Customers acquisition tactics are continually being improved by brand marketers all around the world. Some firms have had success with traditional methods like direct mail, while others have had success with digital strategies like influencer marketing.
Every company’s goal is to develop long-term, methodical client acquisition tactics that keep pace with industry advancements. It’s crucial to remember that customer acquisition isn’t the same as lead creation. While there are many different perspectives on marketing approaches and where success and opportunity intersect with the client, we frequently see the customer journey as a funnel.
Consumers will do the following as part of their journey through the marketing funnel:
- Increase brand awareness and interest in your products and services.
- Add your items or services to their list of alternatives, and decide to become a paying customer of your company.
The top element of the sales funnel, awareness, is made up of lead generation. The middle section, which includes interest and consideration, is lead acquisition. With intent, evaluation, and purchase, lead conversion is at the bottom of the list.
Customer acquisition, on the other hand, encompasses the complete end-to-end process, which includes all of these steps. Find Your Influence gives the following suggestions for incorporating influencer marketing into a customer acquisition strategy.
Make a list of who you want to reach out to.
The first step is to determine who your target demographic or users are for your brand. Most likely, your product is the ideal solution to a problem that a specific demography of customers is seeking to solve. It’s only an issue of figuring out who they are and concentrating your client acquisition efforts on them. Conduct thorough market research to learn more about who your target market is and how you should sell your goods to attract new clients.
Consider constructing a customer persona based on your target buyer’s demographics and purchasing behaviors once you’ve completed your market research. It will be easier to discover who your audience follows on social media once you have a better understanding of who they are.
Make Use of the Correct Acquisition Channel
There are a variety of frameworks available to assist you in determining the optimal channel to use for your client acquisition initiatives. But, for the most part, finding the correct channel necessitates a lot of trial and error. Set specific goals for yourself and your campaign based on your media mix. Even if your goals are vague, they will aid you in determining whether or not your tactics are effective. After you’ve tried a few different channels, you’ll be able to compare individual results to one another.
Influencer marketing has the advantage of being a single channel that allows brands to use visual content to increase brand awareness, referral traffic, and end-to-end actions.
It’s critical to know what you want to achieve with your influencer campaign before you start planning your strategy. Are you addressing top-of-funnel, middle-of-funnel, or bottom-of-funnel issues?
If you’re concentrating on the top of the funnel, you may employ influencers to generate buzz and raise brand recognition by implementing techniques that get your product/brand name recognized and shared. This strategy frequently results in an increase in brand engagement and followers. Influencers can add promo codes or unique swipe up links to generate sales and increase your return on investment when your attention turns to bottom-of-the-funnel strategies (ROI).
Regularly produce high-quality content
Content marketing is without a doubt one of the most powerful and long-lasting consumer acquisition methods available today. It aids brands in establishing thought leadership in their respective industries or niches. Gaining consumer trust is half the battle, and content marketing assists you in winning that battle.
Content marketing is more effective and less expensive than traditional outbound marketing in terms of generating leads. Starting a company blog, posting material on social media, and releasing white papers are all excellent strategies to position oneself as a credible industry expert.
These days’ consumers are well educated and informed. You’ll gain your prospects’ trust and, more than likely, convert them if you empower them to make informed purchasing decisions. Customer acquisition will be aided by creating valuable, informative, insightful, and engaging content.
Make a decision on an influencer marketing strategy.
You must first establish which segment of the marketing funnel you want to affect when developing your influencer market approach. Are you wanting to acquire customers or generate leads? Both are worthwhile and can be approached from many perspectives.
Consider the following influencer marketing strategies:
Gifting: Give an influencer a free product or service in exchange for a review or mention.
Contests and Giveaways: Hold a contest and ask an influencer to spread the word about your giveaway to their followers or readers.
Allowing an influencer to take control of your social media accounts for a set period of time is known as an influencer takeover.
Create or contribute content to an influencer’s blog as a guest poster.
Sponsored Content: Having your brand highlighted on an influencer’s blog or social media channel in exchange for a fee. You may or may not write the post’s content.
Co-Creating Content: Collaborate with an influencer to develop content for your website, their website, or a third-party website.