{"id":39610,"date":"2021-12-03T06:01:13","date_gmt":"2021-12-03T06:01:13","guid":{"rendered":"https:\/\/act.com\/?page_id=39610"},"modified":"2023-01-04T12:26:17","modified_gmt":"2023-01-04T19:26:17","slug":"customer-acquisition","status":"publish","type":"page","link":"https:\/\/products.act.com\/en-gb\/customer-acquisition\/","title":{"rendered":"Customer acquisition"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"39610\" class=\"elementor elementor-39610\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-324a07b3 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"324a07b3\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-68641123\" data-id=\"68641123\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-337b7670 elementor-widget elementor-widget-heading\" data-id=\"337b7670\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\">What is customer acquisition?<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-151ca335 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"151ca335\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6f534b6e\" data-id=\"6f534b6e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2c8dba9b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2c8dba9b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-49fcedc3\" data-id=\"49fcedc3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-454e14cf elementor-widget elementor-widget-text-editor\" data-id=\"454e14cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p dir=\"ltr\">Customer acquisition is the process of bringing new customers or clients to your business. It encompasses the entire<a href=\"https:\/\/www.act.com\/en-gb\/customer-journey-mapping-process\/\" target=\"_blank\" rel=\"noopener\">\u00a0buyer\u2019s journey<\/a> from when they become a lead to when they convert to a paying customer.\u00a0<\/p><p dir=\"ltr\">A smart<a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\">\u00a0customer acquisition strategy<\/a> includes:<\/p><ul><li dir=\"ltr\" role=\"presentation\">How to attract leads<\/li><li dir=\"ltr\" role=\"presentation\">A plan for nurturing those leads until they become buyers<\/li><li dir=\"ltr\" role=\"presentation\">A process for converting them into customers<\/li><li dir=\"ltr\" role=\"presentation\">A strategy for retaining those customers<\/li><\/ul><p dir=\"ltr\">Depending on the products or services you offer, the customer acquisition process can be short or long from beginning to end. No matter how long the process takes, though, the steps for attracting, nurturing, and retaining customers are still the same.<\/p><p dir=\"ltr\">This customer acquisition definition just touches on the process of finding and nurturing potential clients and customers. However, there\u2019s a bit more to the process if you want to grow and optimize your business.\u00a0<\/p><h2 dir=\"ltr\">Why is customer acquisition important to your business?<\/h2><p dir=\"ltr\">The customer acquisition process is always relevant and serves as the backbone of any business. It increases brand awareness, sales, and referrals and helps you retain the customer base you have. For many businesses, though, acquiring new leads feels more like a game of chance. Without the right customer or client acquisition strategies, sales can be unpredictable.<\/p><p dir=\"ltr\">The most successful companies develop strategies to attract and convert customers on autopilot, often using marketing automation. When done right, you can nurture your customers and create loyal customers or fans for life \u2014 the kind who will recommend your products and services to their friends and family.\u00a0<\/p><h2 dir=\"ltr\">How to measure customer acquisition<\/h2><p dir=\"ltr\">It\u2019s important to measure and track your customer acquisition efforts to determine your lead generation effectiveness and costs. The best metrics to use will vary depending on the size of your company and industry.<\/p><p dir=\"ltr\">Traditionally, companies engaged in shotgun-style advertising \u2014 or the &#8220;spray and pray&#8221; approach \u2014 to increase brand awareness in a large group of people instead of targeting specific demographics and attracting ideal customers. Essentially, they \u201csprayed\u201d their messaging like shotgun pellets and then prayed that it would work. This marketing strategy works better for very large companies.<\/p><p dir=\"ltr\">Many businesses take a more targeted approach in their marketing efforts, and below are the metrics they&#8217;ll most commonly use to assess the effectiveness of their marketing campaigns.\u00a0<\/p><h3 dir=\"ltr\">Conversion rate<\/h3><p dir=\"ltr\">This metric measures the percentage of people who complete a process after starting it, often conducting a trial, filling out a form, or making a purchase. To leverage this measurement, you need a clearly defined \u201cstart\u201d and \u201cfinish.\u201d A change in these defined parameters will yield different results.