Get The Most From Your Customer Acquisition Marketing

Without a deliberate plan, it’s easy to fall into the trap of doing more of what seems to work without investigating whether or not it is. On the contrary, you might underinvest in a channel that has the potential to bring in far more clients than it does at the moment.

Gaining new consumers is most effective when you have a plan in place outlining your approach to demand generation, your budget for these initiatives, and your plan for turning site visitors into paying customers. (Live chat and chatbots can aid in the final, decisive stage.)

What is Customer Acquisition?

Gaining new clients, or “customers,” is what the industry calls “customer acquisition.” Everyone in the company, from corporations to government agencies to solopreneurs, needs a plan for bringing in new customers. Referrals, loyalty programs, and other similar initiatives are just a few of the many effective client acquisition techniques available to businesses today.

The word “client acquisition” has diverse connotations for various enterprises. To a large extent, however, it is connected to three development factors. Achieve, Sustain, and Expand.

Achieve: In the process of gaining new clients for your company. This is the initial stage of attracting new customers. You advertise your wares via various methods until you attract a buyer.

Sustain: The success of your company depends on how many of these consumers you can keep. As long as the buyer perceives a benefit, you will be successful. The average rate of customer churn is between 5% and 7%, however, this number varies widely among sectors. Maintaining consumer loyalty will require introducing new features. Consider Facebook as an illustration. Facebook provides its users with novel methods of interaction. The business strategy as a whole is designed to keep users coming back for more, and a greater portion of it has to do with user-generated content.

Expand: How many of your patrons contribute to the expansion of your company? In other words, how many of your current clients are open to being up-sold or cross-sold? Some of these people may end up referring you or your business to others, while others may not.

There are several subcategories within the larger category of customer acquisition strategies, such as paid versus unpaid, inbound versus outbound, etc.

To that end, let’s take a look at some of the most typical strategies for expanding one’s clientele. At Mandit Solutions, we use all of these techniques, some on a very modest scale and some on an enormous one.

  1. Organic Search

When people talk about “organic search,” they’re referring to the results seen on SERPs (Search Engine Results Pages) from various search engines like Google and Bing. By extension, whatever tactics you do to get a high position in these rankings are considered organic search marketing.

Investing in search engine optimization is crucial if you want to use organic search as a means of acquiring new customers (SEO). Optimizing your content for search engines and social media platforms helps your content marketing initiatives succeed.

If you’re like most people who use Google, you probably only ever go with the top results. One goal of search engine optimization is to increase the likelihood that users will click on your results in a search.

To your relief, it’s not rocket science to figure out how to include organic search into your strategy for expanding your consumer base. Find the ideal keywords for your business and utilize them to generate effective content that attracts prospective new consumers with the help of tools like SEMRush, Open Site Explorer, and Ahrefs.

  1. Paid Search

Pay-per-click (PPC) advertising is a form of paid search marketing that takes place within search engines. Display adverts can also be placed on partner websites and publications through various pay-per-click systems like Google Ads.

You may build a search result and pay for it to appear alongside organic results, improving your chances of being found by searchers in theory but not in practice.

Use the Google Keyword Planner and Microsoft Advertising to optimize your content and adverts for search engines.

  1. Using organic social media

There are two primary approaches to marketing on social media: organic and paid. Promoting your brand, establishing your company’s voice, and disseminating material you’ve published elsewhere are all best accomplished through organic social media efforts (like from your blog or videos). If you’ve already begun utilizing other acquisition strategies, think of this as adding fuel to the fire.

The “virality” element, wherein your customers and followers become advocates for your brand, is also used in organic social media.

  1. Paid Social Media

For some businesses, spending money on social media to reach a specific target is the best strategy. You may bypass the time and effort required to grow an organic following by simply shelling out money for social media ads and promotion. (But please don’t misunderstand me, that’s crucial too!)

Use this free calendar guide and template to organize and manage your social media content.

Facebook Lead Ads lets you promote on social media while also collecting client data like email addresses and names, unlike sponsored posts on Facebook, Twitter, or Instagram. There is a difference between a follower and a lead, and if your company is wanting to grow its list, this might be the best way to do it.

  1. Email

How do businesses make use of the reams of data collected from various sources to better target potential buyers? They start an email list and use it to communicate with and ultimately sell to their target audience.

Although email marketing has been around for a while, it’s still one of the best ways to keep in touch with clients and promote useful information like blog posts, new products, sales, and events. Sending an email to your audience to wish them a happy birthday or providing an informative promotional email are two examples of how email can be used to simply connect with your audience.

In contrast to other forms of marketing such as social media, search engine optimization, and content marketing, email marketing allows you to reach your customers directly in their inboxes. Personalized email marketing is the most effective client acquisition strategy next to direct sales.

Learn the ins and outs of running and evaluating effective email marketing campaigns by downloading our free email marketing primer.

  1. Getting Referrals

Your current customers may be the best source of information about how to attract new ones. One of the most effective strategies to grow your clientele is through word-of-mouth. You can’t make your present customers give you referrals, but there are techniques to increase the likelihood that they will.

Developing a customer referral program is a tried and true method of expanding your clientele. In most cases, the greatest method to get a client to spread the word about your business is to provide them some kind of incentive, whether it is credit, tangible presents, or monetary prizes (and compensate them in return). To get a consumer to refer you, you should provide them with something of equal or more value in exchange.

B2C businesses are more likely to find success with a formal, incentive-based program, whereas B2B organizations may have more success with direct referrals from consumers.

Provide value first and ask questions afterward regardless of the referral approach you choose. Provide exceptional service that leaves your clients raving and eager to spread the word about your company.

  1. Events

Conferences, webcasts, and trade exhibitions are all great opportunities to meet potential new clients face-to-face.

Since most events today are held digitally, acquiring new customers is sometimes as simple as collecting email addresses from registered participants (whether they pay or not). This isn’t always a natural or straightforward thing to ask for when meeting with potential customers in person.

On top of that, virtual events are a great method to network with potential customers and business partners without leaving the house. Try hiring a booth at a larger event or hosting a small webinar or virtual summit if this is a new client acquisition avenue for you.

  1. Traditional Advertising

Traditional advertising platforms, such as television, radio, and print media, are ideal for both small and large firms with the money to conduct multi-city campaigns. When done right, traditional advertising may be an effective means of acquiring new customers, but only if you take into account the specific demographics of the readers of each publication.

The publisher’s media buying guide is a good place to find out demographic information about the publication’s readers. There, they’ll lay down the standard measurements and any other specifications necessary to print or broadcast your ad.

Now that we’ve covered several potential client acquisition channels, let’s talk about some channel-specific techniques.

Lastly:

Acquiring new customers involves many steps, all of which are part of customer acquisition marketing. In one fell swoop, you can generate leads, nurture them, and keep them.

So, it’s important to create marketing plans for acquiring new customers to get the best outcomes.

Where do we go from here?

Here is all you need to know about bringing in new customers. To accelerate your development, employ this tool. One of the greatest ways to put these tactics to use is to try as many as possible. Try out a few and choose the one that brings the most success to your business.

Let us help you turn your visitors into customers!

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