Acquisition marketing is a type of marketing that implies targeting users who are already familiar with a brand. Unlike building brand awareness, implementing an acquisition marketing strategy means promoting a product to consumers in the consideration stage of the sales funnel.
In this article, we'll explain why acquisition marketing is important and consider the most effective channels.
Why is acquisition marketing important?
A well-thought-out customer acquisition strategy allows companies to increase their outreach and market share, improve brand awareness, blow up sales, and bring in new partners and investors. However, it doesn't prevent businesses from losing potential clients once interested in their services. Here acquisition marketing comes into play.
With an effective acquisition marketing strategy, businesses manage to win back consumers who are about to purchase but still have some doubts about which company to choose. So, they can make a final push by providing an additional incentive to choose their brand. This way, companies get a competitive advantage and increase their market share significantly.
In the next section, we'll consider the most effective channels of acquisition marketing.
Acquisition Marketing Channels
Your choice depends on your business type, niche, target audience, and resources available. Still, there are some channels that have proved their effectiveness. Choose one or mix several ones for better performance.
SEO is a cost-effective and long-term strategy. You can use it either for free, optimizing your site content, or pay for your ad placements.
Google, as well as any other search engine, strives to provide users with valuable and helpful information relevant to their search queries. So, you can optimize your content to meet their needs. The better the quality of your content, the more chances you have to rank high on the search engine results page (SERP).
Mind that your potential clients are in the consideration stage so they definitely know your brand. Hence, you should pay special attention to branded keywords. Your task is to convince prospects that your company is the best choice. Optimize your landing page, helpful blog articles, case studies, ebooks to let them know your benefits.
Consider PPC, a paid advertising strategy where you pay for every click at your ad. This way, you can significantly increase brand recognition, awareness and make people choose your brand once they need a product since PPC helps create associations in the minds of users.
Blogging is one of the best ways to convert prospects into clients. When users are in the consideration stage, they need some information, a final push, that will make them choose your product. So, it's time for you to come up with relevant content from experts in your industry.
Almost every brand has a blog today. This is a place to share knowledge, experience, and expertise. Blogs help brands build authority, educate leads, and keep customers engaged. This is a great lead nurturing instrument which you can't underestimate.
Research and find out the most common troubles of your prospects that make them drop off. Create checklists, how-to guides, educational videos, infographics, case studies to answer all their questions, remove objections, and dispel doubts. For this purpose, educate your staff regularly, cooperate with influencers and experts in your industry to create original, relevant, and high-quality content.
Email is another lead nurturing instrument that works. This channel is pretty cheap but profitable. You can set automated lead nurturing email sending to move your prospects from the consideration to decision stage.
You can offer a discount on the first purchase to make this decision less stressful for leads. Alternatively, if you can't afford that, you can track which product cards are viewed most often by users and provide them with a corresponding case study or testimonials at the right time. Finally, if you’re interested in why your users haven’t made this decision yet, you can ask them directly via an email campaign. Look at the example below.
Monday.com informs users that their free trial has expired and provides 3 ways to help them take the next step instead of pushing directly to the purchase. This choice makes users feel friendly about the brand and helps them make a decision on their own.
Social media is one of the most profitable channels due to the number of active users. So, you should definitely use them in your acquisition marketing strategy. Find the best channel or a mix for your business and build a community there. If your target audience is made mostly of teenagers, you should probably focus on Instagram, if you are in B2B, leverage the power of Facebook and LinkedIn.
Keep your followers in the know of recent news and updates, demonstrate and showcase your products and services, share reviews and testimonials, answer their questions, show some behind-the-scenes. This will help you build long-lasting relationships with your audience, and increase sales as a result. Paid ads enable businesses to generate more traffic and bring in new clients.
To realize the power of social media, try chatbots. They help put routine tasks on autopilot. You can delegate answering users’ FAQs to a chatbot and allow clients to place an order via a chatbot. With SendPulse, you can create a chatbot for Facebook, Instagram, WhatsApp for free.
Wingstop allows its clients to order food via a chatbot. Look below.
A variety of channels available today allows you to create an effective acquisition marketing strategy to convert more prospects into clients. SendPulse provides an email service and chatbot builder that you can use for free to bring your communication with clients to the next level.
Last Updated: 28.09.2021