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¶ User Acquisition
¶ What it is
When a new product makes its debut, the company should have a clear strategy to make the announcement and attract the first users to register or try it out. Sometimes user acquisition even happens already before the product development has been completed.
¶ Why it is useful
A product without users has no value Acquisition is critical to starting the flywheel. Early user acquisition helps to get traffic and initial users that can give feedback, and it can help the company understand which acquisition channels and methods are valuable and can be scaled in the future.
¶ When to use it
The user acquisition strategy should be set in line with the go-to-market strategy and decided towards the end of Validation so that the User Acquisition can be executed before and in parallel to the launch of the product in the market.
¶ How is it done
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Following your go-to-market strategy, reflect on the following questions:
- Who are our target users?
- Where are they?
- How do we get in touch with them?
- How can we encourage them to become our users?
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Brainstorm multiple acquisition tactics, which will likely yield sign-ups
from the right customer. Typical methods include:
- Commercial advertisements
- Social media (LinkedIn, Twitter, etc.)
- Email marketing
- Referral programs
- SEO (Search Engine Optimisation)
- Influencer Marketing
- Set budgets for each method and measure the success (Cost Per Acquisition) as you adjust budgets and double down on the channels that work.
¶ Do's & Don't
Do's
- Try multiple channels at first and narrow them down later.
- Set transparent budgets and acquisition targets to ensure you are data-driven in later decisions on changes to the execution.
Don't
- Don’t put all eggs in one basket; multiple tactics will be needed.
- Don’t be too cautious at first for fear of getting too many sign-ups; you will likely need more work than you expect to reach users.
¶ Tools needed
- Go-to-market strategy
- Virtual whiteboard to capture notes
¶ GenAI Tool Use Case
¶ Monitoring Trending Topics to Provide Inspiration For Social Media Campaigns
Users can use Talkwalker's social media monitoring feature to track topics of interest, observing how public discussion on these topics evolves. This function analyzes public opinion, identifies related trends and buzzwords, and offers valuable insights and ideas for crafting effective social media campaigns.
Key Workflows:
- Monitor the evolution of public opinion: Use Talkwalker's comprehensive social media monitoring features to monitor how public opinion is evolving on the topics, brands and products you are interested in.
- AI helps cluster, categorise and predict topic trends: AI can help speed up the analysis of large amounts of information through topic clustering, classification, summarisation, and the ability to predict future topic trends based on current data signals.
- Using Topic Trends to Energise Social Media Campaigns: Use the analysed topic trends, buzzwords and public attention to provide inspiration and material for your social media campaigns to enhance your reputation among your target users.
¶ Useful Tips
¶ How to Measure User Acquisition Success
Different types of products require different criteria to measure the success of user acquisition.
Here to take the example of an e-commerce platform, the most common ones may include but are not limited to:
- How many new users complete the registration process?
- How many of these users land on the product’s main page?
- How many of these users try to place an order?
- How many new users place an order successfully within a specific duration after first registration?
- What is the average basket size of new users? How does it change over time?
- Do users who ordered once return within a certain timeframe? Was their usage just one-off, or did they return?
¶ Tips
Many paid professional tools for UA data analysis are available. Here details are not to be discussed. Extended reading is available if you are interested.
