Did you know that there are so many ways to attract new customers nowadays? It can be overwhelming to figure out which methods to use when you’re trying to advertise your business, right?
But don’t worry, I found this article that’s going to help us out! It talks about the best customer acquisition channels, how much they cost, and even gives some examples. I’m excited to learn more about it and see how we can use these strategies to reach more people and grow our business. Let’s give it a read together! 💡
What is marketing acquisition?
Okay, so at first glance, the word might seem a bit savage ⚔️, but trust me, it’s not! This marketing strategy is a bit unique because it focuses on reaching out to people who are already aware of your brand and are on the brink of making a purchase.
To gain new potential customers, you have to come up with ways to draw them to your landing page, social media accounts, or website. And it’s important to note that this process is closely linked to lead generation (although that might be a no-brainer!).
Customer Acquisition Channels: the future is here
There are a bunch of channels you can use to get new leads, the most common being emailing, cold emailing, social media platforms like LinkedIn, paid ads, and more.
The key is to diversify your channels as much as possible to increase your chances of acquiring new customers or keeping the existing ones. 🔐
It’s also crucial to keep in touch with your leads and clients regularly, so they don’t forget about your products or miss out on new deals and features.
To achieve your business growth objectives, it’s essential to review your channels and choose the right marketing strategy. I found this article that lists all the different methods you can use to improve your prospecting efforts.
So, let’s start from the beginning and explore our options! 😉
What are the online acquisition channels?
Let’s recap? Here is the list of online acquisition channels that you can use:
- Social media (organically).
- SEO 🔥.
- Advertising (Facebook Ads, LinkedIn Ads, Google Ads…).
- E-mail marketing.
- Partnerships with influencers.
- Content marketing as part of inbound marketing.
- Videos on YouTube (or others if you have the choice).
- The digital press (concretely you establish partnerships so that your brand appears online via the content of others).
Offline channels in the acquisition
- Traditional display advertising.
- 👄 Word of mouth.
- Telephone prospecting.
What is a customer acquisition channel?
Hey, let me give you a quick rundown of what customer acquisition channels are and show you an article that explains how multi-channel strategies can help your business. 🤓
Customer acquisition channels refer to the methods you use to attract new customers to your business, whether it’s online or offline, through organic or paid means.
There are quite a few channels to choose from, so here’s a more extensive list:
- Direct traffic to your site
- Paid search on search engines
- Referral or ambassador programs
- Organic search on the web
- Social media marketing campaigns
- Paid social sponsorships or ads
- Events and meet-and-greets
- Email marketing campaigns
- Direct mailing campaigns
- Cold outreach (phone calls, emails)
- Word-of-mouth marketing
With so many options available, it’s important to choose the right channels for your business and create a multi-channel strategy that works for you.
What are the acquisition channels to use online?
Hey, did you know there are tons of ways to attract new customers online? It’s pretty cool! I found some acquisition channels that we can use to help our business grow.
We’re going to talk about a few of them so you can understand how they work and decide which ones we should use. I’m excited to learn more and see how we can implement these strategies to improve our web marketing game. Let’s dive in!
Social networks as an acquisition channel
When it comes to customer acquisition, you need to be careful with this particular lever. Why, you ask? Well, if you rely solely on this communication method, you risk losing your usual traffic when you stop using it. It’s pretty straightforward.
But that’s not all, you also need to choose your target audience 🎯 wisely based on their preferred platforms. To put it simply, don’t try to target Grandma Gertrude on TikTok. It’s all about finding the right balance and using the most effective channels to reach your ideal audience.
Know that social networks remain an effective means of acquisition if you want to increase the visibility of your business.
A sure acquisition channel: SEO
Listen up, because this one’s important! Implementing an SEO strategy is key because it generates ⚡ high-quality traffic to your website. And when you have a website, that’s exactly what you want, right?
There are a few reasons why SEO is a must-have for your business. Firstly, it’s a long-term strategy that provides sustainable results, which means you’ll get a steady flow of traffic over time.
Now, of course, there are technical aspects to consider when it comes to implementing an SEO strategy, such as optimizing your site’s content and netlinking. We go into more detail about this later.
It’s worth noting that SEO is a long-term game, so you won’t see immediate results. However, if you stick with it and do it well, you’ll be able to attract new customers and even show up on the almighty Google search engine. Trust me, this is one of the most effective and powerful customer acquisition channels out there.
Integrate email into your acquisition campaigns
You know, email marketing 📧 is often overlooked and considered old-fashioned, but that’s far from the truth. In fact, it’s a powerful tool that you shouldn’t underestimate. Some companies even base their entire customer acquisition strategy around it, which says a lot.
The good old email is a reliable option. It’s affordable, customizable, and super simple to set up. That means you get a two-for-one deal: you can acquire new customers while also keeping your current ones engaged and coming back for more.
