The eight acquisition errors

Prioritising your brand to the detriment of user experience

Many businesses still think that their prospective customers are patiently waiting for them to deign to write to them. However, the situation has changed. We all receive hundred of notifications each day, whether from businesses, friends or unknown senders. These notifications not only alter our perception of brands, but also interfere with our available attention time.

In fact, the only real question that you should ask yourself if you want to stand out is: what do I want my customers to experience or feel? Be honest with them. If your customers are not yet well-versed in marketing techniques (this is doubtful), make no mistake – they will be tomorrow and will let you know it.

Not defining a precise goal

You should set up operations that both generate qualified leads and maximise virality. These two goals, however, are quite distinct and it is important that you define your priority. This is because the more you ask users to register themselves upstream, the less virality you will obtain downstream, and conversely. Allow yourself the time to consider your goals, and accept the fact that you cannot do everything, but that what you will do, you will do well.

Furthermore, if you try to create value in the relationship that joins your brand to its customers or leads, don’t expect the immediate ROI gained through opportunistic operations (special discounts, stock clearance and so on). Such approaches do not serve the same functions and will not produce the same results.

Limiting your rationale to CPL (cost per lead)

It is very important not to reduce acquisition to a simple CPL. The yield of your lead will be influenced by the way in which you acquired it. A travel agency that we recently spoke to told us that they had bought, at an unbeatable price, several million co-registration leads. Granted, the CPL was particularly attractive, but internet users do not need to commit to anything in order to register with this type of device. The result: after one year, less than 9% of these leads had visited the site.

Recruiting with a subterfuge

Some businesses offer a strong incentive, unrelated to their business environment, for mass recruitment at the lowest possible cost. However, what sort of business relationship do you imagine that you will forge with your customer base, if your recruitment tool is not your product but a trip to Rio de Janeiro?

Depending on one channel alone

It is often easier to concentrate your efforts on a lever that fulfils your goals. At least on the surface, as nothing remains fixed in the digital world. Like in the case of the swimming pool manufacturer who lost 70% of its traffic following a change in a Google algorithm, many people have seen their business model collapse. This issue is all the more relevant given the increasing influence of Google, Apple, Facebook, Amazon, Netflix, Airbnb, Tesla and Uber. We can only advise prudence.

Only looking at post-click indicators when following your investments

It’s the eternal debate and certainly one of the most complicated issues to manage. If one of the private sales leaders in the travel industry stopped at this post-click logic, the industry would never have invested as much as it has done in e-mail and would certainly not have become the leader that it is today. However a huge number of businesses do not sufficiently appreciate the impact that media planning may have on their conversion. I am referring to visible media plans, those for which your audience has paid real attention to your message, not those for which you believe that your audience has seen you.

Separating acquisition from CRM

Acquisitions can only be made within a CRM perspective. As much as you may invest in the best CRM, nothing will happen without an acquisition. Your acquisition must be well-thought-out and designed to meet a specific need: a service, an opportunity, reconnaissance and so on. A car dealer developed an acquisition device – linked to its CRM – which gathered users’ requirements. If a new arrival meets needs which have been detected or conveyed, the user will receive a customised alert. Scores obtained in this way have been well above market standards.

Not customising messages at the point of contact

It is often necessary to approach a prospective customer several times before this customer will make the effort to visit your site. When you have identified that you have already spoken to them, change your message. Think of those sales people who pester you at work. Nothing is more annoying than seeing someone or a brand follow you everywhere constantly with the same message without any reference to your past dealings or business relationship. Nowadays there are people-oriented marketing tools available – use and make the most of them!

Leave a Comment