You don't have to run acquisition campaigns to get more customers. How 5 brands approached it differently.
I realized after researching and writing this post: 4 out of the 5 examples I told about are from bootstrapped companies. You don't need to raise funds or have a big team to do great marketing.
Hey, Clément here! This is a free edition of my newsletter. If you’re not a subscriber, here’s what you missed:
Subscribe to get access to every post.
When it comes to acquisition campaigns, we should all broaden our perspectives. As you may already know, I'm not big on ads, sales, and so. Usually, peers or customers ask me:
"Then what do I do? Content? What kind of content?
"Acquisition" is a big word. It drives people crazy. They think "magnet", “pulling”, “selling”. They believe to acquire people, they need to tell them about what they do, tease them, and leave marketing brochures behind clickbait titles or e-mail forms.
And they hope people are going to love it.
The thing is, there are very few people who will be interested in what you have to sell at the moment you're going to put it in front of them. You're lucky to get in front of people, so please don’t make a bad first impression.
Marketing should be transparent. Odorless. Invisible. Marketing should be the consequence of how helpful or insightful you were to people. Here's what I want to talk about today.
So I picked 5 "side projects" for marketing I’ve enjoyed in the last few years, and explain why I believe they’re a great and elegant way to do marketing.
Drift response time
Drift is a sales and marketing tool that initially focused on chat. They built a chat widget and argued buyers were tired of waiting. They claimed each minute a prospect inquiry remains unanswered, the probability to turn them into customers drops significantly. So as an acquisition project, they offered to measure for free your sales reps response time.
You'd give in your website URL and your e-mail, so they'd reach out to your website as a "lead" enquiring for info. Then they'd tell you by e-mail how long did it take to get a response. In the end, they'd compile all information into a report.
I don't relate much to the problem they try to fix but their approach was creative. It was a "side project" that supported their positioning and would run well as a marketing project.
Remember good marketing is 1.Position > 2.Trust > 3.Distribution
Keep reading with a 7-day free trial
Subscribe to Bootstrapping Marketing to keep reading this post and get 7 days of free access to the full post archives.