Getting more customers in your business is a journey, that applies for companies across the world, in all sorts of different sectors and industries. You need to understand and know the steps to design a marketing framework that works for you and your company’s needs.
This can include a wide range of goals from driving traffic, highlighting deals, offers, improving conversion rates, generating new leads and so on.
Generally speaking, the standard objectives of a journey include acquiring more customers by converting visitors into leads and leads into customers, nurture leads into paying customers and grow your customer base.
At the end of the day acquiring customers is about effective engagement, typically a customer will interact with your business in different ways, with some many different avenues and ways to convert your audience into paying customers, you’ll need a way of measuring how effective your acquisition journey is.
For example, before you begin you should ask yourself the following questions:
- Who is your consumer?
- What channels are you using?
- What are you offering?
- What are your unique selling points?
This is the start of the customer acquisition journey. From answering these four simple questions, you can then plan to allocate your budget into certain areas of the customer journey.
Some companies may decide to run an online ad campaign, while others may use it for promotion on radio, TV or mobile.
From this promotional activity, your customers see your content, and this drives engagement. From engagement they’ll hopefully be a conversion. Which can include:
- A Click
- A follow
- A Like
Over a period of a few months you can review and evaluate your data, to see which marketing channels are working best for your consumer journey.
You may find that a certain social media network has a high percentage of users purchasing your products or services, this means the customer acquisition journey is working well in this situation.
You may also find you’ve spent £3,000 on an advertising campaign and your conversion rate is under 1%. In most cases this will be a poor return on investment and for customer acquisition purposes, it may highlight this method isn’t working as you expected.
Remember part of the customer acquisition journey isn’t just about gaining a sale or conversion, it goes much deeper than that. By fully understanding the entire journey you can easily maximise your brand exposure without becoming invasive or spending money on marketing channels which may not work for your business.
For example, after a customer has made a purchase it’s important for you to create a link back to the start of the journey. This means you’ll need to ask for customer feedback, with the creation of the internet you can do this in lots of different ways, by using social media, asking for a review, word of mouth and so on.
You can even run focus groups, create a profile on your ideal customer or run simple testing to see how the real-life data compares to your perceived ideas.
From this you can gain a wider understanding of how people purchased and why, you then feed this information back into the pre-planning phase where you asked yourself the four questions about who is your consumer? What channels are they using? What are you offering? And what is your unique selling points?
The metrics and data you gain from real-life examples will enable you to adapt and tweak your customer acquisition journey for better results.
Remember once you’ve created a lucrative framework, watch out for emerging trends and changes to your market, you may have to adapt accordingly to keep your engagement and conversion rates to a level you expect.