Rewriting the Marketing Playbook of Customer Acquisition
Getting new customers seems harder today that it did in the 80’s, 90’s and early 2,000’s. Advertising, networking, cold calling, well positioned marketing and P.R., usually sure-fired methods of customer acquisition, just aren’t delivering like they had in the past.
Fortunately, there are exciting new methods of customer acquisition for organizations that are ready to embrace innovative forms of communications that center on increased prospect/customer interactivity.
This interactivity usually takes place in the form of well-crafted digital landing pages that can be accessed on the web or via smart phone.
The opportunity to increase customer acquisition ROI stems from the marketers ability to be more relevant in follow-through communications; this can be achieved based on what’s previously transpired within the multi-functional landing pages. Typical landing page activities that can be captured include customer purchases or donations, prospect/customer event registrations, short survey responses, content downloads (a great method for building email marketing lists), sign up “to follow” and click-throughs to other links.
One of the key advantages to interactive communications is simple – the ability to deliver a message that is custom designed for a specific target. And history demonstrates that message relevancy delivers significantly higher rates of customer conversions when compared to one-size-fits-all messaging.
The need to think differently –
Having an updated “Marketing Playbook” can aid you in this progression process. Minimally these new playbooks should include answers to the following questions:
- What are your organizations 3-5 primary customer acquisition objectives?; for the purposes of this blog “customer” also applies to donors, advocates, volunteers, voters, members… and, it matters not whether your organizational model is B-2-B, B-2-C, educational, nonprofit, association or municipal.
- How do your prospect/customer segments vary?
- What are the variations of marketing lifecycles being deployed today, (lead gen, nurturing, welcoming, cross selling, renewals, referral acquisition, etc.)?
- What have been the past methods of customer conversions? And, what’s been the interrelationship between marketing, sales, number of prospect/customer touches, degree of difficulty in conversion, and time to closure?
(And some of the new “Marketing Playbook” elements here…)
- If you were to deploy “call to actions” and interactive landing pages, what would this represent in terms of new conversion possibilities?
- Being that it’s likely any organization will not become customer centric overnight, where are the best places to deploy increased communications interactivity, message relevancy and nurturing automation for short term victories?
- How ready is your present media infrastructure (web, online media, social media, mobile communications) to support increased instances of interactivity?
- Is your marketing CRM system up to date with cross media functionality, landing page dynamics, data tagging and multi-touch messaging automation? In today’s rapidly evolved communications landscape most systems that are two years and older are lacking in functionality that support the ability to increase conversion rates given the marketing automation technologies that exist today.
- As you determine your best places to support increased interactivity, do you have a comprehensive “sequence plan” in place? Sequencing the rollout of your updated “Marketing Playbook” strategy can pay dividends for years to come.
While short blogs such as this cannot account for everything we do suggest, there are four foundational cornerstones to implementing the tactical aspects of your updated communications strategies:
- The ability to think more like the customer, less like the brand you’re portraying; what’s in it for them – how are you co-developing their mindset “with them” as opposed to “to them”.
- The ability to use call to actions to drive viewers or listeners to digital landing pages; digital media being the platform where much of the 2013 population is spending their communications time these days.
- The ability to have methods to implement and “capture” landing page activities in a cross media environment. Even traditional forms of communications such as direct mail, signage, and call centers should get in on the act. They should all be optimized to drive increased landing page experiences.
- Lastly, you should be able to tag and nurture follow-through communications in “customer of one” scalable, cost effective follow-through messaging. If you can plot out your prospect/customer marketing lifecycles, the marketing automation tools that exist today can transition your follow through activities into hyper-drive.
What about the majority that are not ready to buy on the first touch-
Prospects that are not ready to buy on the first touch can be incubated via the process of relevant multi-touch messaging particularly when the engagement process has heightened use of interactive communications.
(Our next blog will show an illustration of “interactive communications” as well as a typical landing page experience.)
Much has already permanently changed including your customer’s communications behavior and buying patterns. Updating your marketing roadmaps can yield positive results!
Contact someone within our organization and we’ll be happy to review with you recent examples of what these revised strategy play books look like.