{"id":6219,"date":"2020-01-30T14:39:25","date_gmt":"2020-01-30T22:39:25","guid":{"rendered":"https:\/\/membermouse.com\/?p=6219"},"modified":"2024-03-29T12:03:08","modified_gmt":"2024-03-29T16:03:08","slug":"marketing-kanale","status":"publish","type":"post","link":"https:\/\/membermouse.com\/de\/marketing\/marketing-kanale\/","title":{"rendered":"How To Discover Your Best Customer Acquisition Secret"},"content":{"rendered":"<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Increasing sales is always a demanding task. Sometimes it's daunting and you don't know where to begin. For most business owners, growth is always the number one priority. But where do you find it? How do you make it happen?<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">When you are faced with the task of growing your <a href=\"https:\/\/membermouse.com\/membership\/10-niche-membership-sites-that-will-inspire-you\/\" target=\"blank\" rel=\"noopener noreferrer\">membership or subscription business<\/a>, it's often helpful to think in terms of marketing \u201cchannels.\u201d Marketing channels (also referred to as customer acquisition channels) are the roads that lead prospects back to your business. These are things we\u2019re all familiar with: social media, email, and advertising.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">In order to increase sales for your online business, it\u2019s critical to understand the intersection between your chosen marketing channels and your product\/offer. This intersection is where conversion happens, where someone decides to buy or bounce away from your product.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">We have more marketing channels available right at our fingertips than ever before. Seriously. If you\u2019re still trying to nail down the ideal marketing channel for your business, it\u2019s easy to get overwhelmed by all of the different options out there. Combine that with a bit of \u201cshiny object syndrome\u201d and it\u2019s easy to spin your wheels and make little true progress in your business.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Here\u2019s a short list of the most common channels used by online entrepreneurs and business owners these days:<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:html -->\n<center><\/center>\n<!-- \/wp:html -->\n\n<!-- wp:table -->\n<figure class=\"wp-block-table\"><table><tbody><tr><td>\n<h5><b>Content Marketing:<\/b><\/h5>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Search Engine Optimization (SEO)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email Marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Guest Blogging<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">YouTube<\/span><\/li>\n<\/ul>\n<\/td><td>\n<h5><b>PR:&nbsp;<\/b><\/h5>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help A Reporter Out (HARO)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quora<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Viral Publicity Stunts&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Contents, Giveaways, Etc.<\/span><\/li>\n<\/ul>\n<\/td><\/tr><tr><td> <h5><b>Paid Advertising:\u00a0<\/b><\/h5> <ul> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">AdWords<\/span><\/li> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facebook Ads<\/span><\/li> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Display\/Banner Ads<\/span><\/li> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Offline Advertising<\/span><\/li> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direct Mail<\/span><\/li> <li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"https:\/\/membermouse.com\/integration\/easy-affiliate-integration\/\" title=\"\">Affiliate Marketing<\/a> \/ Joint Ventures<\/span><\/li> <\/ul> <\/td><td>\n<h5><b>Social Media:&nbsp;<\/b><\/h5>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facebook&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Instagram<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pinterest<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reddit<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Snapchat<\/span><\/li>\n<\/ul>\n<\/td><\/tr><\/tbody><\/table><\/figure>\n<!-- \/wp:table -->\n\n<!-- wp:paragraph -->\n<p><br><span style=\"font-weight: 400;\">Often times, newer entrepreneurs underestimate the importance of having a good understanding of which marketing channels will be responsible for the growth of their business. \"Build it and they will come,\" is never a good business strategy. <\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">You have to get out there, where your potential clients are, and let them know you exist. Yet, a haphazard, shotgun style, \u201cdip-your-toes in a bunch of different channels\u201d approach can be cost-prohibitive (not to mention exhausting!) and yield inconclusive results at best.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">True, sustainable success comes when you identify your \u201ccustomer acquisition secret\u201d (don\u2019t worry, we\u2019ll explain what that is later in this post) and become a master of that channel. By now you\u2019re probably thinking... \u201cWhere do I start? Where exactly are those potential clients? And where is the best place to reach them?\u201d<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">That\u2019s why in this post I\u2019m going to explore these questions with you and outline the process I\u2019ve used time and time again to build profitable online businesses.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Let\u2019s dive in.<\/span><br>&nbsp;<br><img class=\"alignnone size-full wp-image-8460\" src=\"https:\/\/storage.googleapis.com\/wpgcbucket\/wp\/2020\/01\/c80466e4-marketing-channel.png\" alt=\"marketing channel\" width=\"1280\" height=\"300\"><br>&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Know Your Product Inside &amp; Out<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Before we even begin to consider finding your ideal customer acquisition channel, you need to become the world\u2019s leading expert on whatever it is your selling \u2013 whether it\u2019s an online course, membership, or any other digital product.