Customer acquisition

More enquiries only help when they come from people the business can serve well. Define the customer, the problem they want solved and the reason your offer is relevant before choosing a channel.

Review what happens after an enquiry arrives. Response times, qualification, follow-up and handover can be as consequential as the advertising itself. Make each stage clear enough for someone else to repeat.

Measure meaningful steps: qualified conversations, proposals, decisions and repeat business. These are more useful to an owner than an isolated count of clicks or followers.