Customer Acquisition 2012


Businesses fail because some of the following reasons:

Keep the Doors Open

– low awareness among a target market
– didn’t acquire enough profitable customers
– acquired enough customers but at too high of a cost

Customers are assets, acquired, managed for profit and retained to keep a competitive edge in the market places. Customer acquisition is major priority for all start-ups or small businesses. It is a daily activity to keeping the doors open. When entering new geographic or customer market segments or launching a new product/service.

Within the customer acquisition process is the economics, cost of acquisition and retention vs. profitable customer.It’s imperative to understand the economics of customer acquisition. To know the cost/benefits of different customer acquisition strategies and tactics. To gather up metrics such as customer numbers, average cost value, acquisition-to-conversion and cost-per-qualified-lead can help distinguish the effectiveness of your acquisition efforts.

To keep the doors open in 2012 and beyond, small businesses/starts up (really, all businesses) have to be more calculating, on how they go about acquiring their assets and especially when working with limited resources in the way of fund, bandwidth or talent.
Creating a plan, strategy and processes can go along the way in saving time and money.

Create a customer acquisition strategy:

Define a customer acquisition process.
Define a role that focused on prospecting.
Identify your success factors and metrics for the new strategy
Develop a marketing campaign process that requires integrating lists.
Monitor process and feedback loops to adjust the process as necessary

Customer Acquisition Tactics:

Social media -Twitter, Facebook, LinkedIn, Bookmarking Sites

Content –Blog, Articles, Case studies or White papers

Direct Marketing –Direct mail, email campaign, Webinars, podcasts

Paid Search- Online ad campaigns (Facebook,LinkedIn, Google Ads etc)



A LinkedIn Company Profile


Although company profiles have been available since 2008 on LinkedIn, LinkedIn main focus has always been  building a platform for professional.

Online Presence, Branding, Optimization,Inbound Marketing

Errand Managers LinkedIn Profile.

Benefits:

  •      Post products or Services
  •      Share company profiles
  •      Clean Business profile with a mix of company profile, social media and the people
  •      Another sizable platform to give your business more visibility.
  •      Find key talent that is interested in working for you
  •      Connect with professionals who work for key accounts or businesses
  •      Keep up with your competition.
  •      Visibility and ability to follow other companies
  •       Get recommendations from you customers

LinkedIn and Business

  • As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 73 of the Fortune 100 companies as of March 22, 2011.
  • More than 2 million companies have LinkedIn Company Pages.
  • LinkedIn represents a valuable demographic for marketers with an affluent & influential membership.
  • Thousands of developers are using LinkedIn APIs to create innovative tools and services for professionals.

Back when individuals would provide information regarding the firms they worked for on LinkedIn, company listings would appear with various spellings and accounted as an individual company as well as location. I worked for a Level 3 Communication. Some folks listed that they worked for Level3 Communications, other LEVEL (3) Communications or Level 3 Communication Inc or LLC. Basically, it’s one and the same company. Well, companies are taking charge of their online presence as a way to manage the brand messaging.

If you  have a LinkedIn profile you may have received an email from LinkedIn regarding a your company profile. Take advantage of this offers as with most technology companies today they start of as a free service, and once they reach a critical mass, they begin monetizing the products. LinkedIn is a free tool for professional to get their profile out there. However, there are limitations for the basic accounts. I believe it’s only a matter of time before they start charging for the services, such as connection or introductions.

Errand Managers a Small Business Service Provider

LinkedIn Company Profile

If for nothing else, treat this as a branding opportunity as well as a key online presence profile. Back in the day, your business would have been listed among millions other businesses on the yellow pages. LinkedIn, Facebook or other Social Media or Online Communities business listings can be treated as such.  Help your customers find your business and make it easy for them to make the decision to buy from you.

New LinkedIn Company Page Feature: College Alumni


New LinkedIn Company Page Feature: College Alumni.

Getting started with Social Media


Novice Level:  What you can be doing

Diving into Social Media

Just dive in

Dive all in or stick your toe in and test the waters, either way you will have to start somewhere. ick the three commonly used platforms, Facebook, Twitter, or LinkedIn and observe  how others use the sites.

How do other small businesses using social media? Depending on their goals, some use it educated, entertain and/or to engage their customers. What is your goal? To reach new customers, fantastic that is in line with every other small business in America and beyond.

Start by creating an account and take the default settings, dedicate an hour a day, to learn, listen and then leverage. The cost to you is time. However, because you are starting out it’s the most inexpensive way. It is one way to learn about more about these tools is attending webinars some free others paid(Brought to you by Rachel Levy) a site curating presentations by other businesses, far richer content as they have visuals with the how-to’. Check out content from Hubspot an Inbound Marketing firm, they have invaluable resources on this subject just to mention a few.

There is information galore online of what not to do but here is what you can do to start. Simple as the only way to leverage these tools is understanding them, not so much, technical aspect but  as another business tool.

  • Create and complete a profile on Twitter, Facebook, and/or LinkedIn.
  • Invite your clients, partners, and/or vendors to follow/connect or like your business.
  • Share appropriate information that educates, engages and/or entertain your audience.
  • Absolutely measure your efforts, engagement and lead conversion to calculate your ROI.

A month of working on with the tools, you can then formulate a social media marketing plan. Check out this basic template and feel free to modify to suit your needs.

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