Loading
User-Generated Content (UGC) is content created by your customers rather than your brand. Reviews, photos, videos, social media posts about your product. UGC is incredibly powerful because people trust other customers more than they trust your marketing. Encouraging and resharing UGC costs almost nothing and often outperforms professionally produced content in engagement and conversions.
Content created by your customers rather than your brand. Reviews, photos, videos, social media posts about your product. UGC is incredibly powerful because people trust other customers more than they trust your marketing. Encouraging and resharing UGC costs almost nothing and often outperforms professionally produced content in engagement and conversions.
A free resource you offer in exchange for someone's email address. Could be an ebook, checklist, template, or free tool. The idea is simple: give something valuable away to start a relationship with a potential customer. Good lead magnets solve a specific problem and attract the right audience. Bad ones attract freebie hunters who'll never buy.
The journey someone takes from discovering your business to becoming a customer. Usually described as stages: awareness (they learn you exist), consideration (they evaluate you against alternatives), and decision (they buy or don't). Each stage needs different content and messaging. Most businesses only focus on the bottom of the funnel and wonder why nobody's buying.
How much you spend to get one new customer. Calculate it by dividing total marketing spend by the number of new customers gained. If you spent $1,000 on ads and got 10 customers, your CPA is $100. This is the most important marketing metric because it tells you whether your marketing is actually profitable. If your CPA is higher than what the average customer is worth, you're losing money.
The total revenue you can expect from a single customer over their entire relationship with your business. If a customer spends $50/month and stays for 2 years, their CLV is $1,200. This number determines how much you can afford to spend on acquiring a customer. A business with $1,200 CLV can profitably spend $200 to get a customer. A business with $50 CLV can't.
How much revenue you earn for every dollar spent on advertising. A 4x ROAS means you make $4 for every $1 in ad spend. Different industries have different benchmarks, but most businesses should target at least 3x to be profitable after accounting for product costs and overhead. ROAS below 2x usually means the campaign needs work or should be paused.