New Customer Acquisition
Using Marketing to Attract Customers
Endless calls, waiting on hold, unopened newsletters: The topic of “customer acquisition“ sends a shiver down many an entrepreneur’s spine. Those who are still at the very beginning of their entrepreneurial career rarely possess a permanent customer base, let alone regular customers. Even those who have already established themselves on the market and have reliable customers are dependent on quickly and cleverly winning over new ones. Hence the question—how can I best approach customer acquisition?
One thing is clear: The acquisition of new customers requires perseverance and the application of the right strategy. In times of competitive pressure and globalization, it is becoming increasingly difficult for companies to be seen in the marketplace. After all, not every company can rank first in Google search results. That’s why we explain in this article how you can successfully use marketing and sales to attract new customers.
Table of Contents
Customer Acquisition in Online Marketing
Examples and tips for using online marketing to acquire customers:
Spreading customer recommendations
Personal recommendations are worth their weight in gold and put any alternate marketing strategy into the shade. So why not use the reviews of satisfied customers and publish them on your company homepage or online shop? These positive reports from satisfied consumers are perfect for new customer acquisition. We reveal in detail how recommendation marketing can contribute to customer acquisition in our article about referral marketing.
Kunden mit Geschenken locken
If you want to sell something, you first need contacts, so-called leads. Free samples and free gifts are ideal for establishing direct contact with the prospective buyer. In order to receive the company’s free offer, the customer leaves his contact details, such as an email address, on the company’s website.
Kunden gewinnen mit Native Advertising
Native advertising are advertisements that are very similar in terms of content and visual terms to editorial contributions on the internet. Through their editorial design, they attract the attention of online users and are rarely identified as advertising. Thanks to its camouflage, native advertising is an excellent platform for product placement. It allows companies to advertise their products or services “hidden in plain sight”.
As detailed above, online marketing methods include such steps as email, social media, content marketing, SEO, display advertising, or search engine marketing. Depending on where your potential customers are on the web, you can try one, several, or all methods to reach them. When trying to drive up sales, online reach is a decisive factor in attracting as many interested parties as possible. Reach indicates how many people can come into contact with a particular method or medium. Therefore, when planning customer acquisition in marketing, reach must be taken into account as an important factor. What individual measures look like in practice will be described in the next section.
Four Channels for New Customer Acquisition
Online marketing uses various web channels, with which one can experiment seemingly without end. These four channels can be used individually or as bundles to pursue their own marketing strategy. This allows the topic of customer acquisition in marketing to be promoted online on various platforms. A look at the following list helps to understand which channels you should use specifically for your business:
Your own website
A website is the online flagship for every company and therefore fundamental to every web campaign. It must be stylishly designed and clearly arranged, offer fast loading times, and offer added value for the customer. The home page must provide space for the most important information about the operation. Headers and footers should also be used well. The subpages in the menu must be clearly structured. There are countless websites on the web, and no buyer will spend time on one whose usability or design is unappealing or which is completely outdated. Therefore, it makes sense to regularly update the website and publish new content.
Depending on the industry, operation, and company philosophy, it usually makes sense to expand the website with a blog. A blog is a good platform to publish up-to-date content that adds value to readers and potential customers alike, brings the company closer, demonstrates its expertise as an expert, and smartly integrates call-to-actions on products and services. Blogs are time-consuming media that need to be looked after all around and regularly provided with up-to-date content. Often it is worth starting a website first and then integrating a blog later.
Social Media Accounts
There are many social media channels that are eligible for business use. Basically, this includes all digital media and methods that enable users to network, exchange, and share media content. Among the most well-known are Facebook, Twitter, Instagram, Pinterest, and YouTube. WhatsApp, Tumblr, and LinkedIn are also vital. You’re probably spoilt for choice, and it makes no sense to create accounts on platforms indiscriminately and then have them orphaned. When choosing the right channels, it is important to consider the fit with the company or product as well as the target group.
In addition to the blog, webinars provide a great opportunity to demonstrate knowledge and expertise. A webinar is a presentation or lecture that is transmitted via video over the internet. The advantage is clear: You only need to create a recording once but can post and play it as often as you like on different channels. In this way, entrepreneurs can demonstrate their knowledge and use expertise to boost the recruitment of new customers.
Three Measures to Attract Customers in Marketing
- Pop-up windows
These small visual elements that pop up in the browser are often perceived as annoying. However, this can be ruled out if they offer added value. Therefore you should ensure that they only appear on certain pages. You should also refer to a special offer, discounts, or interesting information about the product. Often pop-ups are used for the “Before you go…”, i.e., before a user leaves the page, he or she gets a short useful message and a link to click. This is how easy it can be to keep customers on the website.
- Email advertising
In marketing theory, it is simplistic to assume that you need seven contacts with a prospect before deciding to buy. Email is suitable for establishing these contacts. Email marketing makes it possible to connect directly with customers and build trust through added value. In addition, customers can be continuously contacted. This helps you to stay in their memory. On top of that, email is a good tool to personalize the customer relationship and give the customer the feeling of being directly addressed.
When you use vouchers and discount brands as a marketing tool, it is called couponing. This strategy dates back to the 1960s. Who doesn’t remember the well-known discount brands? These are used online in a targeted manner: A customer bought something online? The perfect time to send an after-sales coupon—this immediately makes a repeat purchase attractive. Pre-sales coupons can be sent by email to perfectly attract prospective customers as new customers and to promote purchase online.
Three Strategies for Winning New Customers
Conclusion: How Customer Acquisition Works in Marketing
With this knowledge, you can now really get started in sales, management, and marketing to drive customer acquisition on the internet. No one has to be scared of marketing for themselves and winning customers! Fresh entrepreneurs are often afraid of the unfathomable construct of marketing and either does not know where to start or see no point in it. These thoughts are absolute nonsense! Everyone should tackle the topic of customer acquisition in marketing in their own way and, if necessary, use online marketing to present themselves to their customers.