\u00a0<\/p><h3 dir=\"ltr\">Customer acquisition cost<\/h3><p dir=\"ltr\">Many companies use highly targeted campaigns and track a lead\u2019s progress through the customer journey, creating a great opportunity to use the<a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\">\u00a0customer acquisition cost<\/a> (CAC) metric to analyze data. This metric can be used to calculate the cost per customer over a specific timeframe as well as for evaluating the cost of each specific customer acquisition method, like content marketing, SEO marketing, social media marketing, and email marketing. It sheds light on the success \u2014 and the return on investment \u2014 of your acquisition efforts.\u00a0<\/p><p dir=\"ltr\">One common method of calculating the customer acquisition cost involves dividing marketing costs by the number of customers acquired.<\/p><h3 dir=\"ltr\">Rate of new customer acquisition<\/h3><p dir=\"ltr\">This measurement allows you to compare customer acquisition rates for various periods so you can determine if your results are improving over time. Divide the number of customers acquired during a specific period by the length of that period.<\/p><h3 dir=\"ltr\">Rate of visits to specific product pages<\/h3><p dir=\"ltr\">This metric is a way to measure interactions with potential customers early in the purchasing process, It allows you to determine the effectiveness of customer acquisition channels and resources like landing pages, or blog posts and identify potential areas of improvement.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3218f23d elementor-widget elementor-widget-image\" data-id=\"3218f23d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.act.com\/en-gb\/guides\/beginners-guide-to-customer-acquisition\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5.png\" class=\"attachment-large size-large wp-image-26819\" alt=\"a beginner&#039;s guide to customer acquisition and a button that reads download now\" srcset=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5.png 1024w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5-300x71.png 300w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5-768x181.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6870720 elementor-widget elementor-widget-text-editor\" data-id=\"6870720\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">How to improve customer acquisition\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">Once you decide on a customer acquisition strategy, it\u2019s important to remember that it\u2019s dynamic and should constantly evolve as you refine your strategies. Luckily, you can do a few things to improve your customer acquisition process as your tactics evolve.<\/span><\/p><ul><li><b>Build customer engagement. <\/b><span style=\"font-weight: 400;\">Since most first-time website visitors won\u2019t buy your product immediately, you need to find ways to engage with them and build trust.<\/span><a href=\"https:\/\/www.act.com\/en-gb\/how-to-use-social-media-for-your-small-business\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">Social media<\/span><\/a><span style=\"font-weight: 400;\"> is a great way to connect and engage with your target audience and potential customers through paid advertising (like Facebook ads and LinkedIn ads, etc.) and organic social posts on the social channels your audience is likely to view.<\/span><\/li><li><b>Minimize spending.<\/b><span style=\"font-weight: 400;\"> Usually, you can find creative ways to reduce spending without affecting marketing results, such as automating parts of the process and repurposing content, like videos and blogs.<\/span><\/li><li><b>Educate your prospects.<\/b><span style=\"font-weight: 400;\"> The best way to win more customers and improve customer loyalty is to address their pain points and educate them. You can do this by sharing free, helpful information that solves their problems. This will also improve your website\u2019s search engine optimization (SEO) and increase organic search traffic to your website.<\/span><\/li><li><strong>Develop partnerships:<\/strong> You can reap the rewards of collaborating with a complementary brand to promote your business and theirs. Co-marketing can include sharing white papers, infographics, webinars, podcasts, and more. It&#8217;s a win-win for both parties.<\/li><\/ul><h2>Customer acquisition and retention<\/h2><p>Studies show that it costs\u00a0<a href=\"https:\/\/www.superoffice.com\/blog\/customer-retention-tips-with-crm-software\/\" target=\"_blank\" rel=\"noopener\">6 or 7 times more<\/a> to acquire new customers than it does to retain them. So it stands to reason that it\u2019s critical to the overall success of your company\u2019s growth efforts that you develop an effective retention program as well. Without this, your business&#8217;s survival might be threatened. Plus, you\u2019d miss out on the potential for increased profits that result from increasing customer retention by as little as 5%.<\/p><p>Customer acquisition efforts are important to the long-term success of your business. Remember to routinely measure your results and track related costs to ensure continuous improvement. Update your strategy on a regular basis and be sure to include a\u00a0<a href=\"https:\/\/www.act.com\/gb\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener\">retention strategy<\/a>\u00a0to maximise your company\u2019s growth.