5 Prover Customer Acquisition Strategies For B2C StartupsSHIVANKIT ARORA | MARKETINGMASALA.COM

Introduction

Are you an entrepreneur or a marketing head of a B2C startup?

Struggling with a scalable user acquisition model?

Here are 5 proven strategies that we have used and compiled for B2C

businesses.

Startup Marketing

Before we start with the strategies, here is a brief explanation of Startup Marketing Funnel.The Startup Marketing Funnel is based on AARRR model: • Awareness/Acquisition• Activation• Retention• Referral• Revenue.

Let’s get started with the strategies

• Remarketing Advertising• Referral Discounts• Building Search Engine Traffic• Social Media Conversions• Conversion Rate Optimization

Remarketing Advertising

It is a process of targeting users stuck at a particular level. These users need to be pushed further in your conversion funnel. For example, cart abandoners need to be pushed further to make a

purchase at your website.

Remarketing Process

Doing Remarketing The Right Way

Here are 6 steps that are followed for a successful remarketing campaign:1. Setup a retargeting code on your site. This can be derived from

Google Adwords or Facebook Business Manager.2. Setup custom audiences on these networks that you want to target

via your remarketing.3. Select the custom audience that you want to target while

remarketing.4. Keep a custom message for different audiences.5. Analyze results and compare cost of acquisition.6. Keep iterating on a weekly or monthly basis till you find the right fit.

Referral Discounts

Referral marketing, also known as word-of-mouth marketing, is undoubtedly the best user acquisition channel.

According to Wharton School of Business, a referred customer is 18% more likely to stay loyal to a company as compared to off-street customer.

Referral Marketing The Dropbox Way

Dropbox used to spend $250 + to acquire customers for a $99 product.

Dropbox’s refer-a-friend feature permanently increased signups by 60%, with users sending 2.8 million direct referral invites by April 2010.

Imagine how well referral marketing helped them.(Source: referralcandy.com)

How to do drive some great referrals?

Key is to understand WHEN you should ask a customer for referrals. Referrals can be driven by the following ways:

• Remarketing ads targeting existing customers that contain discounted offers

• Asking for referrals within a product Understand a customer’s journey and then display referrals ads/popups. For example, target those customers who have made a purchase twice

a month rather than targeting a new visitor.

Building Search Engine Traffic

3 ways in which B2C can rock their SEO strategy and optimization: Understand Content in Demand. Use tools like Google Keyword

Planner and look out for keywords people are searching with less competition.

Build Amazing Content. Focus not just on SEO but also on creating valuable content with great visuals to appeal to your readers.

Promote Content to the Right People. Email and social media outreach to influencers, bloggers and journalists works best for content promotion.

Case Study: FCE Pest Control

First Choice Environmental deals in pest control. Problem: Their website was boring due to which there was negligible

traffic on their website.

Solution

Mike Bonadio created an interesting infographic for FCE which got shared on a number of major websites like Lifehacker.

Results

Mike’s SEO campaign resulted in 1,117 social shares, 12 backlinks and 15% more organic traffic (In 2 Weeks).

Social Media Conversations

Engaging with the audience is an important growth hack for B2C companies.

The key here is to sound human and genuinely engage with the audience without making it look like a self-promotional outreach

Example: Social Interaction

Social Media Conversations The Right Way

Identify your target audience and take advantage of hashtags. Use a tool like Hootsuite, track hashtags relevant to your business and start interacting.

Ask for a review. Ask people for their opinion rather than hard selling. If people like your product they’ll definitely buy it. Make them feel good by asking for their opinion.

Conversion Rate Optimization

Conversion rate optimization is a process of improving your website on the basis of customer feedback and analytics.

In other words, it is increasing site visits by improving user experience to convert visitors to customers.

It plays an important role in understanding why visitors are abandoning your website.

How To Keep Conversion Rate Optimization On Track?

Understanding user interactions with your website. With the help of CRO, locate a possible issue in your website that is resulting in abandonment and fix it.

For example, we recommended one of our clients to add testimonials as their product was new so they need to win the trust of a visitor.

This brought down the cost of acquisition by 80%. Regular testing with different landing pages. Use tools like Unbounce to

create different landing pages. Test by sending same amount of traffic to different landing pages and

analyze what metrics are working for you.

An Example Of Landing Page Testing

@marketingmasala

Have any questions or want to share your views?

Drop me a mail at shivankit[at]marketingmasala[dot]com