Customer acquisition. We all realise it’s essential to the success of our business, however knowing where to start can be a challenge. In this post, we’re going to share a simple step-by-step guide on where to begin with customer acquisition.
Something to bear in mind when it comes to customer acquisition is that different industries and companies will require different strategies- there is no ‘one size fits all’ strategy. However, this post will give you a good basis to begin.
Step 1: Be Prepared
Before you begin with customer acquisition, you must be prepared to handle your new customers. Firstly, do you have the resources to deliver on your promises to them? If you don’t, this is something you should consider before you begin.
Something else to consider is your customer journey- do you have a strong process in place to ensure your prospect’s journey to become a customer (and beyond) is smooth and straightforward? It is far easier to handle a small customer base, however as you grow, this becomes more difficult and so a defined process is key. It ensures that your team knows exactly what they should be doing and when and every customer is treated the same way and knows what to expect from you.
One last area to consider in the preparation stage of your customer acquisition strategy is your budget. Estimating your cost of acquisition will help you be more prepared, despite not being able to exactly predict how much it will cost until you begin. Know your budget and stick to it as best you can.
Step 2: Define your Target Audience
Defining your target audience is a key part of knowing where to begin with customer acquisition as it will form the basis of your strategy. What age range is your target audience? What industry are they in? What are their interests? What online channels to they use most frequently? Where are they based? Knowing exactly who you want to target is vital to the success of your customer acquisition because it will help you target the right customer with the right messages and in the right way.
Step 3: Choose your Acquisition Channels
Choosing the right acquisition channels for you will be dependent on your target audience, for example if your target audience is over 65, direct mail may be a more effective way of targeting them than through social media.
You should have several channels that work alongside one another to attract your target audience and turn them into customers. Here are a few options:
• Content marketing
• Pay-per-click advertising
• Social media
• Email marketing
• Direct Mail
Whichever channels you decide on, you must ensure that they work together and your branding is consistent across the board.
Step 4: Build a Landing Page
Where do you want to send your prospective customers? Your landing page should be a dedicated page built solely to bring your prospects one step closer to becoming a customer, or better- turn them into a customer. The URL to this page should be included in all of your marketing; on social media posts, at the end of videos, on your collateral, in your emails and in the footer of every blog post.
The purpose of this page will again, vary depending on your business- it could be a sign-up page, a ‘contact us’ page, a product page or a demo page to name just a few examples. This page should encourage your prospects to take one more step (or final step) to becoming a customer. Remember to include:
• A strong CTA
• An enticing headline
• Social proof i.e. reviews/testimonials
• High quality images of your product or service
Once you have this in place, you can measure how much traffic you are getting to that page compared to how many people are being converted into a customer. If your conversion rate at this stage is low, you know you need to improve your landing page. It could be that your call-to-action isn’t strong enough, or you’re not showing your prospects the pain points your product will solve. Trial and error is key at this stage of the process, so keep making small tweaks to your page until you see better results.
Step 5: Measure and Improve
It’s absolutely fundamental that you constantly measure your customer acquisition success. If you don’t do this, you won’t know what channels are working and what improvements need to be made. The measurement of success will vary from channel to channel but every single channel is measurable.
Email marketing success can be measured through open rates and click-through rates, social media can be measured through link clicks, shares and comments and your content marketing can be measured through views and shares.
If one channel doesn’t seem to be doing as well as the others, consider how you can improve your strategy. Do you need to write more compelling social media posts? Do you need to change the layout of your emails? Do you need to segment your email lists more effectively? Keep making small tweaks and improvements until you see the results you want.
So, there’s our best advice on where to start with customer acquisition. As with many things, customer acquisition success won’t happen overnight. It’s important to figure out what works for you and what doesn’t. However, use these steps as a guideline and you will see success before long. With regular improvements being made, this success will become consistent and you’ll see your numbers skyrocket!