Customer Acquisition and Growth

Digital Marketing – Fear is not a Factor

• Customer Acquisition• Instagram• Twitter• Market

Segmentation• Test and Retarget• A|B Testing

Fear is not a Factor – anyone can market

Step 1: Market Segmentation• Before you create a marketing strategy: who is your market?• Identify very specifically your customer profile• Customer attributes, geographic preferences, other interests, hobbies• All activities and places your demographic spends time• Try multiple markets, one at a time• One segment at a time• Total Addressable Market

Step 2: Choose marketing channels and strategy• Identify everything (even seemingly unrelated) that gets your

customer’s attention every day• What is your conversion funnel? Identify all points where you can

inadvertently narrow your conversion funnel• Where are you losing users? How to decrease bounce rate• Customer attributes, geographic preferences, other interests, hobbies• Do they like national poetry day? Do they frequent specific areas?• In Real Life – very underrated form of marketing• Instagram, Twitter, Facebook, SnapChat – select ones that work for you

Step 1: Test and Retarget - repeatedly• All theories sound great before you test• Don’t spend too much time theorizing, go to market quickly and

validate or disprove, otherwise it’s paralysis by analysis• A|B Testing: Objectively create two theories, Theory A, and Theory B.

Test both strategies, select the one that works.• Evaluate objectively: what you think may not necessarily by what your

customer thinks. Let the data drive the decisions.• Continue A|B Testing and adapting until your product fits your market