Learn tips on how to acquire customers and move them through the conversion funnel!

1. Crash Course on
Customer Acquisition
Brought to you by:

2. Hello! My name is Gregory Figuereo
Email: Gregory@growthhackingasia.com
@gregoryfiguergoGregory Figuereo

3. Bow Jitnaitham
@b.jitnaithamBow Jitnaitahm

4. Our Goal:
Flip the success rate of Asian
startups from 1/10 to 9/10

5. Consultancy Academy Community
What we do?

6. We work with you to...
○ roll out an experiment and data-driven
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results
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Consultancy

7. Countries
7
Events & Workshops
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Bootcamps
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through our combined
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experiments, our bootcamps
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8. Community
Monthly events in Singapore, Malaysia, Indonesia, Thailand, Vietnam & India

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11. Agenda
• SEO
• Conversion Rate Optimization
• Facebook
• Line Marketing
• Referral Marketing
• Workshops
• Social Media

12. Workshops
• Review your website for SEO and CRO improvements
• Fill out Buyers Journey and Content Mapping Templates

13. SEO

14. Why Should You Invest in SEO?

15. Why Should You Invest in SEO?
• SEO is Good for Business Visibility and Branding
• SEO Brings Your Business Traffic
• It is Cost-Effective
• Your Competitors Are Doing It
• It Still Works

16. A Simple Approach to Getting Started With SEO
• Create a website
• Install Google Analytics or MixPanel to track visitors
• Conduct Keyword Research using Google Keyword Planner
• Add content containing targeted keywords to site and blog
• Place links to website on your social media accounts
• Share your blog posts on your social media accounts frequently

17. Question: Why Do I Need a Website?
Answer #2: Once you optimize your
website, it becomes a 24/7 virtual
salespeople that never sleeps, never gets
sick and never says no! They are always
ready to do their job, convert and close!
Answer #1: Without a website, you can’t
fully take advantage of the benefits
associated with SEO.

18. More Reasons Why You Need a Website
• They Provide Your Business Credibility
• They Allow You To Communicate In Almost Any Language
• They Save You Money
• A Website Makes It Possible To Target A Wider Market
• They Enable You To Collect Data You Can Use To Better Target
And Convert Prospects
• You Can’t Afford Not To

19. What Content Should My Website Have?
Your Website Should Have Content That:
• Informs about your product or service
• Converts visitors thru marketing messages and CTA’s

20. What Content Should My Website Have?
Typical pages that informs about your product or service include:
• About us
• Contact us
• Product/service descriptions
• Pricing page
• Clients and testimonials
• Blog

21. Q: What Type of Content Should My Website Have?
A: Content that caters to ever stage of your Buyer’s Journey:

22. What Type of Content Should My Website Have?

23. What Type of Content Should My Website Have?
Your website content should fit in with your industry, culture and
brand personality. More examples of content and keywords:
• Video: Explainer videos, product demos, announcements, promos
• Guides: How-to’s, step-by-step guides, “guide to”
• Tips: Strategies, tactics
• Content from a thought leader
• Comparisons: Pro’s and cons, verses
• Questions: How, what, where, when, why, FAQ’s
• Lists: “Top Ten Best”, “5 ways to…”, “3 Reasons Why…”

24. Conversion Rate
Optimization
(CRO)

25. Conversion rate optimization (CRO) is a system for increasing the
percentage of visitors to a website that convert into customers, or more
generally, take any desired action on a webpage.

