What is Acquisition Marketing?
Acquisition Marketing helps you convert leads interested in your product into loyal customers. Unlike Brand Awareness, which is designed to drive recognition, Customer Acquisition brings in revenue.
Hence, the audience, messaging, and calls to action for Acquisition Marketing are unique and directed toward action rather than awareness.
For example, if you run a Google Ad around your Fall Fashion Line and notice increasing views, likes, and comments, that’s good brand awareness. But only when someone interacts with your landing page and buys your clothes will you consider them an acquired customer.
In short, Customer Acquisition begins only after Brand Recognition has laid the foundation, inviting prospective customers into the “Consideration” phase of the marketing funnel.
How Can It Help You Grow Your Business:
There are four ways in which Customer Acquisition can help your business grow-
- It helps you increase your revenue, so you can pay employees, meet costs, and reinvest your profits into business growth.
- Acquisition Marketing helps you land loyal customers who can later become your brand ambassadors and do your branding for you. This helps reduce marketing costs and ensures that you continue acquiring new customers without making additional efforts in the future.
- Acquisition marketing allows you to better grasp the psyche of your target audience, helping you reach, attract, acquire, and retain new customers more effectively.
- You can leverage all these efforts to show evidence of traction for outside parties, such as influencers, partners, and investors, which will keep everyone happy and lead to more growth!
Which Digital Channels and Tools Should You Use for Acquisition Marketing?
Acquisition Marketing employs a number of channels through which you can attract and convert new leads. These include social media, email marketing, organic search, display marketing, and more.
These channels can be broken down into various types: Inbound and Outbound, Paid and Free. Determining which works best will depend on your target audience, resources, and marketing strategy.
- Organic Search
Have you ever noticed how you select one of the top three results when you search for a term on Google? Well, organic search marketing combines On-page and Off-page SEO (Search Engine Optimization) to help brands rank at the top of a search results page.
While Organic Search Marketing can drastically improve your brand reputation, it can also be used for Acquisition Marketing. For example, if someone lands on your website to read a blog and likes it, they might sign up for a newsletter, through which they may later buy your products or services. You can also offer an upgrade for faster conversions, asking them to fill out a membership form to access more benefits.
Tools: The most popular tools used for SEO include SEMRush, Google Search Console, Google Analytics, and LuckyOrange, among others.
- Paid Search
Through Paid Search marketing, you can pay search engines like Google and Bing to list your brand name alongside organic search results, increasing your chances of being found.
While Organic Search requires relatively less investment, Paid Search marketing has the potential to drive quick results. Because when someone clicks on your listing knowing it’s a Paid Search result, they’re more likely to convert into paying customers.
Tools: Use tools like Google Keyword Planner and Microsoft Advertising to optimize the content you display on your search result and landing page.
- Social Media Marketing
Like search marketing, there are two kinds of Social Media Marketing (SMM) — organic and paid.
While organic SMM allows you to establish a personality, build an audience, and benefit from participating in trends, boosting your brand awareness, and generating leads takes time.
Paid SMM, on the other hand, helps you reach a wide array of prospective customers with specific messaging and a “call to action” for faster conversion. This helps increase revenue and lets you understand what makes your audience tick and how you can use your learnings to set up a constant stream of incoming customers.
Tools: Each SM channel offers inbuilt tools for organic and paid marketing. You can use platforms such as Hootsuite and Hubspot CRM to manage everything from one place.
If done right, one of the most underrated conversion tactics, Email Marketing, can help you build a loyal customer base that feeds into your business long-term.
Start by drafting personalized emails and setting up a workflow that covers discounts, upcoming events, specific insights, and quality content to keep your audience engaged. If you can tailor content that caters to their particular needs and helps them overcome a problem, they will convert into paying customers in no time! Moreover, they might even begin referring you to their family and friends.
Tools: Some of the most commonly used tools for Email Marketing are Mailchimp, SendInBlue, and HubSpot.
While webinars and workshops allow you to connect with prospective customers virtually, nothing beats the experience of meeting them in person. This is where a Marketing Campaign comes in.
Use a combination of the channels mentioned above to relay the event’s details to your audience, preferably over a period of two weeks. Let them know what you’re offering and how they will benefit from attending your event.
The audience that shows interest and/or attends the event will likely convert into paying customers.
Can I Do It Myself?
While creating and executing a full-fledged Acquisition Marketing strategy yourself can be challenging, we suggest you start small.
- Begin by defining your target personas and determining which channels they use the most. Also, study their pain points to understand how to phrase your messaging.
- Second, decide which 2–3 channels you want to focus on. For example, if your clientele is primarily B2B, you can consider LinkedIn, YouTube, and Email for Acquisition Marketing.
- The next step is to define your long- and short-term goals and create your content marketing strategy accordingly.
- Now you can start writing the content you wish to post on your target channels. Remember as you do this that the content you create must provide value to your audience and that you should post consistently.
- The next step is to set up a workflow for those interested in your brand. (You can use a CRM like HubSpot to do this). Add your leads as Contacts on HubSpot and create a set of personalized emails to send them.
- Over time, you should understand what kind of content works for your audience and optimize your Acquisition Marketing funnel accordingly.
Note: Each step we’ve mentioned above requires careful research and planning. This is why we suggest you be thorough or hire a digital marketing agency.
Why Hire a Digital Marketing Agency to Do Your Acquisition Marketing?
There are many reasons why hiring a digital marketing agency to do your Acquisition Marketing is a good idea-
- Acquisition Marketing requires hiring, training, and managing a team of several people. A marketing agency will already have trained experts who can take over your marketing quickly.
- Having worked in the industry for decades, agencies are well aware of the nuances of each channel and know how to leverage it best for your maximum benefit.
- Scaling up your marketing internally will require hiring and training more employees, affecting your overall revenue generation. But this is not an issue if you partner with a digital marketing agency.
- Agencies can handle your day-to-day marketing activities and keep you updated about current trends, new marketing tools, measure performance, and even set up and meet quarterly goals! This eliminates the hassle of keeping track of trends and marketing tools while offering you the best resources and channels for effective marketing.
If you have any questions about Acquisition Marketing, want to learn about insider tactics, and know how we can help your brand grow, feel free to reach out! We will schedule a free consultation with you to share our ideas on scaling your business effectively.