There are a ton of organic (content: blog, podcast, whitepaper...; SEO; Social, Email..) and Paid (PPC, FB, PR...) channel - How to pick the right customer acquisition channel for my startup? Regardless of channel, what are the basics of creating compelling copy, creatives, messages etc. How to scale once you've identified target customer, channel, and message

1. Customer Acquisition for Early Stage Startups
Chandini Ammineni
Distribution Partner
@ammineni
@ammineni #500STRONG
Google Campus Exchange Program, Seoul
Oct 2016

2. Customer Acquisition
SEOSocial Direct
Organic
ASO
Content Marketing
blogs, ebooks, infographics, podcast, video, webinars
PR
PPC
Paid
Referral incentives
Affiliate
Offline Ads
ACQUISITION
REFERRAL
REVENUE
RETENTION
ACTIVATION
Visitors
Members
Users
Advocates
Customers

3. Which channel is right for
my startup?
• Depends on your Business Model (CAC, LTV)
• Depends on $$$$ in the bank - outsource, hire, explore
paid channels, move quicker
• Depends on Business Goals
@ammineni #MHW #500STRONG@ammineni #500STRONG

4. Content
Marketing
FB SEM SEO
Outbound
Sales
Referral
Product
Complex
Ideas
Thought
Leadership
Specific
Audience
Targeting
Awareness
High Intent High Intent
High
Friction
Social
Capital
Target
CAC
$ $$ $$ $ $$$ $
Effort
(Time)
High Low-Med Low-Med High Med-High High
Results
(Time)
Depends on
Distribution
plan
Immediate Immediate 3-6 months Sales Cycle
Depends
on referral
rate
ROI Exponential Linear Linear Exponential Linear Exponential
@ammineni #500STRONG

5. @ammineni #500STRONG
But What about Content,
Copy, & Creatives for these
Channels?

6. Customer Acquisition 101
@ammineni #MHW #500STRONG@ammineni #500STRONG
• Who are they?
• Where do they hangout?
• Why would they want to buy?

7. Who is my target customer?
@ammineni #MHW #500STRONG@ammineni #500STRONG
Different types of users or buyers
Example:
B2B: Users, Decision Maker
Kid-focused: Parents, grandparents, aunts/uncles,
teachers
Already have users?
Identify Power Users. Dig into data for top 5-20% of
users, customers (Revenue, Usage)
(Avatars)

8. Where do they hang out?
• Know “Average Day” in life of your customer
• Call/Email - start a conversation - ask them!
• Hobbies and interests: Influencers, Industry conferences,
Events, Magazines, LinkedIn Groups, Direct Mail, Fax, TV
shows…
• Email Ids - upload to FB and look up demographic info.
• FB Pixels in Thank you/Cart
@ammineni #MHW #500STRONG@ammineni #500STRONG
(Channels & Targeting)

9. Why would they buy from you?
MUST USE WORDS THEY CAN RELATE
About their Frustrations, Fears, Aspirations, Motivations,
Goals
IT’S NOT ABOUT YOU, IT’S ABOUT THEM!
@ammineni #MHW #500STRONG@ammineni #500STRONG
Talk to 30 potential or current customers
(Hooks)

10. Questions
@ammineni #MHW #500STRONG@ammineni #500STRONG
• Why do you do X today? (Motivations/Goals)
• How do you do X today? (Competition)
• How do you feel when you do X? (Frustrations/Positives)
• What frustrates you about it? (Frustrations)
• Why does it frustrate you? (Fears)
• What makes you happy about it? (Aspirations)
• Why does it make you happy? (Aspirations)
• What is your average day like? (Empathy)
• How will your life be different if you can do X better/faster/
cheaper? (Goals/Aspirations)
Open Ended Questions, let potential users talk

11. Not Launched? No Problem
Build a landing page and drive traffic

12. Not Launched? Pre-sell or Prime
@ammineni #500STRONG
• $$$
• Emails
• Friends' emails - social capital
• Community Engagement
• Build Brand Value / Thought Leadership in Niche
Pre-Sell or Gather Emails of potential users

13. Exercise: Build a campaign
@ammineni #MHW #500STRONG@ammineni #500STRONG

14. Digital Marketer Ad Grid
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15. Digital Marketer Offer
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16. Digital Marketer Avatars
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17. Hooks - Emotional Triggers
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• Have
• Feel
• Average Day
• Status
• Proof/Results

18. Digital Marketer - Hooks
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19. Digital Marketer - Ad Grid
@ammineni #MHW #500STRONG@ammineni #500STRONG

20. @ammineni #MHW #500STRONG@ammineni #500STRONG

21. @ammineni #MHW #500STRONG@ammineni #500STRONG

22. @ammineni #MHW #500STRONG@ammineni #500STRONG

23. @ammineni #MHW #500STRONG@ammineni #500STRONG

24. @ammineni #MHW #500STRONG@ammineni #500STRONG
ROI of Avatars/Hooks

25. Content
Marketing
FB SEM SEO
Outbound
Sales
Referral
Product
Complex
Ideas
Thought
Leadership
Specific
Audience
Targeting
Awareness
High Intent High Intent
High
Friction
Social
Capital
Target
CAC
$ $$ $$ $ $$$ $
Effort
(Time)
High Low-Med Low-Med High Med-High High
Results
(Time)
Depends on
Distribution
plan
Immediate Immediate 3-6 months Sales Cycle
Depends
on referral
rate
ROI Exponential Linear Linear Exponential Linear Exponential
@ammineni #500STRONG

26. @ammineni #MHW #500STRONG@ammineni #500STRONG
ROI of Avatars/Channels
CHANNELS
AVATARS

27. @ammineni #MHW #500STRONG@ammineni #500STRONG
Scale
• Segment using CAC & LTV
• Double down on best hook and avatar
• Double down on best channel

28. Thank You!
@ammineni #MHW #500STRONG@ammineni #500STRONG