The Five Keys to Customer Acquisition

Customer Acquisition is the all-important first phase of Customer Lifecycle Management. You need to grow your customer base to grow your business, and as a Small Business it’s likely you’re doing it on a shoestring.

Let’s take a brief look at the five key areas you have to focus on so that you can reach and attract potential customers, all without breaking the bank.

KNOW YOUR CUSTOMER

This one is obvious, but you really have to do some serious research to properly identify and assess your target market. No one wants to waste time selling ice to people living in the Arctic Circle…

You need to know where your customers live, what’s important to them, what their problems are and how they interact.

GET THE MESSAGE OUT

First and foremost, make sure you know what your message is. What can you bring to the party that your customers really value?

Once you’re clear on that, stay on message in all your channels. Reach out to your customers where they live both online and off. Develop content that is of interest and value to your customers and reaffirms your message.

FOCUS ON THE CUSTOMER EXPERIENCE

It’s absolutely critical to keep your customers satisfied not only with your product or service, but with the whole buying experience from soups to nuts.

Make sure their experience is positive and aligned at each step of the transaction from first glance to final delivery to after-purchase satisfaction.

MEASURE AND TRACK

Are your customers coming back for more or are they one and done? Know your Customer Lifetime Value. Use metrics and measures to see if your campaigns to attract customers are working.

You have to know if the buzz you’re creating is doing more than making noise.

BE GOOD AT WHAT YOU DO

All the marketing and customer messaging in the world won’t make up for a bad product or service. This is your business — be the expert! And as the expert, stay on top of changes and innovations. Be ready to refine and sometimes redefine what you’re producing.

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