What's inside:
Overview
Analyzing the customer journey
Measuring your customer acquisition strategy
Leveraging paid, owned, & earned media
Embracing the customer acquisition ecosystem
7 case studies to track
Resources we love
Takeaways & next steps
How to Drive Customer Acquisition with Paid, Owned & Earned Media
Adam Domian
Adam is an EIR, working with M13's portcos to craft and navigate go-to-market strategies and accelerate growth. Previously, Adam held multiple roles at Unilever, S.C. Johnson and Target with a track record of success accelerating, expanding globally and turning around brands and businesses.
Lizzie Francis
As a partner and head of operations, Lizzie leads the Propulsion team that helps propel our founders’ businesses forward. She was previously the COO of sneaker marketplace GOAT Group, CMO of Gilt Groupe, and founding partner of Brilliant Ventures.
Customer acquisition, as the name implies, is the process of gaining new consumers. It involves identifying, finding, and ultimately persuading people to hand over their hard-earned money in exchange for your product or service. The customer acquisition strategy you develop and the tactics you employ should be measurable, repeatable, and scalable.
There are specific activities, resources, and dollars you will commit to bring in new customers. However, there’s an entirely separate set of activities, resources, and dollars you must budget to keep your customers coming back and buying more from you. Some of the tactics you use to acquire and retain customers overlap, but these activities are distinct enough that we’ve covered customer retention in a separate guide.
To efficiently gain new customers, here’s why your business needs a thoughtful strategy for customer acquisition:
Content generation is expensive. In the last five years, the cost of acquiring new customers has increased by over 50%. It’s very easy to waste money if your strategy is not well-thought-out and tested.
Finding the “right” cost to acquire a customer is a combination of market research and hypothesis-driven experiments. Your goal is to find the channels, message, or creative that can yield high-quality customers at the lowest possible cost to your business.
1
Analyzing the customer journey
2
Measuring the success of your customer acquisition strategy
3
Leveraging paid, owned & earned media
4
Embracing the customer acquisition ecosystem
5
7 inspiring case studies
6
Resources we love
7
Takeaways & next steps
How to Drive Customer Acquisition with Paid, Owned & Earned Media
M13
What's inside:
Overview
Analyzing the customer journey
Measuring your customer acquisition strategy
Leveraging paid, owned, & earned media
Embracing the customer acquisition ecosystem
7 case studies to track
Resources we love
Takeaways & next steps
Customer acquisition, as the name implies, is the process of gaining new consumers. It involves identifying, finding, and ultimately persuading people to hand over their hard-earned money in exchange for your product or service. The customer acquisition strategy you develop and the tactics you employ should be measurable, repeatable, and scalable.
There are specific activities, resources, and dollars you will commit to bring in new customers. However, there’s an entirely separate set of activities, resources, and dollars you must budget to keep your customers coming back and buying more from you. Some of the tactics you use to acquire and retain customers overlap, but these activities are distinct enough that we’ve covered customer retention in a separate guide.
To efficiently gain new customers, here’s why your business needs a thoughtful strategy for customer acquisition:
Content generation is expensive. In the last five years, the cost of acquiring new customers has increased by over 50%. It’s very easy to waste money if your strategy is not well-thought-out and tested.
Finding the “right” cost to acquire a customer is a combination of market research and hypothesis-driven experiments. Your goal is to find the channels, message, or creative that can yield high-quality customers at the lowest possible cost to your business.
1
Analyzing the customer journey
2
Measuring the success of your customer acquisition strategy
3
Leveraging paid, owned & earned media
4
Embracing the customer acquisition ecosystem
5
7 inspiring case studies
6
Resources we love
7
Takeaways & next steps
