The [[get customers]] phase is all about acquiring new customers and bringing them into the sales [[funnel]]. This process starts with [[demand creation]], which aims to generate interest among the target customer archetypes. There are two primary types of demand creation activities: paid and earned. [[paid demand creation|Paid demand creation]] involves spending money to attract attention, using methods like public relations (PR), advertising (tailored to the archetype's media consumption), trade shows, email marketing, and search engine marketing (SEM).   [[earned demand creation|Earned demand creation]], conversely, involves generating free visibility and attracting customers organically. Activities include publishing articles or blog posts, speaking at conferences, social media engagement (like company Facebook pages or Twitter activity), and positive word-of-mouth. Both paid and earned demand creation activities feed the top of the acquisition funnel, aiming to draw potential customers toward the business.   The specific steps within the [[get customers]] phase differ between physical and web/mobile channels. In [[physical channels]], the process typically moves through stages: Awareness (knowing the product/service exists), Interest (showing initial curiosity), Consideration (actively evaluating the offering, e.g., visiting a store, requesting info), and Purchase (making the transaction). Measuring progress through these stages can be challenging until the customer physically engages with the channel.   In [[digital channels]], the [[get customers]] phase is often simplified into two main steps: Acquire and Activate. The [[customer acquisition|acquisition]] involves driving traffic to the website or app, often through paid or earned media. [[customer activation|Activation]] is the crucial next step where the acquired visitor takes a desired action, such as signing up for a trial, becoming a registered user, or making a purchase. A key metric in this context is the [[customer acquisition cost (CAC)]], which measures the total cost spent to acquire one activated customer. Calculating CAC involves summing all marketing and sales costs over a period and dividing by the number of new, activated customers acquired in that period.   An accelerator for the [[get customers]] phase in both channel types is the [[viral loop]]. This occurs when existing users or customers actively encourage others to try or buy the product, effectively becoming a free marketing force. Startups actively try to engineer virality through incentives, referral programs, or simply by creating products that users love to share. While not always possible (e.g., for sensitive products like dating sites), fostering virality can significantly reduce CAC and accelerate growth. Next: [[Retention and Loyalty]] Back to: [[How Will You Gain and Keep Customers?]]