Word-of-Mouth and Referral Marketing Blog

21 Tactics To Acquire Customers [Infographic]

Moz is always a fantastic read. How to Grow: 21 Tactics To Acquire Customers by Andrew Dumont is one of our favorites, because it’s packed with actionable easy wins as well as long-term investments. We’ve decided to give it a fun visual treatment, and beef it up with even more relevant statistics and case studies. Share this with your colleagues, and let us know what your favorite tactics are!

Prefer slides? See our SlideShare version here.

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If you haven’t checked out our original SlideShare yet, do so here!
Full text:

21 Tactics to Acquire Customers

Part 1: The Low-Hanging Fruit

1. Write Targeted FAQ Pages

1. Using keyword research, create FAQ (or help forum) topics to target long-tail search queries
2. These potential customers are by nature usually pretty far along in the buying process
3. Include clear calls-to-action to sign up for your product or service
4. Use a custom domain that doesn’t rob you of the indexed pages and content.

2. Manual outreach to first customers

Reach out to your first 100 customers.

Do:
1. Email using your personal address
2. Ask for specific feedback

DON’T:
1. Use a canned email
2. Use “info@yourcompany.com”

If you do this well, you may turn happy customers into loyal brand advocates.

3. Partner distributions

1. Reach out to partners and negotiate win-win deals for your customers
2. Set up partner pages + custom URLs for each partner
3. Make sure the pages explain the offers and discounts

* The only cost here is the trouble of reaching out, and the increased operating costs of offering free trials!

4. Track competitor mentions

1. Monitor where your competitors are getting mentioned
2. Search for relevant subject matter (eg. WordPress Hosting, WordPress Development, if you’re in the WordPress hosting industry)

5. Double-sided referral programs

Provide monetary value, from both sides, for your users to refer your product, and they just may.

6. HARO (Help a reporter out)

1. Go to H.A.R.O. and sign up
2. Receive daily emails requesting for quotes and opinions
3. Reply
4. Get featured

7. Set up a verified program

1. Provide a verification process or educational program, and award those who go through it with a badge
2. Link those embedded certification badges back to your site, thereby boosting its SEO ranking

8. Social prospecting

1. Run a search on your favorite Twitter clients for terms related to your product or service (eg. cracked iphone screen)
2. Save the search to receive a constant feed of prospective customers
3. Provide helpful, relevant information and recommendations

* DON’T blindly tweet links at people. That’s spammy and nobody likes that.

9. Video syndications

Increase your brand’s exposure:

1. Produce educational video content
2. Upload then to educational platforms like Coursera, Grovo and Udemy

10. Comment marketing

1. Use the same profile avatar & username, so that people can recognise you
2. Don’t be afraid to disagree
3. Target the right blogs & communities
4. Don’t pimp your products
5. Don’t use the term ‘SEO’ in your profile, because it (unfortunately) has a bad rep

11. In-app sharing

1. Award users with badges when they hit milestones
2. Encourage social sharing to incentivize a user to share your site

* It’s a win-win situation: you boost your users’ ego, and they drive up your brand impressions.

12. Winbacks

Win back users who’ve cancelled their accounts:
Offer them a good deal that can convince them to come back.

* Just because the product wasn’t a fit at one time doesn’t mean that it’ll never be a fit!

13. Customer thank-you cards

1. Send your customers a “thank you” card
2. Make sure it’s handwritten, for that extra delight

* There’s no better marketing than word of mouth

14. Influencer program

1. Use tools like Followerwonk and Klout to find the influencers in your space
2. Provide them with early access, a free account or anything else to encourage them to use your product

Part 2: The Long-Term Investments

15. Guides

Beginner’s ‘how-to’ guides are a huge investment of time and design resources, often taking months of work
But if executed well, they can contribute significantly to signups

From the data I’ve seen first-hand, it’s well worth the investment

– Andrew Dumont

16. OEM deals

Getting your product bundled with a software (or hardware!) provider as part of their offering is a heavy investment.
It requires co-branding work, a separate billing infrastructure, and the negotiation of complex agreements.

It’s a costly, difficult path to take, but could be lucrative if executed properly.

17. Industry surveys

1. Create an industry survey
2. Evangelize it until it has enough data to make an impact
3. Put time into the analysis
4. Visualize the data in a meaningful way

* This is a massive time and resource investment. But if you do it right, you become the point of reference for thousands of people in your industry.

18. Product integrations

Integrating your product into an existing, larger product can be simple, requiring only a token time investment.
Hootsuite sees an average of 100 to 500 installs per day of each application in their gallery.

You could potentially acquire thousands of users through a single integration. Product integrations are often the entry point to a deeper relationship.

19. Create free standalone tools

Free services can act as funnels to pre-qualify customers for your product.
Build a tool or service that gives your customers a free assessment of the problem that your product solves.

Once they do it, they’d become qualified leads who’ll naturally be interested in seeing how your product can help them solve the problem you’ve helped them map out.

20. Build your brand around a cause

1. Identify your brand’s values (easier said than done!)
2. Identify a social cause that is aligned with those values
3. Host events and initiatives that help the cause. This is great PR for your brand.

* Remember, it has to be genuine. You and your brand have to actually care and make a real difference, not just pose for photo ops.

21. Tap into the viral loop

1. Map and study the natural ‘flow’ of your product (who uses it, in what context, for what purpose, etc.)
2. Identify the instances where your customers might potentially interact with other people while using your product (eg. sending an email, sharing a file, etc)
3. Use those instances to market your product to your customers’ peers. Eg: “Powered by X” badges.
These 21 tactics can help you acquire more customers. Visit referralcandy.wpengine.com to learn how you can use existing customers to do the same!

Yu Sheng Teo

Yu Sheng is a product designer at ReferralCandy. He's constantly working to tweak and improve the ReferralCandy product to serve retailers better.

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