Getting customers in the door is only half the job. Most brands never focus on the other half.

Getting customers in the door is only half the job. Most brands never focus on the other half and then wonder why their growth stalls and costs stay the same or increase.

Here is what I mean.

The majority of marketing strategies I have reviewed, across startups, scale-ups, and global organisations, are heavily weighted towards one thing.

Acquisition.

Get more traffic, run more ads, generate more leads.

While the top of the funnel gets all the attention and all the budget, the middle and bottom are leaking.

• Prospects are arriving and going cold because there is no nurture sequence.

• Leads are sitting in a CRM that nobody is following up properly.

• Trial users are signing up and churning within days because the onboarding experience is broken.

• Existing customers are quietly leaving because nobody is talking to them after the sale.

And so the business keeps pouring more money into acquisition to replace the customers it is losing at the bottom.

It is like filling a bucket with a hole in it.

More water does not fix the hole.

Here is what I have seen work time and time again across the organisations I have led and consulted with.

• Shift your focus towards the middle and bottom of the funnel.

• Fix the onboarding journey and the nurture sequence.

• Reactivate the lapsed customers.

• Increase the lifetime value of the customers you already have.

Because the truth is, acquiring a new customer costs 5 to 7 times more than retaining an existing one.

The brands winning right now are the ones converting and retaining at a higher rate than their competitors.

So before you increase your ad spend, ask yourself one question. What happens to someone after they click? 🧡