We all need to acquire new customers to make our products and businesses work. Whether there are a few users paying huge money or lots of people visiting your platform for free, how you get and retain customers is what is important. Trust me!
But ask yourself: are you really ready for more customers? Is your team set up to handle an influx of users? What’s your promotion strategy – inbound marketing or traditional PR? – Quite a lot of questions you’d need to ask yourself. The customer acquisition process is far from an exact science. There are many things that can (and do) go wrong – prepare yourself.
Having a thoughtful customer acquisition strategy is essential. Even a very basic plan will give you direction and help you measure progress.
Yes, plans change (especially with startups), but having a basic plan of action for on-boarding customers is non-negotiable. This includes a detailed accounting of the platforms that you will use, the metrics that will measure success, your timelines, and the manpower required to do all of it effectively.
So what goals are you trying to achieve and why? What does the future look like? Are you going to outsource your strategy or hire from within?
To be very honest, you need to be able to react quickly to hiccups in the process. For example, if you encounter an unexpected bug in the sign-up process, your development team needs to react swiftly to fix the problem.
At the same time, your communications and marketing people need to be able to react to customer complaints on social media and communicate proactively about your efforts to fix the bug. In order to do that, your team needs to have a clear understanding of who to turn to when problems occur. Doing all these swiftly can save you from the mess!