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Customer Acquisition: Choosing the Right Channels

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July 27, 2014, Jose Matias del Pino, CEO and co-founder of Ondago, gave a presentation to BSA 3rd semester teams about customer acquisition and choosing the right channels based on your business.

Publié dans : Marketing
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Customer Acquisition: Choosing the Right Channels

  1. 1. Customer Acquisition: Choosing The Right Channels
  2. 2. Industrial Engineer, MBA Graduate of The Founder Institute More than 5 years of experience in the German internet industry Previous industry experience in logistics (Procter & Gamble), marketing (Robert Bosch) and consulting (The Boston Consulting Group) www.internetandstuff.com @jmdelpinob José Matías del Pino CEO at Ondango ABOUT ME
  3. 3. CHOOSING YOUR ACQUISITION CHANNELS …but startups need focus – you will have to choose Search Engine Optimization Affiliate Marketing Search Engine Marketing Direct Sales Business Development Resellers Public Relations Social Media Marketing Trade Fairs There’s plenty of acquisition channels… Display Ads TV Commercials Newspapers
  4. 4. Your acquisition channels depend on who you target Corporations Small companies Mid-sized companies People CHOOSING YOUR ACQUISITION CHANNELS
  5. 5. Corporations Small companies Mid-sized companies People N° of people involved in purchase decision Level of information / expertise of buyer Length of sales cycle Size of available budget CHOOSING YOUR ACQUISITION CHANNELS
  6. 6. Vision Product Pricing Target Acquisition Channel(s) CHOOSING YOUR ACQUISITION CHANNELS
  7. 7. Vision What do you want to build? Why? CHOOSING YOUR ACQUISITION CHANNELS
  8. 8. Product Is it easy or difficult to setup? Is it easy or difficult to manage? Is it highly customizable or not? CHOOSING YOUR ACQUISITION CHANNELS
  9. 9. Pricing Do you get recurring revenue or not? What do your competitors charge? Remember: PV(CLTV) > CAC* *The present value of your customer lifetime value must be higher than your customer acquisition costs. CHOOSING YOUR ACQUISITION CHANNELS
  10. 10. !  Business Development ! Direct Sales !  Trade Fairs !  SEO/SEM !  Social Media Marketing !  Display Ads / Affiliate Mktg. !  Public Relations CHOOSING YOUR ACQUISITION CHANNELS Effective Less effective
  11. 11. POPULAR CHANNELS – DO’S & DON’TS Business Development Closing mutually benefitial deals with companies that target or have access to your same customers. Your target for this channel is not your customer but your partner Long sale cycle (3 to 6 months, sometimes even more), but after 2 months you usually know if the deal will close Example: Spotify and Deutsche Telekom Access to the right person in the organization is worth gold; expand your industry network!
  12. 12. POPULAR CHANNELS – DO’S & DON’TS Direct Sales Talking directly to potential customers to sell them your product. At the beginning, you will have to do it no matter what you sell, because it‘s the best learning It‘s an expensive channel; monitor your funnel metrics and your ROI constantly Example: Groupon acquiring merchants You might have to adapt your pricing for this channel
  13. 13. POPULAR CHANNELS – DO’S & DON’TS Trade Fairs Setting up a stand on trade fairs to show and selling your product to visitors. “Direct sales on steroids“ – you reach many leads in a short time It‘s also an expensive channel (registration, travel, stand set up, employees) Examples: Marketing agencies, development agencies, software vendors Do your homework: lookup the list of atendees and arrange meetings in advance
  14. 14. POPULAR CHANNELS – DO’S & DON’TS Search Engine Optimization Improving your position on search engine for specific keywords Two worlds – on-site and off-site optimization. Always do on-site More difficult that it seems – go for long-tail keywords, focus on a few Example: All mayor online stores If you do it, go all in – if you‘re not on the first page it won‘t help
  15. 15. POPULAR CHANNELS – DO’S & DON’TS Search Engine Marketing Advertising on search engines for specific keywords Your performance depends on the right keyword choice, the quality of the ad copy and the quality of the landing page Very useful when testing demand for an MVP Example: All travel companies Know your numbers, monitor your ROI closely, be data-driven
  16. 16. POPULAR CHANNELS – DO’S & DON’TS Display Ads / Affiliate Marketing Placing banner ads on other websites Campaign-driven: you need a high ad budget (4-digit U$ to get started), plus costs of ad design and campaign management Different models (from less to more attractive): CPM, CPC, CPA, CPS Example: Online fashion stores It’s important to optimize ad placement, ad copy and landing page
  17. 17. POPULAR CHANNELS – DO’S & DON’TS Public Relations Get your company or product featured on different Media Do it only if you can afford it. It helps more with branding than bringing actual customers Use an agency to reach mainstream media, pitch to the tech press yourself Example: Cumplo.cl Be prepared for inbound press requests – have all materials and contacts ready
  18. 18. Thank you!

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