26. What is CRO?
CRO is the process of increasing your percentage of visitors into buyers.

27. What is CRO?

28. Q: Why Should I Care About CRO?
A: Increasing your conversion rate by just 10% can increase
sales by 800%.

29. How to Get Started With CRO
#1: Set up Goals in Google Analytics or MixPanel

30. How to Get Started With CRO
#2: Direct Traffic to Landing Pages and/or Pages on Optimized Website
✓ Simple Design
✓ Appealing image
✓ Clear message
✓ Clear, contrasting
CTA
✓ Only ask for email
address
✓ Incentive for sign
up

31. How to Get Started With CRO
#3: Use Optimizely or Unbounce to Conduct A/B Tests

32. How Else Can I Implement CRO Strategies?
Discussion Topics:
• Live Chat
• Pop-up boxes
• Lead Magnets
• Social Proof
• Opt-in forms and CTA’s
• Site speed (pingdom.com)
• Analytics (review your top exit pages)

33. CRO: What is Social Proof?
Definition #1: Social proof is a psychological phenomenon
where people assume the actions of others in an attempt to
reflect correct behavior for a given situation.
Definition #2: Social proof is the art of creating positive
influence around your brand using our natural reliance on
peers, experts and third parties for cues that guide our own
behavior.
In other words:
“Oh! That looks good! I’ll have what he’s having!”

34. CRO: Why Use Social Proof?
Social proof helps convert visitors by building trust and
authority.
• Over 70% of Americans say they look at product reviews
before making a purchase.
• Nearly 63% of consumers indicate they are more likely to
purchase from a site if it has product ratings and reviews.

35. CRO: Examples of Social Proof
• Case studies
• Testimonials
• Reviews
• Social media
• Trust icons (3rd party endorsements, SSL certificate, client
logos)
• Data/numbers
• User generated content (blog, social media, video reviews)

36. CRO: Social Proof Best Practices
• Place social proof throughout website and landing page
• Use pictures, names, titles and company in testimonials
• Use industry experts and authorities for reviews/testimonials
• Get people to place their reviews everywhere (Google,
Facebook, Foursquare, Social Media)
• Repurpose social proof in blog, PRs and marketing
campaigns

37. CRO: Examples of Social Proof
Testimonial

38. CRO: Examples of Social Proof
Customers/trust icons

39. CRO: Examples of Social Proof
Case Studies: Data-driven, in-depth analysis of the product or
service you provided a current customer with.

40. CRO: Examples of Social Proof
Data/numbers: Buffer and Hootsuite

41. Lead Magnet

42. Lead Magnet
Lead magnet is a landing page or an offer dedicated to giving your
website visitor some relevant values in exchange for their contact
information.
Digital Marketer used a Lead
Magnet to generate 28,507
subscribers in 45 days

43. Lead Magnet Ideas
Experts
E-books and
whitepapers
Mini-courses
Video
Free course /
webinar
Software
Free
coupons
Educational
content
Free online
tools
Software
Free trial
Freemium
account
Demo
E-Commerce
Free
coupon
Free
shipping
Free gift
Membership
Educational
material

44. Free Online Course

45. Expert Advice

46. Mini Online Courses

47. Free Discount Coupon

48. Competition or Giveaway

49. Give a Free E-Book

50. Share Reports, Case Studies & Resources

51. Live Chat

52. Benefits of Live Chat
• Customer Satisfaction: 77% of people who use live chat believe their
questions have been answered quickly and efficiently
• Higher Conversions: 61% of online shoppers and web visitors are more
like to purchase based purely on Live Chat Communication
• Strong Customer Relationships: Having a live chat option on your
website increases Customer Trust and Loyalty
• Higher ROI: Live Chat reduces overall call center costs by lowering
average interaction costs
• Customer Retention: 63% of web visitors are more likely to return to a
website that offer live chat

53. So, What is Live Chat?
A software that allows businesses to chat in real time with
website visitors.

54. Benefits of Live Chat
Convenient for Customers Competitive Advantage
Cost Effective
Increase Sales Engage with Customer
“44% of online consumers say Live Chat is one of
the most important features a Web site can offer.”
“62 percent of Internet consumers said they would
purchase more products online if live customer
support were available.”
Almost 2 in 10 live chat respondents did more
than 75% of their holiday shopping online,
compared with 14% of those who did not chat.
“Many businesses see call deflection rates
of 30-70%!”
“77% of people shopping online would like to
make contact with a real person before making a
purchase.”

