New customers are an important part of any business. But with rapid digitalization, attracting them is becoming more complex and expensive. Companies now should dig into unique customer acquisition strategies to attract customers easily.
Customer acquisition has never been an easy task. But brands can do it easily by adopting the right strategies.
Well-defined and updated customer acquisition strategies will help brands grow their business and revenue.
What is Customer Acquisition?
According to Gartner, customer acquisition involves identifying potential sales opportunities using different channels. It also includes marketing strategies that help businesses to finally make sales through engagements across the buyer’s purchase journey.
Gartner also emphasizes that customer acquisition and growth are important marketing elements. Put, acquiring customers helps businesses to increase revenue and market position.
There could be several challenges to achieving customer acquisition.
1. Slow website traffic
Lack of website traffic is one of the reasons for low demand generation. Pulling leads to the top of the marketing funnel is important to convert them into customers. A low number in website traffic could be possible due to these reasons:
- Absence of unique solution
- Absence of unique marketing efforts?
- Absence of adequate social media outreach
Understanding and filing these gaps could help brands see a rise in website traffic, increasing leads.
2. Low-quality Lead production
A lack of alignment between marketing and sales can affect customer acquisition. Quality lead production gets a boost if the two functions work together. Marketers can analyze customer data and design marketing efforts based on these insights.
3. Good prospects go away too frequently
When brands invest in tools and strategies not aligned with marketing goals, customers are lost. Or when brands invest in nurturing low-quality leads with marketing efforts that don’t align with them. These factors lead to low growth of customers, thus impacting the customer acquisition process.
Strategies to Improve Customer Acquisition
There are effective strategies that could improve customer growth for brands and drive revenue on the other hand.
5 Effective Customer Acquisition Strategies
A steady stream of new customers is imperative to scale and sustain digital businesses in the current business landscape. It will require spot-on marketing efforts to appeal to the right set of potential customers.
Here are some ways to do that:
1. Well-structured customer research
The data and insights collected through the research will help brands to understand the customers’ buying patterns, interests, and pain points. These aspects will make it easier to collate quality leads.
Combining qualitative and quantitative data through research will help to develop compelling marketing efforts. Brands can conduct such research by creating feedback and survey options on their digital communications. This is especially so during announcements, launches, free offers, or coupons. They can also create online forms and send emails to connect with brands and their latest offerings to gain customer data.
2. Search engine optimization (SEO)
Organic SEO best practices, such as content indexing, keyword usage, and ranking, help brands keep their content searchable on Google. Marketers can use customer demand data to produce relevant content in different forms that attract and engage customers.
Marketers can increase the index suitability of the company’s content by:
- Placing main keywords in titles
- Prioritize visitors on search engines with main keywords
- Inter-linking within the company website
- Add alt-text to images used
Organic SEO is key for acquiring customers. Sharing original, unique, and relevant content types is a highly effective way to attract customer attention.
3. Content Marketing
Good content marketing planning and effort can improve a brand’s customer acquisition process. It is one of the effective ways to acquire, engage, and retain customers.
Brands should include content marketing at every stage of the customer acquisition funnel—awareness, consideration, conversion, and retention. For this, brands can:
- Optimize every content format with proper SEO to attract new prospects
- Create landing pages containing main branding features, like product and service information, for better understanding.
- Create e-books and ‘buyers’ guide’ to help in conversion
- Host free webinars and events to help customers get in touch with the brands’ products and services.
- Diversify content over different distribution channels
4. Email Marketing
Through email marketing, brands can target, segment, and create personalized campaigns that reach the right prospects.
Email marketing is useful at various stages of the customer acquisition funnel. It will develop relationships with new customers and keep them engaged about the latest offerings every time.
From Salesforce’s State of the Connected Customer Report,
To make emails more attractive for new customers:
- Personalize emails with dynamic content
- Automate emails based on customer behavior
- Add CTA in every email for more and more engagements
5. Mobile Marketing
Brands can use mobile marketing to reach customers on their smartphones or preferred devices. They can use social media, push notifications, and mobile apps in real time.
Here are some tips for cohesive customer acquisition strategies that will sustain:
- constantly identify customer needs in every phase of their buying journey
- Use multiple digital channels to connect with customers
- Track the lifetime value of customers
- Be flexible with changing customer demand and market position
Also Read: Enhancing Customer Engagement and Sales Implementing Multichannel Marketing
Conclusion
There is no doubt that customer acquisition is tougher than customer retention. However, getting new customers is necessary to boost growth and revenue scale.
Brands and companies can make their acquisition journey easier and simpler by strategizing each step carefully and practically. Using the right set of technologies, platforms, and acquisition tools, brands can easily acquire the right kind of customers.
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