How I Bought Into Richard Branson’s Storytelling

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In 1999 at the president’s inauguration I was a wine steward and had the pleasure of meeting Richard Branson. True to his media persona he was very polite down to earth and courteous, Mr Branson showed a genuine interest in what you had to say.

This was a perfect example of someone that embodied their brand and reflected his down-to-earth persona. It was so effective I purchased Losing My Virginity: How I’ve Survived, Had Fun, and Made a Fortune Doing Business My Way the very next day.

Richard Branson is a master in storytelling, after listening to thousands of pitches, here are his 3 valuable communication tips that will help you elevate your skills for the next pitch.

  1. Great storytelling makes you memorable
  1. Your best ideas should fit on a beer coaster
  • In the interview below with Carmine Gallo, Branson was presented with a beer mat, a cocktail napkin and an envelope. He takes the items, looks into the camera and explains why he’s only interested in ideas that can fit on those items. The segment begins at 2 minutes and 45 seconds into the video.
  • You can watch it here or click the image below.

  1. Influence with simplicity  
  • It’s well known that Branson acknowledges his challenges with dyslexia; he dropped out of school at the age of 16, as it was part of the reason.
  • He adapted and used it as an “a massive advantage” it trained Virgin to communicate simply.

So, to all entrepreneurial minds out there, look at what story you have, combine it with your unique background, and begin crafting your story.

We love to hear what the response you received after applying this method, keep us posted!

Marketing Lessons You Can Learn From “Money” Mayweather vs “The Notorious” McGregor

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On Sunday morning 27 August like many around the world, I got up early to witness the money fight.  According to the Nevada State Athletic Commission, Mayweather was guaranteed $100 million and McGregor was guaranteed $30 million.  When I converted that into Rands I ran out of zeros.  I was also struck by the similarities between professional sport (in this instance, fighting) and marketing.

Like a well-positioned brand, any claims that you make in your marketing message need to be backed up. For the show, all of the trash talking and the brash attitude they demonstrated across social media is only backed up when it delivers a knockout.

Here are some key marketing takeaways

  1. Always focus on your end game

2. Make It Appealing

  • They made history, by matching up the 2 best fighters in their respective sports and pitting fans of boxing vs. UFC against each other to settle the score on the long-running debate.
  • Create intrigue and debate, media posted questions like, “Could the best UFC fighter in history beat the greatest boxer of his generation with only his fists?” “do boxers really punch harder than UFC fighters?” And, at age 40, Mayweather also faced the question, “is he too old?”

3. Expand Into New Market Channels

As a boxing fan and a marketing geek myself, it’s most rewarding when both fighters put on a good show. McGregor’s post-fight comment about Mayweather summed it up. “He’s not that fast, he’s not that powerful, but boy is he composed.”

You don’t always have to be the fastest, flashiest, or strongest. Just keep validating with your endgame in sight.

 

How To Build Your Brand With 140 Characters

What's your story

 

Perception is the reality, and often the truth is an illusion.  We most certainly don’t know the whole truth about the products we buy, review and use. Marketing is storytelling, not all marketers are liars, they are bad storytellers.

“What is the one thing I want my clients to know?” This should be the question you pitch to a potential client.

In order to communicate your USP (Unique Selling Point) more effectively, compose a Tweet-friendly headline into your pitch. A good example is Entrepreneur Magazine’s “Advice on Entrepreneurship for Starting and Growing a Business.” An early investor in Google who said the Google guys—Sergey Brin and Larry Page—were able to explain their new service to investors in one sentence: Google allows you to access the world’s information in one click. Read the original story here

The majority of SMEs neglect their company’s story and how it comes across, practice these 4 step exercise below until you are confident it embodies your company and product.

1. What do you do?

2. What difficulty do you solve?

3. How is your offering or service different?

4. Why should your clients care?

Try answer each of the following 4 questions by using this Twitter exercise. If you can’t describe your product in a sentence, go back to the drawing board. It’s vital to not let your idea die because you’ve lost the attention of your audience. Capture your audience in the first 60 seconds and they’ll want to hear more.

