Customer acquisition costs are rising, so stop chasing outdated tactics. Instead, focus on understanding why visitors came to your site in the first place. Build stronger brand presence before they search, and you'll convert more people at lower cost than competitors.
Chapters
The cost of acquiring new customers is getting more expensive, more complex, and more competitive than ever before. As marketers, we need to rethink the old, tired processes we've been using. We need to come up with a new recipe if we're looking to acquire customers at a lower cost and at a higher conversion rate. For example, to get more out of the people visiting our website, the single most important way to improve on-site conversions is by improving like messaging. Having someone fill out your contact form, email you, or call you up is the effect. But what's the cause? What was their initial motivation to go to your site? Or to open up Google and enter a search term? By looking further upstream, before the buyer has even entered the sales funnel, we have an opportunity to develop salience and prominence faster and at a more ingrained level than the competition.