Customer Acquisition for Early Stage Startups
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Transcript of Customer Acquisition for Early Stage Startups
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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@ammineni #500STRONG
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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