{"id":37681,"date":"2023-10-20T14:51:41","date_gmt":"2023-10-20T14:51:41","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/tackling-customer-acquisition-two-aussie-startups-share-their-strategies-startupsmart\/"},"modified":"2023-10-20T14:51:41","modified_gmt":"2023-10-20T14:51:41","slug":"tackling-customer-acquisition-two-aussie-startups-share-their-strategies-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/tackling-customer-acquisition-two-aussie-startups-share-their-strategies-startupsmart\/","title":{"rendered":"Tackling customer acquisition: Two Aussie startups share their strategies – StartupSmart"},"content":{"rendered":"
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It took online wine retailer Vinomofo<\/a> a number of iterations before they settled on a customer acquisition strategy the team felt was working best. <\/p>\n

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The startup gives $25 credit to new signups and their referrers with Vinomofo co-founder Justin Dry saying it is very important to get this split right.<\/p>\n

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\u201cWe tested lots of different levels of incentives,\u201d he says.<\/p>\n

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\u201cWe started with it loaded towards the invitee, with nothing for the recipient, and then the other way around. It started with $10 but we realised we were willing to pay $50 to get them to try Vino, and once they try it they\u2019ll stick around.\u201d<\/p>\n

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Referrals attract loyal customers <\/b><\/h2>\n

Of course, they\u2019re constantly reassessing their strategies, but Dry says encouraging this sort of word-of-mouth promotion, and letting users do the advertising for you, helps attract loyal customers, the kind likely to stick around.<\/p>\n

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\u201cIt\u2019s our biggest channel for new signups, and they\u2019re great signups as well,\u201d he says.<\/p>\n

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\u201cIt\u2019s your friend saying, \u2018come try this\u2019. It\u2019s a really powerful referral.\u201d<\/p>\n

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Search engine optimisation can also be utilised to improve customer acquisition, Dry says, but it\u2019s important to maintain your startup\u2019s overall message and values through this.<\/p>\n

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\u201cSome people want to see everything on the front page, but we want to keep truthful to our story,\u201d he says.<\/p>\n

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\u201cSometimes we have to not go for the best optimisation. We\u2019ve launched landing pages and our conversion rates have gone down, but we\u2019ve stayed with them because we think it\u2019s a better story. People that do come through end up better aligned with us.\u201d<\/p>\n

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The method might reach a lower amount of potential customers, Dry says, but those it does appeal to are much more valuable.<\/p>\n

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\u201cWe\u2019ve appealed to less to get more loyal users,\u201d he says.<\/p>\n

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Melbourne-based online furniture marketplace startup Brosa<\/a> has been enjoying huge customer growth recently thanks to organic customer acquisition methods, with founder Ivan Lim saying the customer base is increasing by 40-50% month-on-month.<\/p>\n

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\u201cThe organic channels are continuing to drive a lot of that growth,\u201d Lim says.<\/p>\n

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\u201cIt\u2019s something that\u2019s defensible over time. You\u2019re not just spending money on ads, you\u2019re building a community.\u201d<\/p>\n

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Product-driven content<\/b><\/h2>\n

A common form of organic customer acquisition is content, in the form of blog or social media posts, an area Brosa has been focusing on.<\/p>\n

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\u201cThe cost of acquisition is low,\u201d Lim says.<\/p>\n

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\u201cThe users are looking for specific items in different categories, so we\u2019re driving product development to meet the needs of the customers.<\/p>\n

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\u201cYou own the content, it\u2019s yours. It\u2019s not like an ad that\u2019ll disappear once you stop paying money. The content becomes an asset; it\u2019s a worthwhile investment and will be a big part of our continued plans.\u201d<\/p>\n

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It\u2019s an area Vinomofo has also been increasingly focusing on too.<\/p>\n

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\u201cWe\u2019ve got a content team of about five that we\u2019ve built up, and the traffic it drives is really good,\u201d Dry says.<\/p>\n

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\u201cIt\u2019s content that we were going to write anyway, so when you research what people are looking for, you can blend that with what you were writing anyway and it\u2019s really powerful.\u201d<\/p>\n

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He points to the success of a recent decanting video posted by Vinomofo, which showed the team in a humorous light and helped build a personal connection with their customers. If this is linked with existing products, it can also lead to more sales.<\/p>\n

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\u201cA lot of people wanted to know about that, and it brought in a lot of traffic,\u201d Dry says.<\/p>\n

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Lim agrees it\u2019s important to make sure content is connected to products. Brosa is currently pushing content focusing on Notting Hill to coincide with the launch of a range of new products.<\/p>\n

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\u201cWe pushed that out to the community, and it\u2019s a great way to merchandise and build traffic to the site as well,\u201d he says.<\/p>\n

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\u201cWe\u2019re very product-driven with our content. We launch new products every two or three days, and the new product itself can be content. It allows us to generate more leads for customers who are looking to purchase more.\u201d<\/p>\n

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Raising your <\/i>first round of capital<\/i><\/a>? Starting a <\/i>crowdfunding campaign<\/i><\/a>? Want to grow your business <\/i>with Instagram?<\/i><\/a> StartupSmart School can help.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

It took online wine retailer Vinomofo a number of iterations before they settled on a customer acquisition strategy the team<\/p>\n","protected":false},"author":2,"featured_media":61858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/37681"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=37681"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/37681\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/61858"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=37681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=37681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=37681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}