I downloaded a good eBook from Radius today titled Customer Acquisition Hacks: For the Multi-Channel B2B Marketer.  There are hacks for each stage of the buyer’s journey: Awareness Stage, Interest Stage, Consideration Stage, and Decision Stage.  The full eBook can be downloaded here: http://discover.radius.com/meet-radius/customer-acquisition-hacks/, and my notes on the 10 hacks for the Awareness Stage are below:

 

Awareness Stage

1. Use social media to connect with prospects at industry events
   1. The methods laid out here are to get potential clients interested/wanting to meet with you at the event before it even starts
   2. This really seems like the best way to maximize effectiveness at events
2. Focus on tech or social savvy buyers
   1. This one is interesting in that I don’t think it’s something a lot of us think about in potential customers
   2. It makes sense, especially for software providers, to look for companies already showing a propensity for technology and adoption of new digital resources like social media.
3. Personalize direct mail pieces with relevant company details
   1. Something we all know, but it’s important to remember to keep trying new things
   2. Big takeaway: “After sending over 3 million mailers and running a regression analysis, [an enterprise financial lender] found that by adding the receiving company’s Twitter handle to the envelope of the mailer the responses increased by 200%. Adding the social handle or URL is as simple as adding the name or address, as long as you have access to the right segmentation tools.”
4. Enter (and win) awards
   1. You always look better when you have won awards
   2. You can also submit your customers and get exposure and recognition through them winning
   3. See the eBook (pg 10) or contact me for the list of some of the possible awards
5. Launch look-alike campaigns
   1. Market to prospects similar to your current customers
   2. Social media has some really cool capabilities to this end: e.g. targeting people who are a fan of a certain page
6. Experiment in new markets
   1. Pretty self-explanatory: don’t get stuck in the same target market; experiment with others and see what works and what doesn’t.
   2. Data collection and analysis becomes key!
7. Market via influencers
   1. Build credibility through association with experts
   2. It’s an immediate “in” with the influencer’s constituents
8. Complete your existing customers’ suite of products
   1. Basically market other products to current customers where the products complement what the customer already has
   2. Also consider pairing products marketing campaigns, one after the other
9. Leverage advocates for maximizing the exposure of your campaigns
   1. Get customers to share your campaigns
   2. Have customers speak on your behalf at webinars and events
   3. Remember to partner closely with those who have a good social media presence!
10. Utilize advocates to land new accounts
    1. Simply put, “make sure customers are happy.”  Build relationships!
    2. Happy customers will advocate for you and introduce you to more business.

 

Stay humble.  Grow stronger.

 

Cheers,

Steven