How To Guide: Lower Customer Acquisition Costs With A Website.

If you are a business owner, then you are well aware of the cost that it takes to acquire a new customer. Customer acquisition costs (CACs) are essential for understanding your clients, and figuring out how to sustain growth while maximizing profit. Many business owners find that good marketing is a step in the right direction. Few understand the power of having a unique website that can attract new clients. By optimizing a site to its fullest potential, business owners are harnessing the power of understanding CAC’s so that they can convert leads more effectively and leverage the best in breed when it comes to web development. In this guide we will discuss how this is possible.

Restructuring Your SEO Strategy.

Search engine optimization has become an industry standard in attracting new clients and staying relevant. Boosting organic traffic leads to higher quality leads and increased visibility across the supply chain. It’s important to optimize keywords, meta tags, and URLs. In doing so, you can attract new clients to your services or products. This means that conversion rates will be higher, and expenses for paid advertising will decrease. Being able to rank well among your competition brings down the cost and effort it takes to attain new clients. The process isn’t entirely automated, but it’s pretty close at a very reasonable price point if done correctly. 

Let’s Talk Conversion Rate Optimization.

Once SEO has been tuned appropriately and prospects are making frequent visits to your website, the next step in the process is conversion rate optimization (CRO). By analyzing users behavior, it provides the data and analytics you need on your target customers. By using data, you as the business owner have the opportunity to analyze it, and make the right decisions for your prospects. Having visibility into what your prospects are interested in can lower CAC’s by more than 60% in some cases. By investing in CRO up front, you can offset the costs of paid advertising and marketing, and let your site work for you, passively. Knowledge is power and having the right CRO strategy can help understand your prospects and make changes quickly and accurately. 

Content Is Still King.

By investing in high quality content, you can get your message and brand out to the public in a way that is unique to your business. It’s important to hire a design and writing firm that produces original content that is rewarded by search engines. Having a knowledgeable team that understands your business and brand can be the differentiator for your products, services, and competition. Putting original, organic content in the form of writing or video in front of a large audience allows you to cast a wide net. Having done this correctly, you can aggressively limit CAC by spending money up front to have inbound leads generated for you, saving your sales reps the time and effort they would spend on outbound prospecting.

Lets Not Forget Social.

If your website is your virtual billboard, then social media is the highway. Spending a few dollars on smart social media is a good way to create a buzz around your products or services. The idea behind social is to generate competent, informative content that brings a prospect back to your website. Because the site is designed for automated lead gen, social is the way to get your footprint out into the world. Start talking to people, engage, post, and comment so that interest is given and your site is seen. Capturing visitor email addresses through opt-in forms enables you to engage your prospects on a personal level, maybe even include them in a marketing campaign. All of this saves your time and money on traditional marketing avenues and can significantly help you understand your CACs. 

Good Old Fashion Email.

Just because a prospect visits your website and enters some information without moving further doesn’t mean all is lost. Having the data for those who don’t convert from the website can be used effectively through good old fashion email marketing. While email marketing costs tend to be much lower than traditional marketing, this is a great way to keep on top of those individuals who might still be interested further down the road. Nurturing these leads will give you an upper hand later if they decide to come back. 

What Have We Learned?

Understanding customer acquisition costs is an essential part of running a business. If you take some time to explore the different options that can lower these costs, then you have the internet on your site. Having a savvy web marketing team who understands the five basics of internet targeted lead generation is a step in the right direction.