Customer acquisition. Performance marketing. Lead generation.

Whatever you call it, getting new customers is hard. Getting good customers with a reasonable cost per acquisition is even harder.

There are hundreds of marketing channels for customer acquisition, including advertising, events, direct mail, online marketing, and PR.  In the online space alone, there are search, SEO, display, affiliates, social media, and mobile marketing, not to mention your website itself.

None of these performance marketing channels will work for you without the right combination of targeting, messaging, and creative. Some won’t ever work for you profitably.

So where do you start? How do you test each acquisition channel quickly, at low cost? How do you scale once you’ve found a good channel?

I have hands-on experience with most forms of online marketing. I know which channels to start with, and how to test quickly and thoroughly.

I should point out that all customer acquisition requires testing, and lots of it. You need to test channels, targeting, messages, ads, and conversion paths. And you need to do it step by step, in a controlled, scientific fashion.

I don’t pretend to know everything.* But I do promise this: I’ll spend your money like it’s my own — and I’m notoriously cheap. I’ll give everything a reasonable chance to prove itself, but if something doesn’t work, I’ll cut it off. If it works well, I’ll grow it as long as it’s profitable.

Does my approach work? Well, at Zecco I brought cost per acquisition down 75%. Contact me and let’s see if we can do the same for you.

* OK, sometimes I do.  Here are the acquisition marketing channels with which I have worked:

  • Search engine marketing and PPC
  • Search engine optimization (SEO)
  • Display advertising
  • Affiliate marketing
  • Referral programs
  • Email marketing
  • Social marketing
  • Web and e-commerce sites
  • Lifecycle/CRM marketing
  • Print advertising
  • Direct mail
  • Radio advertising
  • Public relations