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 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.

Technology

Rethinking Customer Acquisition
What the hell drives customers anymore?

Joanna Lord
VP of Growth Marketing
@joannalord

Seattle Interactive Conference, 2012

first a little history...

Products

@joannalord

first a little history...

Products Values

@joannalord

first a little history...

Products Values Stories

@joannalord

The Golden Circle Theory

Why?

How?

What?

Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx
@joannalord

customer discovery is the “what”

Why?

How?

What?
What?

@joannalord

customer attention is the “how”

Why?

How?
How?

What?

@joannalord

customer acquisition is the “why”

Why?
Why?

How?

What?

@joannalord

marketers aren’t set up with for the why.

@joannalord

we optimize for the what/how.

@joannalord

we use models for the what/how.

@joannalord

we have to start thinking outside the box.

@joannalord

10 Ways to
Acquire
Customers that
Love You.

@joannalord

#1: Be Authentic.

“How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC @joannalord

#5: Design, Design, OMG Design

@joannalord

#5: Personalize the Value
…warning: don’t be an a**.

@joannalord

#6. Make Loyalty Part of Acquisition.

@joannalord

#7: Push for Company Wide Awareness

@joannalord

WTF. That all sounds like a lot of work.

@joannalord

Well yeah. Change usually is.

@joannalord

Before having what they needed was enough.

@joannalord

Not anymore. The bar has been raised.

@joannalord

Customer acquisition includes:

@joannalord

Customer acquisition includes:

voice.

@joannalord

Customer acquisition includes:

service.

@joannalord

Customer acquisition includes:

community.

@joannalord

Customer acquisition includes:

loyalty.

@joannalord

Thank You! That’s all I got.
Questions? Email me: joanna@SEOmoz.org
Or let’s tweet: @joannalord

Ready, set, launch! Were you thinking "if you build it they will come" would work? This deck is a how-to guide for developing a customer acquisition for your startup. Customer acquisition marketing has become a hot topic with the expansion of "growth hacking" and Chris breaks down the lenses of how to develop your own strategy. Topics covered include: * The "field of dreams" misconception - if you build it they will come * The Ravikant Thesis by Naval Ravikant - there are only three customer acquisition strategies that matter for startups, SEO, SEM & Viral - how to understand if they will work for you * Understanding the basis of Growth Hacking by Thomas Knoll * Devising strategies for inbound marketing channels * User retention through drip marketing *

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