Offline acquisition channels
So, we’ve talked about three online channels you can use, but don’t forget about offline customer acquisition channels too. The great thing is, you can even combine both online and offline strategies for maximum impact.
As we mentioned earlier, offline channels work hand-in-hand with online ones. Trade shows, exhibitions, and conferences are great opportunities to connect with potential customers face-to-face and showcase your business.
When it comes to explaining your product or service, who better to do it than you? You know your business inside and out, so you’re the obvious choice to speak to potential leads and answer their questions.
Street marketing is a technique used to acquire new customers. The only downside is that it’s difficult to measure its profitability. Since you can’t track who exactly was brought in through a street marketing campaign, it’s impossible to calculate the profitability of the operation.
With traditional advertising, the biggest advantage is that you can reach a wide range of people, from children 🧒 to parents and even grandparents. It’s a one-size-fits-all approach that can be pretty effective.
However, the main disadvantage is also kind of an advantage: it’s imprecise targeting. Creating buyer personas is a tried and true way to improve sales, and traditional advertising may not be specific enough to reach your core audience. There’s always a risk of missing the mark with this approach.
Offline acquisition channel: the telephone
We all cringe at the thought of cold calling, thanks to those incessant calls from energy providers. It’s pretty unbearable, right?
But hear me out, because telephone prospecting still has a lot of potential. You just need to have the right tools and approach to make it work.
When it comes to telephone prospecting, preparation is key. You need to have a clear idea of what you’re going to say to capture the attention of your potential client right from the start. And most importantly, you need to have confidence in yourself and in the product or service you’re selling.
Anticipating potential questions and objections is important too, so you can demonstrate your expertise and show that you’ve got a handle on the subject 🖐️.
Of course, there are many other customer acquisition channels you can explore to help your business grow. This is just the tip of the iceberg!
Set up a customer acquisition plan
Selecting the appropriate customer acquisition channels is not a matter of right or wrong, so my top recommendation is to conduct as many experiments as possible!
At first, it can be overwhelming or intimidating to determine the correct route to take, but rest assured, you will swiftly discover which channels have the most impact on your target audience. 🎯
Certain channels may be more beneficial than others, depending on the industry, and that’s perfectly acceptable since each business has unique needs and requirements. 💪🏻
Customer acquisition channel strategy
Ultimately, it’s crucial to retain and enhance the customer acquisition channels that provide the highest ROI and have the most significant impact on your brand.
For instance, suppose your business specializes in selling energy drinks. In that case, a cold email campaign targeting sports enthusiasts may not be the most effective approach.
Instead, you could consider sponsoring sports competitions, partnering with top athletes who can influence their followers, or organizing free taste tests at major supermarkets. There are numerous other options available, but it’s up to you to test and discover which ones work best for your specific business.
If you own an SaaS company like ours, the most effective way to reach your clients is through email marketing campaigns. For example, you can send emails containing tips and tricks on how to use the tool, special promo codes, and other relevant information. 📩
Additionally, social media platforms like LinkedIn can be a valuable resource for engaging with professionals in your field, sharing posts and articles, and creating a referral program, among other things.
These are some of the channels we utilize, and they have proven to be highly successful in promoting our business growth and establishing a distinct presence that sets us apart from the competition. 🚀
How to choose your customer acquisition channels?
As previously mentioned, the ideal channel for your business may differ depending on the type of industry you are in.
However, here’s a quick and simple matrix that you can use to help select the best marketing channel. 👌🏻
To begin, create a matrix in any spreadsheet tool such as Google Sheets. Next, add the potential channels to your line item headers and the attributes to compare each one in the column headers (or vice versa). Finally, fill in the values with “Low,” “Medium,” or “High.”
This method will enable you to make a more informed comparison of the acquisition channels available, but please note that its validity can change at any time. So be sure to adjust it as you start your campaigns. 👀
You can make it as basic or detailed as you want, so here’s an example of what you could use:
Acquisition Channel Matrix
How do you calculate the cost per channel of acquisition?
Decision-makers often ask this question because while all ideas may sound great, the most practical solution is sometimes necessary, depending on the cost of customer acquisition. 💸
Customer Acquisition Cost (CAC) is calculated using the following formula:
CAC = Marketing Costs (MC) / Customers Acquired (CA)
You can even perform a quick calculation for each channel, but keep in mind that the results may not reflect the benefits immediately. For instance, if you spend money on an upcoming event, you may not see the results until after the event has concluded.
However, this method can assist you in determining the marketing budget required for each channel and identifying channels that are not providing a significant enough ROI that you may need to drop.
The best customer acquisition tool
Now that you have a grasp of the fundamentals, let’s dive into the details, shall we?
Allow me to explain what Leadsourcing is and how it can assist you in expanding your acquisition channels. 🤯
To begin, it’s important to note that Leadsourcing is a Chrome browser extension that provides a CRM to manage your LinkedIn leads. It’s entirely safe to use since we do not touch the HTML code of the page, and we’ve implemented security measures to safeguard your LinkedIn account, including daily quotas and human-like actions.
