7 steps to create a customer acquisition strategy


7 steps to create a customer acquisition strategy

customer acquisition

According to Shopify , 57% of consumers are willing to buy from new brands for the first time. That is why companies need a customer acquisition strategy that allows them to reach them, continue to innovate and grow in the market.

For many companies, retaining and winning new customers is a priority. To achieve this, it is important to implement customer acquisition strategies to maintain a constant flow of new users.

What is customer acquisition?

 It is a strategic process that requires market research, sales efforts, and marketing techniques that pay off. If attracting new customers is within your goals, stay here! In this article, you will learn what customer acquisition is and 7 steps to create an effective customer acquisition process.

What is customer acquisition and what is its importance?

Customer acquisition is the process of bringing new customers to your business. It seems simple, but this strategy requires a lot of market knowledge and a team of experts to optimize processes.

Who does not want to attract new customers? The digital market is growing by leaps and bounds and in fact, online sales are expected to reach $ 4.5 trillion in 2021 . For this reason, companies feel that there are more and more opportunities to conquer new consumers.

successful customer acquisition strategy will help you win new business, retain loyal customers, and improve your company’s revenue. To achieve this, you must follow market trends and regularly adopt new processes to attract more customers to your brand. Companies often do this through sales and marketing strategies geared towards their target audience.

Zendesk identified the top customer experience trends for 2021:

Focus on customer experience: 75% of customers will buy more from a business that offers good CX.

More dialogue: 64% of customers started using a new service channel in 2020.

More agility: 85% of teams reported that they had to make changes to their support in 2020.

And much more! Download the full report for free.

Trends in customer experience 2021

Download here!

It is important to find strategies that are profitable for your company, that is, that allow you to obtain results with the available resources.

7 steps to creating a successful customer acquisition strategy

Creating a customer attraction strategy involves defining and designing each step of the process, that is, understanding the market and creating objectives that adapt to customer trends and needs.

To facilitate planning, we highlight some key points to consider when creating a customer acquisition strategy:

  1. Identify your target audience;
  2. defines the objectives of the customer acquisition strategy;
  3. choose customer acquisition channels;
  4. develop a strategy for each channel;
  5. optimize your website;
  6. talk to your clients;
  7. measure the results of your customer acquisition strategy.

1. Identify your target audience

To carry out a customer acquisition strategy, you must first identify your target audience. If you are targeting multiple audiences, it is best to design a different acquisition strategy for each group.

Additionally, the most successful customer engagement campaigns have personalized elements that address people’s interest, needs, or behavior . To identify and understand your audience, your brand can use several methods:

  • Create a buyer persona ;
  • conduct market research ;
  • study search intent and social trends to understand customer needs

You may be interested in reading: Customer Segmentation: How to effectively reach our target audience

2. Define the objectives of the customer acquisition strategy

Once you identify your target audience, you can define your goals for the customer acquisition process , draw up an action plan, and guide your efforts.

Take into account what stage of the sales process your customer is in. The way you send messages to people in the “awareness” stage should be different from the “conversion” stage, for example.

Do you want to know more about the sales process and how to communicate with the customer at each stage? We recommend you read: What is a sales funnel? What are its steps and importance?

3. Choose the customer acquisition channels

Identifying your ideal consumers and defining your customer acquisition goals is a great start to creating an effective strategy. The next step is to select the attraction channels based on market research. 

A customer acquisition channel is anywhere people first get to know your brand. It can be through social media, organic search, or a paid ad. The channels you use will be your vehicle to attract new customers.

Some customer acquisition channels are:

Instagram

Instagram is an image-centric platform. According to recent studies, 130 million Instagram users take advantage of shopping posts every month.

This social network is very effective as a showcase for your products or services.

A good tip to be successful on Instagram is to create a mix of promotional content for your brand and valuable content that is attractive to viewers.

In addition to sharing promotional posts on your business’s Instagram account, you can also pay for sponsored ads. These types of posts appear in the main section of your target audience.

In sponsored ads you can include a link to your website, e-commerce or to your company’s Instagram profile. Sponsored ads are an excellent tool to increase your reach and number of followers.

Facebook

Facebook has 2,500 million monthly active users and that is why most companies have a page on this social network.

When posting to Facebook, choose content that is timely, interesting, and useful. Users interact more with publications that include images and especially video.

If your posts don’t have many interactions yet, you can promote them. Investing money in a publication will help reach hundreds or even thousands of people who may be interested in your business.

Attraction Marketing 

Creating interesting and quality content is a great way to attract customers to your business. Presenting interesting and useful topics for clients can make you a reference within your sector of activity.

