Acquisition marketing is the process of targeting users who are already familiar with a brand. Unlike building brand awareness, implementing an acquisition marketing strategy means promoting a product to consumers during the consideration stage of the sales funnel.
In this article, we’ll explain why acquisition marketing is crucial for your business and review the most effective acquisition marketing 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, boost sales, and bring in new partners and investors. However, it doesn’t prevent businesses from losing potential clients even if they were interested in their services — that is when acquisition marketing comes into play.
With an effective acquisition marketing strategy, businesses manage to win back some potential buyers who are about to purchase but still have some doubts about which company to choose. They can make a final push by providing an additional incentive to choose their brand. This way, companies gain a competitive advantage and increase their market share significantly.
In the next section, we’ll consider the most effective acquisition marketing channels.
Acquisition marketing channels
Your choice should be contingent on your business type, niche, target audience, and resources available. Still, some channels have proved their exceptional effectiveness, and you can choose one or several for better performance.
SEO is a cost-effective and long-term strategy. You can implement it for free by optimizing your site content or pay for ad placement.
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 at the consideration stage, meaning that they already know about your brand. Hence, you should pay more attention to branded keywords since you have to convince prospects that your company is their best choice. Optimize your landing page, helpful blog articles, case studies, and eBooks to let them know more about the benefits you offer.
Consider PPC, a paid advertising model that requires you to pay for every click on your ad. This way, you can significantly increase your brand recognition and awareness and make people choose your brand once they need a product you offer since PPC helps create strong associations in users’ minds.
Blogging is one of the best ways to convert prospects into clients. When users are at the consideration stage, they need more information and a final push to make them choose your product. It’s time for you to come up with relevant content from your industry’s experts.
Today, almost every brand has a blog. This is where they share knowledge, experience, and expertise that can be valuable to users. Blogs help brands build authority, educate leads, and keep customers engaged. This is a great lead nurturing instrument you can’t underestimate.
Research and analyze your prospects’ most common pain points that make them drop off. Create checklists, how-to guides, educational videos, infographics, and case studies to answer their questions, remove objections, and dispel doubts. For this purpose, educate your staff regularly, and cooperate with influencers and experts in your industry to create original, relevant, and high-quality content.
Email campaigns are another lead nurturing instrument that works — this channel is inexpensive but profitable. You can set automated lead nurturing email sending to move your prospects from the consideration to the 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 and provide users with a corresponding case study or testimonials at the right time. Finally, if you’re interested in why your users haven’t made their decisions yet, you can ask them directly by sending an email campaign.
For instance, Monday.com informs users that their free trial has expired and provides three ways to help them take the next step instead of pushing them to purchase. This choice makes your brand sound more amiable and allows users to make a decision on their own.
Social media are one of the most profitable channels due to the number of active users, which is why you should definitely leverage them in your acquisition marketing strategy. Find the best channels for your business, and build your community there. If your target audience is made mostly of teenagers, you should probably focus on Instagram, and if you are in B2B, leverage the power of Facebook and LinkedIn.
Keep your followers looped in on all the recent news and updates, showcase your products and services, share customers’ reviews and testimonials, answer subscribers’ questions, and post some behind-the-scenes photos or videos. This will help you build long-lasting relationships with your audience and increase sales. Paid ads enable businesses to generate more traffic and bring in new clients.
Try chatbots to make the most out of the power of social media and automate your routine tasks. Your chatbot can answer users’ most popular questions and process orders. With SendPulse, you can create a chatbot for Facebook, Instagram, and WhatsApp for free.
For example, Wingstop allows clients to order food via a chatbot — have a look below.
Various channels available today allow you to create an effective acquisition marketing strategy and convert more prospects into clients. Use SendPulse’s free email service and chatbot builder to bring your communication with clients to the next level.
Last Updated: 15.06.2022