Acquisition Marketing - Top of Funnel

Acquisition Marketing is a broad term for describing the activity of acquiring an audience and or potential customers. Key metrics for measuring the success of these efforts include the following: channel traffic, engagement, dwell time, average page views, signs up & purchase.

Before even launching an acquisition marketing strategy, we must validate that there is a demand for what you're offering. If there is a demand, how do you separate yourself from your competitors?

Doing this helps us save time, and valuable resources and also allows us to build a consumer profile. We can always refine this later.

Once the profile is built, what is it that you would like them to do? How often, and why? I'm going to use data buddies as an example to draw some suggested answers to the above questions.

Our business focuses on adding value to existing marketing teams in the form of reporting, mapping KPIs, understanding channel attribution clean data capture, and utilization of this data to make better business decisions around advertsing spend and revenue generation. So how do we do that?

We have a couple of levers and areas of focus. Ultimately, we want to understand the product, service, or idea then we can gain a greater understanding of the audience that it is attracting and why.

Goal - Generate Customers/Clients

Strategy - Bring in Leads via Lead Capture Form

Channels Utilized - Multi-channel

PPC, Organic Search, Organic Social, Referral & Paid Social

Attribution Model - Linear/ 30 Days

Next.....

What happens to these leads once captured? Do we have a strategy?

SMS/Email Sequence Activated - Automated

Day 1-2

Subject Line - Welcome

Message - Welcome onboard, thank you for signing up. Here are your Free Automation Templates for 2024.

Communication Preference Confirmation:

SMS/Email

Opt-in Selection Button

Day 3

Subject - How are things going, "First Name"?

Message - Hi, "Name", just wanted to check in to see if I can be of any assistance in getting you up and running with your new templates.

Day 5

Subject - Five Easy Tips For Automation

Message:

Getting started can be super challenging, knowing where to start is the hardest part in most cases. We've added a starter kit to this email to get you set up with the right tools and resources. We've also made some content deployment recommendations. See below for more details.

Segmentation

Segment A - Retarget in 30-days

Segment B - Enroll in Lead Conversion Sequence

Let's now take a look at channel acquisition, strategy, and effectiveness. Our paid campaigns, mainly search, generated over 76 leads. The cost of these leads was $423.00.

Of the 76 leads that came in through paid search efforts, 52 leads engaged with 2+ emails. These are warm leads. For the purposes of reporting, we report the following:

$423.00 / 76 = $5.56 Per Lead

$423.00 / 52 = $8.13 Per Lead

Our paid social media campaigns had the following results:

$342 / 6 = $57.00 Per Lead

We notice a clear disparity between our investments above, let's delve deeper. Google Search Campaigns clearly generated better value and more impressions than our paid social. That's what we see within the data.

However, paid social had unprecedented levels of engagement with the brand. This is visible within our channel acquisition analysis and page dwell time, specifically from this segment of users:

Paid Social Traffic Dec 1 - Dec 31, 2023

Users = 534

Engaged Users = 297

Avg Time on Website = 2:07

Lead Form Completions = 6

Email Subscriber = 127

Overall Summary:

We have some positive results to report back. The acquisition is up, and our investment is clearly working. There is a great opportunity to learn from the insights that we collect via Google Analytics, Databox, Hotjar, and Hubspot during this development phase.

These insights will inform each iteration of development and we will automate the steps which can be cumbersome and time-consuming when possible.

As the owner, here is what I really want to know. Of the $762.00 spent, how many leads did I bring in? How many resulted in a client retainer?

Answers:

• 82 Leads

• 52 Warm Leads

• 3 Client Retainers

• $4,000 in business

ROI: 5:1