Updated: Jan 2, 2020
Customer Acquisition is difficult. But it can be done. To do this, you need to know what exactly your company does and why your company does it. Before jumping into the basics of Customer Acquisition, let’s review some don’ts of learning Customer Acquisition:
1) No universal course will teach you everything about it.
2) Universities/Colleges are not your go-to places. The realm of digital marketing is changing rapidly, and Universities/Colleges are too slow to adapt, though you may gain some foundational knowledge.
3) Doing online courses for certification may add a small value to your employment status. Why? Because experts prefer people with real experience.
Going with the Plan and the Path
The customer acquisition process is not predictable. Many things can go wrong. Why? Because the world of digital marketing is vast. Having a plan and a path is a must. This path is described as a “T-shaped person.”
The vertical, up-and-down stem of the “T” represents one’s depth in one or more areas, and the horizontal, side-to-side stem of the “T” represents the ability to collaborate across disciplines with other experts. It has three layers:
I. Base layer
II. Marketing Foundation
III. Channel Expertise
The Base Layer
These are non-marketing subjects that provide essential foundational knowledge to suit you well no matter your job.
Basic Statistics: Digital Marketing contains quantitative elements. Learning distribution analysis, confidence intervals, regression, and mean/median/mode is crucial for you.
Product Design & UX Principles: You don’t need to become a designer, but you need to know how elements of design relate to marketing.
Data Analytics: It is essential to have a solid foundation in the general concepts of data analytics. It opens up a path to use powerful tools such as SQL, Google Analytics.
Behavioral Psychology: Understanding why people do what they do is a very handy skill for marketing.
Branding/Positioning/Storytelling: Customers respond more to you selling a narrative, rather than the original product. It is done through branding and market positioning.
Marketing Foundation Layer
These are marketing-specific topics that are useful across any marketing channel for you to become an expert in.
Conversion Rate Optimization: The tactics used to understand why users are not converting to a particular action, and required changes to improve.
Copywriting: Knowing the best words to use to get a message across.
Funnel Marketing: This framework maps out: How does a customer become a customer!
Statistics and Excel: A solid spreadsheet to track numbers and goals is a must.
A/B testing: It teaches you how to test new ideas scientifically properly.
Channel Expertise Layer
The third layer is where you will need to make some selections. There are many but expertise in 1-2. Each channel is changing very quickly, and new ones are emerging rapidly. New features are popping up in every channel now and then. Some popular channels are Virality/WOM, Search PPC, Facebook, Social, Content Marketing, Mobile, Sales, PR, Email Marketing.
Author: Austin Stanfel
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