What You Need to Know About Home Health Acquisitions

Even the best businesses in the earth lose customers. That's why yous demand to detect a strategy to steadily bring in new customers in order to survive – and thrive.

Without a strategy to acquire customers, it'due south easy to continue doing what seems to be working without examining how effective your arroyo truly is. Or on the other manus, invest likewise little money in a channel that has the potential to bring in many more customers than it does right now.

The best way to improve your client acquisition is to take a fix strategy – one where you know how you're going to generate demand, what you're spending on these efforts, and how you're going to convert visitors into paying customers. (For that last critical step, alive chat and chatbots can help!)

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Everything yous wanted to know about marketing but were afraid to enquire.

What is customer acquisition?

Customer acquisition is the set of activities that businesses use to bring in new customers. Acquiring new customers involves creating a sustainable conquering strategy that can evolve over fourth dimension.

You need to put resources and time into client acquisition considering y'all tin't assume your customers will always stick around. It's possible to describe the iii master reasons for B2B client churn like this:

• Marriage: This happens when one of your customers acquires some other, or two merge into a new company. For them, information technology might mean more money — for you lot, it ways the loss of an account.
• Divorce: Some of your customers will leave you. They'll observe a lower-priced competitor to attempt instead or get back to a more than familiar product.
• Death: Some of your customers just won't be able to pay yous. This unremarkably happens when their company goes out of business or experiences financial hardship.

Because some level of "marriage, divorce, and decease" are inevitable — no matter how skilful your retentivity strategy is — you need to have plans in place to fill the gaps left by these lost accounts and sustain your business long term.

Customer conquering starts with your product

The starting time plan you need to make is your product roadmap. The best marketing in the earth can't assistance you if your production or service isn't upwardly to scratch.

At Intercom, a lot of our customers come to us after experiencing our products on other websites. When people go to a website that has our Messenger, they experience the power of receiving instant answers through live chat. By default, our Messenger shows a small "Nosotros run on Intercom" message that links out to more data. That'due south why we prioritize loftier production standards above all else — it helps our product market place itself.

Intercom Messengers around the web

Paid vs. organic customer acquisition strategies

Of course, we support the product experience with other client conquering activities. Typically customer acquisition strategies fall into two buckets: paid and organic.

Yous're using paid client conquering strategies if you're actively investing money to get a potential customer to take activeness. This may mean that you pay a fee when they click a link or advert or that you transport money to another business in exchange for a customer referral.

Some of the well-nigh common paid client conquering methods are:

• Pay-per-click (PPC) ads

  Small, text-based ads on Google and other search engines to bulldoze direct response or brand awareness. You pay every time someone clicks your ad. It's a cost-constructive way to get your brand "above-the-fold" if your website content is not ranking highly enough.

• Display ads

  Similar to PPC ads, except these ads run on websites. Typically used for brand sensation, y'all can cull to pay every fourth dimension someone clicks or views your advertizement

• Affiliate marketing

  The practice of paying other website owners (your "affiliates") to recommend your product or service

• Referrals

  Programs where you pay existing customers to recommend your product or services

• Promoted social media

  Promoted posts in your Facebook, Twitter, or Instagram feeds. Some social media platforms charge you only if they assistance you acquire a customer, while others may accuse you based on the number of views or clicks your ads get.

Organic customer acquisition strategies also cost your business money but only in that yous take to pay your team to do it. It doesn't cost yous anything to put that marketing online. Information technology'southward sometimes called "inbound marketing" considering it's meant to bring people "entering" to your website.

Well-nigh of the activities related to organic customer acquisition also take place solely on your ain site, not so-called "rented territory" similar social media or search engines. This gives you more control over how your inbound marketing activities wait and feel.

Organic client conquering methods you might try include:

• Content marketing

  Development of blog posts, guides, infographics, videos, podcasts and more than to answer questions, solve issues, and innovate readers to your business

• Search engine optimization (SEO)

  Optimization of your website content to boost its rankings on Google and other search engines for relevant searches

• Email marketing

  Simply put, sending emails to potential customers

• Social media marketing

  The exercise of posting, responding, and engaging with people on Facebook, Twitter, LinkedIn, Instagram. and more to drive loyalty and sensation

• Events

  Contiguous marketing to attract, convert, educate, nurture, and please your audience

So which 1 is ameliorate? It depends — the strategies in these 2 groups have varying costs and rates of success based on what kind of business concern you're running and the kinds of customers you're trying to acquire.

Our customer acquisition strategies starting out

Here's what we did early on (and still do on a very regular ground) to attract potential customers.

Content marketing

If y'all haven't noticed, we're big advocates of content here at Intercom. That's how we kept the momentum going in the early days, when our co-founder Des wrote two to three blog posts per calendar week and ran regular webinars. And to this day, nosotros invest heavily in evergreen blog posts, books, podcasts, guides, and videos to attract people looking to practise things that Intercom tin help them with.

Like this blog mail service that y'all're reading correct now on customer acquisition? It's our way to helping you learn more on the topic and innovate you lot to the ways Intercom tin assistance (more on that subsequently).

