The Ultimate Customer Acquisition Guide: 21 Marketing Ideas and Channels (2019)
Get the best tools, channels and ideas to attract new customers and grow your business
Acquiring new customers is not an easy task for companies across various industries. That’s why having a quality customer acquisition strategy is the foundation for your business success. With so many competitors, it’s challenging to find an efficient way to attract new customers and grow your business. As the majority of companies are still struggling to find out which channel or tool they should choose to acquire new customers, we’ve decided to compile a list of 21 techniques to improve your customer acquisition rates online.
Below, you can see some of the best tools, channels and ideas that will help you engage your customers and intrigue them enough to try out your products or services. Find the ones that will fit in your customer acquisition strategy and start implementing them right away.
tables of contents
- Reaching out to those unopened emails
- Engaging through Facebook Messenger
- Creating viral content
- Creating landing page
- Social media ads
- Run a blog
- Posting on guest platforms
- Repurposing content
- Sending newsletters
- Writing press releases
- Investing in PPC campaign
- Emailing someone else's subscriber list
- Creating videos
- Setting up an affiliate program
- Investing in influencer marketing
- Focusing on free acquisition
- Ranking for certain keywords
- Answering Quora questions
- Creating promo code
- Organize contests and giveaways
- Partnering up with another company
1. Reaching out to those unopened emails
After sending an email to your subscribers, check your email statistics and find a list of all the subscribers who have received an email but didn’t open it. Wait for 48 or 72 hours, depending on how many emails you usually send per week, and resend that email. You can go one step further and rewrite the subject line of that same email. That way, if your email was ignored due to the uninteresting subject line, you will have another opportunity to increase your email open rate.
2. Engaging through Facebook Messenger
The majority of your customers is probably active on Facebook. With many bots created for Facebook Messenger communication, you will easily find the one that will help you acquire more customers. For instance, you can follow up on each comment under your posts and ask if they would like to see more of your content or encourage them to make their purchase decision immediately by answering all of their questions.
3. Creating viral content
Besides Facebook, you could also use other social media platforms such as Instagram, Twitter and LinkedIn to acquire new customers. If you wish to create content that will go viral, focus on crafting captivating videos as they are the most engaging type of content out there. Also, you can offer rewards for referrals to your followers which will lead to viral loops and direct your potential customers to your website or a landing page created specifically for them.
4. Creating a landing page
Is there a better way to acquire new customers or engage your existing ones than with a landing page? Creating a page that speaks directly to your customers and highlights all the benefits of your product or service should direct these visitors to the next step. That could be anything from downloading free content, scheduling a demo, signing up for a free trial to making a purchase right away.
5. Social media ads
With social media ads, you can engage even those people who are not a part of your social media community. Creating customized ads with specific messaging and targeting those who might be interested in your product or service will help you achieve your sales and marketing goals. To make your social media marketing strategy even more effective, choose those platforms you know your target audience uses the most.
6. Run a blog
If you provide your prospects with additional value in the form of a blog, be sure they will appreciate it. Writing about industry trends and challenges, the benefits of your products and ways to utilize it or something similar will significantly contribute to your customer acquisition results. Also, publishing your content regularly will help you raise brand awareness, build an audience around the blog and improve your ranking on search engines.
7. Posting on guest platforms
Social media and your website are not the only places where you can publish your content. By having someone else publish your article, you will be able to reach a completely new audience. After all, the more people hear about your business, the more customers you will be able to acquire. Start reaching out to those websites that would be interested in publishing your content and engage their audience with a compelling, interesting article.
8. Repurposing content
Do you remember those old posts that were quite popular when you’ve published them? Well, revise them once more and decide how you will repurpose that content. You can create a guide, eBook, webinar, newsletter, infographics or anything else, as long as you have a clear idea on how you will promote it to find new customers. With this in-depth content, companies usually ask for emails and names of the people who wish to access the content. When you’ve gathered these email addresses, you can start interacting with the people from the list.
9. Sending newsletters
It’s probably one of the oldest techniques on our list but newsletters are still highly effective. Newsletters are straight to the point, informative and can be very creative and dynamic. Not to mention that you can create multiple campaigns and have one just for those who are your potential customers. Adjusting the message to help them make their purchase decision is the goal of every newsletter and email campaign. Write from their point of view and don’t forget to include a call to action.
