客户获取101：您需要知道的必需品

与开展业务的许多其他步骤不同，在每个阶段，客户获取仍然很重要。即使您在运营的第10年，您也永远无法说您已经完全完成了获取客户的工作（至少如果您想扩展并保持盈利）。

这也是其中一个the biggest pain points for businesses. It doesn’t matter if you’re selling the best product or offering an essential service, it’s not a given that you’ll have enough customers to help your business stay profitable. You actively need to create awareness and motivate your target audience to buy your products continuously. To help you, we’ve summarized all the basics you need to know about customer acquisition and included the most common strategies that you can use.

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客户获取101：您需要知道的必需品:

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How Does the Customer Acquisition Funnel Work?

客户获取是指吸引潜在客户购买您的产品或为您的服务付费。简而言之，这就是您的企业吸引新客户的方式。这是通过实施可以重复的阶段流程（客户获取渠道）来完成的。

With the help of the customer acquisition funnel, you can better visualize your potential customer’s journey. Typically, there are three primary stages that you need to pay attention to: awareness (top of the funnel), consideration (middle of the funnel), and purchase (bottom of the funnel).

您的第一步是在目标受众中提高对品牌及其产品的认识。这将包括针对那些不一定有明确意图购买产品的人。换句话说，您的内容将与更大的受众群体说话。

一旦潜在客户完成了某种行动，例如订阅您的新闻通讯，他们就从漏斗的顶部“毕业”并移至渠道中间。这意味着他们现在正在为您的产品或服务提供更多考虑。现在，您的工作是激励他们完成实际购买。

不过，说实话，只要首次购买，简单地注册时事通讯还是很长的。有更强有力的动作，例如将产品添加到购物车中，这表明购买意图更加清晰。一旦潜在客户完成了这样的动作，他们就已经到达了渠道的底部。这是成为客户之前的最后阶段。在此阶段，品牌通常使用诸如促销代码or free shipping to clinch the sale.

If you take only one thing from this explanation of the customer acquisition funnel is that it should never be your goal to push a sale every single time. It might sound counter-intuitive when your goal is to drive more new sales, but depending on where your prospective customer is in the funnel, sharing, for example, a simple blog post with valuable content is more than enough for now.

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为客户获取制定策略

1. Identify your target audience and goals

Identifying your target audience or ideal customer is actually one of the first steps that you should’ve completed when you started your business. So, you’re supposed to have this information already.

创建客户获取策略时，此信息再次重要的原因是，它将帮助您创建他们会发现吸引力的内容。您的客户的痛点是什么？他们通常在寻找信息时去哪里？他们的人口统计是什么？这些只是（创办企业）并创建客户获取策略时，您应该问自己的一些问题。

Armed with better insight into who you’re actually targeting, you can identify your aims. Sure, it’s to get more customers, but what else? Make it more specific.

例如，您想以什么价格获取新客户？您的主要目标是提高对品牌的认识吗？您是否想介绍新产品？如果您的目标很明确，那么您可以更轻松地传达正确的消息。

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2.选择您的频道或方法

To get new customers, your brand needs to be active on the channels that its target audience uses frequently. From Facebook to referral programs, there are a number of channels and customer acquisition methods that you should explore to keep your target audience engaged at every stage of the purchase journey.

根据您选择的渠道，您还需要调整内容和策略。例如，社交媒体渠道上的付费广告需要迷人的视觉效果，而用于SEO目的的博客帖子全都关乎正确的关键字，而不是视觉效果。

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3.为不同渠道创建策略

When you’re creating a strategy, look at what type of content your ideal customers find more engaging. For instance, do they interact more with long-form blog posts or short videos? What type of content do your competitors typically post? For your strategy to be effective, it needs to be built around the content that your target audience actually wants to see.

