Retention and Acquisition

To retain existing customers and acquire new customers is the fundamental purpose of all marketing communications campaigns. Strategies are pursued to generate leads that will best convert to sales. What you say, how you say it, to whom, and how often — these are the tactics. Results are measured by retention and acquisition.

What you say, the content, is the attention-getting message that is application-specific for your customers, with a distinctive identity for your company, and a call to action for the recipient — a reason and a proactive request to respond. Content must have impact, be meaningful and actionable. Then they will call.

How you say it, the media, are the methods that put your content in front of key prospects. The expanding media landscape is growing in choices, increasingly fragmented and vertical in reach capability. More and more, “outside” media (including search, of course) is leveraged to channel leads to your website.

To whom, the target, is your potential and current customer. What do they want to hear? What will you do for them? How can they best be reached? Your advantages to their needs, well presented, gets you heard. Further, messages that appeal to targeted audiences are more efficient with media opportunities.

How often, the frequency, is the number of times in practice a target needs to be reached to take action. The more frequency, the more impressions on your target audience. Consistency is crucial to higher overall response rates. Placement decisions are determined by budget priorities, the subject of our next entry.

CruzExpo Technology B to B Marketing Communications