Uncovering the Secrets of Digital Acquisition: Lessons I've Been LearningBy Maurilio Amorim
Digital acquisition is the most effective way to grow any organization. Whether you are looking for more donors, volunteers, or buyers, digital acquisition is the way to go.
But we all know this field constantly evolves, and keeping up with the latest trends can feel like a never-ending quest. My team and I have been honing various digital tactics in the past few months, and I'm excited to share some valuable insights.
1. You Have to Pay to Play
Lately, I've been amazed by how much paid ads have outperformed organic posts. While this has been true for a while, in the past six months, paid ads have been exceptionally more effective.
Paid ads are essential to reach a wider audience and drive more conversions. Only a fraction of your friends and followers see your organic posts, less than seven percent by some estimates.
By allocating resources to paid advertising, you can effectively target specific demographics, improve online visibility, and maximize ad performance. Plus, it's a great way to experiment with different creative formats and messaging to see what resonates best with your target audience.
2. The Comeback of Meta
Remember the chaos caused by the IOS 14 update, when Meta ads seemed to lose their magic touch overnight? Good news! They're back in the game and performing well once more.
We have gotten names for our clients at less than $0.50 per name and, in some cases, for less than $0.15! Staying informed about platform updates and adjusting your campaigns will help you harness the full potential of Meta ads and drive engagement and conversions.
3. Rolling Out the Red Carpet with a Welcome Series
One essential aspect of digital acquisition is nurturing new subscribers and minimizing opt-outs. That's where a well-crafted welcome series comes in.
By introducing new subscribers to your brand, sharing relevant content, and setting expectations, you can foster strong relationships right from the start. This approach helps keep opt-outs low and encourages steady list growth.
4. Engaging New Subscribers with Stellar Content
After adding new subscribers to your list, holding their interest with high-quality content is crucial. By consistently sharing engaging and valuable materials, you'll establish your brand as a trusted source of information.
As a result, subscribers will be more receptive to your offers and calls to action, leading to higher conversion rates and long-term loyalty.
5. The Art of Crafting Effective Landing Pages
A well-designed landing page is critical for acquiring the right people. Creating a clear, visually appealing, and user-friendly landing page can provide a seamless experience that encourages visitors to take action, whether signing up for your newsletter, donating, or becoming a member.
6. The Importance of Testing and Learning
Digital acquisition is all about experimentation and learning. You can gather valuable data and insights that help you optimize your campaigns by continuously testing different strategies, creative assets, and messaging. Don't be afraid to try new things and analyze the results – this iterative process is critical to driving ongoing improvements and success.
Over the past several months, my journey has been filled with valuable lessons in digital acquisition. By focusing on paid ads, Meta ads, welcome series, engaging new subscribers with quality content, crafting effective landing pages, and adopting a test-and-learn mindset, you too can elevate your digital acquisition efforts.
I hope these insights prove helpful to you as we all continue to navigate the dynamic world of digital acquisition.