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Depending on what organic channels you have at your disposal, acquisition can be your biggest marketing expense. But it doesn’t have to be. Learn how you can drive more growth by using these cost effective techniques.
At the top of the marketing funnel, your organization should focus on acquiring the email addresses of current and potential customers. These email lists are your “captive audience” and can be used to educate about your new product. It is also important to use social networks and search engines for paid audience acquisition.
Below are two ways to consider your acquisition effort -- free channels and paid channels -- from Michael Daecher, CMO at ArtistWorks Inc.
You probably have low-cost (or free) acquisition marketing channels at your disposal right now. These are the channels that most closely represent your brand, and speak directly to your current customers. These channels include:
If you have a marketing budget, you can use paid channels to amplify the effect of the organic channels listed above. These paid channels will help you increase the number of people you reach who look like your target customers. These channels include: