Customers. At the end of the day, isn’t this what every business is trying to find? The simple reality is that many businesses live or die based on their ability to formulate a strong customer acquisition strategy. Of course, crafting a customer acquisition strategy that delivers scalable results without breaking the bank can sometimes seem easier said than done.
So what do you need to do to create a great customer acquisition strategy? Here are a few principles to keep in mind to guide your sales and marketing efforts.
1. Audience Definition
The very first step for crafting a quality customer acquisition strategy is clearly defining your target audience. Who do you want to reach? Who do you think will buy your product? Your audience research should go well beyond basic demographic information. It should delve into your audience’s interests, their search habits, and other key behaviors that illustrate their likes and dislikes.
Even more importantly, you should be able to determine why they would want or need your product in the first place. The better you understand your target audience, the better you’ll be able to formulate an effective messaging strategy that illustrates what you have to offer.
2. Focus on the Landing Page
There are many tools available in the modern sales and marketing world, but few can have a greater impact than your landing page. For many potential customers, your landing page will be the first real interaction with your brand. It’s where they will determine if they want to learn more about your product or service — if they want to speak with a sales representative or start a free trial of your software.
As such, your landing page should have attention-grabbing headlines and copy that highlight the key features and benefits of your project. The images and layout should be professional and easy to navigate. Most importantly, your call to action must be compelling and easy to find. When done right, a well-crafted landing page could ultimately prove to be your best source for finding potential leads.
3. Engage and Educate
The modern customer acquisition strategy doesn’t merely try to blast potential customers with a canned sales pitch. Rather, the goal is to become a trusted partner who educates customers on how your product or service will solve a key challenge they face. By sharing useful information (such as industry tips and tricks, or highlighting reviews of your service), your sales staff will be in a better position to guide the customer through the buyer’s journey.
Focusing on the customer experience and highlighting the positive attributes of your business through social media posts, retargeted PPC ads, and other marketing methods will also keep your company in the forefront of the consumer’s mind. These additional opportunities for engagement outside of scheduled sales calls can provide more information and social proof to help a customer make their decision.
4. The Right Management Tools
There’s no denying that managing and tracking the various phases of your customer acquisition process can be a major challenge. From monitoring when a prospect was last contacted by a member of your sales team to analyzing your landing page’s conversion rate, there are many factors which can influence the success of your marketing tactics.
You can’t afford to let a sales prospect slip through the cracks, or for a poorly designed landing page to lower your conversion rate. Because of this, the use of specially designed sales management tools is a must-have in today’s market. By tracking customer interactions, offering in-depth analytics, and automating certain elements of the sales process, these tools will allow your team to operate more efficiently. Even more importantly, they can help you make informed decisions to further improve your customer acquisition strategy so you can achieve lasting success.