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4.决定预算

没有预算，花在营销上很容易。如果您是完全陌生的，那么最好从预算适中开始，然后一旦开始看到结果就可以增加它。

如果这不是您的第一个营销活动，并且您很聪明并保留了分析，则可以使用此信息来计算客户的获取成本（稍后再详细介绍），并将此数字用作指南。通过知道您需要花费多少钱来获取新客户，您将有能力制定营销预算。

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5.测量并调整

As there are many different factors that can impact the process, it’s crucial that you measure and analyze the results. Without this data, you’ll have no idea of knowing where to make changes, let alone if your efforts are actually working in the first place.

So, you’ll want to keep track of a couple of metrics such as your customer acquisition cost, customer lifetime value, and new customer growth. Online businesses that areselling subscriptions还将想衡量其流失率。有了这些信息，您可以在哪个评价客户取消其订阅的情况下解决。例如，如果您发现女性顾客正在转换更多并对Instagram帖子做出更好的响应，则需要释放一些预算，以便您可以在此频道上花费更多。

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您可以使用哪些策略？

The good news is that there are several strategies that brands can use to help customers move down the funnel. What’s more, digital marketing makes it a lot simpler to measure the results and identify the most sustainable customer acquisition strategies.

付费广告

在线广告是品牌用来吸引新客户的最常见策略之一。由于对Google Ads和Facebook广告等途径进行了尝试和测试，并提供了许多测量工具，因此可以更轻松地改善营销。最终，您的目标受众将确定哪个平台最适合用于付费广告。毕竟，如果大多数时候使用Instagram，则主要专注于Google广告。

In short, most paid advertising platforms charge you based on how many times your advertisement was seen (aka user impressions). For example, Google Ads work by displaying your ads to relevant people who searched for a specific keyword.

这可以成为相当昂贵。所以,你会有to, for example, improve the average order value to make it a cost-effective strategy.

Though, you can generally use criteria, such as demographics, to make your target audience more specific. It’s this targeting ability that’s one of the biggest perks of using paid advertising as your leads will be more relevant and more likely to convert into customers.

所有考虑的事情，付费广告是发展业务的最佳方法之一，尤其是如果您有大量的视频和照片以及大量的营销预算。您的品牌通常会宣传，通常没有巨大的前期费用。

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搜索引擎优化（SEO）

While social media is growing in popularity, Google is far from dead. Many people still turn to Google first when searching for a specific product. So, it still pays to design your website around relevant keywords to help you rank higher in the search results. What’s more, your website content can get you good rankings for a long time to come, unlike paid ads that run for only a short period of time.

Though, unlike paid ads, relying solely on organic traffic won’t get your brand to grow that quickly. It takes loads of time. You’ll have to be prepared to wait patiently for your website to be viewed as among the most authoritative, even longer if your niche is very competitive.

归根结底，如果您想使SEO成为获取新客户的主要策略之一，则需要始终如一地工作。不仅在创建相关的书面创意资产方面，而且还通过跟上Google算法的变化而加快。您将更少关注短期收益，而要关注长期成功。

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金博宝188备用网址

如果您是影响者营销中心的定期读者，您会知道，有影响力的营销是金博宝188备用网址吸引目标受众注意您的品牌及其产品的最佳方法之一。诀窍是确定您应该与之合作的正确影响者。影响者不仅应该参与其中，而且还应该能够根据您的品牌准则创建高质量的内容。而且，参与的追随者并不一定意味着重要的追随者。微型影响者可以帮助销售更多专业产品的品牌找到相关的目标受众。

As influencers can help you to boost brand awareness, it’s especially effective for top of the funnel. It’s also great for products that are trendy as influencers are usually known for discovering new, innovative products.

