Every business needs new customers, including ours, which explains *gestures vaguely* all of this. There are about 19 levers to pull to get them: Influencers! TikTok! PR! Duct Tape! You get the idea. The thing is, none of these are wrong answers, and they all work for someone.
Our approach to customer acquisition is boring, methodical, and, for the most part, built from the idea that finding the right customers starts with being clear about what you’re actually selling, and why. Sorry to be the bearer of bad news, but without a compelling brand or a strong USP, the job of anyone tasked with customer acquisition gets much harder.
Typically, the process looks something like this:
Product
We ask a bunch (arguably too many) of questions about your product, the differences between your products, the background of your product development, and the problems your product solves. We ask about how you want to be perceived in the marketplace. We ask about your brand and brand values. If you don’t have those, we work on them and then come back to where we started. We are relentless in our pursuit of understanding everything we can about your product.
Audience
Once we know what your product is all about, we need to know who’s going to buy it. Sometimes this comes in the form of history—who has bought it in the past? Sometimes in the future perfect—who will have bought it when we do our job right? Identifying the audience leads us to their haunts, their motivations, their preferences. Is there strong demand for the solution you offer, or are we in the business of creating demand? Audience is often the determining factor.
Angle
Product and audience come together as angle—what we’re saying to whom, essentially. This is rarely singular, but with articulation it can inform creative approaches.
Tactic
We draw on a deep well of experience with SEO, Paid Search, and Paid Social to prospect customers for your product. Typically, we use all three in concert because they are mutually supportive undertakings. We do not charge as a percentage of ad spend, so there are no perverse incentives here. When we reach into the toolbox, most often those are the tools we reach for.
One of our core beliefs is that just building it is not enough. Having a beautiful, performant storefront does very little if your customers are not coming, which is why every engagement we undertake has an element of customer acquisition to it. We are not interested in peacing out after a site setup. Instead, we’re actively looking for businesses interested in growing through customer acquisition.