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e709778 elementor-widget elementor-widget-heading\" data-id=\"e709778\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Learn more about Customer Acquisition:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c583bc9 elementor-widget elementor-widget-text-editor\" data-id=\"c583bc9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\">How to calculate your customer acquisition cost<\/a><\/li><li><a href=\"https:\/\/www.act.com\/gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\">A guide to your customer acquisition strategy<\/a><\/li><li><a href=\"https:\/\/www.act.com\/gb\/customer-acquisition-funnel-template\/\" target=\"_blank\" rel=\"noopener\">How to create a customer acquisition funnel template<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/cost-per-customer-acquisition-calculator\/\" target=\"_blank\" rel=\"noopener\">Why all businesses should calculate customer acquisition costs<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/customer-lifetime-value-calculation\/\" target=\"_blank\" rel=\"noopener\">Customer lifetime value calculation: a key business growth metric<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/ltv-cac-ratio\/\" target=\"_blank\" rel=\"noopener\">What is the LTV:CAC ratio and how can you calculate it?<\/a><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ad72f9a elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7ad72f9a\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3e7691ae\" data-id=\"3e7691ae\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2bbe9574 elementor-widget elementor-widget-heading\" data-id=\"2bbe9574\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Big results. Small investment.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24794db1 elementor-widget elementor-widget-text-editor\" data-id=\"24794db1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"lead\">Ready to take the first step?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-483e1d5a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"483e1d5a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.act.com\/en-gb\/trial\/act\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span 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elementor-element-471c4b83 elementor-widget elementor-widget-heading\" data-id=\"471c4b83\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FREE EBOOK<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-7acff611\" data-id=\"7acff611\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e858473 elementor-widget elementor-widget-heading\" data-id=\"3e858473\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\nDon't forget your customer acquisition guide!<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-aba90b9\" data-id=\"aba90b9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-490ac5bf elementor-align-center elementor-widget elementor-widget-button\" data-id=\"490ac5bf\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/en-gb\/guides\/beginners-guide-to-customer-acquisition\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Download now<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7dbd5c3 topSection elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7dbd5c3\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0afa6fb\" data-id=\"0afa6fb\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-581e305 elementor-widget elementor-widget-heading\" data-id=\"581e305\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">What is customer acquisition?<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c956f4d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c956f4d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cde077f\" data-id=\"cde077f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-27fed04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"27fed04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6e8c050 Fixed_SideBar\" data-id=\"6e8c050\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1a4b0ca elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"1a4b0ca\" data-element_type=\"widget\" data-settings=\"{&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;],&quot;sticky_offset&quot;:150,&quot;sticky_effects_offset&quot;:0}\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/products.act.com\/wp-content\/plugins\/elementor\/assets\/css\/widget-icon-list.min.css\">\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#Step_01\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">1. Why is customer acquisition important to your business?<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#Step_02\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">2. How to measure customer acquisition<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#Step_03\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">3. How to improve customer acquisition<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#Step_04\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">4. Customer acquisition and retention<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"http:\/\/en-gb\/learning-centre\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong style=\"color: #0ab4dc;\">More questions?