Back when I was a vice president of business development, I spent a lot of time and money on ad agencies in an attempt to drive more organic traffic to our website. The end goal was to ultimately see an increase in customer acquisition rates and gross revenue and a decrease in our CAC (customer acquisition cost). To me, Google — and how SEO and marketing agencies use the web foundation — had been a mystifying subject up until that point.
Is my money being well-spent? How can I actually verify that online digital marketing yields a positive return on investment? What is the most cost-effective way to acquire new customers? Does Google actually have robots? These were the questions I was asking.
I wanted to get the most out of advertising spend, and I didn’t want to sound uninformed on marketing phone calls. So, I developed a professional curiosity for the subject and fell down the rabbit hole. What I’ve seen from my experience is that the crux of business growth comes down to customer acquisition and how to do it as time-efficiently, cost-effectively and repetitiously as possible.
Keeping CAC Low
Next to repeat customers, referrals, brand ambassadors and strategic partnerships, organic search is one of the most cost-effective ways to gain new customers. I believe it is just as effective as Adwords, social media, lead generation and display advertising. No matter what your demographic is, everyone uses Google to find answers, products and services. – Read more