Bringing in new customers is one of the most important aspects of growing a business. The name of the game is customer acquisition (otherwise known as lead generation), and it involves attracting new customers to your brand with the intention of converting one-time buyers into long term customers. 57% of B2C brands recognize customer acquisition as a critical marketing initiative, ranking it above brand awareness and customer marketing on their list of top priorities. With that in mind, here are important tips to keep in mind as you scale your customer acquisition strategy.
Customer Acquisition Strategy: Getting Started
To start, it is important to identify your target audience and the channels where they’re most active. You should have a good sense of what your ideal customer is looking for in a product or service, as well as the problem or pain points your offering can help to address. The exact formula you use to build your customer base should be largely informed by your brand’s growth goals. Here are five tactics that can be used in tandem to enhance your company’s customer acquisition strategy:
1. Create a partnership program to tap into new audiences.
33% of marketers and PR professionals worldwide say that influencer marketing is an effective channel for driving sales. Collaborate with influencers or other growing companies in the same industry to exchange guest posts and social media links. Partnership programs can help build your referral base and attract interest in your brand, especially when leveraging enticing incentives like discounts.
2. Develop an SEO strategy to improve your search rankings.
It’s probably not the first time you’ve read this, and it won’t be the last. Optimizing your search rankings can be one of the best tools in your arsenal to find new customers. One useful strategy is creating category clusters that lead back to individual topic pages on your company’s website. When executed properly, SEO is a cost-effective way to bring more organic traffic to your site and increase conversions.
3. Leverage social media to build a loyal following.
Creating and sharing high-value content with your followers is a great way to build awareness and encourage potential customers to interact with your brand. While organic social offers a perfect platform to craft your brand’s personality, paid social can help you deliver more targeted messaging to precise audience segments.
4. Use paid search advertising to drive traffic to your website.
Pay-per-click or PPC allows marketers to advertise within the sponsored listing of a search engine or partner site. Paid search ads appear alongside organic search results and cost the advertiser a fixed amount each time someone clicks on that result. As a supplement to a robust organic search strategy, PPC can help your brand rank for difficult keyword terms and improve the likelihood of target customers finding your site.
5. Utilize email marketing to stay connected with consumers.
As the most popular method for Internet users to stay in touch with retailers, email is a great way to nurture the leads you’ve already collected. Use email as a channel to communicate product information, new content, discounts, and company updates. When used in moderation, email can help to keep your brand top of mind while also providing additional value to the customer.
Customer Acquisition Strategy: Next Steps
Whether you’re a new company looking to grow your customer base, or an established brand striving to drive long-term retention, customer acquisition is the best place to start. Connecting with the right consumers at the top of the funnel will help your brand build a strong base of loyal customers with high lifetime value.
At Fluent, we’re experts in leveraging self-declared consumer insights to connect brands with their ideal customers. We work with performance marketers across every consumer vertical to drive high quality leads at scale. To learn how Fluent can help to enhance your customer acquisition strategy, get in touch with us here.