Acquisition

TikTok has evolved from a platform known for viral dance moves to a place of rapid product discovery.

Brands big (like Ray-Ban) and small (like Scrub Daddy) have grown to millions of followers and seen exponential ROI. 

For ecommerce business owners and marketers, jumping on this bandwagon is different to jumping on Facebook and Instagram.

In this article, you’ll learn how to gain traction on TikTok to grow awareness, traffic, and acquisition.

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There’s more to ecommerce customer acquisition than increasing checkout conversion rates. For long-term, sustainable success, you must attract the right customers. 

The key is ongoing measurement and testing to understand which acquisition strategies work for your ecommerce business. 

In this article, you’ll learn how to gauge the effectiveness of any customer acquisition strategy. Find and fix leaks in your current acquisition strategy, and acquire high-value customers efficiently, so you can grow faster than the competition.

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The average ecommerce store devotes more than 80% of its marketing budget to customer acquisition.

But getting customers in at the expense of keeping them is the equivalent of filling a leaky bucket: You can keep filling it, but you’re much better off stopping the leak.  

The more you put into retaining customers, the less you have to worry about acquiring new ones. Returning customers ensure your bucket is always partly full, keeping business healthy and your brand strong.    

In this article, you’ll learn how ecommerce customer retention boosts long-term revenue and the strategies you can use to keep customers coming back.

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Customer acquisition cost (CAC) is an important metric for any ecommerce business. It tells you how much you need to earn per customer to run a profitable company. 

Put simply, you need a healthy customer acquisition cost for your business to succeed.  

It’s up to every ecommerce business to find the middle ground between investing too little in customer acquisition and spending beyond your means. 

In this article, you’ll learn what ecommerce CAC is, how to calculate it, and how to keep costs down to maintain profit health.

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95% of B2B buyers are not ready to buy your product right now. They’re having conversations with colleagues, researching on social media, and listening to podcasts about the product or industry and learning where your brand fits in.

Demand generation helps you influence buyers where they’re having those conversations and in those unattributable spaces. It’s an inbound model that develops your authority and brand affinity over time—it can be a long game to get results, but it helps you stay in play.

Those places where your buyers are being actively influenced by the marketing activities you cannot track are called: the dark funnel.

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Marketing playbooks help you consistently produce campaigns and content in the face of continuous disruption. No matter which players are in the game (copywriters, designers, etc.), your playbook will help produce a consistent outcome.

The trouble is, most successful businesses like to keep their marketing playbooks close to their chests (for obvious reasons). This makes it difficult for new businesses, or those experimenting with new strategies, to learn best practices.

CXL likes to play by an entirely different set of rules, so they’ve created a marketing playbook community where experts can weigh in and share their experiences. 

In short, CXL put winning marketing playbooks on the table for everyone to see.

In this article, you’ll learn how to create an impactful marketing playbook to show up consistently and grow your business.

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