In addressing an entrepreneur’s most important early-stage question – customer acquisition – it’s easy to waste a lot of money in the wrong channels, especially ones where you go toe-to-toe with the big guys and can easily be outspent.
You have to execute in a different way.
Your business will only win by marketing smart – acquiring customers in a way that differentiates you from the crowd and builds an enthusiastic customer base you don’t have to keep paying for every month.
Since you have more time and talent than disposable resources, acquiring new customers means understanding what makes your customers tick and investing heavily in inbound marketing strategies such as content, building an email newsletter and search engine optimization (SEO).
Inbound marketing pulls customers in with value-generating resources (such as the one you’re reading right now). Sure, it takes time to create great content, but a robust resource center can drive qualified visitors for the life of your business.
On the other hand, outbound marketing requires you to keep writing checks in order to bring in new visitors. When the checks stop going out, the new visitors stop coming in.
The absolute best tactic for acquiring new customers as a cash-poor startup is utilizing the power of content marketing. Although the buzz around this term is at an all-time high, the results for those businesses that do it well speak for themselves.
The great part about creating practical, useful content is that all of those shares and links will help you start to naturally rank in search engines. And as you know, organic search results are a great place for potential customers to find you.
Do you know what smart entrepreneurs do with the traffic they receive from inbound marketing content and SEO? They build an email list.
Outside of direct sales, there is no better business outcome attached to first-time visitors than when they subscribe to receive newsletters and email updates from you.
Choosing the right words is an important part of how your business sells online, so invest a little time in learning about powerful wordsmithing.
When your website starts getting traffic, it’s time to start doing something with it.
The fact is, improving certain elements of your site can help you increase leads and sales with the traffic that you already have.
Building an online business without utilizing analytics is like driving with your eyes closed. If you don’t know what’s working (or what’s not), where people are visiting, and how your pages are performing, then you’re headed toward failure.
It’s time to take what you’ve learned and start building. Every entrepreneur needs a customer acquisition toolbox that helps him or her work smarter than the big guys.
Considering your business’ capabilities and limitations, create an inbound marketing strategy that prioritizes the pieces you want to deliver first to begin driving customer acquisition. And don’t reinvent the wheel when you’re crafting these pieces — the blogs and articles above are excellent starting points to guide your efforts.
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