4 Secrets to a more sustainable user acquisition plan
No business can survive without one, key ingredient: customers. Bringing in new customers — formally known as “user acquisition” — should be one of your company’s most important (and lucrative) business goals. User acquisition is a blanket term used to describe interconnected activities, such as content creation, media buying, conversion funnel analysis, marketing automation, and SEO efforts. Whether your goal is more app users, site visitors, or sales, the user acquisition process is built upon the same, systematic process.
At BIGEYE, we believe in educating our customers on how to take their user acquisition efforts as far as they can, on their own, before stepping in to take things to the next level. In that spirit, here are four tools our team recommends to help you create more sustainable pipelines that won’t take your team more than ten minutes to implement. You can also visit our services page to learn how we can partner together on your acquisition strategy.
1. Understand why your user acquisition cost is so important
Before you do anything else, start by understanding your user acquisition cost (UAC). This figure represents the amount of money your company spends attracting new users. Your goal is to make that cost as low as humanly possible while still being effective. When measuring against the lifetime value of your customers (CLV), a good benchmark is 3:1 value to cost. Stay on target by designating a percentage of your current year’s CLV and only spend that amount. If you find yourself burning through your budget, it’s time to assess whether your user acquisition tactics are effective and seek out areas for optimization.
2. Give your content a facelift
Blog posts naturally sink to the bottom of your website architecture as time passes, but that doesn’t make your content (or keywords inside) less valuable. Repurposing your best material gives you the opportunity to re-promote highly effective or potentially viral content via social media, generate new backlinks as your audience expands, and direct crawler attention to desired search terms. And no, this isn’t cheating. Consider HubSpot, which generates over 250 blog posts each month. They regularly refresh great content that is valuable to their target audience. And so should you.
3. Don’t let low hanging fruit get in the way of user acquisition
All the work you put into leveraging content to bring in new users won’t matter if those users can’t find your site. Start with low hanging fruit. Look for crawler errors and 404 pages, check your site speed, and delete outdated content. Reference your target keywords against the metadata on your pages, then do a competitive analysis to make sure you have the budget and content to compete on them. While these activities may not seem directly linked to a strong user acquisition strategy, we’d argue that they are the foundation of effective SEO, customer discovery, and entry into your marketing funnel – making them critically important. Through this process, site tech debt will decrease and you can begin building more nuanced keywords and linking strategies, rather than focusing on clean up. This will help new customers easily find your site and navigate to the information they need, on the right platform, at the right time.
4. Boost your email user acquisition in one easy step
Boost your leads by buying lists from complementary brands. A personalized welcome email creates early engagement with your brand, while relevant and consistent content makes your emails a delight rather than a delete. Even if your email open rate is strong, there’s still room to improve (unless you’re at 100%). Double your effectiveness by sending an email, then resending thatsame email – with a different subject – to only the individuals who didn’t open the first email. By changing the subject and resending the origianl email you can boost your email open rates by 20 – 30% with a simple click of a button.
When you’re ready, we’ll be here waiting to kick things up a notch. Feel free to reach out to our team with success stories, questions or if the time has come to take your user acquisition to the next level.