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">I learned this principle from Eugene Schwartz \u2013 an old-school direct response copywriter. His message was that as a marketer, sales person, or a copywriter, your number one job is to get under the hood and inspect the entire car front to back and.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Your job as a marketer is to know the intricacies of the product you\u2019re selling and bring all of that to force when you're crafting a value proposition. Imagine what could happen if you just took a cursory overview of a product and then tried to sell it. You could be missing enormous parts of the picture and risk losing the interest or trust of your audience.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Harness The Power Of Long Copy<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">I will say right away that I'm a big fan of long copy. If you have something that you're trying to sell, long copy will generally outperform short copy. That is because if you're selling something of value and you have the right person in front of you, reading your website, they will pay attention, they will read all the words. If they don't read all the words, at least they will think this is very complete, it's very robust, this looks solid and they will take the dive.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Discover Your Customer Acquisition Secret<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">One of the best pieces of advice I\u2019ve ever received was from a man named Mark Ford. He is a major partner in Agora and very, very successful as a direct response marketer. He said to me, \u201cevery business has a customer acquisition secret.\u201d I always thought that was intriguing. There's a little bit of a mystery to it, there's something about this that gets your attention.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">What he's saying is that there's generally going to be one thing that just really works in acquiring customers. You have to figure out what that is. You want to know what your competitors are doing and what businesses you admire are doing. You need to figure that out.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">In fact, most successful businesses are only built on one customer acquisition channel. This means that you can do everything from content marketing to paid advertising, you can go to events, do press, and on and on and on. However, it\u2019s highly likely that only one of these channels is going to move the dial in your business.<\/span><br>&nbsp;<br><img class=\"alignnone size-full wp-image-8498\" src=\"https:\/\/storage.googleapis.com\/wpgcbucket\/wp\/2020\/01\/3c124a40-learn-to-acquire-customers.png\" alt=\"learn about marketing channels and how to acquire customers\" width=\"1280\" height=\"300\"><br>&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Research Your Customer Acquisition Channels<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Identifying your best customer acquisition channel comes down to research. Looking at all the viable channels out there and then understanding the hooks that work in those channels. Thinking about these two things and doing this kind of research can pay off enormously.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">For example, if you think about what's happening on Instagram, it\u2019s a marketing channel that\u2019s built around photos, photography, and short snippets of video. When I look at the apps that have a lot of downloads and I look at these clothing manufacturers that are doing well, they're building their entire sales process around Instagram.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">When you click \u2018learn more\u2019 from Instagram and you ultimately end up on the seller\u2019s website - that landing page almost mimics Instagram often times. There's sort of a developing standard, if you will, for products being sold from Instagram. It's important to understand those trends because if you build a landing page and you're not considering the entire customer journey from a channel to the landing page, there\u2019s going to be a lot of drop-off. That drop off is where you lose people.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Work Backwards&nbsp;<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Now this might sound a bit counter-intuitive, but if you're building a business, I would go so far as to say that you should pick your customer acquisition channel <\/span><b>first<\/b><span style=\"font-weight: 400;\">. Rather than your product or service. While I\u2019m being a little facetious, what I'm really trying to clarify is that you absolutely need to be an excellent operator in at least one specific customer acquisition channel.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">If you're going to build a business, be great at Facebook advertising, SEO, Pinterest, or LinkedIn. There are so many unique marketing channels out there and you\u2019ve got to discover the one that will work best for your business.<\/span><br>&nbsp;<br><img class=\"alignnone size-full wp-image-8499\" src=\"https:\/\/storage.googleapis.com\/wpgcbucket\/wp\/2020\/01\/9bbc37da-discover-marketing-channels.png\" alt=\"customer marketing channels\" width=\"1280\" height=\"300\"><br>&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Design Your Product To Match Your Channel<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Before we move on, I need to mention something that's extraordinarily important. Your product should be designed to suit the channel and the needs of the channel. This is sort of a radical idea. Amazon is a fantastic example of this idea. Amazon is a massive marketing channel if not one of the biggest.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">There are more retail goods sold on Amazon and anywhere else, period. When you are a manufacturer or a vendor selling a product on Amazon, you are thinking of things like how can I make the packaging as small and as condensed as possible? Because it keeps the shipping costs down and it keeps the warehousing costs down, which allows you to compete in the channel known as Amazon.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">The best Amazon sellers are designing their product and their packaging to be lightweight and small and as cost effective as possible because it allows them to compete in that channel. You can go out there on Amazon and read the guides on how to design your product and how to make it most effective for Amazon.