With an attraction marketing strategy – inbound marketing – people will choose your business before others, since they will trust your content and feel that they are being advised by an expert.

It is also very effective to offer rich materials, such as free downloadable guides or ebooks. These types of resources are useful for clients, who solve a problem or need with information, and for businesses, which generate leads as a result of this interaction.

By the way, we recommend you read: What is a lead magnet and how does it help you win customers?

4. Develop a strategy for each channel

You may want to be present in every channel out there, but this can hamper your customer acquisition strategy . Focus on the channels preferred by your potential customers.

When creating a marketing strategy for each channel, you must take into account the type of content your audience interacts with, what your competitors publish, and what your market research says about your potential customers.

For example, if you are trying to reach customers who are in their 40s and 50s, you might find them on Facebook. It would not be worth investing your time and resources in Instagram or TikTok ads.

Similarly, if your target audience is entrepreneurs or professionals, the right channel to attract them would be LinkedIn.

Research the best strategies for each channel and make the most of your customer acquisition efforts.

5. Optimize your website

Your company’s website is your letter of introduction to customers. For this reason, it must be well designed and structured to facilitate navigation.

An optimized page will aid in the customer acquisition process and provide a great visitor experience.

Here are some tips to optimize your site:

Improves the loading speed of the web page

A Hobo study revealed that a 2-second delay in loading time resulted in abandonment rates of up to 87% . This means that the longer your site takes to load, the more money you lose.

Google, for example, gives fast-loading websites a preferential ranking in search results. This influences how easily users can find your business in the first place.

Some tips to improve the loading speed of your website are:

  • Invest in a good hosting server for your website;
  • avoid including many redirects within the site;
  • don’t activate many plugins;
  • limits the information stored in cookies;
  • compress images so they have good quality and load faster.

Improve product pages

The product pages are essential to attract customers e-commerce. Designs should be simple and easy to visualize. Your customers must quickly find all the information they need.

Some tips to improve product pages:

  • Product images should be large and in the center of the page;
  • the price of the products must be clear and specify if it has any type of discount;
  • place the rating of the products;
  • specify if the products have free shipping;
  • offers similar or complementary products. This is part of the cross-selling and upselling strategies .

Integrate chatbots

Did you know that approximately 40% of people of all ages prefer to use chatbots when shopping online? Online service and support chatbots are an excellent option to help your customers make their purchases and solve their doubts. .

The chatbots can attract potential customers and increase conversion rates if implemented correctly. The integration of bots within company websites can make it easier for users to navigate the site and personalize user experiences.

Chatbots also give your customers instant responses 24 hours a day and help reduce the workload of your collaborators.

Optimize your page for mobile devices

According to research by Google , 61% of mobile site visitors say that if they can’t find what they’re looking for right away, they will head elsewhere. This behavior occurs because there are pages that are not optimized for mobile devices and cause a bounce effect.

A study revealed that 79% of smartphone users have made a purchase from their phones in the last 6 months . Additionally, consumers are estimated to spend $ 338 billion shopping from mobile devices this year.

Consumers hate scrolling within the website to browse products or find a button. It is your duty to facilitate this experience.

If moving around your page is complicated, your customer acquisition strategy will suffer.

6. Talk to your customers

It is difficult to find gaps in the recruitment process if you do not receive direct feedback from your clients. To collect this valuable information, you must request it.

The best ways to communicate with your customers are:

  • Satisfaction surveys;
  • forms sent by email;
  • interviews;
  • social media posts;
  • blog posts;

Create a communication plan that allows you to have regular conversations with your clients. This will help identify what your consumers expect from your products and services.

7. Measure the results of your customer acquisition strategy

Building an online business without measuring and analyzing KPIs is like driving with your eyes closed. If your team does not know what works and what does not, it is likely that the strategies do not meet the objectives set.

Before you track your results, define the customer engagement metrics to monitor. Some common KPIs are:

  • Customer acquisition costs (CAC);
  • Return on Investment (ROI);
  • Customer lifetime value (LTV);
  • Conversion rate;
  • Dropout rate;

Keep in mind that to have the best results you must be willing to innovate and follow market trends.

Now that you know more about the customer acquisition process, you can focus on creating strategies that are 100% adapted to your target audience. You can count on Zendesk for this task!

With Zendesk customer service software , you have an omnichannel solution with all the tools to attract new customers and provide a quality experience.

Zendesk for customer service allows you to unite all your service channels in a single tool. In addition, its functions include:

  • Artificial Intelligence chatbots;
  • perfect integration between all service channels;
  • contextual information of each of the clients;
  • knowledge base;
  • reports and performance metrics.

Don’t waste any more time and take advantage of Zendesk’s solution for customer service. Get started today and request a free demo .