Abstract from http://us12.campaign-archive2.com/
Early Adopters are ideally already seeking a solution to the problem you are attempting to solve with your new product or service. Early Adopters – Push pull based Acquisition
But what if they aren’t?
New product development always has a high degree of uncertainty, but you shouldn’t let that uncertainty paralyze you.
Push Based Acquisition
If your target customers have the problem and are aware of it, then how do you get in front of them with your value proposition? This is where push based acquisition comes in.
You can leverage advertising to create targeted ads for them. By using online advertising, such as Facebook Ads or Twitter Ads, you can segment people into interests and “push” your value proposition to them.
To create the segmentation for push based online ads you have to define and answer some questions like – Who has this problem in the real world? Where do they live? What interests do they have?
Pull Based Acquisition
In contrast to push based acquisition, your Early Adopters are already seeking a solution to the problem. You will need to get in front of them when they are seeking it.
This is where pull based acquisition comes in.
Pull based acquisition is ensuring your value proposition is displayed when people go online to search for a solution to their problems. Using online search advertising, such as Google Adwords or Bing Ads, you can narrow in on the key search terms and “pull” them to your value proposition.
To create the segmentation for pull based online ads you have to define and answer some questions like – What keywords do people use when they are searching? How often are people searching? How many people are searching?
Landing Pages are a natural fit with both pull and push based acquisition. Instead of building the entire product and launching it, you can quickly spin up a landing page in 1–2 days with your product idea and link it to your online ads.
A quick landing pages could be created in few hours using Unbounce.
Your goal early on is to understand if your value proposition resonates at all in the market with potential customers. You’ll want to measure the click through rate (CTR) on your ads as well as the call to action (CTA) on your landing page. Once you have people signing up with their contact information, you can reach out to them for customer interviews.
In conclusion, combining pull and push based ads with landing pages doesn’t take a lot of effort, but it does require resilience. Chances are that you aren’t going to see the results you want on the very first try.
More details at – http://us12.campaign-archive2.com