Next time tell the story of your product and build it into your pitch. The creative may be part of it, the message may be part of it, essentially, your product and your service and your team are all part of the story. Tell it with meaning, as one thing that we do know and often talk about is our story.

In the beginning … there was an idea. How to create a successful digital strategy in 3 steps

Millennial-Meeting-Collaborating

Is your silver bullet packing the punch your business needs? Marketing your business in a digital world means more than ‘instant gratification’. Is your business’ digital marketing strategy able to deliver to this market?

  • The consumer: Impatient, demanding, and constantly on the go. According to IAB SA Interactive Advertising Bureau of South Africa in February 2017 66.2% of Unique Browsers come from mobile. How does this affect your business? In short, it means that in the digital era, there is a demand for you to market your company’s services or products to potential clients.
  • The direction: any effort you make will be fruitless. To standout in the Digital first world, you need a plan an effective digital strategy to ensure your efforts & time make maximum impact.

Digital Candy Consulting compiled 3 tips to digital empowerment.

Define your Golden Circle

What’s the ‘Golden Circle’, you say? It’s the starting point of any sound digital strategy, the Golden Circle is a way of looking at why your company exists. Watch the originator, Simon Sinek talk on TED http://bit.ly/2nSsMV3 Viewed 31,214,480 as of 22 March 2017

When we ask businesses this question, the default is to think about what (Product) they offer; instead, you should start with why.

Think why your business began in the first place. What was the starting point; what was the vision? By addressing this starting point, you’ll be able to tell a brand story that strikes a chord with your audience.

To effectively use the Golden Circle methodology, you should focus on these 3 points in the following order:

  1. Why: Why does the business exist?
  2. How: How will this help your clients, and how will you achieve your why?
  3. What: what are you actually offering (Product) to your target clients?

Once you have distinct answers of the above and carefully crafted your brand message, you’ll be able to think about exactly who you want to share it with.

Think of your story and share it with us.

Monday is not the enemy… repeat.

Mondays aren’t that bad, are they?

#MondayMotivation doesn’t trend for laughs alone – it seems we all need a bit of assistance to get going on a Monday and I’ve never craved a coffee like I do on a Monday morning, bizarre!

Why do we get Monday blues? I am not 100% sure, there may be something scientific in it. From my side I guess it has more to do with the beautiful sleep-ins for two mornings in a row (although with kids does 7am really count as a sleep in?) or maybe the siestas, or the ability to have a glass of wine at lunch time, chill out and spend time with the people we choose to see and the ability to get as much as you want done or as little without any external pressure, spending time in your home, great nights out, choice of spending all day in your Pj’s (brushing teeth or hair optional) – yes please!

Some people say it’s because you hate your job, that’s why Mondays suck. As a freelancer, I can honestly say once I’m over the initial shock of my alarm clock, getting out of bed and ready for my day ahead isn’t as hard as it used to be. FREEDOM is a big part of the attraction in my work, freedom to work my own hours, from lots of different locations (internet permitting of course), so I love my job. Maybe I just need to change my alarm sound…

Some people say it’s because our freedom is over – yes it’s true two days of doing what you like when you like is bliss, and I probably agree with this more than any other theory I’ve heard but as you grow older how true is that idea anyway? Kids, school activities, children’s birthday parties (!!), appointments you couldn’t make during the working week all need to be done, then there is the responsibility to see family and let’s not forget food shopping – oh horror!

All I know is that most people spend an average of 30 odd minutes moaning on Monday, about the fact that it is indeed Monday instead of seeing the beauty of being alive, fit, healthy and ready to do great things. 30 minutes – what a waste.

After seeing a great quote this morning I thought you know what? Crack on, get your blog done, create some beautiful social media info to share, smile, face it and make it count it’s my day – and yes, the 7 cups of coffee I have consumed do go a long way. The quote that made me smile and inspired me for today:

“Dear Monday, Thank you for having the word “mon” in you. That’s French for “mine” incase you weren’t aware Monday, but it makes me think of you more as “my day”, and frankly that sounds like a promising start to the week.”

