CYCLE 2
2nd Semester | A.Y. 2021-2022
MODULE 9
ELECTIVE 2
Customer Service Priorities and
Strategies
Vince S. Capil
Instructor
Institute of Business Education
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MABALACAT CITY COLLEGE
Institute of Business Education
Cycle 1, 2ND Semester, Academic Year 2021-2022
CUSTOMS 2: CUSTOMER SERVICE PRIORITIES AND STRATEGIES
MODULE 9: THE ULTIMATE GUIDE TO CUSTOMER ACQUISITION FOR
2022 II
I. LEARNING OBJECTIVES:
At the end of this lesson, student should be able to:
1. Explain how does customer service plays a vital role in
customer acquisition
2. Describe the does and don’ts of customer service.
II. TOPIC OUTLINE:
1. Blogging
2. Content Offers
3. Video
4. Social Media
5. Search Marketing
6. Email Marketing
III. LESSON PROPER
Blogging
Blogging is a highly recommended acquisition
method for businesses of all sizes, industries, and
audience types. Running a blog allows you to
explore different topics, flex your knowledge in
your industry, and build authority among your
readers. Blogging also continually gives you new
opportunities to engage with your audience,
whether through a graphic they can bookmark for
later, a question they can answer in the comments,
or an enticing call-to-action they can click.
Save time creating blog posts with these six free
templates.
Like I said above, if you choose to start a blog, be
sure to have sustainable resources in place. Your
blog writers can be dedicated employees,
freelancers, or guest writers. Having a graphic
designer and editor on board can help ensure your
content is optimized for both search engines and
reader experience. Lastly, adding a blog to your
website is relatively easy, depending on your
hosting platform.
Content Offers
Ebooks, guides, and other types of gated content
offers represent a different type of content
marketing because they typically involve creating
more in-depth, valuable content. To compare,
where a blog post might be about five different
email subject lines that increase open rates, a
similar guide would take a step back and cover the
basics of email marketing strategy. See how the
latter offers greater, more in-depth value for
readers?
That’s why these types of content offers are also
gated, meaning that readers must exchange
personal information like emails and names to
access the content. Content offers are an
important part of customer acquisition and the
conversion funnel and can help you get more leads
out of your blog and content marketing strategy.
Download these pre-designed ebook templates to
speed up your content creation process.
The process of creating content offers is similar to
that of the blog but might require more specialized
resources. Whereas blog posts typically revolve
around a repetitive writing and design process,
ebooks, guides, templates, white papers, and other
downloadable content all carry their own
production process. Again, you can create these
with in-house or outsourced resources, but be
aware that they might require an extra set of eyes
and a unique promotional plan.
Video
Video is one of the more complicated forms of
content to produce, but with higher-quality
cameras becoming cheaper and a plethora of
freelancers available, creating videos is easier than
you think. Video marketing as part of a broader
content strategy is all about quality content.
Video production typically involves script writing,
editing, production, and animation — all of which
you can outsource through freelancers or
production agencies. Video tends to be the most
expensive of the content types, so be sure to
preserve your very best content for video ideas. If
you simply want to visualize an idea for your
audience, you can create a Slideshare as an
alternative to video.
The heart of content marketing is connecting with
and converting your audience. Because of this,
each piece of content should be relevant to your
readers and include a clear call to action. Content
marketing is also partially content creation and
partially content promotion. Keep reading to learn
more about how to combine customer acquisition
methods with highly effective promotion tactics to
get better results.
Social Media
Social media marketing consists of two methods:
organic and paid. Organic social media is most
useful for boosting brand awareness, developing a
company personality, and sharing content you’ve
published elsewhere (like from your blog or
videos). Consider it the gasoline for a fire you’ve
already started using other acquisition methods.
Organic social media also capitalizes on the virality
factor, inspiring your customers and followers to
help you advertise (as we'll discuss later on).
While 74% of companies invested resources into
more than eight social media platforms in 2020,
Facebook was cited as the platform providing the
most ROI. This tells us that social media can
require a lot of effort for little reward if you don’t
develop a solid game plan for its use.
What networks are you going to leverage and
which ones are you going to avoid?
What’s your social brand voice and who on
your marketing team will be tasked with
developing and managing content?
Do you have a crisis plan in place?
If these questions seem intimidating, don’t fret.
Posting organically on social media may seem like
shouting into a void, and with 3.8 billion active
users, it can sure feel that way. The key is
accessing the right networks — and this all comes
back to a well-defined audience.
