Customer Acquisition · Landing page

Acquisition Strategy with a temporary Landing page?

Lia Littlewood Senior Retail Client Manager - American Express

October 1st, 2014

Should you start your full scale acquisition strategy if you only have a temporary landing page? On the page there is an option to submit your email and follow us on social media. The full site wont be up for 2 months -just wondering how much effort we should put forth driving people to a landing page.
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Michael Flux VP Product at Nvoi and Co-founder of Vertiflux Commerce

October 1st, 2014

Hi Lia,

It comes down completely to what you can do with those users.  If you have a good marketing strategy which will focus on marketing to those people via email and on the social networks where they follow you, then by all means, definitely start collecting the emails (and eyeballs) as soon as you can.

But with that said I've seen too many times, companies collecting hundreds and thousands of emails, not just from some vague email form, but from people who explicitly specified that they are interested in the company's product, and they just let those emails sit there.

...and by the time they get around to start communicating with the people that signed up, no-one even remembers who the company was and is wondering how they even got their hands on their email.

To summarise, if you collect eyeballs, use them quickly and efficiently, they don't have that long of a shelf life before they go bad.

Michael

Jordan Finger E-commerce, Digital Marketing, Ad-Tech, Customer Acquisition, Mobile Commerce

October 1st, 2014

Hi Lita,

It depends on your goal with your acquisition strategy and how it relates to your business objectives.   
Do you know the value of an email to your company?
Do you have an email follow up flow to continue to communicate with relevant content leading up to the official site launch?  
Do you need emails to be able to have an audience to beta test your product?   

These are just a few of the questions you should consider when launching your acquisition strategy.

I have had a lot of success on building large scale, digital acquisitions campaigns with only a landing page. It really depends on your short-term vs long-term acquisition goals and strategies. 

Jordan

John Shedletsky Founder

October 2nd, 2014

Don't pour water in a leaky bucket.

Users are going to cost way more than their email/social follow is going to ultimately be worth, and you're going to lose a large fraction of those when you try to activate them.

My 2c

John Shedletsky Founder

October 2nd, 2014

Don't pour water in a leaky bucket.

Users are going to cost way more than their email/social follow is going to ultimately be worth, and you're going to lose a large fraction of those when you try to activate them.

My 2c

Liz Lentis Marketing & Sales Professional with an Entrepreneurial Drive

October 2nd, 2014

John Shedletsky: Can you please clarify what you mean?  Do you mean the acquisition cost is more than their worth?

Troy Gardner Chief Technology Officer, Chief Brewing Officer at Cloud9 Brewing Systems

October 3rd, 2014

Email can be very effective, but It's about ongoing relationship management, not just lists of data...they need to know, like, trust and value you.  Far better places to spend money time, than to to add them to a list to be emailed someday, or never.

My suggestion is figure out who you are, want you want, who they are, what they want, come up with good value content around that for a free guide you can give away for them optining in, and say a 5 day series on whatever topic they are interested in, which is easily written once and delivered automatically via autoresponders found in any email provider.

If you get enough of an audience/fan base they will tell you exactly what they want and don't, and it's much easier to sell at that point than trying to create demand.

Curtis Yim B. Comm Marketing Grad | Student Engagement & Leadership | Trusted GTA Realtor

October 10th, 2014

I feel that if your end goal is to collect data and at it is essential to your overall acquisition strategy, then you do the best job possible. If it is up just for the sake of hoping people see it and having a filler than don't push it. 

I find that landing pages are useful to collect data, if the product or service promoted is of value or exciting. But even then as a customer, when I sign up for something and nothing happens within the next few weeks then I loose interest. 2-months till something happens is a lot of time.