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I'm putting together a six-month roadmap for my startup's customer acquisition strategy but haven't been able to find any great resources to look at as examples. Does anyone have advice about how to structure it and examples of tactical details to include?

  • SH

    Samuel Hulick

    about 5 years ago #

    I don't have any I can share publicly, but my strongest recommendation is to map out how THEY acquire YOU, not how you acquire them.

  • AL

    Angelo Lirazan

    about 5 years ago #

    @michaelb1991 The guide @anujadhiya provided is great. It would be enough if your acquisition channels were all online. Depending on your startup, this may or may not be the case. You need to consider all of the potential channels you can engage in

    You also need to remember that not all acquisition channels are scalable, ie some can be leveraged in the short-term while some are more long-term strategies. For example, to acquire the very first users, you can go out and talk to people individually and do live demos. This is a great and easy way to get people to try what you have to offer, as it allows you to apply pressure and collect feedback simultaneously. But realistically, this is not scalable. Nonetheless, this one-on-one attention to people can easily have a place in user acquisition and product development.

    Also, some efforts may not see returns instantly. For example, doing content marketing is a great idea but a few articles are not likely to get you a ton of traffic (unless it goes viral, of course). But over time, you'll have a library of posts that are useful to different groups of people. Each post in that library will keep attracting users over time, so it's more of a long-term investment in terms of inbound traffic, conversions, and SEO.

    Make sure to look at the time you put in and the results you can expect from it. Here's a great article from OkDork that illustrates the concept.
    http://okdork.com/2010/07/15/quant-based-marketing-for-pre-launch-start-ups/
    You can do something similar with in-person channels. For example, if you give a talk to 50 people and 5 of them become customers, then you have a 10% conversion rate. How you measure that is up to you.

    As for a roadmap itself, you may want to refer to the following article. It's a product roadmap, but you can adapt the concepts in this article and the ones everyone else here discussed and make it fit your needs.
    http://growthhackers.com/why-every-product-needs-a-roadmap-heres-the-story-of-gov-uk/

    And for some ideas, this post on our Trending page (it might be on page 2 now) might be useful for you. :)
    http://growthhackers.com/18-resources-to-help-you-become-amazing-at-user-acquisition/

    I know this all isn't exactly what you were looking for, but I hope this helps to lead you in the right direction!

  • TK

    Thomas Krawiec

    about 5 years ago #

    Well I would first start with your customer.

    Who is your customer? Once you define exactly who they are, what problem you solve for them and how you improve their lives... you can then work back from there.

    If your customer is a plumber, you brainstorm where this persona 'hangs out' and how they would go about looking for your solution.

    Are they even aware of the problem you solve?

    Eugene Schwartz talks about the sophistication of your customer and their awareness to the problem you are trying to solve.

    Example: If they are unaware of a solution to their problem or are unaware of the problem... an SEO strategy would probably be the last thing you focus on etc.

    These are just a few things for you to think about that will help guide you in the right direction.

  • AM

    Artur M

    about 5 years ago #

    Plus1 !
    would love this as well ;-)

  • JW

    jesse williams

    almost 4 years ago #

    I agree, this would be a great post to have. I'll see if I have the time to create one later today and share with you guys.

  • AK

    Aaryn Kobayashi

    almost 4 years ago #

    Depends how granular you want to get. If you're just looking for something broad and can break down your industry and company size, Google's consumer purchase path has a nice interactive visual that most don't know about. https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search

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