It's no secret that customer acquisition is one of the most important aspects of any business. Without new customers, businesses cannot grow and thrive. In order to attract new customers, you need a customer acquisition strategy. This guide will teach you everything you need to know about customer acquisition in 2022. We'll discuss the different marketing channels that are available to you, and we'll talk about the types of content your brand should create in order to attract new customers. Let's get started!
What is customer acquisition?
Customer acquisition is the process of attracting new customers to your business.
Customer Acquisition Funnel
Customer Acquisition Funnel
The customer acquisition funnel is a diagram that shows the different stages that a customer goes through before they become a customer. I like to think about this as what does someone need to consume before they become a customer. When you start planning your customer acquisition funnel it's nice to think of it in simple terms like awareness, consideration, purchase, retention, advocacy, expand. However, since we introduced micro-moments to the marketer's vocabulary, the acquisition funnel is much more complex.
Are you ready to acquire new customers?
The first question you should be asking is, Is my business ready for customer growth? Introducing new customers to your business at the wrong time can be costly. The following are some more questions you can ask to help get your business ready for customer growth:
- What is our average customer lifetime value?
- What's our churn rate?
- Do we have the infrastructure in place to support more customer volume (support, operations, fulfillment)?
Once you determine that your business is ready for customer growth, it's time to start planning.
Acquisition channels
Acquisition Channels
There are many customer acquisition channels that you can use to attract new customers, and each one of them is its own rabbit hole. I'd suggest reading my post that discusses why you should prioritize scaling out one growth channel first. Then, you take those learnings to the next channel. Lean into your team's strengths as well as optimize for where your customers are at. Below is a list of acquisition channels.
Video
Video is a powerful customer acquisition tool because it can be used to create an emotional connection with potential customers. According to Wyzowl's State of Video Marketing 2017 report, 81% of businesses who have used video marketing said that it had a positive impact on their business.
In addition to creating videos, you can also use videos as part of your content marketing strategy. For example, you can create video ads, customer testimonials, or product demos.
Search Marketing
Search marketing is the process of using paid and organic search to drive traffic to your website. When someone searches for a product or service that you offer, you want your business to be one of the first results they see.
Paid search is when you use Google AdWords or other paid advertising platforms to place ads on websites. You can target your ads to people who are already interested in what you offer.
Organic search is when you optimize your website for Google's search engine results pages (SERP). You can improve your ranking by creating high-quality content, optimizing your website for keywords, and building backlinks.
Email marketing
Email marketing is the process of sending emails to your customers with the goal of converting them into customers. According to a study by McKinsey, email is almost 40 times more effective at acquiring new customers than social media.
There are many different types of email content that you can send to your customers, including:
- Welcome emails
- Email newsletters
- Product announcements
- Contest entries
- Coupons
- Event invitations
Blogging
Blogging is a great way to attract new customers because it helps you position yourself as an expert in your field. In addition, blogging can help you drive traffic to your website and increase customer loyalty.
According to HubSpot, businesses that blog receive 67% more leads per month than those that don't blog. And, companies with blogs have a 55% higher chance of acquiring a customer than those that don't have a blog.
Your blog posts should be well-written and informative. When potential customers read them, they should feel like they've learned something valuable. Make sure to include keywords in your blog posts so that they'll show up on search engine results pages.
Social media
Social media is a great way to connect with potential customers. In addition, social media can help you increase brand awareness and drive traffic to your website.
According to Social Media Examiner's 2017 Social Media Marketing Industry Report, 94% of marketers use social media to market their business. The most popular social networks for marketing are Instagram, TikTok, Facebook, and LinkedIn.
When you're using social media to market your business, make sure to post high-quality content that will engage your audience. You should also use paid advertising to reach larger audiences.
Content Offers
Content offers are a great way to attract new customers because they help you position yourself as an authority in your field. In addition, content offers can help you increase customer loyalty and drive traffic to your website.
There are many different types of content offers that you can create, including:
- Ebooks
- Whitepapers
- Case studies
- Webinars
- Tutorials
- Templates
Tell me the best way to start the customer acquisition process?
There's no one-size-fits-all answer to this question, as the customer acquisition process will vary depending on your business and its target market. However, I'd suggest starting by identifying your target audience and creating content that resonates with them. You can also use paid advertising to reach potential customers who are already interested in what you offer. Make sure you track your results and optimize your campaigns as needed.
Tell me the value of customer acquisition cost?
There's no easy answer to this question, as the value of customer acquisition will vary depending on your business and its target market. However, it's important to track your customer acquisition costs so you can determine whether or not they're worth the investment. Keep in mind that customer retention is much cheaper than customer acquisition, so it's important to focus on customer retention as well. Your relationship with customer acquisition will be defined by a customer's lifetime value. If the lifetime value of a customer is low it will be impossible to build a healthy growth engine.
