the startup guide - customer acquisition & marketing
DESCRIPTION
Tech entrepreneur Ryan Allis shares how to acquire users and customers including information on customer acquisition cost (CAC), lifetime value (LTV), growth hacking, offline and online marketing channels, branding, and product-centered word-of-mouth user acquisition. This presentation is part of The Startup Guide: Building a Better World Through Entrepreneurship. You can find more slides and book excerpts at http://www.startupguide.com.TRANSCRIPT
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SHARE FREELY
CEO of Connect.com
Startup Guide
RYAN ALLIS
Building a Better World Through Entrepreneurship
With Ellen Daly
The
2013 Edition
More slides at www.startupguide.com
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CUSTOMER ACQUISITION
Entrepreneurship
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BUILD A REAL-TIME CONVERSION FUNNEL TO TRACK RESULTS
BUILD A CONVERSION FUNNEL CUSTOMER ACQUISITION
1,124,194
20,241
3,400
MONTHLY UNIQUE VISITORS
MONTHLY FREE USER SIGNUPS
MONTHLY NEW PAYING CUSTOMERS
100%
1.8%
16.8%
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TRACK USER ACQUISITION COST AND CUSTOMER ACQUISITION COST
BUILD A CONVERSION FUNNEL CUSTOMER ACQUISITION
EXAMPLE: MARCH 2017
NEW USERS ACQUIRED 20,241
NEW CUSTOMERS ACQUIRED 3,400
SPENT ON ADVERTISING $1,000,000
COST PER NEW USER $49.40
COST PER NEW CUSTOMER $294.11
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IF You don’t KNOW YOUR CUSTOMER ACQUISITION COST it’s really DIFFICULT TO
ACQUIRE CUSTOMERS
CALCULATE CAC CUSTOMER ACQUISITION
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IF You don’t KNOW YOUR CUSTOMER LIFE TIME VALUE (LTV) It’s hard to scale Customer acquisition
CALCULATE CUSTOMER LTV CUSTOMER ACQUISITION
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At icontact we acquired 1.1 million TRIAL users And 70,000 paying customers For our email & social marketing SERVICE From 2006-2012
CALCULATE CUSTOMER LTV CUSTOMER ACQUISITION
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Monthly Revenue
Average Customer Life
Lifetime VALUE (LTV)
What You Can Spend to Acquire a
New Customer
Recurring Customer
$50 48 Months $2400 (50 x 48)
Up to $800 (1/3rd of LTV)
ROUGH EXAMPLE OF WHAT YOU CAN SPEND TO ACQUIRE A NEW RECURRING CUSTOMER
EXAMPLE: CALCULATE LTV CUSTOMER ACQUISITION
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Average Purchase Price
Average Number of Purchases
Within 3 Years
3 Year Revenue Estimate
What You Can Spend to
Acquire a New Customer
Non-RECURRING Customer
$50 6 $300 (50 x 6)
Up to $100 (1/3rd of 300)
An EXAMPLE OF WHAT YOU CAN SPEND TO ACQUIRE A Non-recurring CUSTOMER
EXAMPLE 2: CALCULATE LTV CUSTOMER ACQUISITION
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SCALE YOUR AD BUDGET SCIENTIFICALLY BY TRACKING LEAD
ACQUSITION COST & CONVERSION RATE
BY ADVERTISING CHANNEL
SCALE YOUR AD BUDGET SCIENTIFICALLY CUSTOMER ACQUISITION
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10%-15% of your MONTHLY Advertising budget
Should be spent on TESTING NEW CHANNELS
TEST NEW CHANNELS CUSTOMER ACQUISITION
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ONLINE MARKETING CHANNELS
SEO – GOOGLE, YAHOO, BING PPC - GOOGLE Adwords / BING ADCENTER SOCIAL PRESENCE – FACEBOoK, TWITTER, youTUBE SOCIAL ADS – FACEBOOK, TWITTER, Youtube ADS SOCIAL NETWORK INVITE SYSTEMs – AKA ‘GROWTH HACKING’ DISPLAY – BANNER ADVERTISING AFFILIATES – CJ & LINKSHARE Review SITES – YELP, CITYSEARCH, GOOGLE LOCAL DAILY DEALS – GROUPon & LIVING SOCIAL EMAIL FOLLOWUP – iCOntact & MAILCHIMP
ONLINE MARKETING CHANNELS CUSTOMER ACQUISITION
