotting 2013 This is where you make a real first impression and there are a few general factors to do and do well:
  • 12. © Cloudspotting 2013 1. Use an interesting visual aid 2. Have an attention grabbing headline 3. Strong emphasis on the benefits of choosing you 4. Social evidence or an endorsement 5. An epic call to action 6. Use directional cues 7. Make the next step as obvious as possible 8. Use numbered lists 9. Get your keywords for SEO in to boost organic search. 10.Above all, keep it simple.
  • 13. © Cloudspotting 2013 Ensure calls to action (CTA) are above the fold so visitors can see them straight away. CTA’s should be as descriptive as possible so people know exactly what you want from them, what you will give them in return and, what the next step is. When collecting personal details as part of your CTA only ask for what you absolutely need. Make all clickable icons big and bright and if your landing page is a long one, repeat your CTA.
  • 14. © Cloudspotting 2013 Make it as easy for people to share their interactions with you to build a viral loop keeping people engaging. Social media is the spam free way to move social traffic towards your website, via high quality content, so engage, entertain and interest your audiences and identify their pain points and solve them. Top Tip: all your social media activity should be working towards driving customers to your bespoke landing page and new content; so just as your landing page has a great CTA, so should all your new content!
  • 15. © Cloudspotting 2013 Clearly there are a number of ways to go about acquiring new customers, but one thing is a definite, if you look to engage your audiences you need to: treat them well, provide a strong product or service and endeavour to keep in touch with the people you value, and then they will reward you with their business. We hope the take away points from our guide on developing your customer acquisition strategy will be to focus on quality content, usability testing and audience awareness.
  • 16. © Cloudspotting 2013 Cloudspotting Aquis House Leeds LS1 5RU T: +44 (0)113 234 1542 E: info@cloudspotting.co.uk www.cloudspotting.co.uk