Having a solid portfolio of customer acquisition and retention campaigns 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 campaigns to use to acquire, nurture, and grow customers and how to integrate them into one dynamic 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 Portfolio of Customer Acquisition and Retention (SMarketing) Campaigns
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 and retention campaigns, 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 portfolio of integrated sales and marketing campaigns.
The first two steps in our process 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. Here’s what our customer acquisition services entail:
Step 1: Get Up To Speed With The Latest Sales and Marketing Threats and Opportunities
The aim of this email series is to bring you up to speed with the latest sales and marketing trends, threats and opportunities. It will also help you see opportunities for upgrading or scaling your own customer acquisition (sales and marketing) campaigns. And you’ll see some of the ingenious ways other small business owners are capitalizing on these threats and opportunities.
More specifically you’ll discover small business SMarketing:
Goals and challenges: What are small business owners hoping to achieve with their sales and marketing in 2017? What are they struggling with?
Tactics and priorities: Which tactics are small businesses using to meet their goals, and which do they see as most important to their business?
Threats and opportunities: How can small businesses leverage digital marketing tactics and tools to stay ahead of the competition?
You can get the free email series here!
Step 2: Build A Road Map To Eliminate Threats and Seize The Opportunities
No two businesses are the same. What may be a threat to one may be an opportunity for another.
In this step we’ll help you plan out a road map to eliminate the threats and seize the opportunities for your business.
More specifically, we’ll look at your short and medium term goals, and we’ll create a sales and marketing road map to help you reach those goals.
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 walk you through the milestones and answer any questions you may have.
At the end of this step, 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.
Please contact us to schedule a complimentary Road Map Session. We’ll need 30 – 45 minutes on your calendar.
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 design a portfolio of customer acquisition and retention campaigns for your business.
We’re fortunate to work with the coolest individuals, 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 master 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 campaign portfolio 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.
Need help building a Master Game Plan? Please contact us.
Step 4: Upgrade and Build Your Digital Assets
In this step we’ll help you upgrade and/or build 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 1 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.
Need help building your digital assets. Please contact us.
Step 5: Roll Out Campaigns
This is where the rubber meets the road. With the infrastructure and systems in place you can begin building, launching and scaling your portfolio of 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.
Need help rolling out your customer acquisition and retention campaigns? Please contact us.