<\/strong><br>     Visit our Learning Center<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><center><hr><br><span style=\"color: #0ab4dc; font-weight: 700; font-size: 16px\">Start Creating More Meaningful Relationships With Act!<\/span><br><span style=\"font-size: 12px;\">Start your 14 day free trial today. No download or credit card required.<\/span><br><br><a href=\"https:\/\/www.act.com\/en-gb\/trial\/act\/\" class=\"listBtn\" style=\"width: max-content;\" id=\"free-trial-sidebar-button\" target=\"_blank\">Start Free Trial<\/a><br><br><\/center><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-6fc7ca3\" data-id=\"6fc7ca3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a9aa867 elementor-widget elementor-widget-text-editor\" data-id=\"a9aa867\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p dir=\"ltr\">Customer acquisition is the process of bringing new customers or clients to your business. It encompasses the entire<a href=\"https:\/\/www.act.com\/en-gb\/customer-journey-map-example\/\" target=\"_blank\" rel=\"noopener\">\u00a0buyer\u2019s journey<\/a> from when they become a lead to when they convert to a paying customer.<\/p><p dir=\"ltr\">A smart<a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\">\u00a0customer acquisition strategy<\/a> includes:<\/p><ul><li dir=\"ltr\" role=\"presentation\">How to attract leads<\/li><li dir=\"ltr\" role=\"presentation\">A plan for nurturing those leads until they become buyers<\/li><li dir=\"ltr\" role=\"presentation\">A process for converting them into customers<\/li><li dir=\"ltr\" role=\"presentation\">A strategy for retaining those customers<\/li><\/ul><p dir=\"ltr\">Depending on the products or services you offer, the customer acquisition process can be short or long from beginning to end. No matter how long the process takes, though, the steps for attracting, nurturing, and retaining customers are still the same.<\/p><p dir=\"ltr\">This customer acquisition definition just touches on the process of finding and nurturing potential clients and customers. However, there\u2019s a bit more to the process if you want to grow and optimise your business.<\/p><h2 id=\"Step_01\" dir=\"ltr\">Why is customer acquisition important to your business?<\/h2><p dir=\"ltr\">The customer acquisition process is always relevant and serves as the backbone of any business. It increases brand awareness, sales, and referrals and helps you retain the customer base you have. For many businesses, though, acquiring new leads feels more like a game of chance. Without the right customer or client acquisition strategies, sales can be unpredictable.<\/p><p dir=\"ltr\">The most successful companies develop strategies to attract and convert customers on autopilot, often using marketing automation. When done right, you can nurture your customers and create loyal customers or fans for life \u2014 the kind who will recommend your products and services to their friends and family.<\/p><h2 id=\"Step_02\" dir=\"ltr\">How to measure customer acquisition<\/h2><p dir=\"ltr\">It\u2019s important to measure and track your customer acquisition efforts to determine your lead generation effectiveness and costs. The best metrics to use will vary depending on the size of your company and industry.<\/p><p dir=\"ltr\">Traditionally, companies engaged in shotgun-style advertising \u2014 or the &#8220;spray and pray&#8221; approach \u2014 to increase brand awareness in a large group of people instead of targeting specific demographics and attracting ideal customers. Essentially, they \u201csprayed\u201d their messaging like shotgun pellets and then prayed that it would work. This marketing strategy works better for very large companies.<\/p><p dir=\"ltr\">Many businesses take a more targeted approach in their marketing efforts, and below are the metrics they&#8217;ll most commonly use to assess the effectiveness of their marketing campaigns.<\/p><h3 dir=\"ltr\">Conversion rate<\/h3><p dir=\"ltr\">This metric measures the percentage of people who complete a process after starting it, often conducting a trial, filling out a form, or making a purchase. To leverage this measurement, you need a clearly defined \u201cstart\u201d and \u201cfinish.\u201d A change in these defined parameters will yield different results.<\/p><h3 dir=\"ltr\">Customer acquisition cost<\/h3><p dir=\"ltr\">Many companies use highly targeted campaigns and track a lead\u2019s progress through the customer journey, creating a great opportunity to use the<a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\">\u00a0customer acquisition cost<\/a> (CAC) metric to analyze data. This metric can be used to calculate the cost per customer over a specific timeframe as well as for evaluating the cost of each specific customer acquisition method, like content marketing, SEO marketing, social media marketing, and email marketing. It sheds light on the success \u2014 and the return on investment \u2014 of your acquisition efforts.<\/p><p dir=\"ltr\">One common method of calculating the customer acquisition cost involves dividing marketing costs by the number of customers acquired.