Dear Monday My day

Dear Monday My day

Some other fun, honest, hysterical quotes on Monday to get you chuckling and motivated are below.

Come on friends, let’s make it count and get over the fact it’s Monday and if you just CANT get on with Mondays, remember it’s only 4 sleeps until the weekend 😉

monday punch dear monday Monday crocs WTF monday monday jokes everyone hates me monda horror monday punch dear monday return mondays okay monday let's do this its-monday-dont-forget-to-be-awesome-quote-1 It's monday but it's ok Monday sleepy image



Beautiful places to eat, drink and be merry with kids in Cape Town

Happy 2015 Digital Candy Fans!

Happy 2015 to everyone, I hope your festive period was filled with fun, laughter, many memories and that you are invigorated for your start to this New Year!

The KarooMelton Wold

Mine was hectic to say the least, from a sneaky week away in the Karoo to an understated, historical place called Melton Wold http://www.meltonwold.co.za (described to me as ‘good for the soul’ and couldn’t be closer to the truth). Special time with friends and kids it was magical. Karoo meat is now on my shopping list! Then back in time for Christmas.

Our best friends arrived from Wales, and their favourite activities are eating and drinking at beautiful places, with 4 kids ranging in age from 18 months to 5 years old – it was going to be tricky to keep everyone happy and find the best places for eating and drinking with kids in Cape Town but I can truly say we’ve done & seen & eaten & drank – a lot and are mostly thrilled with the beautiful places we’ve visited. And why not when the food & wine capital of South Africa is less than 5 minutes from our front door?

List of places to eat, drink, be merry and enjoy with kids in Cape Town:

So here’s my list based on our experience this festive season, with our taste buds (and 4 kids did I already mention that?) in tow, we were off:

Pearl Valley Golf Estate – http://pearlvalley.co.za

Service is never amazing here, but it’s great value for money in the most beautiful surrounds. The pool area is amazing and as this is our home (lucky I know), we love it!

Kids at La Motte

Kids at La Motte

La Motte – http://www.la-motte.com

Make sure you get a weekend breakfast here, it’s exquisite. Beautiful food, views, gardens for kids with streams (yes take a spare set of clothes), and friendly service. An absolutely family friendly venue which is stunning for adults on dinners too & wine tasting!

Cafe Arez @ Ashanti – http://ashantiestate.co.za

Tapas at Ashanti

Tapas at Ashanti

Okay so we had a terrible service day, but it happens. The views and most delicious and varied tapas, more than made up for it. The kids loved the big gardens, games available and all the nibbles. The manager went out of his way to apologise and fix things and we were given a beautiful bottle of Gabrielskloff Savingnon Blanc. Stunning wedding venue too, maybe next time..

Postcard Cafe views

Postcard Cafe views

The Postcard Cafe – http://www.postcardcafe.co.za

WOW! Aptly named due to the postcard like views no doubt, this place is truly spectacular. As we were on our way to a Moms only spa day, we had a sneaky stop off after a tip off. Heavenly and by now I’ve recommended a good handful of people who all come back saying the same. The coffee and scones were superb and service with a smile (I’d smile too if I worked there!).

Lanzerac Spa Garra rufa fish

Lanzerac Spa Garra rufa fish

Lanzerac Spa Vineyard – http://www.lanzerac.co.za

What a treat,(no kids). We got a lovely Christmas deal and enjoyed a morning of giggling (fish treatment) pampering & lunch followed by a brief wine tasting. Friendly staff, beautiful venue and my best friend, a beautician with 15 years experience working with Decleor and Clarins and said ‘best massage ever’. Kudos!

Tokara Deli Cat Essen – http://www.tokara.co.za/delicatessen/

Digital Candy kids at Tokara for breakfast

Digital Candy kids at Tokara for breakfast

This is the place to breakfast with little ones; boxes of toys for them to play with, a beautiful playground, sandpit and yummy food. What more could the whole family want? Definite yes.