55. Pop-Up Boxes

56. What does Pop-Up Box do?
• Great way to keep your visitors focus on action and minimizes distraction
• Effective way to increase Conversion Rate
• Easy way to conduct A/B tests
• They work on autopilot, it's a set and forget process

57. Types of Pop-Up Boxes

58. Lightbox Pop Up

59. Floating bar

60. Side Bar Opt-in Form

61. Slide-In
Pop-Up Slides in
As You Scroll
Down

62. Mobile Pop Up

63. Full Page Pop-Up

64. Exit Intent Pop Up

65. Click-Thru Pop-up

66. Free Demo

67. Free Demo

68. Referral
Marketing
“By implementing referral mechanisms within your marketing
campaign you can double or even triple ROI by encouraging viral
behaviour thru incentives or the promise of possible rewards.”
-Gregory Figuereo

69. Why Referral Marketing?
• 65% of new business comes from referrals
• People are 4x more likely to buy after being referred
• 83% of customers are willing to refer
• 92% of consumers trust peer recommendations
• The average value of a referred customer is at least 16%
higher than that of a non-referred customer

70. Referral Marketing Benefits
• Enables you to keep the conversation going
• You add value and retention to customers
• Increases retention rate of customers who refer

71. Referral Marketing Campaign Types
Instant Reward
Reward your customers immediately as they share your link via
their social channels.
Works best if you can offer valuable perks to the users at a low
cost to yourself. E.g.: digital content (music, e-book
downloads), access to extra features or increased usage limits,
and small discounts.

72. Referral Marketing Campaign Types
Instant Reward Example

73. Referral Marketing Campaign Types
Goal-based Rewards
Reward the customer for bringing in a set number of referrals.
Gives you more control over ROI at the expense of putting a
higher strain on participating customers.
Suitable for referral programs with high-value bonuses.

74. Referral Marketing Campaign Types
Referral Contest
Reward the customer (or several customers) who brings the
most referrals over a certain time period.
Suitable for both large one-time promo actions with expensive
prizes and smaller recurring sweepstakes.

75. Contests – Case Study

76. Contests – Case Study
Duration: 30 Days
Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends
RESULTS

77. Contests – Takeaways
✓ Have a compelling and product
related prize
✓ Integrate viral referral mechanics
✓ Post contest engagement drives
sales

78. Referral Marketing Campaign Types
Sweepstakes and Giveaways
Reward the customer (or customers) randomly over a certain
time period. Their chances of winning are proportional to the
number of entries they earn (for social posts, conversions, etc.).
Suitable for both large one-time promo actions with expensive
prizes and smaller recurring sweepstakes.

79. Referral Campaign Examples

80. Referral Campaign Examples

81. Referral Campaign Examples

82. Referral Software Example

83. Referral Software Prices and Features
Price = $25-$99/month or CPA based
Free Trial: 14-30 days
Features:
• Integrates with webstores
• Social Media Integration
• Send coupons or cash rewards
• Tracks/measures campaigns
• Fraud protection
• Mobile friendly
• Triggered-emails
• Quick and easy set-up
• 2-way incentive features
• Customer retention features

84. Recommended Tools
• Gleam.io
• Paywithatweet.com
• Forewardsapp.com
• Campaignedapp.com
• InviteBox.com
• ReferralCandy.com