<\/p><h3 dir=\"ltr\">Rate of new customer acquisition<\/h3><p dir=\"ltr\">This measurement allows you to compare customer acquisition rates for various periods so you can determine if your results are improving over time. Divide the number of customers acquired during a specific period by the length of that period.<\/p><h3 dir=\"ltr\">Rate of visits to specific product pages<\/h3><p dir=\"ltr\">This metric is a way to measure interactions with potential customers early in the purchasing process, It allows you to determine the effectiveness of customer acquisition channels and resources like landing pages, or blog posts and identify potential areas of improvement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c2bd6a elementor-widget elementor-widget-image\" data-id=\"1c2bd6a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.act.com\/en-gb\/guides\/beginners-guide-to-customer-acquisition\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5.png\" class=\"attachment-large size-large wp-image-26819\" alt=\"a beginner&#039;s guide to customer acquisition and a button that reads download now\" srcset=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5.png 1024w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5-300x71.png 300w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5-768x181.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47b0c6c elementor-widget elementor-widget-text-editor\" data-id=\"47b0c6c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2 id=\"Step_03\"><span style=\"font-weight: 400;\">How to improve customer acquisition\u00a0<\/span><\/h2><p><span style=\"font-weight: 400;\">Once you decide on a customer acquisition strategy, it\u2019s important to remember that it\u2019s dynamic and should constantly evolve as you refine your strategies. Luckily, you can do a few things to improve your customer acquisition process as your tactics evolve.<\/span><\/p><ul><li><b>Build customer engagement. <\/b><span style=\"font-weight: 400;\">Since most first-time website visitors won\u2019t buy your product immediately, you need to find ways to engage with them and build trust.<\/span><a href=\"https:\/\/www.act.com\/en-gb\/how-to-use-social-media-for-your-small-business\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">Social media<\/span><\/a><span style=\"font-weight: 400;\"> is a great way to connect and engage with your target audience and potential customers through paid advertising (like Facebook ads and LinkedIn ads, etc.) and organic social posts on the social channels your audience is likely to view.<\/span><\/li><li><b>Minimise spending.<\/b><span style=\"font-weight: 400;\"> Usually, you can find creative ways to reduce spending without affecting marketing results, such as automating parts of the process and repurposing content, like videos and blogs.<\/span><\/li><li><b>Educate your prospects.<\/b><span style=\"font-weight: 400;\"> The best way to win more customers and improve customer loyalty is to address their pain points and educate them. You can do this by sharing free, helpful information that solves their problems. This will also improve your website\u2019s search engine optimization (SEO) and increase organic search traffic to your website.<\/span><\/li><li><strong>Develop partnerships:<\/strong> You can reap the rewards of collaborating with a complementary brand to promote your business and theirs. Co-marketing can include sharing white papers, infographics, webinars, podcasts, and more. It&#8217;s a win-win for both parties.<\/li><\/ul><h2 id=\"Step_04\">Customer acquisition and retention<\/h2><p>Studies show that it costs\u00a0<a href=\"https:\/\/www.superoffice.com\/blog\/customer-retention-tips-with-crm-software\/\" target=\"_blank\" rel=\"noopener\">6 or 7 times more<\/a> to acquire new customers than it does to retain them. So it stands to reason that it\u2019s critical to the overall success of your company\u2019s growth efforts that you develop an effective retention program as well. Without this, your business&#8217;s survival might be threatened. Plus, you\u2019d miss out on the potential for increased profits that result from increasing customer retention by as little as 5%.<\/p><p>Customer acquisition efforts are important to the long-term success of your business. Remember to routinely measure your results and track related costs to ensure continuous improvement. Update your strategy on a regular basis and be sure to include a\u00a0<a href=\"https:\/\/www.act.com\/en-gb\/customer-retention-strategies\/\" target=\"_blank\" rel=\"noopener\">retention strategy<\/a> to maximize your company\u2019s growth.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-943d330 elementor-widget elementor-widget-spacer\" data-id=\"943d330\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fdc6b3 elementor-widget elementor-widget-shortcode\" data-id=\"1fdc6b3\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\t\t<div data-elementor-type=\"section\" data-elementor-id=\"62983\" class=\"elementor elementor-62983\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-45418d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"45418d4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-8182646\" data-id=\"8182646\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2fac0049 elementor-widget elementor-widget-heading\" data-id=\"2fac0049\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Start Creating More Meaningful Relationships With Act!