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GROWTH HACKING IS USING VIRAL NETWORK EFFECTS TO INCREASE USER ACQUISITION
AND ALLOWING YOUR USERS To EASILY INVITE THEIR FRIENDS ON
SOCIAL NETWORKS
GROWTH HACKING CUSTOMER ACQUISITION
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OFFLINE MARKETING CHANNELS
TELEVISION PRINT ADVERTISING RADIO YELLOW PAGES DIRECT MAIL TRADESHOWS EVENT SPONSORSHIPS BILLBOARDS CAMPUS REPS
OFFLINE MARKETING CHANNELS CUSTOMER ACQUISITION
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THE KEY IS TO TEST ALL OF THE CHANNELS AND TRACK
THE ACTUAL RESULTS FROM
EACH ONE
TEST ALL CHANNELS CUSTOMER ACQUISITION
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THE 6 KEYs TO SUCEESS WITH MARKETING ARE 1. AMAZING WORD OF MOUTH FROM A GREAT PRODUCT
2. KNOWING THE LIFETIME VALUE OF A CUSTOMER
3. A TRACKING SYSTEM THAT CAN TELL YOU COST PER LEAD PER CHANNEL
4. A TRACKING SYSTEM THAT CAN TELL YOU CONVERSION RATE PER CHANNEL
5. CONSTANT TESTING OF NEW CHANNELS, CREATIVE, AND FUNNEL PROCESSES
6. GREAT STORYTELLING
KEYS TO SUCCESS WITH MARKETING CUSTOMER ACQUISITION
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TO INCREASE CUSTOMER ACQUISITION 1. CALCULATE COST PER LEAD & COnVERSION RATE BY CHANNEL 2. DETERMINE WHAT YOU CAN PAY PER NEW CUSTOMER 3. TEST NEW ADVERTISING CHANNELS SCIENTIFICALLY 4. CREATE A PREMIUM VERSION OF YOUR PRODUCt 5. TEST DOUBLING YOUR PRICE AND SEE WHAT HAPPENS 6. GET MORE AFFILIATES/DISTRIBUTORS 7. OPEN UP MORE SALES OFFICES 8. OPEN UP MORE RETAIL LOCATIONS 9. BUILD ADDITIONAL PRODUCTS 10. HIRE MORE SALES PEOPLE 11. HIRE SOMEONE TO SELL MORE TO EXISTING CUSTOMERS 12. RAISe CAPITAL AND EXPAND YOUR ADVERTISING
INCREASING Customer ACQUISITION CUSTOMER ACQUISITION
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A business is not a business
UNTIL IS HAS
CUSTOMER ACQUISITION ACQUIRING CUSTOMERS
PAYING CUSTOMERS
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A BRAND IS SIMPLY THE AGGREGATEd SUM TOTAL OF EVERY Human BEING’S EXPERIENCE WITH YOUR COMPANY & PRODUCTs
WHAT IS A BRAND? CUSTOMER ACQUISITION
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MARKETING IS ENSURING THAT THE RIGHT PEOPLE HAVE HEARD THE RIGHT THINGS ABOUT YOUR PRODUCT AND ORGANIZATION
WHAT IS MARKETING? CUSTOMER ACQUISITION
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GOOD MARKETING IS JUST GOOD STORYTELLING ACROSS MULTIPLE MEDIA IN A TRACKABLE AND FINANCIALLY SCALABLE MANNER
WHAT IS GOOD MARKETING? CUSTOMER ACQUISITION
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MARKETING IS GENERATING AN INTERESTED LEAD. SALES IS TURNING THE LEAD INTO A CUSTOMER. ACCOUNT MANAGEMENT IS TURNING A CUSTOMER INTO
A LIFETIME EVANGELIZER.
MARKETING vs. SALES CUSTOMER ACQUISITION
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IN TODAY’s WORLD MARKETING STARTS WITH PRODUCT DEVELOPMENT
BUILD A GREAT PRODUCT CUSTOMER ACQUISITION
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YOU Can’T SUCCEED FOR LONG MARKETING
A BAD PRODUCT
MARKET A GREAT PRODUCT CUSTOMER ACQUISITION
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SO IF You’re marketing A BAD PRODUCT STOP
STOP MARKETING A BAD PRODUCT CUSTOMER ACQUISITION
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AND PUT YOUR FUNDS INTO BUILDING A
GREAT PRODUCT
ONLY BUILD GREAT PRODUCTS CUSTOMER ACQUISITION
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THEN WHEN YOU HAVE A GREAT PRODUCT START STORYTELLING
STORYTELLING AS MARKETING CUSTOMER ACQUISITION
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SHARE FREELY
CEO of Connect.com
Startup Guide
RYAN ALLIS
Building a Better World Through Entrepreneurship
With Ellen Daly
The
2013 Edition
More slides at www.startupguide.com