Online customer acquisition in 2014, via web marketing.

1. Customer Acquisition - 2014
Chris Leonard
C. 484-410-1577
www.linkedin.com/in/chrisleonard1/
www.slideshare.net/chris2004x
@chris2004x

2. Customer Acquisition 2014
Model
Source: Hubspot

3. Customer Acquisition 2014
Build Your Model
1.
Objectives. Align on objectives for products or categories.
2.
Personas. Clarify 2-3 customer types to target. Define & map their buying journeys.
Understand why & how they buy, problems to solve, key decision points & key factors in
closing.
3.
Positioning. Establish 100% clarity on competitive arena, set positioning & supporting
content/messages.
4.
Resources. Assess & select marketing assets: Website (SEO), tools (amplify &
analyze), partners & content.
5.
Human resources. Assess ability to prepare content, placement, analysis & actively
engage with community.
6.
Advocates. Identify influencers & enthusiasts who will serve to amplify the message
in various web marketing & social channels.
7.
Plan with commitment to adapt & grow. Apply a never-ending commitment to
“test & learn" new & better ways" to develop awareness and acquire customers.

4. The Web Experience
Note: Only a few have the whole thing
PPC & CONTENT
WEBSITE
PROSPECT
LEAD
CUSTOMER
MULTI-PLATFORM
RESPONSIVE, SEOed
SOCIALLY ENGAGED
PPC/INBOUND/CONTENT
MARKETING

5. t!!
ai
W
All of that?

6. I cannot do it
all.
Step-wise: Budget and
ability to manage well
Reasonable expectations
for timing & success.
What should I
do?
Note: Adaptive nature
leads to shifting results

7. Planning?
# shockingnews
Today, hardest part of planning = Developing a plan that sticks.
So, successful “technical marketers” constantly add new
messages, tactics & platforms.
Emphasize "adapt and grow” in the plan.
Test endlessly to surface more "new and better ways" to
develop awareness and acquire customers (find out “what
works” & de-emphasize “what doesn’t work”)
#commit: To never-ending test & learn

8. Some Notes About Content.

9. 92,000 per day
Each day there are around 92,000
new articles posted on the internet.
@stephpchang
http://moz.com/blog/future-of-content-upcoming-trends-in-2014
Get close to your constituents.
Be helpful, serve them.
Be unique.

10. Content: Brand Your Expressions
Content Branding Examples
The Big Idea - Reactions to a big trend: 1. definition. 2. Rough process 3. How we see it.
ELI5 - Explain It Like I'm 5: The thing in 800 words or less, written so that a 5-year old
can understand it. (source: reddit.com)
The Deep Dive - Our deepest thinking.
So you're telling me there's a chance - Predictions so bold, they are just plain
crazy. But, we like to forecast and project. Expectation: To provoke.
The Internal Debate - Stuff we disagree about that is worth taking public! (And,
getting your reactions. So, dive in.)
Fail - Failures that we experience.

11. Affordability
Human resources must prepare content, place, analyze & actively engage.
Leverage contracted resources to execute the plan:
1. Resource needs fluctuate, you will need up- & down-time flexibility.
2. You will test endlessly and constantly to have the chance to surface “more new things”
that work to acquire customers. So, you will require expertise that comes and goes.
Call on Ex-US contractors (India & Philippines) to provide the following for you:
1. SEO: Based on competitive analysis & winning vs. competitors' SEO activities.
2. Content development: Will be the hardest part. Key lots of borrowing & recycling.
3. Content amplification: A basic management task.
4. Hunt for amplification opportunities: Requires a cheap, and very savvy, smart hunter.
5. Analysis: Insights for optimization and adaptation.

12. Tips From The Field

13. “The Secret Sauce”
Most social touchpoints your audience will have with your
product or brand or whatever, are not the “bells and
whistles campaigns” you put together at great expense,
but rather the day-to-day social management of all your
channels.
That’s how they meet you, and that’s where they come to
thank you, and it’s where they are going to voice their
discontent. So be there for them, take care of them, and
give them what they came to you for in the first place.
Andy White; M80 & Senior Social Media Manager for Audi
http://outspokenmedia.com/social-media/audi-super-bowl-2013-blackout-tweet-interview-andy-white/
(By the way, M80 http://www.m80.com "Cultivating consumer relationships through conversation and content.")

14. About Influencers - FeverBee Says!
Your role is to create an environment, through both your
mass and micro (1-yo-1) communications, that
facilitates bonding within community members.
This means in public you might recognize top members,
talk about the community and plan events.
In private you might build relationships with key
members, introduce members to each other, ask for
opinions and suggestions
and work towards a greater good.

15. Which social media?
FB: A community of your constituents, that everyone is already on and is
visible to all FB users.
Twitter: micro-broadcasting, search and discovery engine in itself, info
exchange
LinkedIn: Much better solutions for Rolodex and networking, with content.
Google+: Statistics that cannot be ignored, better integration with Google.
(Hosted Forum: A place where your community meets to talk about your
community)
Wikipedia: I just had to put it here. Credible, highly used.

16. Marketing Model
Step
Key Question Addressed
1. Strategy
What are the key issues that our promotional communications must
solve?
2. Customer Types
How do we categorize our existing and prospective constituents? What
problems can our school help each customer type solve?
3. Positioning
What is the unique emotional, or logical, space we wish to occupy in the
minds of constituents?
4. Message Development
What compelling messages and what story (i.e., the order of messages)
can we deploy to support the positioning, and motivate constituents to
act?
5. Website Plan & Dev.
What content, tools, and navigational elements can best deliver our
compelling story?
6. Placement
What elements of the story are best suited for placement in our
communications channels?
7. Analysis
What data inform us of what works and what doesn’t work in our
marketing program?
8. Optimization
Based on data, how can we modify our content and placement settings to
achieve optimal return on marketing investment?

17. Go Set The World On Fire!