<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34339b3c elementor-widget elementor-widget-text-editor\" data-id=\"34339b3c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\tStart your 14 day free trial today. No download or credit card required.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-62a725b7 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"62a725b7\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.act.com\/en-gb\/trial\/act\/\" id=\"free-trial-speedbump-button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Start Free Trial<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2878880 elementor-widget elementor-widget-spacer\" data-id=\"2878880\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c88c6d elementor-widget elementor-widget-heading\" data-id=\"0c88c6d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Learn more about Customer Acquisition:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7682489 elementor-widget elementor-widget-text-editor\" data-id=\"7682489\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener\">How to calculate your customer acquisition cost<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener\">A guide to your customer acquisition strategy<\/a><\/li><li><a href=\"https:\/\/www.act.com\/customer-acquisition-funnel-template\/\" target=\"_blank\" rel=\"noopener\">How to create a customer acquisition funnel template<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/cost-per-customer-acquisition-calculator\/\" target=\"_blank\" rel=\"noopener\">Why all businesses should calculate customer acquisition costs<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/customer-lifetime-value-calculation\/\" target=\"_blank\" rel=\"noopener\">Customer lifetime value calculation: a key business growth metric<\/a><\/li><li><a href=\"https:\/\/www.act.com\/en-gb\/ltv-cac-ratio\/\" target=\"_blank\" rel=\"noopener\">What is the LTV:CAC ratio and how can you calculate it?<\/a><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-302e8e2\" data-id=\"302e8e2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4864ca5 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4864ca5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d3d6096\" data-id=\"d3d6096\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd9ade4 elementor-widget elementor-widget-text-editor\" data-id=\"bd9ade4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><sup>1<\/sup>\u00a0Customer survey conducted in 2017 among Act! customers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dfe29fd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dfe29fd\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a9b6b3f\" data-id=\"a9b6b3f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-90d457c elementor-widget elementor-widget-heading\" data-id=\"90d457c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Big results. Small investment.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e85507a elementor-widget elementor-widget-text-editor\" data-id=\"e85507a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Ready to take the first step?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4606b67 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"4606b67\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.act.com\/en-gb\/trial\/act\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Try it free<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What is customer acquisition? Customer acquisition is the process of bringing new customers or clients to your business. It encompasses the entire\u00a0buyer\u2019s journey from when they become a lead to when they convert to a paying customer.\u00a0 A smart\u00a0customer acquisition strategy includes: How to attract leads A plan for nurturing those leads until they become [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"folder":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Is Customer Acquisition? | Customer Acquisition Defined<\/title>\n<meta name=\"description\" content=\"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer acquisition\" \/>\n<meta property=\"og:description\" content=\"Learn what customer acquisition is, how to measure it, how to improve it, and how it varies from retention with this in-depth guide from Act!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/products.act.com\/en-gb\/customer-acquisition\/\" \/>\n<meta property=\"og:site_name\" content=\"Act!\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-04T19:26:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/2021\/08\/customer-acquisition-guide781f9be796e1633a9d88ff00001e67f5.png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/products.act.com\/en-gb\/customer-acquisition\/\",\"url\":\"https:\/\/products.act.com\/en-gb\/customer-acquisition\/\",\"name\":\"What Is Customer Acquisition? 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