Understanding the Strategy

Acquisition Branding™

Our proprietary acquisition branding strategy is a step-by-step process or 'funnel' that your customers will travel through as they discover and engage with your brand - from the first moment they become aware and are educated about your brand, product or service to when they actually make a purchase decision. 

Each stage of the 'funnel' represents a digital ad campaign driving traffic to different pieces of content, webpages, and offers. The specific content and creative we use at each stage will vary depending on your unique business goals. 

Overview

Acquisition Branding™

Campaign 1:

Brand Awareness 

Here at the Brand Awareness stage, we are filling the top of the funnel. The goal of this first stage/campaign is to generate massive, targeted attention for your content and overall brand. The best way to approach this stage is to give value first. This could be a fun video, such as “3 Tips to ....”,  or it could be as simple as an engaging video tour of your facility.

Key Takeaways:

• Getting views from highly targeted local customers for as low as $0.01 a view. (Mass exposure)

• Creates and builds trust with your potential customers before selling them anything.

• Builds a warm 'retargeting' audience that we now own and which we can later retarget with other ads (we’ll overview in the next stage).

Campaign 2:

Lead-Acquisiton

The next step in our strategy is to retarget everyone who engaged in the initial awareness campaign or that visited your website to gauge their interest in your brand, product/service. Ultimately, to determine if they're ready to purchase by making the most enticing and clear offer right off the bat. We typically do this by offering  your 'perfect offer' or your most popular promotion/package. 

This could be as simple as a popular package or bundle, a special discount on a popular product/service, etc. However, depending on your business and sales process, it may even make sense to use what we call a 'lead magnet' such as a free video training series or Ebook. These kinds of lead magnets cost nothing to deliver, but provide massive value and are extremely easy to create. More importantly, they get your prospects to raise their hand and demonstrate interest.

Not only does this stage help us generate immediate high-quality leads to fill your pipeline, it also allows us to build a database of potential customers that we can sell to later if they don't buy now. It’s extremely important we 'own' our prospects and take the social engagement offline ASAP because once we have their information, it’s easy to follow up via email, phone, Facebook messenger, LinkedIn, etc., for as long as you need to or until someone tells you to stop.

Key Takeaways:

• Retarget warm audiences who consumed your valuable content in campaign #1 (brand awareness stage) with your 'perfect offer' to get your prospects to raise their hand and demonstrate interest. 

• Cost per lead is far lower when retargeting an audience we already own, i.e people who viewed our awareness stage videos, resulting in lower ad spend and greater volume of leads.

• Builds a database of customers who are most likely to buy in the near future, allowing us to take the conversation online and commence the sales process.

• Those who opt-in right away can be followed up by your sales team and moved through the sales process. Those who don't will be retargeted by our final lead-nurture campaign until they convert.

Campaign 3:

Lead-Nurture (& Conversion)

Lastly, the lead-nurture campaign is the third and final campaign in the funnel. This campaign is designed to retarget all of the prospects who have seen your ads or maybe even opted in but haven't yet converted to a sale.

The goal is to follow them around social media and the web with ads focused on showcasing social proof, case studies, reviews, client testimonials, etc., nurturing them until they convert and are ready to make a purchase decision. Think of this as plugging the hole in the bucket. This is a commonly missed component in most advertising strategies, and oddly enough, one of the most profitable.

Here are a few examples of successful ads we’ve run in the past for this stage in the funnel.

Note: We make the most of multiple ad types, including photo, video, carousels, etc. We also test all kinds of offers, headlines, and text, never just one single ad.

Key Takeaways:

• Retargeting only potential customers who made it through your awareness and lead-gen stage.

• You’re advertising to an extremely warm audience developed in step one and two. This means it costs next to nothing, and conversion will be extremely high as you already know they are interested.

• Always test multiple offers, different headlines, text, and creatives.

• Focus on showcasing social proof, testimonials, reviews, case studies, etc. 

The Result:

Putting It Together

Important Note:

You may not realize it yet, but this framework is more flexible and efficient than most people realize. 

What this strategy does is create a full advertising funnel that works to get your brand in front of your ideal customer, generate leads who are interested right away, and nurture those that aren't ready yet, but will be soon. It is a complete customer acquisition system that delivers consistent, predictable, and scalable results that you can build your business around.

Not to mention, this strategy also creates three distinct 'advertising buckets' which you can constantly add new content and offer. This is an evergreen strategy that can be set up once and leveraged or for years to come.

But most importantly, each of the steps described above runs 24/7/365, generating massive awareness, leads, and sales all at the same time!