Also, allow your marketing team or agency time to optimize acquisition costs. Too much pressure acquisition costs, in the beginning, can lead to short-term wins with little compounding effects.
Customer acquisition cost (CAC) is the total cost of acquiring a customer. It includes all of the costs associated with attracting, acquiring, and retaining customers. Businesses use customer acquisition costs as a measurement to understand how efficiently they are acquiring new customers. Measuring customer acquisition is important because it can help you optimize your marketing efforts and improve your return on investment (ROI).
Acquisition. Marketing. Strategy.
These three words are often heard together, but what do they actually mean? Acquisition refers to the process of gaining customers, marketing is the act of creating and delivering messages that promote your company or product, and strategy is a plan of action designed to achieve a specific goal.
How to Calculate Customer Acquisition Costs
What is the best customer acquisition strategy?
This is a question that many businesses struggle with. The best customer acquisition strategy will vary from business to business, and even from industry to industry. However, there are some general tips that can help you create an effective customer acquisition strategy for your brand.
Improve website and email engagement
One of the best ways to improve customer acquisition is to focus on website and email engagement. If you can get your customers to visit your website and sign up for your email list, you’ll be in a much better position to convert them into customers.
There are a number of things you can do to improve website engagement:
- Make sure your website is mobile-friendly
- Use high-quality images and videos
- Write engaging copy
- Offer free resources, such as eBooks or whitepapers
- Create customer testimonials and case studies
Email engagement is also important, especially when it comes to converting leads into customers. There are a number of ways you can improve email engagement:
- Send personalized emails
- Use engaging subject lines
- Write customer-focused content
- Make it easy to unsubscribe
Create optimized landing pages
Create Optimized Landing Pages
Another effective way to improve customer acquisition is to create optimized landing pages. A landing page is a page on your website that’s designed to convert leads into customers. It should be focused on one specific goal, such as getting the customer to sign up for your email list or download your eBook.
There are a number of things you can do to create an effective landing page:
- Use high-quality images and videos
- Write customer-focused copy
- Offer a free resource, such as an eBook or white-paper
- Use clear and concise call to action buttons
- Test different versions of your landing page
Focus on SEO
A strong SEO strategy is essential for any business that wants to improve customer acquisition. If you can get your website to rank high in the search engines, you’ll be able to reach a much larger audience.
There are a number of things you can do to improve your SEO strategy:
- Optimize your website for keywords
- Write high-quality content
- Increase the number of backlinks to your website
- Use social media to promote your content
- Participate in industry forums and blog comments
Run a referral program
A referral program is a great way to improve customer acquisition. When customers refer their friends or family members to your business, they’re more likely to become customers themselves.
There are a number of things you can do to run a successful referral program:
- Offer incentives for referrals, such as discounts or free products
- Make it easy for customers to refer their friends and family members
- Send automated thank you emails to referrals
- Run a contest or giveaway for referrals
- Thank customers for their referrals on social media
Do giveaways work?
Giveaways can be a great way to improve customer acquisition, but they’re not right for every business. You need to have a product or service that people want and you need to have a large enough audience to reach.
There are a number of things you can do to run a successful giveaway:
- Choose the right prize
- Make it easy for people to enter
- Promote your giveaway on social media
- Run a contest or giveaway on your website
- Thank customers for their participation
Define your target audience
Before you can start any type of customer acquisition strategy, you need to define your target audience. You need to know who your ideal customer is and what they’re looking for.
There are a number of ways you can go about defining your target audience:
- Use customer personas
- Conduct market research
- Survey your current customers
- Use social media analytics
Use the right acquisition channel
Not all customer acquisition channels are right for every business. You need to use the right channel that will reach your target audience.
There are a number of customer acquisition channels you can use, but not all customer acquisition channels will work for your business. You need to test different channels to find the ones that work best.
There are a number of things you can do to test customer acquisition channels:
- Try out different paid advertising platforms
- Experiment with organic search engine optimization techniques
- Test different email marketing strategies
- Try out new social media platforms
- Create new types of content
- Run a referral program
Leverage video content
Video content is one of the most effective ways to attract and engage new customers. Videos are engaging, can be informative or humorous, and allow customers to get a sense of who you are as a brand. When creating video content, make sure it is high quality and relevant to your target audience. You can also use videos to drive traffic to your website or social media pages.
Create high-quality content regularly
Quality content is key when it comes to customer acquisition. When you create valuable, informative, and engaging content, you attract new customers who are interested in what you have to offer. In order to keep your audience engaged, you need to produce high-quality content on a regular basis. This may require dedicating time and resources to creating original content, but it is well worth the effort.
Stages of the Customer Acquisition funnel
There are three main stages to the customer acquisition funnel: awareness, consideration, and purchase. In order to attract new customers, you need to target them at each stage of the funnel.