Route 44 Market – http://www.root44.co.za

Busy, child friendly, stunning food and crafts, and a great kids play area inside and out. The indoor one is run by guys ‘coaches’, and they were superb, busy and played with all the kids ensuring nobody felt left out at any time. Most impressed: https://www.facebook.com/CoachKyleEvents

The Bakery @ Jordan Wine Estate – http://www.jordanwines.com

Fantastic cheese and meat platters, beautiful views – and don’t be alarmed the FOREVER long drive up the dirt road is worth it. Reknown for the chameleons in their area (we didn’t see any but it was raining), the estate has 2 restaurants and wine tasting. A definite ‘to do’ and absolutely take the kids!

Giraffe house fun

Giraffe House fun!

Giraffe House – http://www.giraffehouse.co.za  

Educating kids on the tallest, slowest, most dangerous (you get the point) animals, this place is a great day out for the kids. A bucket of animal food on arrival is always a winner with the kids (and animals)   and the talks are fun and educational for the kids and the adults

Shimmys with the kids

Shimmys with kids

Shimmy Beach Club – http://www.shimmybeachclub.com        

Despite its reputation as a nightclub / party capital in Cape Town, this place is super child friendly during the day with Au Pairs in the indoor play area, life guards on duty at the huge and very warm (bath like actually) pool. The menu caters for all ages and I highly recommend the sushi.

Tree Tops, Camps Bay

Tree Tops, Camps Bay

Uncle Barrys pizza oven @ Tree Tops – http://treetopscampsbay.co.za

Luckily we have our Uncle and Aunt who live in Camps Bay, their bed & breakfast Tree Tops is beautiful and many friends have stayed. The location is perfect as it’s a 2 minute walk to the beach and the views are amazing. However, Uncle Barrys new pizza oven is for family and friends only (sorry guys).

Simonsig – http://www.simonsig.co.za

Such a fun afternoon had at Simonsig sampling their amazing wines. Not the warmest of welcomes at first however we soon had the team running after us and left with a rather lot of yummy bottles to keep sampling at home.

Jan Kan @ Picardie

Jan Kan @ Picardie

Jan Kan at Picardi – http://www.picardie.co.za

Rustic, authentic and a lot of fun. Jan Kan is a horse riding venue for kids with a discarded farmers garden vibe (in the best way possible, old tractors for kids to climb on and more). Friendly service, cheap horse rides, lots of pets around and great coffee. Oh and you have to try the roosterkoek!

Leopards Leap – www.leopardsleap.co.za/

A definite family lunch venue, this is the ‘sister’ restaurant to La Motte. Beautiful large gardens, running streams, playgrounds and a huge statue of a leaping leopard, what more could a child want? The food is a self service buffet which puts a lot of people off, but it’s stunning. Lovely combinations, weigh and pay with great waiter service. Go!

LeBonheur Crocodile Farm – http://www.lebonheurcrocfarm.co.za

La Bonheur Croc Farm

La Bonheur Crocodile Farm

My son insists when he gets older, this is the place he will work. A friendly family venue, short crocodile farm tours with experienced and very funny guides. The playground is stunning, there are birds, rabbits, guinea pigs and sandpits. The food is great and if you have time to picnic you can fish at the dam and truly relax. A stunning family venue, run by a lovely bunch of people.

ROCA Restaurant on Dieu Donne Wine Farm – http://rocarestaurant.co.za

Mixed views on ROCA I’m afraid. I’ve had a few lovely meals but my besties had the worst experience from late food, body odour and ‘everything okay’ 9 times … The food is good, the wine selection amazing, we even found a garden around the back and families all enjoying the view (it is a great location for seeing the whole valley). I don’t know, maybe it was just a bad night and we need to go back and try again?

Marianne Wine Estate – http://mariannewines.com

Biltong and wine pairing – what more can I say? Spectaular. Not cheap but worth it. And the staff are the friendliest. I wouldn’t put this as a child friendly venue however, get a sitter and enjoy it.

Delaire Graff Estate – http://www.delaire.co.za

After the explanation about how elite this venue was, we had to take a look (kids with sitter!). Beautiful, classy and at R500 for their cheapest bottle of champagne we sipped, smiled, enjoyed – and left for lunch elsewhere! Go and see, it’s pure class.