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">That is a direct lesson from one of the biggest sales channels in the world. Design your product to suit a channel \u2013 whether it\u2019s an online course, access to exclusive content, or a physical good or product. This is critical.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Channel The Existing Desires Of Your Market<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">It is really important to understand the distinction between channeling existing desire, and attempting to create desire. This is truly where marketing becomes both an art and a science. Let\u2019s go back to <a href=\"https:\/\/www.breakthroughadvertisingbook.com\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><em>Breakthrough Advertising<\/em><\/a> and Eugene Schwartz.&nbsp;<\/span><br><img class=\"embed-center size-full wp-image-8476\" src=\"https:\/\/storage.googleapis.com\/wpgcbucket\/wp\/2020\/01\/cdfae8bf-breakthrough-advertising.png\" alt=\"Breakthrough Advertising Book\" width=\"350\" height=\"350\"><br><span style=\"font-weight: 400;\">What he says in that book, he says there are desires in the world that humans have that have always been around. We have a foundational set of basic desires:&nbsp; to be loved, adored, secure, safe, etc. These are base human desires that will never go away.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Also, we want things to be easy (and ideally fun). You work from a level of desire and say we have this product, what are the main desires that somebody is going to have who is searching for a product like this? Then you have to start there and say, \u201cwhat are the features and benefits of my product that most connect with this existing desire?\u201d This is critical. You're not trying to push your product on somebody. That\u2019s a mistake. What you are doing is connecting your product to their existing desire.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:heading {\"level\":5} -->\n<h5 class=\"wp-block-heading\"><span class=\"s1\"><em>\"Every business has a customer acquisition secret. There's generally going to be one thing that really works in acquiring customers. You have to figure out what that is. In practice, what I've found is that there will be one or two channels that really work well to move the dial.\"<\/em><\/span><\/h5>\n<!-- \/wp:heading --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Talk To Your Customers<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">This all points to the necessity of customer research. I'm a huge fan of interviewing people in my market. We can even take a step back and ask, \u201cwhat is a market?\u201d We use this word all of the time \u2013 marketing \u2013 but what does it actually mean? A market is defined by a group of people who all have the same set of needs. People that are in the market for a car, they need transportation. That\u2019s how a market is defined, it's defined by a need.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">So you have to think about your market\u2019s biggest needs. Sure, you have your product and you can talk all day about it. I could say, \u201cEric I have this guitar it's beautiful and it has this beautiful finish and it has these amazing pick-ups and these tuners are so shiny and smooth\u2026\u201d but you don\u2019t play the guitar. You play piano.&nbsp;<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">So, I can talk all day about it but you're going to say, \u201cDan I don't care, it sounds great but go away you're annoying,\u201d because I'm not connecting to your needs. Other than channel, that is the next biggest thing. It's making sure that you're connecting with a real need.<\/span><br>&nbsp;<br><img class=\"alignnone size-full wp-image-8466\" src=\"https:\/\/storage.googleapis.com\/wpgcbucket\/wp\/2020\/01\/dba0fdc7-membership-site-marketing-channels.png\" alt=\"membership site marketing channels\" width=\"1280\" height=\"300\"><br>&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\"><b>Wrapping Up<\/b><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">And that, my friends, is the lay of the land. As you consider different tactics to grow your business, consider each of these channels. Which have worked for similar businesses? Which are your competitors using? Which may contain untapped opportunities? Try as many as you can, and also try not to have too many preconceived notions about which will work and which will not. As you start to test each marketing channel, scale up the tactics that work, and cut back on the things that don't.<\/span><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The idea for this article originated in a podcast episode I recorded with Eric, the founder &amp; CEO of MemberMouse. If you'd like to hear us explore these topics and how they relate to designing high-converting landing pages, I highly recommend you listen to our episode here: <a href=\"https:\/\/membermouse.com\/podcast\/dan-caron-landing-page-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Landing Page Secrets &amp; Strategies<\/em><\/a>.<\/p>\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>In diesem Beitrag werfen wir einen Blick auf einen Prozess, den Sie nutzen k\u00f6nnen, um die besten Marketingkan\u00e4le f\u00fcr Ihr Unternehmen zu identifizieren. Wenn Sie Schwierigkeiten haben, den Umsatz Ihrer Mitgliederseite, Ihres Online-Kurses oder Ihres Abonnementgesch\u00e4fts zu steigern, ist dieser Beitrag genau das Richtige f\u00fcr Sie!<\/p>","protected":false},"author":2,"featured_media":6224,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[81],"tags":[],"class_list":["post-6219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/6219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/comments?post=6219"}],"version-history":[{"count":0,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/6219\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media\/6224"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media?parent=6219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/categories?post=6219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/tags?post=6219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}