Customer acquisition strategist

It is the plan for which channels bring in customers, in what order, at what cost and with what payback. A good one names the target customer, sets a cost ceiling per customer or lead, and says which channel gets budget first. It ends with a review rule that moves effort towards what works.

The one closest to existing demand. If people already search for the problem, start with search and templated pages. If they do not, paid social can create demand but costs more. At Formplus, organic grew from under 5% to 57% of new sign-ups in two years, alongside paid search, display and social at about $50k a quarter.

Set the ceiling first, then test audiences, offers and landing pages in small batches. At Eden Life, acquisition across Google, Meta, Instagram and events ran at a cost per lead below $3. I report cost per lead next to what happens after the lead, so cheap leads that never convert do not pass as wins.

Paid gives fast tests and search gives compounding returns. I use paid to learn which queries and offers convert, then build pages for them. At Topship, 436 route pages made product-led SEO the source of 56% of sign-ups. Both channels share one tracking set-up, so their results can be compared fairly.

By following customers past the click to activation. At Ecobank I built a customer attribution pipeline that reduced funnel drop-offs by 18% and improved how acquisition was measured by channel. I check tracking before spend starts and compare channels on activated customers, not sign-ups alone.