Joanna Lord at SIC2012 - Rethinking Customer Acquisition
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Rethinking Customer Acquisition What the hell drives customers anymore? Joanna Lord VP of Growth Marketing @joannalord Seattle Interactive Conference, 2012
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Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will be covering some effective tactics for customer acquisition in today’s social connection-driven landscape. Listen in to hear of new channels, new triggers, and new opportunities for you to gain traffic, leads and loyalty.
Transcript of Joanna Lord at SIC2012 - Rethinking Customer Acquisition
Rethinking Customer AcquisitionWhat the hell drives customers anymore?
Joanna LordVP of Growth Marketing
@joannalord
Seattle Interactive Conference, 2012
first a little history...
@joannalord
Products
first a little history...
@joannalord
Products Values
first a little history...
@joannalord
Products Values Stories
but what does it mean to sell a story?
@joannalordSimon Sinek’s Ted Talk: http://bit.ly/dcDsbx
The Golden Circle Theory
Why?
How?
What?
@joannalord
Why?
How?
What?
customer discovery is the “what”
What?
@joannalord
customer attention is the “how”
Why?
How?
What?
How?
@joannalord
customer acquisition is the “why”
Why?
How?
What?
Why?
@joannalord
but there is a problem…
@joannalord
marketers aren’t set up with for the why.
@joannalord
we optimize for the what/how.
@joannalord
we measure the what/how.
@joannalord
we use models for the what/how.
@joannalord
we spotlight our what/how.
@joannalord
that’s nuts.
@joannalord
we have to start thinking outside the box.
@joannalord
10 Ways to Acquire Customers that
Love You.
@joannalord
#1: Be Authentic.
@joannalord
#1: Be Authentic.
“How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC
@joannalord
#2: Rethink Trust
@joannalord
#2: Rethink Trust
@joannalord
#3: Conversion Evolution
@joannalord
#3: Conversion Evolution
@joannalord
#4: Invest in Your Story
@joannalord
#4: Invest in Your Story
@joannalord
#5: Design, Design, OMG Design
@joannalord
#5: Design, Design, OMG Design
@joannalord
#5: Design, Design, OMG Design
@joannalord
#5: Design, Design, OMG Design
@joannalord
#5: Personalize the Value
@joannalord
#5: Personalize the Value…warning: don’t be an a**.
@joannalord
#6. Make Loyalty Part of Acquisition.
@joannalord
#6. Make Loyalty Part of Acquisition.
@joannalord
#7: Push for Company Wide Awareness
@joannalord
#7: Push for Company Wide Awareness
@joannalord
#8: Offer a Resource
@joannalord
#8: Offer a Resource
@joannalord
#8: Offer a Resource
@joannalord
#9: Trust Your Community
@joannalord
#9: Trust Your Community
@joannalord
#10: Embrace the Share
@joannalord
#10: Embrace the Share
@joannalord
#10: Embrace the Share
@joannalord
WTF. That all sounds like a lot of work.
@joannalord
Well yeah. Change usually is.
@joannalord
Before having what they needed was enough.
@joannalord
Not anymore. The bar has been raised.
@joannalord
Customer acquisition includes:
@joannalord
Customer acquisition includes:
brand.
@joannalord
Customer acquisition includes:
voice.
@joannalord
Customer acquisition includes:
service.
@joannalord
Customer acquisition includes:
community.
@joannalord
Customer acquisition includes:
loyalty.
@joannalord
The game has changed.
@joannalord
Now we have to.
