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Customer acquisition involves attracting new clients or customers to the business to develop a sustainable strategy that can adapt to changing trends and circumstances.
Customer Acquisition Strategies
There are various methods for acquiring new customers, including inbound and outbound, paid and free, and more. The most effective method for your business will depend on your target audience, resources, and overall business strategy.
Below are some effective strategies for customer acquisition:
1. Content Marketing
All experts in the digital marketing field have repeated that content is king. It is one of the most effective methods for customer acquisition for all types of businesses. Creating fresh, relevant, and exciting content is a great way to get the attention of your target audience and funnel them towards your website.
In the age of false advertising and decreasing customer trust, content marketing is a way to show a deeper and more human side to an organization.
Blogging is a common yet highly effective form of content marketing. Regardless of your business size, age, or type, it can generate interest and attention. A blog allows you to explore topics and showcase your knowledge about your industry. It also helps build meaningful relationships with your audience, increasing trust.
Conversely, video is an emerging type of content marketing that requires a little more time and effort to produce. Still, it can be an even more effective customer acquisition method. Video marketing covers influencer marketing on YouTube and might include other platforms like Instagram and Facebook.
2. Social Media
Social media can be categorized into two types: paid and organic. It is beneficial for raising brand awareness, sharing blog content, and shaping a company’s identity.
Organic social media marketing relies on viral content, which can encourage followers and customers to support your ads.
Some companies view organic social media as a waste of time. Posting organically on social media is like speaking in a large room with 2.3 billion users — only those closest to you will hear you. Connecting with the right networks is crucial and boils down to defining your target audience.
For example, if your target audience is men, Pinterest users would not be valuable to your strategy. On the other hand, if you are targeting millennials, platforms like Facebook, Instagram, and Snapchat should be included.
3. Search Marketing
Like social media, search marketing consists of organic and paid components. Organic search marketing is also known as search engine optimization (SEO). Like social media, SEO is an effective marketing strategy that complements content marketing by optimizing content for easy access by the target audience.
Search engine optimization aims to create high-quality content that appears at the top or near the top of search engine results pages. People who search for something on Google typically click on the top results. SEO helps your content achieve that top ranking in searches.
Although relatively new as a marketing strategy, there are several proven SEO methods. You should create content that search engines can easily read, understand, and index. Improving the indexability of your content involves the following:
- Including your main keyword in the title
- Adding alt text to all your images
- Providing transcripts for audio and video content
- Internal linking within your site
SEO is a popular method for customer acquisition because it’s straightforward and cost-effective.
4. Email Marketing
Marketers create an email list using the information they gather from customer acquisition. They leverage that list to connect with their customers in hopes of converting them.
To some, email marketing is seen as an outdated method for customer acquisition. Still, it is a highly effective way to keep brands and businesses at the top of their customers’ minds. It’s also a great way to relay product information, promote content quality, and announce discounts and events. Email is also a great way to connect with your target audience, whether by sending them a birthday e-card or other promotional email.
Monitoring the behavior of your email list is more important than the content you send. For instance, when you acquire new subscribers, it’s safe to assume they are interested in learning more about your company. Link clicks in your email will help you understand what your audiences are most interested in.
Email marketing is one way to monitor consumer behavior without asking too many questions. Unlike social media, content marketing, and search, it’s also a direct channel to your customer’s inbox.
5. Mobile Marketing
Mobile marketing is now a necessity rather than an option. Almost 50% of retail traffic comes from mobile devices, and it’s expected to exceed desktop traffic in the coming years. Thus, businesses must incorporate mobile into their customer acquisition strategies.
The first step in this strategy is ensuring your website is mobile-friendly. This means it should be able to adjust its display based on the device used to view it. Many customers have reported that sites that aren’t mobile-optimized discourage them from exploring further.
After optimizing for mobile, marketers and businesses should focus on providing a positive user experience that aligns with customers’ buying behavior. Customer acquisition is vital for businesses of all sizes, as it helps the company generate revenue to cover costs, pay salaries, and reinvest for growth. It also demonstrates to investors that the business is making progress.
The ability to consistently attract and acquire new customers is essential for maintaining a healthy, growing business and keeping investors satisfied.
AUTHOR BIO: Eliza Brooks is a passionate blogger and informative content writer who loves to write about social media marketing, SEO tips, and web designs. She is currently working with Adfluencer, Germany’s leading agency for influencer marketing.