For example, if you’re targeting an audience
mostly composed of men, Pinterest would have
little value for you as only 14% of men use
Pinterest. If your audience is made up of
millennials, you should include Facebook,
Instagram, and Snapchat in your playbook.
Consider using social media management tools like
Hootsuite or Buffer to help you curate and post
content on your networks.
On the other hand, leveraging paid social media
may be a better tactic for your business,
depending on your budget and audience type.
Paying for social media advertisements and
exposure is a surefire way to get content in front of
your audience, without having to build up a
network of loyal followers. (But don’t get me wrong
— that’s important, too!)
Whereas sponsored posts on Facebook, Twitter, or
Instagram simply get your content in front of the
right eyes, Facebook Lead Ads allow you to
advertise on social media and gather customer
information such as email addresses and names.
This information can make the difference between
a follower and a lead, so if your business is looking
to build its list, this might be the acquisition
method for you.
Search Marketing
Just like social media, there are also two sides to
the search marketing coin: organic and paid.
Organic search marketing is also known as search
engine optimization (SEO). SEO, like social media,
complements content marketing efforts by
optimizing your content so it’s more easily found
by your target audience.
Think about it: When you Google something, you
typically click on one of the first results (if not the
very first result), right? The idea behind SEO is to
create content that shows up high on the search
engine results page (SERP) and makes searchers
want to click on your content.
SEO is far from an exact science, but there are
some proven methods to help your content rank
better. SEO best practices involve creating
indexable content – content that search engines
can read, decipher, and index within a SERP. You
can increase your content’s “indexability” (no, I
cannot say for certain if that’s a real word) by:
Putting your main keyword in the post title
Adding alt text to your images
Uploading transcripts for video and audio
content
Linking internally within your site
There’s a lot that goes into SEO, but these are a
few basics to get you started.
SEO is a popular customer acquisition method for a
couple of reasons: It’s relatively easy, and it’s very
cost-effective. SEO continues to rise as a priority
for marketing teams across the globe as 64% of
marketers said they actively invested in SEO in
2020. Put in the time to learn SEO strategies, stay
up to date with trends, and optimize your blog
posts — and you’ll find your content ranking better
than before.
On the other hand, paid search marketing (pay-
per-click, or PPC) is advertising on a Google SERP
itself. Instead of (or in addition to) organically
optimizing your content, PPC allows you to create a
search result and pay for it to show up alongside
organic results, theoretically increasing your
chances of being found by searchers.
Email Marketing
What do marketers do with all that customer
information they collect through other customer
acquisition methods? They build an email list, and
they leverage that email list to connect with and
convert their customers.
Email marketing might seem like an outdated
acquisition method, but it’s a highly effective way
to stay in front of your customers and promote
quality content, product information, and discounts
and events. Email is also a great way to simply
connect with your audience, whether by sending a
happy birthday email or a valuable promotional
email.
But what you send isn’t the only important part of
email marketing. It’s also helpful to keep an eye on
list behavior. For example, when you get a new
subscriber, it’s safe to assume that the consumer is
interested in your company and wants to learn
more. Certain link clicks in your email can alert you
to what your subscribers are most interested in.
Furthermore, people that unsubscribe altogether
can give you insight into how your subscribers view
your emails and the content you share.
Email marketing is one of the few ways to monitor
consumer behavior without having to ask too many
questions. It also provides a direct line into your
consumer’s inbox (though it’s not guaranteed
they’ll open your emails), unlike social media,
search, or content marketing. Outside of direct
sales, there’s no better acquisition tactic than
email marketing that gets to the heart of the
individual customer.
It’s clear to see how well these customer
acquisition methods work together. For example,
social media marketing can promote SEO-
optimized content that includes a call-to-action to
join an email list. That’s a little long-winded, but
you get the gist.
Mixing up and experimenting with a variety of
customer acquisition methods can also help you
learn more about your audience and introduce new
tactics to your current strategy. Regardless of
which strategies you choose, always leave room for
analysis, improvement, and change — because you
never know when customers may stop responding
to your methods, or leave altogether.
IV. REFERENCES
[Link]
V. DISCLAIMER
OFFICIAL MCC MODULE DISCLAIMER
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a bona fide student of Mabalacat City College.
In addition, this module or no part of it thereof may be reproduced, stored in
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Mabalacat City College.
Prepared by:
Hazel Joy K. Talinio, CB
Instructor