Capturing demand
If you’re already enjoying some inbound Finance Directors Email Lists interest, your acquisition strategy. Maybe you’re enjoying a high volume of search traffic—adding an SEO guru to your team would be a great way to capitalize on interest and turn it into a longer-term channel. Or maybe you’ve got a great social following, and a social media manager with a paid advertising expert could turn social subscribers into customers.
Each channel should take responsibility for both new and existing campaigns. As part of that, the channel owners should always be watching for trying new campaigns that have the potential to turn into evergreen campaigns. In other words, once a campaign has proven effective, run it regularly to amplify the impact.
Reducing acquisition costs
. Determining how much you can afford to spend acquiring customers depends entirely on the value of each customer. To arrive at that determination, you need to call upon the right tools. Here are three tips from Pam on how to reduce your acquisition costs:
- Analytics tools help you evaluate and understand your costs so you can avoid over- and underspend and better understand how your business works. That said, it’s more important to invest in the philosophy of analyzing costs than just investing in sophisticated tools. Think of analytics as a muscle you need to develop: you’ll get better at asking the right questions and finding answers the more you analyze data.
- Free (or low-cost) channels are another tactic you can call upon to reduce your spend. For example, search engine optimization (SEO) and content make
- it possible for customers to find you. While it’s not completely free to pursue an inbound approach—you’re still making investments of time and content to generate good SEO and
- publish on third-party sites—it can often cost much less than outbound tactics. Keep in mind that you are more likely to attract potential customers initially by sharing information and content
- that is helpful to them rather than focused on your offerings .