Go along in listen content does not come cheap. The companies producing loftier-ranking content all seem to accept 1 thing in common: they're investing fourth dimension and money to create quality content. Enquiry backs this up. Backlinko found that the longer and more than in-depth your content is, the more than likely information technology is to rank highly in search.

E-mail marketing

Early on, Des as well wrote ~100 emails every day to tell potential customers near Intercom, bear witness them what Intercom might wait like for them, and get their feedback.

Des's daily emails

These days, we run more scalable electronic mail marketing campaigns in add-on to sending personal emails. Our sales team sends automated follow-up emails to proceed smaller accounts warm most efficiently. We also send a weekly "Inside Intercom" newsletter to subscribers to highlight our newest blog posts, upcoming webinars, and other events. It's a nice mode to keep customers engaged with us, and it as well shows people who aren't yet customers how much value nosotros bring.

Live events

We started hosting pocket-sized events in 2015 as a way to personally build relationships with our customers, users, prospects, and the industry at large. At present, we could have chosen to run advertising or nourish established conferences to connect with these groups, but our homegrown events had a singled-out advantage in that they connected us with people that nosotros specifically wanted to meet. We had the ability to speak directly to them and concord their attention for a longer menses of time in a space that we specifically designed and created.

The 2017 Inside Intercom World Bout

After on, these cupcake events grew into larger Intercom World Tours where we intentionally went to cities that are known, growing tech hubs and home to many of our paying customers as well equally users who were merely trialling Intercom. By continuing to share the lessons we've learned growing Intercom every bit a production and as a visitor, nosotros've been able to capture the attending of other businesses — our potential customers — in a similar stage of growth.

Nowadays, live events are a niggling trickier (but on the mode back, we hope!). With that in mind, we'll be hosting our outset global virtual launch effect on March 23rd, 2022 – New at Intercom! Nosotros're inviting professionals across marketing, sales, and back up to hear trends, proceeds insights, network with peers—and exist starting time to see our new products.

Decide the ROI of your acquisition tactics

To place the tactics that are the well-nigh effective for your business, look at your customer acquisition toll, or CAC. Customer acquisition cost is the budget required to acquire a new client, either overall or from specific marketing channels.

How to calculate your CAC

To find your CAC, yous tin can either calculate the average CAC or the CAC for a specific conquering method.

To find your overall CAC, beginning choose a menstruum of time (for instance, a month). Divide the total amount of money y'all spent on your client acquisition efforts in this flow of fourth dimension by the number of customers caused during this same flow. The event will be your average cost to acquire a single customer (average CAC).

If you desire to discover the CAC of something like PPC ads or content marketing, the steps are the same, except you lot'll dissever the amount yous spent on that specific acquisition method past the customers it brought in.

If you exercise this for each of your marketing channels, yous'll larn exactly how much information technology costs to acquire a client from i source versus some other.

Optimizing for CAC

When y'all're only starting out with express majuscule, acquiring new customers at whatever price — especially to make full the gaps caused by closed accounts — is ane of the worst things you lot tin practise.

Knowing your CAC helps you lot calibrate your investment in dissimilar acquisition channels. With it, you'll know that the marketing channels yous utilize are actually contributing to your growth, plus exactly how many new customers they've brought in compared to other channels.

"Knowing your CAC helps you calibrate your investment in different acquisition channels"

For example, if PPC is effective but costly, yous might just reduce your ads to a few high-converting keywords. If your cost to acquire a customer via content is low and content has the highest render on investment out of all your acquisition methods, that'south a sure sign that it's time to invest in your content marketing team.

Ultimately, calculating your CAC volition help you lot develop and document a successful customer acquisition strategy. Armed with this data, you'll know which channels you're using, what y'all're spending on each one, and how much each customer costs to bring in through each channel.

Plough caused visitors into acquired customers

Getting potential customers to your website is just step one of customer acquisition. Y'all need a fashion to convert those onlookers into paying customers. That's where Intercom can help. Our chat window is not just a great messaging tool — it can be a powerful acquisition driver as well.

When used on your marketing website, our Messenger can help y'all proactively engage with visitors with the highest purchase intent and accelerate lead generation.

Example of company machine messages on Elegantthemes.com

One time a visitor engages with the Messenger, you tin utilise chatbots to automatically qualify people who answer and instantly road the all-time leads to the correct salesperson.

More and more businesses are seeing improved client conquering using live chat and chatbots:

• Housecall Pro saw a 35% lift in lead to paid chat rate for live chat versus other channels.
• By using live chat software instead of forms, Copper saw a thirteen% increase in capturing their leads' details.
• Showing visitor auto messages helped Unity increase their visitor to paid conversion rates by 45%.

Acquire more customers with toll-effective marketing strategies

You may already be acquiring new customers at a steady clip, only there'due south always room to improve your customer acquisition strategy. Sit down, take a hard look at your CAC, and decide what to calibration up, scale downwardly, or stop. Doing this will make a big difference, not only in the cost of your marketing, just too in how effective you are at driving long term business growth.

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Source: https://www.intercom.com/blog/customer-acquisition/

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