Client acquisition may sound complex, but it can actually be a very simple process to understand. And small-business owners should find comfort in knowing that there are a variety of ways to acquire new customers.
A good way to look at the whole picture is to look at yourself as a relationship manager. As a relationship manager, you maintain a balance, tending to both sides of the equation.
And in order to attract a potential client, to begin your relationship, you’ve got to look at a variety of different mediums, including search engines, e-mail marketing and banner placements. Customer acquisition is basically the end result you should be focused on delivering from the marketing campaign.
New Internet traffic solutions are being developed on a continuous basis, so it can be fairly easy to get caught up in the potential of thousands of prospects knocking at your virtual door – caveat emptor!
One of the biggest factors that people have to be careful about, especially if they’re in the mortgage or finance business, is cost-per-lead agreements. The price usually sounds great, and they may even boast exclusivity, but the actual conversion rates have been known to suffer.
To be clear, the most important question you should be asking upfront is, “Is this lead going to be resold? Is this just for my use?”
The lead industry can be tricky, so make sure you’re completely clear on what the details are before you jump in. Once you’ve figured that part out, you’ll want to look at what specific types of leads would work best for you and your Web site.
In order to determine what’s best for your site, you can employ Web metrics. These analytics measure your visitor activity, for instance:
when somebody comes to visit your site
how many pages they visit
what actions they take
Basically you are tracking their movements across your Web site. Web metrics are still evolving, and can get complex in a hurry, so as we usually suggest, if you’re not a professional in a specific area, it would do you good to employ someone who is. Let them play at it, so you can do what you’re really good at.
There are several easy-to-use analytics tools out there that you can use, though, including Google Analytics (absolutely free), Hit Box, Web Site Story, and Yahoo! Analytics. The point is, you want to try to predict as much as you can prior to placing media buys, such as Google Adwords or other online traffic solutions.
You want to predict the action that your site visitor will take to make sure you’re allocating your marketing bucks in the most efficient and effective areas. For example, you wouldn’t want to pay for an online campaign that drives visitors to your site when you’ve got faulty conversion points within your site. Testing the conversion flow on your site first, will point out weaknesses, points where visitors fail to follow through on a call-to-action. So test, fix the leaks, then look into media buys.
Next in this series: It’s not a magic wand.
This post is the first in a series of excerpts from OneCoach CEO John Assaraf’s interview with Justin Abernathy, co-CEO of SureClick Promotions.