The most difficult task for a startup is not building the product but selling it. We will review a framework to determine which customer acquisition channels to choose depending on your vision, your product, your pricing strategy and your target group. We will also go through the most common acquisition channels and discuss do's and don'ts.
3. ABOUT ONDANGO
Ondango enables companies to sell their
products directly on their Facebook pages
Facebook-like user No annoying app Features to spread the
interface requests word
Our goal: To oïŹer the worldâs best shopping experience on Facebook
4. CHOOSING YOUR ACQUISITION CHANNELS
Thereâs plenty of acquisition
channelsâŠ
Search Engine Marketing Trade Fairs
Search Engine Optimization
Social Media Marketing TV Commercials
Resellers
Business Development
Newspapers
Display Ads
Public Relations Direct Sales
AïŹliate Marketing
âŠbut startups need focus â
you will have to choose
5. CHOOSING YOUR ACQUISITION CHANNELS
Your acquisition channels depend on
who you target
Corporations
Mid-sized companies
Small companies
People
6. CHOOSING YOUR ACQUISITION CHANNELS
Corporations
Mid-sized companies
Small companies
People
N° of people involved in purchase decision
Level of information / expertise of buyer
Length of sales cycle
Size of available budget
9. CHOOSING YOUR ACQUISITION CHANNELS
Product
Is it easy or diïŹcult to setup?
Is it easy or diïŹcult to manage?
Is it highly customizable or not?
10. CHOOSING YOUR ACQUISITION CHANNELS
Pricing
Do you get recurring revenue or not?
What do your competitors charge?
Remember: PV(CLTV) > CAC*
*The present value of your customer lifetime value must be higher than your customer acquisition costs.
11. CHOOSING YOUR ACQUISITION CHANNELS
! âŻ
Business Development
! Direct Sales
! âŻ
Trade Fairs
! âŻ
SEO/SEM
! âŻ
Social Media Marketing
! âŻ
Display Ads / AïŹliate Mktg.
! âŻ
Public Relations
EïŹective
Less eïŹective
12. POPULAR CHANNELS â DOâS & DONâTS
Business Development
Closing mutually beneïŹtial deals with companies that target or have access to your
same customers.
Your target for this channel is not your customer but your partner
Long sale cycle (3 to 6 months, sometimes even more), but after 2 months you
usually know if the deal will close
Access to the right person in the organization is worth gold; expand your
industry network!
Example: Spotify and Deutsche Telekom
13. POPULAR CHANNELS â DOâS & DONâTS
Direct Sales
Talking directly to potential customers to sell them your product.
At the beginning, you will have to do it no matter what you sell, because itâs the
best learning
Itâs an expensive channel; monitor your funnel metrics and your ROI constantly
You might have to adapt your pricing for this channel
Example: Groupon acquiring merchants
14. POPULAR CHANNELS â DOâS & DONâTS
Trade Fairs
Setting up a stand on trade fairs to show and sell your product to visitors.
âDirect sales on steroidsâ â you reach many leads in a short time
Itâs also an expensive channel (registration, travel, stand set up, employees)
Do your homework: lookup the list of atendees and arrange meetings in advance
Examples: Marketing agencies, development agencies, software vendors
15. POPULAR CHANNELS â DOâS & DONâTS
Search Engine Optimization
Improving your position on search engine for speciïŹc keywords
Two worlds â on-site and oïŹ-site optimization. Always do on-site
More diïŹcult that it seems â go for long-tail keywords, focus on a few
If you do it, go all in â if youâre not on the ïŹrst page it wonât help
Example: All mayor online stores
16. POPULAR CHANNELS â DOâS & DONâTS
Search Engine Marketing
Advertising on search engines for speciïŹc keywords
Your performance depends on the right keyword choice, the quality of the ad
copy and the quality of the landing page
Very useful when testing demand for an MVP
Know your numbers, monitor your ROI closely, be data-driven
Example: All travel companies
17. POPULAR CHANNELS â DOâS & DONâTS
Display Ads / AïŹliate Marketing
Placing banner ads on other websites
Campaign-driven: you need a high ad budget (4-digit U$ to get started), plus
costs of ad design and campaign management
DiïŹerent models (from less to more attractive): CPM, CPC, CPA, CPS
Itâs important to optimize ad placement, ad copy and landing page
Example: Online fashion stores
18. POPULAR CHANNELS â DOâS & DONâTS
Public Relations
Get your company or product featured on diïŹerent Media
Do it only if you can aïŹord it. It helps more with branding than bringing actual
customers
Use an agency to reach mainstream media, pitch to the tech press yourself
Be prepared for inbound press requests â have all materials and contacts ready
Example: Cumplo