The Internet is always on. Today’s consumers are always on the Internet.
Keeping up with the “always on” customer can seem like a game of capture the flag. The only problem is that the flag is constantly moving.
During LaserTag 360 last week, I had the opportunity to present on the topic of modern customer acquisition strategies to a group of highly motivated FEC owners/facilitators at various stages of launching their project.
As with any new product, a successful launch has to be aligned with a solid process to maximize the return on investment.
Here’s the presentation along with a breakdown of each customer acquisition strategy:
Define Your Customers
This is foundation of a modern customer acquisition strategy because you have to know who you’re marketing to. It’s the people you think about when you create your content—in the right context.
Creating a buyer persona is a good place to start. If you’ve been capturing details about customers in your database, you’re ahead of the game.
To take it one step further, you want to create experience maps so that you know what your customers are thinking and feeling at every touch point.
Attract Your Customers
There’s no doubt that mobile has been a game-changer. According to Forbes, 95% of smartphone users have used their phone to look up local information.
For owner/operators of a family entertainment center, the customers’ access to real-time access to information, and intent during micro-moments creates more opportunities to influence decisions.
Here’s a short video that illustrates the moments of our lives:
In order to attract today’s technologically enabled customers, you want to create content for each of these types of micro-moments:
- Want-to-Know Moments
- Want-to-Do Moments
- Want-to-Go Moments
- Want-to-Buy Moments
Let’s look an example of content you can create for the moment when a busy mom is planning a birthday party.
You start by using a keyword phrase that matches her search intent. You write a blog post that contains the keyword phrase, “13th birthday party ideas” which gets approximately 2900 monthly searches.
If you’ve created a post that resonates with your ideal customers and promote the heck out of it via social media, ads, and local outreach, the idea is that you increase your organic search traffic for that keyword phrase.
Keep in mind that gaining mindshare through content marketing is a marathon, not a sprint. It’s constantly adding value to your customers that will reward you in the long run with a steady stream of website visitors who come to your site around the clock.
Convert Your Customers
Let’s continue down the path of the birthday party ideas blog post. Now that you have added value during her “want-to-know” moments, you can capitalize on the “want-to-do” moments by getting her to download a party planning checklist in exchange for her name and email.
In the moments when she is ready to buy, you can have her book a party, up-sell products, and even put down a deposit. Just think about the additional revenue opportunities and the time savings when you have this capability on your website.
Let’s say that the busy mom doesn’t take action after reading your blog post. With a little retargeting, you can put some targeted social ads in your local area for those who have viewed your post.
You can test a Facebook Ad that gets them to download your party planning checklist or book a party.
Analyzing and Optimizing
Attracting and converting visitors into customers is an art and a science.
If you get 100 visitors on any given month and 1 of them becomes a customer, your conversion rate is 1%. Simple enough, right?
Now imagine if you can increase that conversion rate to 3% or even 5%!
That’s where conversion rate optimization comes in. You take a scientific approach towards testing a hypothesis, running experiments, and measuring results so that you continuously improve results.
Although there’s a lot that goes into optimizing conversion rates, here’s a good starting point:
A/B testing – A method for figuring out the most effective elements of your marketing efforts. If you’re new to this concept, here’s a beginner’s guide to A/B testing.
Landing pages – This is a critical point in your conversion optimization plan. Here is a great guide that can help you started.
Usability – 37% of consumers are more likely to purchase on a mobile-optimized site. From our data, 52% of online party bookings are made from a mobile device. We take usability seriously, which is why we offer responsive online booking pages.
Behavioral Targeting – The future of delivering great online experiences involves personalization and behavioral targeting. Check out how it works along with a few case studies here.
Now Over to You
The key to acquiring customers 24/7 is to align your selling process with the buying process of today’s consumers. This means that you must be able to sell your products around the clock in order to capitalize on the micro-moments.
The best time to implement your customer acquisition strategy was 5 years ago. The second best time is now.
What other methods have you used to acquire customers? Join the discussion at our Facebook group.