Acquiring? Ace Marketing Due Diligence First

Marketing Best Practices for Entrepreneurs Looking to Acquire

Are you an entrepreneur looking to acquire a business and supercharge its growth through strategic marketing? Many acquisitions fail to reach their full potential due to neglecting this critical area. But, is your marketing strategy ready to acquire? For more insights, see our guide to acquire to market.

Due Diligence: Marketing’s Role

Before you even think about signing on the dotted line, marketing due diligence is paramount. This isn’t just about looking at their current campaigns; it’s about understanding their entire marketing ecosystem. What’s their customer acquisition cost (CAC)? What’s their customer lifetime value (CLTV)? What channels are performing well, and which are draining resources?

We had a client last year who acquired a small SaaS company. Their initial focus was on product development, which is understandable. They only glanced at the marketing data and didn’t really understand the low organic traffic. Within six months, they realized the company’s previous success relied heavily on one outdated tactic, and they were scrambling to rebuild a marketing foundation from scratch. Had they done a more thorough marketing audit during due diligence, they could have factored those costs and risks into the acquisition price. For more on this, check out our guide to avoiding costly marketing due diligence mistakes.

Building a Post-Acquisition Marketing Strategy

Once the deal is done, it’s time to put your marketing plan into action. Here’s a breakdown of essential steps:

• Integration: How will you integrate the acquired company’s marketing assets into your existing infrastructure? This includes everything from email lists and social media accounts to CRM systems and analytics platforms.
• Branding: Will you maintain the acquired company’s brand, rebrand it, or create a hybrid approach? This decision should be based on market research and brand equity analysis.
• Messaging: How will you communicate the acquisition to customers, partners, and employees? Transparency and clear communication are key to maintaining trust and minimizing disruption.

Key Marketing Channels to Focus On

Here are some essential marketing channels and how to optimize them post-acquisition:

• Search Engine Optimization (SEO): Assess the acquired company’s current SEO performance. What keywords are they ranking for? What’s their domain authority? Identify opportunities to improve their organic visibility through technical SEO audits, content optimization, and link building. Also, make sure the site is mobile-friendly – it’s 2026, after all!
• Paid Advertising: Paid search and social media advertising can drive immediate results. Review the acquired company’s existing campaigns on platforms like Google Ads and Meta Ads Manager. Identify top-performing ads and keywords, and optimize them for maximum ROI. Don’t just blindly continue what they were doing; test new creative and targeting options.
• Content Marketing: Content is king, as they say. Develop a content strategy that aligns with the overall marketing goals. This could include blog posts, ebooks, infographics, videos, and more. Repurpose existing content from the acquired company to save time and resources. Focus on creating valuable, informative content that attracts and engages your target audience.
• Email Marketing: Email is still one of the most effective marketing channels. Segment the acquired company’s email list and create personalized email campaigns based on customer behavior and preferences. Focus on building relationships and providing value to your subscribers.

Case Study: Revitalizing a Local Restaurant Chain

Let’s consider a hypothetical scenario. Imagine you, an entrepreneur, acquire “The Peach Pit,” a small restaurant chain with 5 locations in the Atlanta metro area, all near the I-285 perimeter. The Peach Pit has a loyal customer base but hasn’t updated its marketing in years. Their website looks like it’s from 2006.

Here’s how you could revitalize their marketing:

1. Website Overhaul: Launch a modern, mobile-friendly website with online ordering and reservation capabilities. Integrate with a local delivery service like Grubhub to expand reach.
2. Local SEO: Optimize the website for local search terms like “restaurants near [neighborhood name]” and “best [cuisine type] in Atlanta.” Claim and optimize their Google Business Profile listings.
3. Social Media Blitz: Create engaging content on platforms like Threads and Instagram showcasing the restaurant’s food, atmosphere, and staff. Run targeted ads to reach potential customers in the surrounding neighborhoods.
4. Email Marketing: Build an email list by offering a free appetizer or discount to new subscribers. Send weekly newsletters with special offers, menu updates, and event announcements.
5. Loyalty Program: Implement a loyalty program to reward repeat customers and encourage them to visit more often.

Within six months, you could expect to see a significant increase in website traffic, online orders, and overall revenue. We’ve seen similar strategies yield a 20-30% increase in sales for local businesses in the past. To achieve this, make sure you track key mobile app KPIs.

Measuring and Analyzing Results

No marketing strategy is complete without tracking and analyzing results. Use tools like Google Analytics and Google Search Console to monitor website traffic, conversion rates, and other key metrics. Regularly review your data and make adjustments to your strategy as needed. This isn’t a set-it-and-forget-it situation.

The Human Element: Managing Marketing Teams

Don’t forget the people! Acquisitions often involve merging marketing teams. Be sensitive to the potential for disruption and uncertainty. Communicate clearly about your vision for the future and provide opportunities for employees to contribute their ideas and expertise. Sometimes, the best insights come from those who have been on the front lines. Also, be sure to check out our article on the future of marketing and how it affects your team.

Marketing is not an afterthought in acquisitions; it’s the engine that drives growth. By following these best practices, entrepreneurs looking to acquire can unlock the full potential of their new ventures. Stop treating marketing like an expense, and start seeing it as the investment it is.