Customer Acquisition for Early Stage Startups

Chandini Ammineni Distribution Partner

@ammineni

@ammineni #500STRONG

Google Campus Exchange Program, Seoul Oct 2016

Customer Acquisition

SEOSocial Direct

Organic

ASO

Content Marketingblogs, ebooks, infographics, podcast, video, webinars

PRPPC

Paid

Referral incentives

Affiliate

Offline Ads

ACQUISITION

REFERRAL

REVENUE

RETENTION

ACTIVATIONVisitors

Members

Users

Advocates

Customers

Which channel is right for my startup?

• Depends on your Business Model (CAC, LTV)

• Depends on $$$$ in the bank - outsource, hire, explore paid channels, move quicker

• Depends on Business Goals

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Content Marketing FB SEM SEO Outbound

Sales Referral

ProductComplex

Ideas Thought

Leadership

Specific Audience Targeting

Awareness

High Intent High Intent High Friction

Social Capital

Target CAC $ $$ $$ $ $$$ $

Effort (Time) High Low-Med Low-Med High Med-High High

Results(Time)

Depends on Distribution

planImmediate Immediate 3-6 months Sales Cycle

Depends on referral

rate

ROI Exponential Linear Linear Exponential Linear Exponential

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But What about Content, Copy, & Creatives for these

Channels?

Customer Acquisition 101

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• Who are they? • Where do they hangout? • Why would they want to buy?

Who is my target customer?

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Different types of users or buyers

Example: B2B: Users, Decision Maker

Kid-focused: Parents, grandparents, aunts/uncles, teachers

Already have users? Identify Power Users. Dig into data for top 5-20% of users, customers (Revenue, Usage)

(Avatars)

Where do they hang out?

• Know “Average Day” in life of your customer

• Call/Email - start a conversation - ask them!

• Hobbies and interests: Influencers, Industry conferences, Events, Magazines, LinkedIn Groups, Direct Mail, Fax, TV shows…

• Email Ids - upload to FB and look up demographic info.

• FB Pixels in Thank you/Cart

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(Channels & Targeting)

Why would they buy from you?

MUST USE WORDS THEY CAN RELATE

About their Frustrations, Fears, Aspirations, Motivations, Goals

IT’S NOT ABOUT YOU, IT’S ABOUT THEM!

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Talk to 30 potential or current customers

(Hooks)

Questions

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• Why do you do X today? (Motivations/Goals) • How do you do X today? (Competition) • How do you feel when you do X? (Frustrations/Positives) • What frustrates you about it? (Frustrations) • Why does it frustrate you? (Fears) • What makes you happy about it? (Aspirations) • Why does it make you happy? (Aspirations) • What is your average day like? (Empathy) • How will your life be different if you can do X better/faster/

cheaper? (Goals/Aspirations)

Open Ended Questions, let potential users talk

Not Launched? No ProblemBuild a landing page and drive traffic

Not Launched? Pre-sell or Prime

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• $$$ • Emails • Friends' emails - social capital • Community Engagement • Build Brand Value / Thought Leadership in Niche

Pre-Sell or Gather Emails of potential users

Exercise: Build a campaign

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Digital Marketer Ad Grid

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Digital Marketer Offer

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Digital Marketer Avatars

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Hooks - Emotional Triggers

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• Have • Feel • Average Day • Status • Proof/Results

Digital Marketer - Hooks

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Digital Marketer - Ad Grid

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ROI of Avatars/Hooks

Content Marketing FB SEM SEO Outbound

Sales Referral

ProductComplex

Ideas Thought

Leadership

Specific Audience Targeting

Awareness

High Intent High Intent High Friction

Social Capital

Target CAC $ $$ $$ $ $$$ $

Effort (Time) High Low-Med Low-Med High Med-High High

Results(Time)

Depends on Distribution

planImmediate Immediate 3-6 months Sales Cycle

Depends on referral

rate

ROI Exponential Linear Linear Exponential Linear Exponential

@ammineni #500STRONG

@ammineni #MHW #500STRONG@ammineni #500STRONG

ROI of Avatars/ChannelsC

HA

NN

ELS

AVATARS

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Scale

• Segment using CAC & LTV • Double down on best hook and avatar • Double down on best channel

Thank You!

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