Short YouTube marketing clip (by Mike Andes) arguing that the single most important metric for small-business marketing is Customer Acquisition Cost (CAC), and that CAC and demand move inversely. The speaker recommends anticipating high-demand periods in your industry because demand spikes coincide with lower CAC, and to focus marketing spend when CAC is lowest to scale more efficiently.
If you know this one thing and you stay focused on this one metric when it comes to marketing, it'll completely change your small business. Customer Acquisition Cost and Demand what part of the year is your customer acquisition cost and demand? Varying demand and customer acquisition costs are inverse, meaning that if demand goes up, your customer acquisition costs will go down. So what I would encourage you to do is anticipate when demand is high in your industry. Anticipate that during that time is when customer acquisition cost is going to be the lowest.
