This is our short and sweet, quick tip guide to tackling your User Acquisition Strategy Guide to help you grow your business.

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Image reference:
http://www.waldenwood.com.au/upload/images/WWG_services_diagram.gif

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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.

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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.

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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?

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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.

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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.

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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.

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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.

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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.

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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.

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This is where you make a real first impression and
there are a few general factors to do and do well:

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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.

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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.

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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!

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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.

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