With Leadsourcing, you can generate sequences, known as Campaigns, to interact with your prospects. These campaigns are fully automated, allowing you to select your target audience, export it from a LinkedIn search, and set up the campaign with ease. And there you have it!
Another fantastic feature of Leadsourcing is that it’s a multichannel tool! This means that you can manage other acquisition channels, such as emails, from the same platform.
Isn’t that amazing? 🤩
This will save you a lot of time and effort when setting up your campaigns, allowing you to monitor the outcomes in one convenient location. All you have to do is synchronize your email account, select an advanced sequence, and begin the multichannel campaign directly from your CRM.
List of marketing acquisition channels
While it may be a bit more complex than the other methods, creating high-quality video content for YouTube can yield excellent results. Although it may take some time to produce, the benefits can be substantial, particularly for boosting Facebook or LinkedIn posts.
You might be wondering, why is that? 🤔
Well, users on these platforms tend to spend more time watching videos. With each passing minute, there’s a greater chance that they’ll click on and check out your profile and/or your company page. Consequently, the algorithm of these platforms will reward you with more views! Additionally, slides or any other visual content, such as PDFs and images, can also attract more leads.
As you’re aware, customer acquisition via social networks is incredibly effective. When you create high-quality content, it can attract more leads and strengthen your brand. Social networks have their own lead ads that can be synchronized with Instagram if your prospects use that communication channel. 🔈
Engaging with Facebook groups and utilizing Messenger can help you build a community and provide customers with an even more delightful experience. Having numerous channels, as many as possible, is a significant asset for your business. Clients will appreciate being able to reach you on any platform, and they can also share or react to your content, allowing it to reach an even broader audience.
Acquisition via LinkedIn
Last but not least, our favorite acquisition channel is LinkedIn, which allows you to build a network of qualified prospects. This platform is renowned for its quality content, so it’s crucial to use it effectively. Here’s a brief article explaining why LinkedIn is a gold mine!
For our acquisition strategy, we chose to focus on LinkedIn and post from all of our company accounts on a near daily basis to reach a broader audience. 🤗
We share our expertise on prospecting and showcase our company culture, contributing to diversifying our customer acquisition strategy and social media presence.
As you may have guessed, we regularly utilize all three channels (and more) to acquire new customers. In summary, the outcomes have been quite favorable, with our blog alone generating 8K in revenue this month!
Now that you’re aware of these strategies, 😎 the goal is to be as diversified as possible and cultivate existing relationships with your customers to acquire even more prospects.
Our best tips for customer acquisition
Now that you have a better understanding of these strategies, let’s provide you with some tips on how to execute them. Let’s go 🚀!
- The first thing you should keep in mind, particularly if your product or service is digital, is to have an SEO-optimized website.
It’s logical: if you appear at the top of the search results, people are more likely to purchase your products. In reality, it’s worth noting that the first page of Google alone generates 91% of clicks. With billions of daily searches on this search engine, it’s crucial to pay close attention to our position.
The red section ❤️ indicates the domain of SEA. If you’re running ads, your chances of appearing in this section are determined by the amount you spend on a given keyword.
The blue box represents natural referencing. If you’ve done a good job with your SEO, you’ll appear on the first page, or even better, in the top few positions. This is achieved through organic 🔗 links and optimizing your various content for specific queries.
You can also have a Google My Business listing. This feature is specifically designed for local referencing, allowing visitors to easily access your contact information and locate your business.
Next, it’s important to be creative and develop personalized content. This involves establishing a persona, which is no secret🤐. Identifying your target audience will enable you to create content that is tailored to their needs.
Present yourself in the best possible light on social networks by generating both organic and paid content on a regular basis. Consistency is key!
Lastly, don’t forget to track your key performance indicators (KPIs) to determine whether your efforts are yielding results or not.
FAQs for customer acquisition channels
It’s worth noting that over the past few years, the cost of customer acquisition has risen by 60%. While this increase may seem substantial, it’s important to recognize that competition is fierce, and businesses must take action to stay ahead of the game.
How do customer acquisition channels work?
Expanding your customer acquisition channels is one of the many ways to reach potential customers. Some of these channels are online, such as email marketing, blogs, and social media, while others are offline, such as meetings and events. 🗓️
How to choose my customer acquisition channels?
To determine which customer acquisition channels to utilize, it’s essential to define your target audience, compare the channels based on cost and time, and conduct testing.
To calculate the customer acquisition cost, you can use the CAC = MC/CA formula and apply it to each channel.
As you may have guessed, 😉 the most effective multichannel tool for customer acquisition is Leadsourcing, allowing you to automate your actions on LinkedIn and leverage email to enhance your customer approach.
There you have it – everything you need to know about customer acquisition channels! 🚀