customer acquisition online - kfbs crm - fall 2010

Acquiring Customers Online:A Love Story

Eric BoggsCRM, Fall 2010

(via Internet Buzzword du Jour)

Where are your customers online?

How do you find ‘em and hook ‘em?

How are online channels different than offline channels?

Actionable Data!

Mmmm. I love this data.What is useful? How do we capture it? How do we use it?

ConversionsImpressions, clicks, etc.Visitors, views, etc.Opens, clicks, etc.ReachSentimentConversation historyInfluenceCPM, bid, rank, etc.UsageLocationIntent

Web analyticsEmail marketing appsWeb registrationsSocial streamsAd platformseCommerce platformsProduct logsTransactionsSupport/service contactsPlatform APIs

MeasureTarget offers, messagingGenerate revenueAllocate resourcesAutomateMake recommendationsForecast/planArticulate segmentsQuantify customer value

Target MarketSegment & Acquire

RespondersCultivate & Convert

CustomersDevelop & RetainAttrition

Win back(Or not)

The reality?

The other reality?

Three Channels We’ll Address:Pay-Per-Click Advertising Email Marketing Inbound Marketing

Old faithful.

Target key search terms and relevant content networks to cast a wide net.

Addressable, scalable…and expensive.

Not spam.

Create highly targeted, automated messages that drive relationships and create conversions.

Cost effective, automate-able, complex.

The new black.

Use SEO and social media to “get found” online. Turn your website into a “watering hole”.

Low cost, relationship-driven, tough to dial up.

We’ve devoted an entire class to social later this mod…

PPC

The Sausage Making…

PPC Takeaway:

Data drives everything.

Keywords, bids, ads, landing pages, etc.

Optimization Hack #1: Landing Pages

Toooo many marketers spends lots of money driving traffic to crappy websites.

Tune every step of the way…especially the landing page.

Optimization Hack #1: Landing Pages

Email

Mmmm...data…

Data Segmentation

Underlying Goodness

Email Takeaway:

Data drives everything.Content, offer, segments, timing, etc.

Dynamic Subject Line Test

Optimization Hack #2: Get Dynamic

Dynamic Content:

Email content automatically customized as it is deployed, delivering relevant content according to a predetermined set of rules of variables.

- Simple in theory.- Amazingly powerful.- Incredibly complex.

Optimization Hack #2: Get Dynamic

Inbound Marketing

Inbound Takeaway:

Earned, not bought.

More to come in Social class later this mod…

Optimization Hack #3: SEO

Optimization Hack #3: SEO

See you in a couple weeks for web analytics. Bring a helmet.

Eric Boggs, Founder, CEOArgyle Social

http://argylesocial.comeric.boggs@gmail.com