Implementing your customer acquisition strategy tedious task for any marketing manager. It's not easy to know which customers to target and which channels to use to achieve the best possible results. Here are some important steps to succeed, not only in attracting new customers , but also in building their loyalty to a company or brand.
Define the commercial strategy
After carrying out a SWOT analysis for the customer acquisition process, you will need to define a business strategy . Its objective may be to maximize sales, increase brand awareness, obtain loyal customers, etc. Once the strategy is in place, it will be necessary to focus on its strong points, while improving its weak points.
Estimate the customer acquisition budget
Before creating a marketing plan, you'll need to estimate the total cost of implementing it. Then, you'll need to define return on investment expectations based on your budget. Typically, customer acquisition cost (CAC) determines the value a customer brings to a company. Therefore, this cost is essential for defining customer value, as the ultimate goal is always to achieve a return on investment .
Determine the target
Subsequently, the company will have to determine its target (the profile of the targeted customers) as part of the marketing campaign. In addition to their choice, you will need to know how to acquire them, how to communicate with them and how to sell your products to them. This step will allow us to better face the competition.
Choose the right acquisition channel
To find ways to contact your target, it will be necessary to do research , conduct surveys , collect email addresses and use analysis tools . It will then be useful to segment according to their desires, needs and behaviors. To do this, there are various channels available depending on the characteristics of each segment.
Create optimized virtual platforms
It will be essential to set up web pages allowing users to purchase the offer, with calls to action (or “ call to actions (CTA) in English”). Once created, regular tests will have to be carried out in order to improve them. In addition to personalizing the pages according to audience expectations, they will need to be adapted for mobile display .
Use content marketing
Content marketing is an adequate method for any business seeking to acquire customers. Therefore, it will take relevant , unique and easily shareable , so as to easily attract the attention of the customers concerned and make them want to go to the website.
Use social networks
Social media marketing can help build brand awareness, develop a company's personality, and allow readers to share content. Sharing content on these platforms can even go viral. In short, it's essential to create campaigns that are fun, engaging, and tap into what's trending.
Use SEO (natural referencing)
Search engine optimization (SEO) is the process of creating content that appears on the first page of search engine results. This method not only drives traffic to a website, but also offers the opportunity to convert visitors into leads .
Practice Email Marketing
E-mail marketing is not only effective in promoting quality content , but also remains an excellent way to simply communicate with your target to create value around the brand. Consequently, it will be necessary to create a list of electronic addresses and to convert your subscribers to customers thanks to emails.
Use pop-ups
After determining your conversion objectives, it will be necessary to create a high-potential pop-up present it on your website in order to offer the best possible user experience. In addition, there are also pop-ups on email .
Introducing a new product, showcasing premium service, giving personalized discounts, or presenting a beneficial e-book using pop-ups can help grab customers' attention. visitors. However, pop-ups and offers must stand out from those of competitors.
Build a lasting relationship with customers
Establishing a good relationship with customers increases income, because loyal customers will always tend to buy in the same business . In addition, it is very likely that they recommend it to those around them . With more visitors to its web platforms, it will therefore be new prospects converted to customers.
Request customer testimonials
Rather than praising your business merits through social networks and paid advertisements, customer testimony can provide better results . They can tell the way they discovered the company or the reasons why they appreciate its offers. This method makes it possible to acquire more ACA consumers , as prospects tend to become a brand customers when they see other satisfied customers
Set up a sponsorship program
Setting up a referral program offering great rewards will also undoubtedly bring in new customers . To encourage them to purchase, it is possible to offer credits, physical gifts or financial rewards. By offering something beneficial to consumers, they will be more receptive later.
This is just a typical process for anyone who wants to succeed in competitive sectors. Indeed, it always remains possible to enrich these proposals to achieve previously set objectives. Additionally, keep in mind that every business is unique and there is no perfect marketing plan for any industry. Above all, you will need to know your target in order to then adapt your strategy according to it. It is only in this way that a company can be sustainable in its field of activity.
