Online Internet businesses are often in the business of attracting and selling to new clients. The strategies for selling to first time customers are referred to as Front End Acquisition.
Front End Acquisition refers to all of the marketing and communication that happens before a person becomes your customer or client. It starts from the point in time when you client does not even know you until his first purchase.
The methods that work for Front End Acquisition will not work with existing clients or Back End. And the methods used to market successfully to your Back End will not work on your Front End Acquisition.
In online sales the difference in the two strategies is very distinct. A simple way of stating it would be:
- Front End Acquisition often relies on Landing Pages to sell to new customers
- Back End Sales will often come through email marketing and direct mail to sell to existing customers
Why are these different sales methods used? Because marketers need to identify the state or frame of mind his readers are at in order to write the best sales message.
In a Front End Acquisition strategy, the Landing Page will typically:
- Have a unique website address or URL
- Be one page long
- Convincing sales copy
- Only lead to the order page
But what is important to note is: your Front End Acquisition strategy can be tweaked in each of its different phases to help improve your results and your profits.
It is important to set up both a Front End Acquisition and a Back End Sales strategy. The Front End Strategy is visible on most websites. The Back End may only be visible once someone has become a customer.
What exactly is a backend sale? To a profit-seeking business person, it’s the road to riches. A backend sale can be more rewarding than the original sale. And it can also be much easier.
After you have sold something to somebody (the front-end sale), you are in an excellent position to sell them something else which compliments that first purchase.
Back End Sales are usually easier to get than Front End Acquisitions...and up to 12 times less expensive. When looking at the cost of acquiring new clients, most businesses see that it is much, much cheaper to focus on Back End Sales.
Many marketers will break even or lose money on their initial product (front end) so they can build a large list of loyal customers. They understand that backend sales are where empires are built.
I would like to illustrate the power of backend sales by giving you the following examples. Say you have a product that you will sell for $97.00. Each week you make 5 sales. In six months you will have made 130 sales for a total of $12,610.
Then you launch a second product for $149.000 for two days only. If only 20% of your customers buy your second product, you will make 26 sales for a total of $3,874.00…in only 2 days!
You could, of course, repeat this process as often as you like. And with results like these, you’ll want to do it often.
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Internet Marketing