Customer Acquisition
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The Customer Acquisition Process is the set of methodical activities an enterprise executes on a daily / weekly / monthly basis to acquire, develop and retain your digital audience. (graphic adapted from HubSpot)
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Customer Acquisition Strategy
A Customer Acquisition Strategy is the lifeblood of your business growth. Quantifying the impact of Marketing Analytics is your guide to building a successful Customer Acquisition Strategy. Whether you are an artist or a doctor, a small café, a company of thousands or a non-profit organization, in most cases your site is the first experience any potential customer, donor, employee, or vendor will have with your brand.
If your website content spans across social media, mobile devices, and other network-enabled media, you have a nearly limitless opportunity to directly reach consumers on their levels.
Your digital footprint is a natural extension of your overall operating strategy. Creating an experience that resonates with online visitors is essential. Marketing Analytics – measuring audience behavior – will be your business’ compass. It’s important that you have access to the tools to update, manage, and edit on a timely basis.There are 5 Top Customer Metrics that you should be aware of and track on a regular basis. This information will be the guide posts around which to build your Customer Acquisition Strategy.
- The Funnel
- Cost per Acquisition
- Lifetime Value
- Customer Satisfaction
- Churn
Your Customer Acquisition strategy should be the mirror of your overall business strategy; continuous improvement is the model for success. Puyé Analytical will work with you through this entire process, beginning with the design of your website and social media presence, providing the site optimization process, the creation and optimization of campaign advertising, and finally the conceptualization and execution of differentiating business options.
Customer Acquisition and Retention
The combination of inter-connectivity and mobility changes everything. Mobile is now our mainstream of communication – connecting us on the run. Mobile has freed us from desktops and landlines; we read, think, react, reach out, share and shop when we want, wherever we are. Immediacy is imperative. The impact is dramatic, and like the number of users and the degree of interconnection and influence, it will grow.
To gain Customer Acquisition and Customer Retention it is no longer adequate that your website be designed only for a desktop computer. It is now imperative that your website is responsive to the dimensions of any screen size (tablet, smartphone, etc) a visitor wants to use. Mobile is now the dominant format (greater than 50%) – if your website does not display well on smaller screen sizes, you could be missing a major percentage of your audience. Cross device performance creates a seamless brand experience for the user.
“The key to keeping customers engaged and building customer loyalty rests largely on being able to deliver a personalized customer experience.”
– “The Science of Customer Retention”, CMO – November 23, 2015
Your customer retention strategy will also be defined from your Web analytics. As is stated in the fore mentioned CMO article, even with today’s sophisticated marketing / analytics tools, marketers often have difficulty in measuring the ROI of campaigns. This is primarily due to two factors 1) the inability to accurately predict who is going to leave and when, and 2) to run enough tests to define the optimal offer. Qualitative analysis – customer intercepts, surveys, etc. – combined with your quantitative analysis guidelines will improve the marketer’s ability to optimize the customer retention strategy.
Puyé Analytical will ensure your website provides an excellent visitor experience across all devices, no matter how big or small, so that you never miss out on a potential customer.