Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will be covering some effective tactics for customer acquisition in today’s social connection-driven landscape. Listen in to hear of new channels, new triggers, and new opportunities for you to gain traffic, leads and loyalty.

1. Rethinking Customer Acquisition
What the hell drives customers anymore?
Joanna Lord
VP of Growth Marketing
@joannalord
Seattle Interactive Conference, 2012

2. first a little history...
Products
@joannalord

3. first a little history...
Products Values
@joannalord

4. first a little history...
Products Values Stories
@joannalord

5. but what does it mean to sell a story?

6. The Golden Circle Theory
Why?
How?
What?
Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx
@joannalord

7. customer discovery is the “what”
Why?
How?
What?
What?
@joannalord

8. customer attention is the “how”
Why?
How?
How?
What?
@joannalord

9. customer acquisition is the “why”
Why?
Why?
How?
What?
@joannalord

10. but there is a problem…
@joannalord

11. marketers aren’t set up with for the why.
@joannalord

12. we optimize for the what/how.
@joannalord

13. we measure the what/how.
@joannalord

14. we use models for the what/how.
@joannalord

15. we spotlight our what/how.
@joannalord

16. that’s nuts.
@joannalord

17. we have to start thinking outside the box.
@joannalord

18. 10 Ways to
Acquire
Customers that
Love You.
@joannalord

19. #1: Be Authentic.
@joannalord

20. #1: Be Authentic.
“How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC @joannalord

21. #2: Rethink Trust
@joannalord

22. #2: Rethink Trust
@joannalord

23. #3: Conversion Evolution
@joannalord

24. #3: Conversion Evolution
@joannalord

25. #4: Invest in Your Story
@joannalord

26. #4: Invest in Your Story
@joannalord

27. #5: Design, Design, OMG Design
@joannalord

28. #5: Design, Design, OMG Design
@joannalord

29. #5: Design, Design, OMG Design
@joannalord

30. #5: Design, Design, OMG Design
@joannalord

31. #5: Personalize the Value
@joannalord

32. #5: Personalize the Value
…warning: don’t be an a**.
@joannalord

33. #6. Make Loyalty Part of Acquisition.
@joannalord

34. #6. Make Loyalty Part of Acquisition.
@joannalord

35. #7: Push for Company Wide Awareness
@joannalord

36. #7: Push for Company Wide Awareness
@joannalord

37. #8: Offer a Resource
@joannalord

38. #8: Offer a Resource
@joannalord

39. #8: Offer a Resource
@joannalord

40. #9: Trust Your Community
@joannalord

41. #9: Trust Your Community
@joannalord

42. #10: Embrace the Share
@joannalord

43. #10: Embrace the Share
@joannalord

44. #10: Embrace the Share
@joannalord

45. WTF. That all sounds like a lot of work.
@joannalord

46. Well yeah. Change usually is.
@joannalord

47. Before having what they needed was enough.
@joannalord

48. Not anymore. The bar has been raised.
@joannalord

49. Customer acquisition includes:
@joannalord

50. Customer acquisition includes:
brand.
@joannalord

51. Customer acquisition includes:
voice.
@joannalord

52. Customer acquisition includes:
service.
@joannalord

53. Customer acquisition includes:
community.
@joannalord

54. Customer acquisition includes:
loyalty.
@joannalord

55. The game has changed.
@joannalord

56. Now we have to.
@joannalord

57. Thank You! That’s all I got.
Questions? Email me: joanna@SEOmoz.org
Or let’s tweet: @joannalord