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Regardless of how long you\u2019ve been in business, if you want your company to grow, you need to continually add <\/span>new customers<\/span> and improve your <\/span>customer retention<\/span>. The best way to do this is through a repeatable, sustainable process that will predictably generate new revenue over time \u2014 a <\/span>customer acquisition strategy<\/span>.<\/span><\/p>\n In simple terms, customer acquisition is the process of acquiring <\/span>new customers<\/span>. It involves moving them through the <\/span>customer journey<\/span> or customer acquisition cycle from the <\/span>brand awareness<\/span> and <\/span>lead generation<\/span> stages to the point where they become a <\/span>paying customer<\/span> for your business.\u00a0<\/span><\/p>\n A <\/span>customer acquisition strategy<\/span> is a well-defined plan to help prospects find your brand, guiding them through their buying process until they become customers.\u00a0<\/span><\/p>\n It details <\/span>acquisition tactics<\/span> such as:<\/span><\/p>\n The idea is to educate and engage your ideal <\/span>potential customers<\/span> so they become leads that eventually convert to <\/span>loyal customers<\/span> who buy your product or service.<\/span><\/p>\n It\u2019s important to develop a carefully considered <\/span>customer acquisition<\/span><\/a> marketing strategy<\/span>. Otherwise, you risk wasting time, money, and resources. Additionally, having a user acquisition strategy shows other stakeholders that you\u2019re going into business with a plan. It can help win the trust of investors and partners.\u00a0<\/span><\/p>\n Although no plan is perfect, you need to start somewhere and make adjustments based on performance. Having a customer acquisition plan gives you an advantage over competitors who don\u2019t, allowing your company to grow more consistently.<\/span><\/p>\n Wondering how to create a <\/span>customer acquisition strategy<\/span>? Here are the steps you\u2019ll want to take to plan and execute yours:<\/span><\/p>\n Involve all the appropriate members of your staff as you create your acquisition strategy. This should include those responsible for sales, marketing, product, customer service, and leadership.<\/span><\/p>\n These are the stakeholders who will work to attract and retain users. Involving them in the process helps keep your user acquisition strategies on point. By incorporating more viewpoints, you avoid overlooking important details to ensure you have a complete plan.<\/span><\/p>\n It\u2019s important to understand who your <\/span>target audience<\/span> is before spending time and effort on marketing. Although you want to get the word out about your company and offerings, you also need to be sure you know who you\u2019re talking to for maximum impact. Otherwise, your efforts will be wasted.<\/span><\/p>\n Some questions to answer include:<\/span><\/p>\n The more you know about your audience, the better\u2014and the more success you’ll have when <\/span>implementing<\/span> your strategy. That\u2019s because you\u2019ll be able to create content, such as blog posts, that are better targeted toward them.<\/span><\/p>\n Of course, this step will be significantly easier if you already have <\/span>existing customers<\/span>, as it takes the guesswork out of the equation. You can speak to or survey your <\/span>customer base<\/span> to learn more about them and their preferences. Whatever you do, do not proceed to the next step until you have completed this critical one. This step could be the difference between success and failure, and it’s the only way to ensure that your marketing and ad spending are worth it.<\/span><\/p>\n Before selecting which tactics to include in your acquisition strategy, you need to define what you want to accomplish. Without customer acquisition goals, you won\u2019t know which approaches to use. It\u2019s like heading off on a road trip without a map or destination.<\/span><\/p>\n Your goals should include information such as how many <\/span>new customers<\/span> you want to gain over what time period and how you define <\/span>customer loyalty<\/span>. Start by setting yearly goals, then break them down into quarterly and monthly targets.\u00a0<\/span><\/p>\n It’s a good idea to set up your revenue goals first. Based on these goals, you\u2019ll know exactly how many customers you need to acquire within a given time frame. If you have a defined <\/span>sales process<\/span><\/a> with <\/span>metrics<\/span> relating to how customers move through your <\/span>sales funnel<\/span>, goal-setting will be that much easier. Leverage this information to define goals for each stage in the <\/span>customer acquisition process<\/span>.<\/span><\/p>\n There are a variety of different <\/span>customer acquisition methods<\/span>. They include paid or free as well as <\/span>inbound<\/span> or outbound options.