85. Tips on Increasing
Referrals

86. Give Big Rewards for Small Actions

87. Make It Easy to Share on Social Media

88. Let Them Write Their Own Invitation Message

89. Reward Both Ways

90. Facebook:
How to optimize your page and
acquire customers

91. WORKSHOP #1 EXERCISES :
• Review Facebook Pages
• Create a Facebook Event

92. Thailand
Facebook #1/ Line #2

93. Thailand currently has 26 Million Facebook Users
Updated April 2016

94. Most of Facebook Users are living in Bangkok
Update April 2016

95. Best time to Post on Facebook is 2 PM
Update April 2016

96. How to Optimize Your Facebook Page
• Create a short, memorable username
• Fill out your “About” section (location, contact info, etc)
• Fill out your Facebook Page with searchable information
• Add posts, photos and videos
• Create a Call-to-Action button on your Facebook Page
• Include a Call-to-Action in your Facebook Page Banner
• Add a Shop, landing page and/or opt-in forms

97. Create Call to Action in your banner (Page Cover)

98. Edit Your Call to Action

99. Edit Call-To-Action Button

100. Facebook Customer Acquisition Strategies
• Invite your Friends to like your page
• Invite your Friends to Events on a regular basis
• Include Facebook Like Boxes on your website and blog
• Respond to messages quickly
• Encourage people to post reviews
• Create a Facebook Group related to your industry
• Post on Facebook Groups

101. Facebook: Invite your friends to like your page

102. Post on Facebook Groups to Increase Reach
Post on 1 Group = 42,500
Reach
4 Groups
=
60,000 Reach

103. Respond Quickly to Messages

104. Send Event Invitations
When your friend invite
you to the event
Forward Event Invitation
to your friends

105. Types of Events You Can Invite Friends To
• Virtual Launch Party
• Sales and Promos
• In-person events
• Webinars
• Contests and Giveaways

106. Why Facebook Pay Per Click?
•More targeting options, including, towns, regions, age,
likes/interests, income bracket, and other demographics
•Easier to set up than Google AdWords
•CPC is normally cheaper than AdWords
•Facebook has more viral elements (like, share, comment, tag, etc)
•Some ad options are harder to ignore compared to a Google Ad

107. Facebook PPC Best Practice

108. Facebook PPC Best Practice

109. Facebook PPC Best Practice

110. Facebook PPC Best Practice

111. Facebook PPC Best Practice

112. Ad Units and Creative Best Practices
Happy People, Pets and Children
Best performing images include images of happy women, pets and
children.

113. Clear and solid value proposition & Call to action
• Clear Call-to-Action
• Currency amounts
• The word ‘Free’
• Your brand name (if it’s recognizable to your audience)
• A Value Proposition like ‘Win a Free Getaway!’ or ‘Learn A/B
Test Secrets’
• Include an action word (‘Rank Higher on Google’)
• Ask a question (‘Want to get more leads?’)
• Use negative words (‘Stop selling crappy SEO’)
Ad Units and Creative Best Practices

114. LINE

115. Why LINE?
LINE is the 2nd largest social media network in Thailand
with 33 million active users, the app enables you to:
• Sell products with LINE Pay (customers use CC/debit cards)
• Group message all your followers
• Launch marketing campaigns on Line such as contests,
promos and sales.
• Receive calls and messages from leads and costumers
• Link to landing pages and utilize CTA buttons

116. LINE Strategies
• Create an Official Partner Account
• Display LINE username and/or QR code on website, social
media accounts and business cards
• Promote exclusive promos, contests and content on LINE
• Post on Timelines often
• Group message your followers often but not too often
• Request that people share, comment on and like your posts
• Vary your posts to keep it fresh and test out what content
works the best

117. LINE Official Account

118. Message Function
• Send a message to all the users at once
• Users are notified when the message arrives, so
the open rate is usually high

119. Timeline Function
• Post information on users
Timelines
• Users can "like" and add comments
to your post

120. Rich Message Function
The Rich Message function allows you to
bring photos and text together in one image
to appeal to users in a way that is concise
and easy-to-understand.

