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The Complete Guide To Customer Acquisition With Marketing

Published on January 28, 2024

Let’s start by understanding the basics of customer acquisition. Discover the process of converting potential customers into paying customers and why it’s essential for your business success.

What Is Customer Acquisition?

Customer acquisition is the art of turning your target audience into loyal customers. Learn how to convert potential customers into paying customers and the benefits of this approach.

Customer Acquisition Cost (CAC)

Discover the most crucial metric for customer acquisition – the customer acquisition cost (CAC). Find out how to calculate it and why it’s vital for designing a sustainable customer acquisition strategy.

Customer Lifetime Value (CLV)

Understand the significance of customer lifetime value (CLV), the metric that shows how much money the average customer spends throughout their entire relationship with your business. Learn how to calculate and utilize CLV to maximize your profit.

“Whoever Can Spend the Most to Acquire a Customer Wins”

Uncover the powerful strategy of outspending your competitors on customer acquisition. Learn how to implement this strategy even as a bootstrapper and drive sustainable growth for your business.

Stop Making This Common Mistake in Customer Acquisition!

When it comes to acquiring customers, many entrepreneurs make a crucial error by driving traffic directly to their company websites or sales pages.

Imagine approaching a complete stranger and immediately asking them to buy your product without establishing trust or giving them any reason to believe in your offering. It wouldn’t work, right?

@russellbrunson Whoever can spend the most money to acquire a customer wins #entrepreneur #entrepreneur101 #businessmotivation #entrepreneurjourney #russellbrunson ♬ original sound – Russell Brunson

Just think about your own consumer behavior for a moment. When was the last time you saw an ad, clicked on it, and made an instant purchase? Most likely, you primarily buy from brands that you trust.

If you want to build a sustainable business, your main focus should be on earning the trust of your ideal customers. But how can you achieve that?

Enter the Value Ladder sales funnel…

The Ultimate Way to Acquire Customers Online

We firmly believe that the most effective method for selling anything online is through the Value Ladder sales funnel.

This sales funnel, created by our co-founder Russel, propelled ClickFunnels from zero to over $10 million in annual revenue in just one year (and it’s now surpassing $100 million!).

The Value Ladder sales funnel consists of four stages:

1. Bait: Offer a lead magnet in exchange for the potential customer’s email address.

2. Frontend: Offer your least expensive and least valuable product or service.

3. Middle: Offer a more expensive and more valuable product or service.

4. Backend: Offer your most expensive and most valuable product or service.

Additionally, consider incorporating downsells, upsells, and cross-sells to maximize your revenue. A continuity program, such as a subscription product, can also generate recurring income.

So here’s the main concept:

Instead of driving traffic directly to your website or sales page, direct it to your lead magnet landing page and convert visitors into email subscribers.

Once you have their email addresses, you can pitch your products and services to them via email, directing traffic from your email list to your sales pages.

The Value Ladder sales funnel is incredibly effective because it allows you to:

– Start the relationship with potential customers by offering free value.
– Nurture that relationship by providing ongoing free value through email.
– Build trust by progressively offering more valuable paid products or services at each stage.

According to Russel, if you haven’t implemented a Value Ladder sales funnel for your business yet, you’re likely leaving a significant amount of money on the table. It’s the single best thing you can do for customer acquisition!

How to Create a Value Ladder Sales Funnel for Your Business

We understand that the Value Ladder graph can initially seem overwhelming. However, you don’t need to have all four core offers plus downsells, upsells, and cross-sells to get started.

You can begin by creating a simple Value Ladder sales funnel with just a lead magnet and frontend offer.

Step #1: Create an Incredibly Valuable Lead Magnet

A lead magnet is a freebie that you offer potential customers in exchange for their email address. It could be a report, ebook, video class, email course, webinar, or any other resource that can be downloaded or accessed online.

The key is to ensure that your lead magnet provides a solution to a problem your potential customers are struggling with. Ideally, this problem should be related to or the same as the one addressed by your frontend offer.

You want your lead magnet to not only act as bait but also set the stage for your upcoming frontend offer pitch. To create a seamless progression, consider giving them a free sample of your frontend offer.

For example, authors often use the first chapter of their book as a lead magnet and offer the full book as their frontend offer. This approach can work well for various info products, not just books. The important thing is to provide a taste of the value they can expect from your offering.

Master a Skill, Then Offer Your Expertise

Learn how to do something, then offer your services to do it for others. It may seem counterintuitive, but people are often too busy or overwhelmed to tackle tasks themselves. If they have the means, they’ll gladly pay someone else to handle it. This approach works exceptionally well for services that tackle mundane chores, like accounting.

Solve a Problem, Then Provide the Tools to Implement the Solution

Offer a solution to a problem, then pitch a service or tool that helps implement that solution. This strategy is particularly effective for selling consulting, coaching, and software. For example, we teach people how to grow their businesses with sales funnels, then offer our funnel building software.

Step #2: Create a Captivating Landing Page for Your Solution

You’ll need a landing page for your lead magnet. This is where you’ll drive traffic using the marketing strategies we’ll discuss later. A great option is a squeeze page, a simple, one-screen landing page. Instead of designing from scratch, use proven, high-converting templates from our ClickFunnels 2.0 software library. You’ll find the perfect squeeze page template!

