With ever-increasing competition due to our new digital landscape, customer acquisition costs have increased over 60% in the last 6 years. This has left many businesses struggling to figure out how to effectively drive acquisition without draining their marketing budget. The key is to make sure you are putting money in tactics that are going to work the best for you, instead of focusing on trying to maintain the same strategies and budgets that you’ve used in the past.
What is Acquisition Marketing?
Acquisition marketing focuses solely on marketing your products or services to people who haven’t done business with you before. It is different from other types of marketing because it is specifically geared to help drive awareness to new leads, rather than courting existing or lost leads, or even previous customers.
The Different Acquisition Channels
Despite the increasing costs of customer acquisition, the good news is that businesses have myriad options when it comes to strategies and platforms. There are a few that remain the most common, and best-performing, when it comes to attracting new customers.
Content marketing is a tactic that can work well for all businesses, no matter what industry they are in. Having new, interesting, and relevant content is a very effective way to grab the attention of new leads and get them to spend time on your website.
Content also helps to increase customer trust, which has become increasingly important in light of the overabundance of false information online.
If you aren’t already blogging, or aren’t updating your blog regularly, you are missing out on a very important way to acquire new leads and customers. Blogs give you the opportunity to discuss important industry topics, highlight your expertise, and build authority with your readers.
If you don’t already have someone on staff that can write blogs for your company, hiring an outside company or a freelancer to handle it for you is much easier than you think. It also means you can make your blog as hands-off as works for you; you can provide topics and vet every blog, or you can let the writer do their work, researching relevant topics for your industry and posting them right to your website at the agreed upon frequency.
You’re likely familiar with websites that offer things like guides, ebooks, and other gate content options when you provide your email address. This tactic is popular because it works: in exchange for the option to market to these users, they get a piece of content that provides them with valuable information.
Gated content is often very specific in the information that it provides. And if readers have additional questions, they can reach out to the business to provide it. Gated content helps to generate interest in your products or services. Much like blogs, it can be done either in-house, or produced by an outside writer that works under the guidance of your marketing team.
While they take more time and expertise to create, videos remain as one of the highest-performing types of marketing content. The key to leveraging video marketing is to ensure that you are only sharing high-quality, well-shot, well-edited videos. While it can be time consuming and a bit costly to produce, the ROI for video marketing is some of the best in the industry.
Social media marketing offers both organic and paid marketing options. Organic posting helps develop a personality for your company, boosting brand awareness, and sharing content you may have produced for other channels. Paid marketing, on the other hand, can help get your page and business name in front of new users instead of your existing audience. Many social media platforms offer highly customizable paid campaign options, which allows you to target your ads to only the users you find most desireable.
Drive Customer Acquisition to Increase Leads and Conversions
If you’re looking for help designing a customer acquisition plan, we are here to help. Gulf Coast Web has decades of experience in managing digital marketing and social media for business across all industries. Our staff consists of highly-trained web design and digital marketing professionals who are both passionate about their jobs and excel at what they do. And unlike many other design agencies, we have a content writer with over 10 years of experience on-staff to handle everything from website copy to blogs to social media posts. Contact us today to book a consultation with our team. We look forward to outlining exactly how we can help you grow your business with our digital media agency services.