Awareness - At this stage, potential customers are just becoming aware of your product or service. You can reach them through various marketing channels, such as paid advertising, PR, and content marketing.
Consideration - At this stage, potential customers are interested in learning more about your product or service. You can reach them through content marketing, social media, and email marketing.
Purchase - At this stage, potential customers have decided to buy your product or service. You can reach them through paid advertising and email marketing.
Core elements of a customer acquisition strategy
There are three core elements of a customer acquisition strategy: targeting, content, and channels.
Targeting - You need to identify your target audience and create content that appeals to them.
Content - You need to create high-quality content that is relevant to your target audience.
Channels - You need to use the right marketing channels to reach your target audience.
Finding the right acquisition channels
When you're young and just starting out in marketing, it can be tough to know where to focus your efforts when it comes to customer acquisition. You might have heard that email marketing is dead, or that social media is the only way to reach customers these days. The truth is, there are a lot of different channels you can use to reach potential customers, and the best way to find out which ones work for you is to experiment.
That being said, there are a few channels that are particularly well-suited for young marketing teams. Inbound marketing, which focuses on creating content that attracts customers rather than buying ads or using other traditional marketing tactics, is a great place to start. Content marketing is another great option; by creating valuable content that's relevant to your target audience, you can attract readers and followers who are interested in what you have to offer.
Once you've found a few channels that seem promising, it's time to start creating content. This can be a challenge for new marketers; after all, you need to produce content that is both high quality and relevant to your target audience. But it's worth the effort because high-quality content is one of the best ways to attract customers and build relationships with them.
So what types of content should you create? That depends on your business and your target audience.
Integrating business strategy/goals
Before you start creating any content, it's important to have a clear understanding of your business strategy and goals. What are you trying to achieve with your marketing efforts? How can customer acquisition help you reach those goals? Once you have a good idea of what you're aiming for, you can start creating content that supports those goals.
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5 best customer acquisition techniques
No matter what business you are in, customer acquisition is always critical. You could have the best product or service in the world, but if you don't have customers, then you won't make any money.
Search engine optimization (SEO)
SEO is one of the most effective ways to bring in new customers. By optimizing your website and creating high-quality content, you can improve your ranking in search engine results pages (SERPs). This will help you attract more traffic to your website. You'll be able to capture the demand of the market when they have questions surrounding your domain.
Referral program
A referral program is a great way to incentivize your customers to refer their friends and family members to your business. You can offer them discounts, free products, or even cash bonuses for every customer they refer. This will help you increase word-of-mouth marketing and bring in more qualified leads.
Content marketing
Content marketing is one of the most effective ways to attract new customers. By creating high-quality content, you can position your brand as an authority in your industry. This will help you attract more traffic to your website and convert more leads into customers.
When it comes to customer acquisition, content marketing can be used at any stage of the buying funnel.
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What is the future of content marketing in 2022?
There is a lot of talk about what the future will look like in 10 years, and much less discussion about what it will take to get there. This article is going to focus on how you can prepare for 2022 with content marketing and social media, and make sure
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At the top of the funnel, content can be used to generate awareness and interest in your product or service. By creating valuable content that's relevant to your target audience, you can attract readers and followers who are interested in what you have to offer.
As customers move down the funnel, you can use content to engage them further and convert them into paying customers. By providing valuable information and answering their questions, you can build trust and credibility with potential customers. And by using persuasive content, you can convince them to buy what you're selling.
Finally, at the bottom of the funnel, you can use content to close the sale and increase customer loyalty. By providing customers with after-purchase support and helpful information, you can keep them coming back for more.
No matter what stage of the buying funnel you're targeting, content marketing can be a powerful tool for customer acquisition.
Paid advertising
Paid advertising is a great way to reach a large audience quickly. By targeting your ads to the right people, you can increase your ROI and bring in more customers. If you are just starting your growth engine I suggest dabbling in paid to test out any content titles, hooks, value props that will be used for your impactful or high lift marketing content. Then, as you create this content I would start learning to scale up the consumption of these pieces with paid ads.
When it comes to paid advertising, there are a few things you can do to optimize your campaigns for CPM. First, make sure you are targeting the right people. You want to target people who are likely to be interested in what you have to offer. You can do this by using demographic and behavioral targeting.
Second, make sure your ads are well-designed and eye-catching. You want people to be drawn to your ads and be motivated to click on them. Third, create high-quality content that's relevant to your target audience. This will help you attract more traffic to your website and convert more leads into customers. Finally, track your results and optimize your campaigns accordingly. By tweaking your campaigns based on the results, you can improve your ROI and bring in more customers.
Mobile marketing
Mobile marketing is one of the most effective ways to reach new customers. By creating mobile-friendly websites and using targeted ads, you can reach more people and convert more leads into customers. I'd also include ASO and mobile-specific advertising channels.
