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Developing Your Customer Relationships1:53 with Pasan Premaratne
Marketing activities focus on different stages in a customer lifecycle. In this video, we're going to break down our marketing activities and focus on ones that help our early stage business.
[SOUND]. 0:00 Building our initial product or service, as hard as it seems, is the easy part. 0:05 Getting customers can be far more difficult in most cases. 0:09 When exploring our business model, 0:13 one of the sections of our canvas that we explored was customer relationships. 0:15 Now we defined out customer relationship activities, 0:20 as any interactions we have with our customers. 0:23 And we broke down these interactions in to activities that bring in new customers, 0:26 keep them happy, and 0:31 finally activities that allow us to maximize our relationship with them. 0:32 We can break this down in to a more specific process using a funnel. 0:37 The customer relationship process for 0:41 a new business can be broken down into three distinct stages. 0:43 Get customers, keep customers, and grow customers. 0:47 In this stage of our business, our goal is to get as many customers as we can, so 0:51 we're going to be focusing on the get customers section of the funnel. 0:56 Our strategy, as shown on the funnel, is acquisition and activation. 1:00 What do each of these mean? 1:04 Customer acquisition focuses on getting as many customers to our website or 1:07 landing page, so that they become aware of our product or service. 1:11 Since the number of people who end up on our site and don't buy the service would 1:16 be very high, we need to bring in a crazy amount of people to our site so 1:20 that our conversion numbers are solid. 1:24 In customer activation, 1:27 we implement strategies that encourages the user to get plugged in with us. 1:28 This can be through downloading some information, signing up for 1:33 our free trial, and a bunch of other activities. 1:36 The goal here is to capture our customer information so 1:39 that we can contact them later to engage with them. 1:42 There are different things we can do in the acquisition and 1:45 activation stages to get our customers into the fun. 1:48 So let's get started. 1:51
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