Digital marketing can get you in front of potential customers — the right strategy can get them to convert.
Here, you’ll find:
- How search results affect customer acquisition
- Organic ways to acquire new leads
- Effective paid marketing strategies
- How to set your website up for optimal acquisition
Marketing pros who aren’t new to the game likely know all about the customer journey. It comprises the stages we base our content, campaigns, and plans on: awareness, consideration, and decision. (With delight as the bonus step.) And the customer journey is a crucial element when it comes to acquisition.
Customer acquisition is the process of converting a generated lead into a customer. It’s basically the whole funnel (or journey) combined. At the end of the day, marketing is about attracting new customers, and keeping customer acquisition top of mind is how marketers can make that happen.
While there’s no one way to pinpoint and acquire qualified leads that are sure to become customers, there are a handful of digital marketing strategies you can implement with customer acquisition in mind. Here, we’ve mapped out six of our favorites.
1. Paid search
Also known as pay per click (PPC), paid search is one of the most effective digital marketing strategies when it comes to customer acquisition. That’s because it allows companies to target their specific audience with the right keywords at the right time.
Paid search ads appear at the top of the search engine results page (SERP) on sites like Google and Bing. If someone’s searching for “women’s black cycling shoes,” for example, and you’re an e-commerce brand selling cycling products (including women’s black cycling shoes), you want your targeted ad to be the one they see. The same goes for brands selling other products and services.
The companies that use paid search for successful customer acquisition know it’s not only about the ad, though. Rather, it’s crucial to pair eye-catching, appealing ad copy with an optimized landing page that boasts consistent verbiage, clean design, and a clear call to action (CTA).
2. Search engine optimization (SEO)
Along with a paid search strategy, having a solid SEO strategy helps search engines more easily recognize your website. This helps improve your rankings and, ideally, grow your reach for better customer acquisition.
Proper SEO on your site means having elements including:
- Unique title tags on your pages
- High-quality content
- Internal links and external links (to authoritative sites)
- A sitemap
- Meta descriptions
- Images with alt tags
Ensuring your site is optimized for search engines won’t guarantee that you’ll get in the first position (or even on the first page) of the SERPs. The search algorithm that determines the best content for each search query is constantly changing, and the details about how search engines determine the best content to show searchers isn’t always clear.
However, by keeping your site up to date, easy to navigate, and educational for prospects and clients, you can position your brand as a thought leader and your site as a valuable source of information.
3. Social media
When it comes to social media, you’ve got the option to leverage both organic and paid avenues. But don’t make the mistake of thinking that each path can be leveraged in the same way or achieve the same results.
Let’s start with organic social media. The practice of regularly creating social media posts can help spread the word about new business offerings or updates, increase your exposure, and even help you go viral (in a good way, ideally).
While organic social posts likely won’t directly result in customer acquisition, they can aid in brand awareness, content sharing, and allow you to highlight the fun side of your brand.
Paid social, on the other hand, can be a powerful tool if wielded properly. When choosing which platforms to advertise on, you should first consider your target audience and the platforms they use most.
From there, you can take advantage of the audience targeting tools most of these platforms have in place to get your content delivered straight to those who need to see it most.
As we’ve touched on before, remarketing can benefit your business in numerous ways. Not only does it keep you top of mind when someone takes an action like visiting your site, or requesting a consultation or demo, but it allows you to hyper-focus your ads and ups your chances of turning a lead into a conversion.
Remarketing (also called retargeting) works by leveraging display ads to connect your business with people who have already visited your site or mobile app. When done right, it’s one of the best and most cost-effective ways to get past visitors back to your site.
Of course, the most successful retargeting campaigns aren’t one size fits all. A brand-new site visitor shouldn’t be remarketed the same way as a returning visitor.
Data transparency changes and the eventual demise of third-party cookies are going to force some changes in digital marketing, particularly for remarketing ads. But there’s no need to panic: Marketers have adapted to massive changes for decades. And while more solutions will become apparent as the process unfolds, focusing on attracting new prospects is one way to keep your lead pipeline flowing.
Looking for more ways to increase your customer acquisition? Let’s talk.
5. Content marketing
When people hear the phrase “content marketing,” they may automatically think of blogs. And while blogging is a great medium for businesses when it comes to customer acquisition, content can encompass much more.
Examples of valuable content include:
- Blog posts
- Videos and webinars
- Guides and e-books
- Downloadable templates
- Product descriptions
- Case studies
No matter the content you create, you want to make sure it’s accurate, helpful, and targeted. The more deliverables you create, the more industry topics you can cover, and the more likely you are to be found in organic search results by those seeking what you have to offer.
Pro tip: You can take things a step further by partnering with another brand (with a similar audience but not a competitor) on something like an infographic, webinar, or guest blog. This expands your reach, helps build your professional network, and boosts your brand’s credibility.
6. Email newsletters
Email newsletters can be a powerful acquisition channel if you follow a few key strategies. As Campaign Monitor reports, you’re six times more likely to get a click-through from an email campaign than from a tweet.
The most successful newsletters:
- Include one main CTA
- Offer a tactical takeaway (like a pro tip, discount, or statistic)
- Feature an attention-grabbing subject line
- Have an easy-to-read template
- Are optimized for mobile
When you’re looking to build your non-client subscriber list, get creative! You can add exit-intent pop-ups to your site, or include a subscription box in your site’s footer. Offline, you can give people the option to sign up if your brand is posted up in a booth at an industry conference or networking event — a particularly effective strategy if it’s part of a giveaway or contest.
Pro tip: Let your readers help you spread the word! Include social share links as well as forwarding options in your email newsletter to make sharing a breeze. Due to the psychology of social proof, peer-recommended content is more likely to be trusted.
Customers are the bread and butter of any business, and digital marketing is one of the most direct ways to connect with your desired prospects.
By knowing your audience, meeting them where they are, and analyzing the data behind your campaigns, you’ll have the tools you need to not only attract more customers, but keep them loyal and happy as well.
This post has been updated and was originally published in December 2019.