Val De Vie Polo Estate

Val De Vie Polo Estate

Val de Vie Polo Club – http://www.valdevie.co.za

Great, child friendly restaurant with beautiful surrounds. The kids have a playground and a polo field so they can run free. The food is always to a high standard (service is luck of the draw on the day).

Grande Provence Heritage Wine Estate – http://www.grandeprovence.co.za

Another super classy venue, we took the kids in the evening however it’s not really a great venue for them due to the fact the garden is covered in extremely valuable sculptures and my heart couldn’t take the kids swinging on them. With bottles of wine from R30 (true story, Angles tears, you should try it) to R3,000 – the venue is renown for it’s food. I believe we need to go back and do a romantic meal here!

Bar di bar

Bar di Bar

Bar di Bar – http://www.bardibar.co.za

The perfect venue for a few beers, bottle of wine or a sneaky bottle of bubbly. Sport is guaranteed to be on and the environment is so welcoming and chilled out it’s hard to leave without a smile on your face. There is a small sandpit for the little ones, a grass area for kicking a ball about and around the corner a huge playground. Love going here, a nice retro feel (they even have a duke box!). Get your beer on and bring the family. Oh, and the kids get chalk to draw on the table tops, nice touch!

Laborie

Laborie wine estate beautiful food & wine and child friendly

Laborie Wine Farm – http://www.laboriewines.co.za

Saving the best for last, our most enjoyable evening dining experience was here. On the same farm as Bar di Bar, Laborie in Paarl has a beautiful restaurant which overlooks a garden and the winery. The kids have a stunning wooden playground, swings and so much space which you see from the decking area where you eat. An amazing and diverse menu, we were blown away by the service, style and overall experience here. High chairs available – child friendly and adult friendly too = win.

Okay so there’s my opinion on our busy holiday eating out experiences (I left a few off too!). Now you see why the muffin top happened, oh dear! I can honestly say though, value for money, beautiful views and food, amazing wine and family fun is to be had in Franschhoek / Paarl. It’s a special place, get here already and see for yourself!

#CapeTown #Foodie #ChildFriendly #Wine

Love

Candy x

What can we do for you?

Digital Candy Consulting is all about giving our clients the best return on investment for their marketing budget. We want to help your business grow, give it the BEST ONLINE REPUTATION it can have, and all the while staying true to what your company is about. We believe Digital Marketing is extremely effective and important, however years of experience have proven it’s a component of a successful marketing strategy and not the be all and end all, it has to integrate with your offline activity too. We get that and work with you to ensure all angles are covered = success!

What can Digital Candy Marketing do for you?

Social Media Marketing, Digital marketing, Digital Strategy, Pay Per Click, Search Engine Marketing, Search Engine Optimisation, Website analytics, Brand Management, Website construction, Communication and Email marketing.

What industries have your marketed for?

A wonderful range of industries: Dentistry, Fine Arts, Fitness, Fire & Safety, Recruitment, Hydraulics & Engineering and this, marketing!

What is Digital Candy Consulting like as a supplier?
Friendly, proactive, honest, reliable and never miss deadlines.

Where will you put my business online?

Common places we will put your business include: Google (Maps, Plus etc), LinkedIn, FaceBook, Twitter, Instagram, YouTube, Pinterest & loads more, all depending on what your goals are (and if you aren’t too sure what your goals are then we’ll help direct you!)

How big is your team?

Right at this very moment, it’s pretty small but we’re growing. We believe small is best, we care, we know our limits and we will work very hard to ensure ultimate customer satisfaction.

What makes Digital Candy experts at Digital Marketing?

Experience. Get in touch and you’ll see.

Marketing To Misunderstood Millennials

Simon Sinek, well know speaker of “Start with why” almost broke the Internet with the interview ‘The Millennial Question’.

He made valuable observations by stating the urgency to bridge the gap for millennials (anyone born after 1982). He states that a combination of parenting shortcomings and social media-fuelled instant gratification has created a generation that is unable to put in the hard work to achieve their dreams.

