To further grow your customer base after the initial launch, you need an online marketing model that is repeatable and proven: from a certain amount of $ spend you generate # amount of customers. And you should be able to calculate if that in the ends turns out to be a profit.
Most marketing platforms are PPC (pay per click), so you know your cost per click. After a few campaigns you know your websites conversion ratio, so you know the amount of clicks you need for a new sign up, and you also figure out your average sign up to customer ration, so you know the amount of sign ups per paying customer. With that data you also know how you can scale and which campaign works.
It is key to track from the beginning your marketing campaign all the way through to actual customers, to stay focussed on only running campaigns that generate customers, not campaigns that generate worthless clicks.
The most popular PPC platforms in EU & US are:
- Google Adwords
- Facebook Ads
- Twitter Ads
- Linkedin Ads
It’s easy to get into a bidding war. And in most cases, that is only a waste of money. It is very cool to be listed as #1 in the ads when people search “your focus” but is the money spent worth it in new customers? Analytics will have to proof that, but in most cases the answer would be no.
So there you have to become creative: find the long tail keywords that people use that have less keyword/bidding competition.
Target based on who people follow on Twitter, target based on in which Linkedin Groups people are a member off. And here you can very easily, and cheaper, reach the fanatics that can be your early adopters.