Loops: New Acquisition Models

We have to admit it. Social media changed the planet. Facebook, Instagram, X and now TikTok they transformed our way of consuming, not just information, but also products and services. Since their creation, many things have changed, perhaps the most significant being the acquisition models. 

Until about three years ago, the big discovery in the acquisition model was a funnel. The famous sales funnel that represented the path users took to buy your product and then become loyal to the brand. 

The huge problem this model caused within companies was that it filtered users by conversion percentages. This metric led each area of the organization to be responsible only for a part of the funnel, meaning you couldn't cross-reference data. Thus, each area worked with its own goals, impacting those of other areas, but without being able to inform them of this impact. 

Thanks to all this, a new growth and acquisition model emerged: the loop, a model with 1 to 4 steps where repetition is constant, hence its name. It integrates several areas at the same time and does not skip responsibility from one to another. 

There are different loop models depending on the objective or how it will be carried out. For example, HubSpot It has a loop focused on inbound called Closed Loop Marketing that works on strengthening the relationship between users and the brand. 

There are brands like Airbnb These combine virality loops (where they work with how their influencers share the experience) with paid marketing and user-generated content. Others like LinkedIn What can be added to these loops, with one focused on B2B sales. 

Summing up several loops in your campaign is ideal, as it produces a comprehensive model where you ultimately involve users more to help you generate purchases. In turn, the comprehensive model involves testing and adjusting each loop, measuring not only your users but also your internal team to improve their response times. 

Finally, in these last two elements are the main benefit and challenge facing new acquisition models. On the one hand, you take less time to reach your goals, while on the other hand, you encounter resistance from various areas to work as a team and share information. Gerund We've verified this, which is why we've added this business model to our daily operations, incorporating our different profiles into the various stages of projects so that we can all understand the process a brand pursues and work towards the same goal. 

Learn how we can implement this acquisition model for your business too. Write to us. here.