Keeping up with the “always on” customer can seem like a game of capture the flag. The only problem is that the flag is constantly moving.
During LaserTag 360, I had the opportunity to present on the topic of modern customer acquisition strategies to a group of highly motivated FEC owners/facilitators at various stages of launching their project.
As with any new product, a successful launch has to be aligned with a solid process to maximize the return on investment.
Here’s the presentation along with a breakdown of each customer acquisition strategy:
Define Your Customers
This is the foundation of a modern customer acquisition strategy because you have to know who you’re marketing to. It’s the people you think about when you create your content—in the right context.
Creating a buyer persona is a good place to start. If you’ve been capturing details about customers in your database, you’re ahead of the game.
To take it one step further, you want to create experience maps so that you know what your customers are thinking and feeling at every touch point.
For owner/operators of a family entertainment center, the customers’ access to real-time information, and intent during micro-moments creates more opportunities to influence decisions.
Here’s a short video that illustrates the moments of our lives:
In order to attract today’s technologically enabled customers, you want to create content for each of these types of micro-moments:
Let’s look an example of content you can create for the moment when a busy mom is planning a birthday party.
You start by using a keyword phrase that matches her search intent. You write a blog post that contains the keyword phrase, “13th birthday party ideas” which gets approximately 1,700 monthly searches (Stats via Moz).
If you’ve created a post that resonates with your ideal customers and promote the heck out of it via social media, ads, and local outreach, the idea is that you increase your organic search traffic for that keyword phrase.
Keep in mind that gaining mindshare through content marketing is a marathon, not a sprint. It’s constantly adding value to your customers that will reward you in the long run with a steady stream of website visitors who come to your site around the clock.
Convert Your Customers
Let’s continue down the path of the birthday party ideas blog post. Now that you have added value during her “want-to-know” moments, you can capitalize on the “want-to-do” moments by getting her to download a party planning checklist in exchange for her name and email.
In the moments when she is ready to buy, you can have her book a party, up-sell products, and even put down a deposit. Just think about the additional revenue opportunities and the time savings when you have this capability on your website.
Let’s say that the busy mom doesn’t take action after reading your blog post. With a little retargeting, you can put some targeted social ads in your local area for those who have viewed your post.
You can test a Facebook Ad that gets them to download your party planning checklist or book a party.
Analyze and Optimize for Results
Attracting and converting visitors into customers is an art and a science.
If you get 100 visitors on any given month and 1 of them becomes a customer, your conversion rate is 1%. Simple enough, right?
Now imagine if you can increase that conversion rate to 3% or even 5%!
That’s where conversion rate optimization comes in. You take a scientific approach towards testing a hypothesis, running experiments, and measuring results so that you continuously improve results.
Although there’s a lot that goes into optimizing conversion rates, here’s a good starting point:
The key to acquiring customers 24/7 is to align your selling process with the buying process of today’s consumers. This means that you must be able to sell your products around the clock in order to capitalize on the micro-moments.
The best time to implement your customer acquisition strategy was 5 years ago. The second best time is now.