A customer acquisition plan is the outcome of all those hours of brainstorming and decision making – your goal and commitment etched on paper.
It guides you on how exactly you’re going to put your marketing strategies into action, showing you the right path to success.
It has been a common practice among many businessmen to go straight to doing without planning.
They may have some sort of a plan only in their head. But as pointed out in a previous post in this series, that’s not the smart way to go.
A blurry target is hard to hit. The first crucial step is to clearly define on paper your goal and how to reach it.
Here are the seven steps to crafting a successful client acquisition plan:
1. Identify your market
We emphasize the importance of research as the way to understand your target market and competition. What’s happening within that market? How’s it moving? What are the prevailing trends and hot issues? These are just some of the questions you need to ask yourself to delve deeper into the marketplace you’re operating.
Also equally important is the level of competition you’ll be dealing with. Identify your top competitors – their strengths and weaknesses – and how to beat them.
2. Know your ideal customer
Get a clearer picture of the type of buyers you want to do business with. Use a set of criteria to weed out unqualified prospects and focus on qualified, high-converting leads. Find out more about your target customers.
What problems do they have right now? Where do they go to find help or a solution? Does your product or service offer real benefits to them?
3. Create a persuasive marketing message
Develop a marketing message you want to get across to the marketplace. It is your commitment to them, a promise you are going to deliver if they buy your product or use your service. It could be as simple as telling them the top seven reasons to choose your business.
4. Determine your marketing methods
Stick to what has worked for you in the past. Make some necessary improvements, but you don’t have to reinvent the wheel. Throw out the window those things that don’t work.
Don’t be afraid to try out new ones that you think would be effective to your customer acquisition programs. Follow your gut. Also don’t miss to check out the effective methods your competitors are using.
5. Set your budget
Know the estimated customer acquisition cost of your campaign. The right amount of budget will depend on several factors such as number of leads, the marketplace, marketing methods, etc… You have to ensure you have sufficient funds to implement the plan. Know how much you need to invest in each segment to attain your goals.
6. Write the plan
Once you are done with the steps above. It’s time to commit them all on paper. This makes it all official, something you can come back to from time to time to make sure you’re on the right track.
7. Fine tune the plan
Your client acquisition plan offers you a solid and well-thought out structure. It comes alive and will be an indispensable guide once you start implementing the plan in the real world. This is when and where the real fun will begin.
You will find that some customer acquisition strategies may need adjustments to make them work. Don’t hesitate to “fine tune” or enhance it as you go along.
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