Having a solid customer acquisition system is a critical component of any business. Without it you’re going to seriously struggle to grow your business in any kind of meaningful way. That said, one of the most difficult parts of scaling a business is figuring out which tactics to use to acquire, nurture, and grow customers and how to integrate them into one system.
The customer acquisition system is made up of your lead generation and lead conversion systems. Marketing and sales in the traditional analog world. And together with your client fulfillment system (operations) they form your core operating system. See this short lesson for a quick overview of how the three systems work together to help you build a world class company.
How To Build A Customer Acquisition (SMarketing) System
The Internet has forever changed the buying behaviour of both consumers and business buyers. Today you need to integrate your analog (offline) and digital (online) customer acquisition components, into one homogeneous acquisition system.
The trend in businesses of all size is to integrate sales and marketing into one SMarketing (customer acquisition) function because that’s the way the modern consumer buy’s.
The challenge is that what works for one business may be terrible for another. To overcome this challenge we’ve developed a simple process to help you design, build, launch and scale a modern integrated sales and marketing system.
The first two steps only require a little bit of your time. They don’t have a monetary price tag. The remaining three steps all have a price tag.
Step 1: Get Up To Speed With The Trends
The aim of this 15-30 minute Skype meeting is to bring you up to speed with the latest trends in customer acquisition in the green industry. It will also help you identify opportunities for upgrading or scaling your own customer acquisition (sales and marketing) systems..
More specifically we’ll:
- Give you some insights into the frustrations other market-leading organizations are experiencing with getting and keeping customers.
- Walk you through some of the ingenious ways in which green business owners are restructuring their customer acquisition system to benefit from new technology and tools.
- Answer any questions you may have about technology driven customer acquisition systems.
Step 2: Build A Road Map
This step consists of two virtual meetings. In the first meeting we’ll help you plan out a road map for designing, building, launching and scaling your own digital sales and marketing system.
More specifically, we’ll look at your short and medium term goals, and we’ll create a road map to help you reach those goals.
After our time together we’ll do the donkey work of planning out your big milestones, and we’ll add ballpark cost estimates for each milestone.
Then we’ll schedule another virtual meeting where we’ll walk you through the milestones and answer any questions you may have.
At the end of these two sessions, you’ll have a road map with milestones and ballpark cost estimates. This will allow you to make an educated decision whether it’s worthwhile to move forward or not. Our goal is to bring clarity to this decision.
Step 3: Build A Master Game Plan
With the broad road map ironed out to guide the process we’ll embark on a series of collaborate sessions to build a detailed customer acquisition game plan for your business.
We’re fortunate to work with the coolest people, magazines, trade associations, landscapers, suppliers, e-commerce stores, service providers, and retailers in the green industry. You benefit from our 30+ years of green industry experience, as well as our dedication to staying on top of the best practices in customer acquisition strategies.
The entire purpose of this step is to make sure the game plan will serve the goals of your organization, be it increasing revenue, membership, email signups, or creating efficiencies that save you time. We want your entire investment in the final systems to be well utilized and for you to see a return.
When we’re done, we will have created a detailed game plan for achieving all the goals of the project (our proposal with pricing). You might think of this like hiring an architect to draw up the plans for a building. Once you have those plans and estimates, you can make a better decision on how and when to execute the project.
At the end of these sessions, you own the plans. We can then execute the plan for you, you can hire someone else to do it, or you can decide to do it yourself. Like Step 2, our goal is to bring clarity to this decision, but there’s no obligation on your part either way.
Step 4: Upgrade and Build Your Digital Assets
This is where the rubber meets the road. We’ll start upgrading and/or building out your website, social media platforms, and other digital assets as required by the game plan.
Depending on the complexity of your game plan and the condition of your current assets, this step can take anything from 3 to 12 weeks to complete.
You can either employ your own people to complete the work or we can do it for you. The choice is entirely yours. When you choose to use your own people we’ll do quality checks to ensure that the work they deliver meets the requirements of your game plan.
Step 5: Roll Out Campaigns
With the infrastructure and systems in place we can begin designing, building, launching and scaling your customer acquisition campaigns.
You’ll usually have at least one campaign for each of the following basic business growth engines:
- Acquire new leads and convert them into new customers.
- Nurture those leads that didn’t convert.
- Grow the relationship and revenue of existing customers. Where this isn’t feasible you’ll usually run referral campaigns.
Each campaign roll out can take between 3 and 12 weeks to complete.
Like Step 4, you can either use your own people to roll out campaigns, or we can do it for you.