I believe like any generation they have dreams, huge ones, they’re constantly celebrated for their savviness and promised the world.  As a marketer, how do we gain the trust of this much-misunderstood generation?

  1.     Keep it Nonchalant
  • Commitment is not the key. They can rent it instead.
  • Don’t make their experiences feel rigid. Put their needs first, approach gently and win their consideration first. Produce content that educates, adds value and shareable moments.
  • Make them look crafty and you might just get a commitment in the future.
  1.     Keep it Personal
  • They are familiar with hyper personalised marketing (Micro Moments) to the point that they filter out anything else.
  • Before making a decision, there is a very good chance that they consult digital information platform for a trusted opinion. Reviews, YouTube, Twitter, Facebook, Instagram and Pinterest.
  • Gather this data to craft personalised content that answers their questions and they’ll thank you for it.
  1.     Are You a Good Business or an Amazing One?
  • Let them know you are making a difference. If you unify in their belief they can help right the wrongs done by the previous generation, they’re more likely to buy into a company if it’s doing some good.
  • Embrace this need and find a digital collaborator, they can build and share your story. Learn to adapt.
  1.     Be Authentic
  • Be sincere, communicate to your audience level, whatever that might look like. When you get it right, their brand advocates will turn their friends into brand advocates too.
  • Engage with them in an authentic way to build true Customer Lifetime Value (CLV)

We shop with our eyes, make it beautiful, or please don’t bother. Push the boundaries and make your content smarter, quirkier than you think is ‘safe’ and chances are they’ll admire it.

 

You Have Less Than 7 Weeks Left To Turn Your 2017 Around

You Have Less Than 7 Weeks Left To Turn Your 2017 Around

It’s no secret that 2017 has been tough for the majority, with less than 7 weeks to go before business winds up for the year. I’ve summarised an effective sales plan that will help you accelerate your way to success before the year ends.

Referred to as the “championship rounds” in boxing, the last few meters of a 100M sprint, be smart with the last bit of mental energy you have left and sell, sell, sell.

Implement these 5 steps and achieve 2017 revenue targets and set up a great start to 2018.

1- Be Laser Focused on Your Customers

You’ll never be one size fits all to everyone, review your client base and define 3 to 5 groups of customers that your business serves, and solves problems for.

 Grouping Map

●     Customers that behave similarly, have similar problems and face similar circumstances.

●     Define the groups by age, volume, category, geographic location, and similar demographics. The more components you assign to each group, the better you understand them, and effectively communicate your services to them, ultimately solving their pain points.

●     Personalize with a name it e.g. Sarah is a 30-year-old white collar worker that lives in the urban area, earns R30’000 a month in household income, she sends money back home each month “Black Tax”  to support family members that live in a rural area.

2- What Goes Through Their Minds Before Making a Purchase?

●     Whether it’s subconscious or psychological, people buy solutions to problems, especially in a tight economy.

●     In order to stay relevant to your customers yesterday today and tomorrow. Continue to evolve and develop your products and services to ensure you are solutions driven.

3- Build The Right Pitch

As each of your customer group face their unique challenges. Build a pitch that positions your communication for each customer group to maximise effectiveness.

Follow these 5 important pitch building steps

●     Who is the consumer?

●     What is the pain point that you’re looking to solve?

●     What is the setback for your consumer to not have that pain point solved?

●     What do you do to solve that pain point?

●     What is the result for your consumer, of having that pain point solved?

Once you’ve built the pitch, utilising them adequately, and start selling!

 4- Implement Your Strategy

This revenue-generating strategy has 2 aspects: hunting (Active) and farming (Reactive)

●     Hunting takes on the form of outbound action. Searching, meeting and engaging with your potential clients. In short, stepping out and finding your customers.

●     Farming is more reactive, it is known as inbound selling. You farm by leaving breadcrumbs that lead your customers towards your services. This is done by generating practical content and using digital platforms to attract attention towards your services or products.