Tips for Creating a Successful Customer Acquisition Strategy
Below are a few tips that help me get the ball rolling quickly. Remember, growth is a mindset. Invest your time wisely and iterate fast. Speed and throughput are your friends as long as you aren't wearing blinders.
Create optimized ads
By creating optimized ads, you can reach more people and convert more leads into customers. Most platforms these days use dynamic creative optimization. I have a good in-depth guide to dynamic creative optimization to get you started on some of my best practices that should help lower your customer acquisition costs by increasing your click-through rates.
Invest in high-quality creative projects
High-quality creative projects can help you attract more customers and convert more leads into customers. By creating compelling visuals and videos, you can capture the attention of your target audience and convince them to become customers. A lot of marketing is optimizing how impactful the content is and how many people you can get it in front of. Simple :)
Optimize web content for organic search
By optimizing your web content for organic search, you can attract more customers to your website and increase your conversion rate. By including the right keywords in your titles and descriptions, you can improve your ranking in SERPs and reach more people. This is low-hanging fruit to a lot of companies.
Own Your SERP
Incorporate video whenever possible
In my opinion, video is the most impactful marketing medium. It can be expensive to produce but the payoffs can be incredible. Not only does it help with customer acquisition, but video has also been shown to increase conversion rates on landing pages and help reduce customer churn.
Include a variety of channels
By including a variety of channels in your customer acquisition strategy, you can reach more people and convert more leads into customers. By using a mix of paid advertising, content marketing, and social media, you can attract more traffic to your website and increase your conversion rate. A brand really starts to take off as it matures and has a voice across multiple channels.
Leverage paid ads
There isn't a faster way to get in front of new eyeballs than through paid advertising. Paid ads can help you target a customer that is looking for your product or service right when they are searching for it, but it can also bring awareness to your company throughout a whole city.
Prioritize social advertising and engagement
Remember earlier when we talked about how customers don't trust brands? My favorite way to build that trust back is through building a community. I suggest you use social to build your tribe. Show who you are serving and how passionate you are about helping. Then use social advertising to amplify that message.
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How to Launch a Community to Grow Your Business
Why You Should Build a Community For Your BrandBuilding a community is a powerful way for to grow the affinity for your brand, product or service. Building a healthy community will be a rocket ship to help scale your business. The community will act as an extension of your team.
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Partner with other brands
Partnering with other brands that have the same target audience as you is a great way to borrow each other's customer base. You might even be able to create an experience that brings in net new customers to both of your brands.
Focus on sustainability and flexibility
As your customer acquisition strategy matures, it's important to make sure that you are focused on sustainability and flexibility. By ensuring that your channels are sustainable, you can continue to reach your target audience without putting all of your eggs in one basket. And by being flexible, you can quickly adapt to changes in the market and keep up with the competition.
Consider a referral program
A referral program is a great way to increase customer acquisition. By rewarding customers for referring their friends and family, you can encourage them to spread the word about your company and attract more leads. Referral programs are a great way to create customer loyalty and keep your customer base growing. A healthy referral program says a lot about a business's growth opportunity as well.
Aim to be helpful and transparent
The best customer acquisition strategies are always focused on being helpful and transparent. By creating content that provides value to your target audience, you can attract more customers and convert more leads into customers. And by being transparent about who you are and what you do, you can build trust with your target audience and encourage them to become customers.
Ask the right questions upfront before starting Customer Acquisition Efforts
When you're starting to think about your customer acquisition strategy, it's important to ask the right questions upfront. By understanding your target audience and their needs, you can create a strategy that is tailored to them. And by knowing what channels you want to use, you can start planning out your content marketing calendar and budgeting for paid advertising.
Tell me the cost of customer acquisition?
Customer acquisition cost (CAC) is the total amount of money spent to acquire a new customer. This includes advertising expenses, marketing costs, and any other fees associated with attracting new customers. It's important to understand your CAC so that you can make sure that you're making a profit on each customer that you acquire.
Customer Lifetime Value
Customer lifetime value (CLV) is a calculation that estimates the total revenue that a customer will generate during their lifetime with your company. This includes not only their initial purchase but also any repeat purchases and referrals that they make. By understanding your CLV, you can make sure that you're making a profit on each customer that you acquire.
Takeaway
Customer acquisition involves a lot of work, but it's worth it in the end. By using a mix of paid advertising, content marketing, and social media, you can reach more people and convert more leads into customers. It's important to make sure that your channels are sustainable and flexible so that you can keep up with the competition. And by being transparent and helpful, you can build trust with your target audience and encourage them to become customers. Ask the right questions upfront so that you can create a customer acquisition strategy that is tailored to your target audience.
Cheers,
Keegen