推荐程序

即使今天有各种各样的数字广告策略，口碑广告仍然是推销产品的最有效方法之一。通过创建一个推荐计划，该计划将下一次购买的折扣奖励超越快乐的客户，以换取他们的朋友，家人和同事网络购买您的产品，您可以在获得更多重复购买的同时获取客户。尽管本文是关于客户获取的，但毋庸置疑，它绝不应该以客户保留为代价。毕竟，与赢得新客户的成本相比，客户的保留成本较低。因此，您需要在专注于客户获取和对您有用的客户保留率之间找到平衡。

不过，为了使推荐程序工作，您需要一个不错的快乐客户群。他们不仅应该爱您的产品，而且还应该愿意积极推荐它们。因此，这只是现有忠实客户可以探索的品牌品牌的选择。

All in all, it doesn’t cost that much to set up. Though, you’ll need to get a third-party app like ReferralCandy or Mention Me to track and organize everything. Doing it manually is simply a recipe for disaster.

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Email

与影响者营销类似，电子金博宝188备用网址邮件对于顶级营销活动可能非常有效。您不必使用电子邮件出售您的产品，而是应该使用它来收集潜在客户 - 通常是客户获取过程的第一步 - 并培养它们。

为此，您需要收集电子邮件地址。从提供免费试用到电子书，有许多不同类型的铅磁铁that you can use to grow your email list. Though, a huge list is of no use if your actual emails aren’t relevant and engaging. Nowadays, spam filters are more advanced and your delivery rates will drop if you don’t make an effort to send high-quality emails. So, pay attention to the design of your email and try to include personalization. While it might sound like a lot of work, with the help ofemail marketing automation tools, like ConvertKit, you can easily automate your email campaigns.

If your brand has a wide product range, email marketing can be particularly effective. You can, for example, create a drip campaign to reveal new items on a regular basis. Plus, as email marketing is ideal for promoting your products to customers over a longer time period, making it a great way to generate recurring revenue.

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事件

无论是亲自或虚拟的，事件不仅是有益的和有趣的，而且是前景和潜在客户的来源。特别是托管虚拟事件可以更容易，因为与会者使用其电子邮件地址注册。从网络研讨会到现场产品演示文稿，请考虑吸引一些演讲者来保持有趣的兴趣。

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Calculating Customer Acquisition Cost

客户获取成本（又名CAC）是指与获得新客户有关的成本，例如营销成本。通常，每个营销活动或设定的时期都可以解决。此信息很重要，因为它使您可以衡量您的投资回报率，并最终弄清楚您的营销工作是否得到了回报。

To work it out, you divide all the marketing costs linked with a specific marketing campaign, for example a referral program, by the number of customers that you gained via that specific campaign.

测量你的客户取得成本进行l. Though, it shouldn’t be your only focus. For example, your new customers might make only one purchase or they’ll only spend money much later after you’ve spent money on acquiring them. In this case, you’ll also want to measure the customer lifetime value (aka CLV). In short, it gives you an indication of how much a customer is worth to your online business. It can be a good indication of how your business is doing overall and if it’s growing at a steady pace.

不用说，您的目标应该是使客户的获取成本尽可能低。这样做的主要方法之一是专注于改进您的网站设计。换句话说，请确保您的网站具有移动响应性，您的CTA有效，页面很快加载等。您知道练习。

A second factor to consider when trying to minimize your CAC is the cost of the specific channel itself. Improving your website design will help to boost your conversions which in turn will help to reduce the cost, but you can also simply focus on keeping the actual marketing costs as low as possible.

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Wrapping Things Up

在经营在线业务的每个阶段，客户获取仍然是关键步骤。从您启动的那一天起，您就需要稳定的新客户才能成长。将新客户视为您呼吸的氧气。当然，保留客户也很重要，但是如果您想扩大当前的客户群，则需要呼吸新鲜空气。

最有效的过程是直接和系统化的。您应该能够重复此过程，以便几乎可以自动完成客户。通过了解您理想的客户在网上闲逛的地方以及哪些策略将帮助他们降低销售渠道，您可以最大程度地减少获取新客户的成本。

This won’t happen overnight. So, get ready to try out new approaches continuously so that you end up with the strategies (with the emphasis on plural here) that deliver the best results.