10. Writing press releases
You’ve just partnered up with another company to work on a multi-million project or you’ve already surpassed your sales goals for this year? Anything that provides relevant and recent information about your business is newsworthy. Sending it to media can open even new opportunities such as a follow-up interview in a well-known magazine or invitations to important events. Seeing an article about your company in the newspaper or online will intrigue people to look up more information about your business.
11. Investing in PPC campaign
Wouldn’t it be great to see immediate results from your customer acquisition strategy? To achieve that, you will have to invest in a pay-per-click (PPC) campaign that is tailored to fit the needs of your target user. The most important thing you need to keep in mind when organizing a PPC campaign is that it’s an ongoing process. In other words, you will need to constantly analyze and optimize if you want your campaign to be successful and bring you new customers.
12. Emailing someone else’s subscriber list
By finding companies which have an admirable email list, you could extend your reach to a new audience. For instance, you can ask them how much they would charge if you want to send your email to their subscriber list. Create an email specifically for this occasion and make it more appealing to that particular audience. By tracking the conversion rate, you will be able to see if it worked.
13. Creating videos
Videos are the most engaging type of content, regardless of the platform you choose for publishing. Video increases your engagement rate which helps you convert those viewers into leads and finally, those leads into customers. Nothing can captivate as well as videos, so ensure to make them as informative and interesting as possible. The only thing worse than neglecting the power of video is to record videos that will not achieve the results you need.
14. Setting up an affiliate program
Setting up an affiliate program will allow you to send referral links to influential people or companies in your industry. These people will promote your products or services and provide that link to their audience and in return, you will pay them each time someone signs up to your product. You can contact as many people you want to promote your business that way to enhance your results.
15. Investing in influencer marketing
Due to the power of social media, there has been a significant rise in the number of influencers who have built their own audiences and have the potential to affect their purchase decisions. Understanding who influences your prospects can help you direct your acquisition efforts that way. Make sure you introduce them to your products or services as they will not recommend something to their audience just because you’ve asked them to.
16. Focusing on free acquisition
Your satisfied customers have the potential to acquire new customers. Encourage them to share links to your website, invite their friends to join or send a discount for sign up. Each of these ways will result in an organic acquisition where your customers will do all the work for you. Depending on the nature of your business, find the most effective way and implement it somewhere where each of your customers will see it.
17. Ranking for certain keywords
If you’ve already optimized your website, you’ve also determined the keywords you want to rank for on the search engines. These keywords will help you attract those users who search for your keywords and look for solutions. Having a way to interact with somebody who has shown interest in what you’re selling will improve your acquisition chances.
18. Answering Quora questions
How many times have you tried to find an answer and ended up on Quora reading posts from various people? Quora is a fantastic place to promote your business and interest people in your products and services. As you will probably find a question related to your business, answer it in an informative way and mention your company as a solution. Remember, people visit Quora to find answers, so make sure your company is one of the answers.
19. Creating promo codes
Promo codes are highly effective with B2C companies, but B2B companies are also increasingly using them in the past few years. That element of action where a prospect needs to use the code before it expires is what will acquire new customers. Even a small discount code of 10% can result in an excellent acquisition rate. It’s one of the easiest ways to engage both existing and new customers.
20. Organize contests and giveaways
With the appearance of social media, contest and giveaways have become very popular across various industries. The reason for that is their incredibly high engagement rate as your followers start liking, commenting and sharing the contest post. More importantly, that increases the chances of people who are not your followers to engage with your content and become your customers as well.
21. Partnering up with another company
There are plenty of ways you can partner up with another company, from having a joint webinar to producing a joint product for both of your audiences. When you become a partner with a company, you will start helping each other to improve your business results. That means you can post each other’s content, send emails to each other’s subscriber list, provide each other with valuable insights, etc. This is something that will also have a positive impact on your overall brand image.
It was much harder to acquire customers before when you didn’t have all of these techniques at your disposal. Now, you can engage with so many people online and all you have to do is to create something they will find valuable enough to become your customers. In the end, you can’t maintain your business success without satisfying your customers and finding new ones.
Joel Koh is the director of One X Tech's Technology Management & Digital Solutions practice. He leads the firm's Asia Pacific office efforts in continually evolving and growing new capabilities to serve clients in technology-led transformations.