Step #3: Develop an Irresistible Frontend Offer

While you could use an existing product or service as your frontend offer, creating a new one designed for converting leads into customers yields better results. Here are three tips for creating an irresistible offer:

1. Make it digital – Ebooks, video classes, and courses work well.
2. Price it at $7 – This price point eliminates doubts about quality.
3. Offer a 30-day money-back guarantee – Remove financial risk for potential customers.

Step #4: Craft a Compelling Sales Page for Your Offer

Your frontend offer also needs a sales page. This is where you’ll direct traffic from your email list. Use our ClickFunnels 2.0 template library for a professionally designed sales page. To ensure conversion, remember these key elements:

Attention-grabbing headline – Highlight the value of your offer.
Emotional, benefit-driven copy – Appeal to varying buyer motivations.
Social proof – Include testimonials, endorsements, and media badges.
Clear call to action – Use specific button copy related to the offer.
Prominently feature the money-back guarantee – Make it impossible to miss.

While there’s much more to sales page copywriting, we recommend our friend Jim Edwards’ book “Copywriting Secrets”. Get it for FREE, and only pay for shipping!

Step #5: Craft a Captivating 6-Email Welcome Journey

Don’t bombard potential customers with a sales pitch right from the start. It’s crucial to establish trust first!

Instead, engage them with this thoughtfully curated six-email welcome sequence:

Email #1: Introduce Yourself – Let the new subscriber get to know you.

Email #2: Share Your Journey – Explain how you got to where you are today.

Email #3: Clarify Your Expertise – Dive deeper into what you do and why it matters.

Email #4: Showcase Your Credentials – Prove your qualifications and highlight your successes.

Email #5: Highlight Your Dream Customers – Share a case study of someone you’ve helped achieve their desired results.

Email #6: Make It Personal – Present your frontend offer and provide a link to its sales page.

Send one email per day, completing the sequence over six days.

This effective email sequence works wonders for both personal and company brands. If promoting a company, simply replace personal anecdotes with insights about the organization. It’s that easy!

Unlock Traffic for Your Value Ladder Sales Funnel

Now that your sales funnel is up and running, it’s time to attract visitors and drive traffic to it.

Here are five proven marketing strategies to promote your lead magnet:

Social Media Marketing

Harness the power of social media platforms to build a following:

– Establish a content schedule and stick to it consistently.

– Provide valuable content to your followers, making it the main focus.

– Utilize social media scheduling tools like Buffer or MeetEdgar for efficient content publication.

– Engage with your audience by responding to comments, tweets, and replies.

Building your social media following may take 12-18 months, but it’s well worth the effort.

Search Engine Optimization (SEO)

Leverage SEO to boost your online presence:

– Conduct keyword research to identify high-potential keywords.

– Analyze competitors currently ranking on Google’s first page for those keywords.

– Craft superior SEO content targeting the chosen keyword.

– Accumulate backlinks to validate your content in Google’s eyes.

– Promote your lead magnet through opt-in boxes and exit-intent pop-ups.

Be patient as it may take 12-18 months to earn significant traffic from Google.

YouTube Marketing

Stand out on YouTube with strategic video marketing:

– Select keywords by exploring search suggestions and studying competitors.

– Produce high-quality videos that outshine the competition.

– Include a clear call to action in your videos, urging viewers to access your lead magnet.

– Optimize video descriptions, tags, titles, and thumbnails for maximum visibility.

Consistency and meticulous optimization will pave the way to success on YouTube.

Unleash the Power of TikTok Marketing!

Discover the untamed potential of TikTok, the platform known for its viral sensation. Why not transform your YouTube videos into captivating shorts and share them on TikTok? The possibilities are endless – you might just go viral! You’ve got nothing to lose by repurposing your content if you’re already creating videos.

Dominate with Paid Advertising!

Paid advertising is the ultimate weapon to drive traffic to your sales funnel. Here’s why:

– Instant results: Get immediate market feedback by putting your lead magnet in front of your target audience. Are people eagerly sharing their email addresses?
– Laser-focused targeting: Zero in on your dream customers like never before. Other marketing strategies just can’t compare.
– Unlimited scaling: Amp up your ad campaign whenever you’re ready. You’re in control of how far your business can go.
– All major social media platforms support ads.

Choose the platform that suits your business, create a killer ad campaign to promote your lead magnet, and start running it with a small daily budget. Once you crack the code of profitable advertising, gradually increase your daily budget to skyrocket your results.

Build Your First Sales Funnel in Just Five Days!

Let’s face it – building a sales funnel from scratch can feel overwhelming. But fear not! Introducing our 5 Day Lead Challenge, where Russel guides you through the process step by step.

Here’s what you’ll achieve:

– Craft your irresistible lead magnet.
– Construct your high-converting sales funnel.
– Set up a captivating six-email welcome sequence.
– Launch your funnel and start seeing results in just five days!

Don’t hesitate – take action now and witness the life-changing power of TikTok marketing and sales funnel mastery.