●     Build a calendar for your hunting and farming activities, for the next 12 weeks, and specify tasks for each day.

5- Execute, Measure, Adjust

●     Hunting: Make 10 calls before 10 am each day, make use of a sales script, this forms part of your daily activities.

●     Farming: Schedule a week’s worth of social media content to post.

●     After week one find out which group gives you the best response, tweak it & carrying on.

This plan will help you to notice which approaches yield the best results. You’re able to remove what doesn’t work and focus your time on what leads to the most sales. May this help you turn the last 7 weeks of the business year into a profitable one.

Ready To Launch – Your 5 Steps Checklist Before Launching

Photo Cred: summitevergreen.com

Photo Cred: summitevergreen.com

Well-known management consultant Peter Drucker spoke about it a decade ago “the purpose of a business is to create and keep a customer.”

Sales are the bloodline of any business and acquiring new customers is a vital part that keeps your businesses afloat and growing. There might be few buyers paying a big retainer or simply attracting traffic visiting your site, how you obtain and retain clients is the ultimate goal. Before you launch your business ask yourself: Are you really prepared for more customers and orders? Are the platform and logistics geared to handle an inflow of visitors & queries?

Perhaps for start-ups, the client acquisition journey is hardly linear or predictable, that doesn’t discount the importance of thoughtful planning.

Even though the client acquisition process is not an exact science. There will always be things that can (and do) go wrong, speak to any business owner and will share the sentiments.

What’s your promotion strategy – E-mail marketing or social media? These 5 steps will help you establish what client acquisition is and how to execute them effectively.

1. Is your product ready for client acquisition?

You have spent countless hours (if not years) developing the product, once your product hits the market and begin to attract customers the execution of your user acquisition process must be planned out very carefully.

Before going live on the website ask and test the following:

  • Is your platform ready for orders, or are there still bugs that will expose the faults in customer experience/ user journey?
  • Do you have adequate customer support? Can your team respond to the questions & concerns of new customers in a timely fashion?
  • Do people outside your company understand your product, In other words, if you explain it to a 5-year-old will they get it?

These are some questions that need answering before going live.

2. Why being prepared counts

Lewis-Carol-quote

English writer Lewis Carroll, author of “Alice’s Adventures in Wonderland” once said, “If you don’t know where you are going any road can take you there.

It’s essential to have a well-planned customer acquisition strategy, consider the following.

  • Start off with a framework, even very basic plan, Yes, plans change (especially with start-ups).
  • A plan of action for obtaining customers is strongly advisable as it lays down a foundation (You wouldn’t build your house on sand would you?)
  • Make use of a document automation software (Built-in electronic signatures, workflow management, a document builder, and CPQ Configure Price Quote Software) I find pandadoc very user-friendly, cloud-based with loads of templates.

3. Build the right team

Regardless of the size of your team in start-ups, they are known to wear many hats, the ability to react quickly to hiccups is a game of inches.

Here are some scenarios.

  • If there is an unexpected bug in the sign-up/sales process, how quickly can your development team react and fix the problem?
  • Bad news travels fast, the incident of United Airline passenger being dragged off in April 2017 ( the video was shared 87,000 times and viewed 6.8 million times in less than a day.) A Wiki page was created in the process
  • When customer complaints occur, be proactive with your efforts in communications/social media to fix the situation.
  • In order to do that, your team needs to have a clear understanding of whom to turn to when problems occur.

4. Estimate the Cost of Customer Acquisition (CAC)

Do you have an estimate of your cost to acquire customers (CAC) laid out?

  • CAC is the cost of all of your sales and marketing expenses over a given period of time, divided by the number of customers acquired in that period.
  • An estimate will help you be prepared, you will have a better sense of your CAC once you begin acquiring customers, and it will change with time.

5. Create demand

It’s natural to want to get your product into the hands of everyone who needs it. But thinking about how to influence the masses leads to missteps in understanding what’s driving the decisions of the few people you have the best chance of reaching and impacting right now.

Like any revolution, success happens one user, one customer, one raving fan at a time. Never be afraid to start small.