<\/span><\/p>\n With <\/span>inbound<\/span> marketing, you attract your audience by helping them find you. A good <\/span>inbound<\/span> acquisition strategy example is <\/span>SEO<\/span>-optimised <\/span>landing pages<\/span>. These pages are solely created to drive <\/span>lead generation<\/span> by convincing visitors to provide you with their contact information. The <\/span>landing pages<\/span> are optimised for <\/span>SEO<\/span> to ensure that they rank higher in the search engines, which can increase traffic.<\/span><\/p>\n Outbound marketing involves going where your customer is, such as cold-calling off a purchased list or having a booth at a trade show. <\/span>Social media<\/span> and search engine ads, like <\/span>Facebook ads<\/span> or <\/span>Google ads,<\/span> are other popular outbound marketing methods for attracting <\/span>first-time<\/span> audiences.\u00a0<\/span><\/p>\n The best methods for your business will be based on your <\/span>ideal customer<\/span>, resources, and the other approaches you employ in your overall strategy.<\/span><\/p>\n Content marketing<\/span><\/a> is an excellent place to start. It drives <\/span>organic search<\/span> traffic to your website, captures leads, nurtures them until they\u2019re ready, and helps them make a buying decision. It\u2019s an effective method for all types of businesses and lies at the core of many <\/span>customer acquisition strategies<\/span>. This is particularly true because today\u2019s buyers are 50-70% through their decision-making process before they engage with a salesperson.<\/span><\/p>\n If you already have a few customers, you can also launch a <\/span>referral program<\/span> to give a boost to your customer acquisition plan. Referrals help you leverage the <\/span>influence<\/span> of your <\/span>existing customers<\/span> to get new ones. For each successful referral, you can reward your customers with freebies. These <\/span>incentives<\/span> help to keep check customer <\/span>churn<\/span> in check.<\/span><\/p>\n Start by creating a library of unique, valuable, and educational content that helps your <\/span>ideal customers<\/span> answer their questions and solve their challenges throughout the buying process. You\u2019ll need to decide which content options best suit each <\/span>stage of your funnel<\/span><\/a>.<\/span><\/p>\n Some options include blog posts, e-books, case studies, white papers, videos, and <\/span>webinars<\/span>. The content format choices will depend upon what your customers prefer. For instance, if your customers are younger buyers, you can choose to leverage short-form videos. Meanwhile, if your audience consists of executives, they may choose to read e-books or case studies.<\/span><\/p>\n Next, you need to provide interested parties with the opportunity to convert into leads and enter your <\/span>sales funnel<\/span>. This happens through appropriate <\/span>calls to action<\/span> (CTAs) on various pages of your website, depending on where the prospect is in their buying process.\u00a0<\/span><\/p>\n You\u2019ll want to create conversion points for each stage of your funnel to boost your overall <\/span>conversion rates<\/span> and gather more leads. <\/span>Landing pages<\/span> are great points for your <\/span>customer acquisition strategy<\/span> as their sole goal is to drive <\/span>lead generation<\/span>.\u00a0<\/span><\/p>\n Also called \u201cdemand generation,\u201d you want to help your <\/span>potential customers<\/span> to find your site so you can convert them into leads and add them to your <\/span>sales funnel<\/span>. Potential tactics to leverage here include <\/span>search engine optimization<\/span> (<\/span>SEO<\/span>), <\/span>social media marketing<\/span>, <\/span>email marketing<\/span><\/a>, trade shows, direct mail, <\/span>pay-per-click<\/span> (<\/span>PPC<\/span><\/a>), and search advertising. The best <\/span>digital marketing<\/span> options will vary based on what works best for your audience and your budget.<\/span><\/p>\n Using <\/span>marketing <\/span>automation<\/span><\/a> will simplify and streamline your <\/span>customer acquisition efforts<\/span>What is customer acquisition?<\/h2>\n
What is a customer acquisition strategy?<\/h2>\n
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Why do you need a customer acquisition strategy?<\/h2>\n
How to plan and execute your customer acquisition strategy<\/h2>\n
1. Create your team<\/span><\/h3>\n
2. Define your target audience<\/span><\/h3>\n
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3. Define your goals<\/span><\/h3>\n
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<\/p>\n4. Select your methods and channels<\/span><\/h3>\n
5. Create engaging content<\/span><\/h3>\n
6. Create conversion points<\/span><\/h3>\n
7. Drive qualified traffic to your site<\/span><\/h3>\n
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<\/a><\/p>\n8. Nurture your leads<\/span><\/h3>\n