121. Research Page Function
• Send any content that generates
interactions (questionnaires, polls)
• Get tally up demographic information of
the respondents

122. PR Page Function
• A mini page that users can view on the
LINE application
• Send coupons or messages with higher
text volume compared to what is
allowed with a normal LINE message

123. Keyword Answer Message
This function replies to messages from
users with a preset message as a perfect
match. Set the keywords in advance, and
responses are sent automatically based on
those keywords.
This can be used in various tasks including
matching interests, responding to user
questions, searching store information, and
planning quizzes

124. LINE Sticker
What is Sponsored Sticker?
• Turn your company's character
into a sticker
• Distribute it to users for free
Benefits:
• Increase your character
recognition
• improve your company's
branding

125. LINE Free Coins
• rewards users with Coins for downloading apps or watching videos
• Coins can be used to purchase stickers and themes sold in the LINE app
• Attract customers and promote videos to the world's largest smartphone user
base

126. Free Coin: Video Promotion (CPV Ads)
• Build brand awareness or link to
- TV ads
- Event promotions
- App download pages using videos
• Attract quality users using only a small amount of incentive.

127. LINE On Air
Live Activities with Line Brand Official Account
- Contest
- Sweepstake

128. LINE Event Page
• Text and Photos
• Calls- to-Action
- Link to your Landing Page
- Call the company directly
from Phone

129. Social Media

130. Social Media Creates Huge Impact

131. Consumer Behaviour Is Changing
77%of Customers seek Advice, Information and Help On Social

132. Share Opinion about Brands on Social Media
Gives Reviews/ Recommendations
via Social Media
Are Loyal To The Brand They Follow On Social Media
Consumer Behaviour Is Changing

133. • 38 Million Social Media Users
• Internet > 10hr/ Day
• Facebook #1/ Line #2
Thailand Social Media Statistics

134. Social Media
Best Practices

135. By just including
“because”
in your sentence, it
can increase
conversions by 34%
Use Powerful Words in Your Messages

136. Sharable Lack of Risk Scarcity Exclusivity Power
Secret Best-Selling Limited Offer Members Only Premiere
Tell Us Cancel anytime
Supplies running
out
Class full Save
Inspires Certified Sales ends soon Login requested Complete
Take Guaranteed Today only Exclusive Offer Improver
Increase Lifetime Only 10 Left Be one of the few Immediately
Find out Money back Only available here
Get it before
everybody else
Discover
Check out Tested Best
Share Unconditional Win
Example of Powerful Words
“Tested Techniques That Will Improve Your Sales Numbers In Just 3 Weeks!
Reserve Your Ticket Now! Only 10 Seats Available.”

137. Create Shorter Length Headline
•Before: Think Social Media Is Just for Kids? Here Are 10 Statistics
Guaranteed to Prove You Wrong
•After: 10 Stats That Prove Social Media Isn't Just for Kids
Facebook Most Liked: 8–12 words
Most Twitter Liked:12 or 14 words

138. Engage with
Audience

139. Best Practices in Responding to Messages
• Read their message
carefully
• Reply using their
name
• Reply in a timely
fashion

140. Respond in a Timely Fashion
Twitter’s
Study

141. 72% Expect Brands To Respond To Complaints Within 1 Hour

142. When is your
Audience Online?

143. What time do they live online?
Facebook Insights

144. Klout Helps Predict Posting Time

145. Klout

146. Klout Score

147. Post on 14 Social Media Networks

148. Find the best content related to your interests and industry

149. Find and Follow experts in your field

150. Klout Curate Related Contents

151. Schedule posts

152. Klout to Schedule Content

153. Measure and track your impact

154. Snip.ly

155. Use Snip.ly To Drive Traffic From Social Media Posts

156. Use Snip.ly To Drive Traffic From Social Media Posts
Step 1

157. Step 2
Use Snip.ly To Drive Traffic From Social Media Posts

158. Step 3
Use Snip.ly To Drive Traffic From Social Media Posts

159. Step 4
Use Snip.ly To Drive Traffic From Social Media Posts

160. Hootsuite

161. Hootsuite helps you manage Social Accounts in 1 window

162. Add More than One Admin