Every marketing professional has heard about ‘user persona’. This is the quintessential building block of customer acquisition.
Many of us created avatars when social media sites became a rage about a decade back. From a caricature profile image to our likes and dislikes, we added things about us for our short bios. If we were a business, this avatar would be our user persona. Every marketing effort begins with creating a user persona of the typical customer of any product or service. This customer profile helps marketers tailor their customer acquisition strategies.
User acquisition is essential for businesses—whether they’re serving other businesses or customers directly. It helps them strategize to compete with other businesses, rolling out brand awareness strategies and building customer loyalty.
Read on to learn more about customer acquisition strategies and why they’re important.
What Are Customer Acquisition Strategies?
Businesses first set out to identify a problem that they can solve. Customers are always searching for something to address a particular need. Tapping into that and coming up with a viable solution is the beating heart of any new business.
Once the problem has been identified, professionals have to start tailoring their online and offline presence to communicate their understanding of the problem. When a customer visits a business website, they should be able to tell what it has to offer. If they have to search through several pages for this information, the business has already lost a chunk of its potential customer base.
Customer acquisition strategies help create an actionable plan to acquire new customers—and retain the old base.
Here’s the process of creating customer acquisition strategies involving different types of customer acquisition techniques:
1. Create A User Persona
All branding efforts to come up with a user acquisition strategy should be geared toward a specific user persona. When marketers are unaware of who they’re marketing to, strategies are often misguided. They may not provide the desired results because they haven’t been mapped to the right audience. For instance, targeted ads pick up on the user’s interests to show them what they’ll surely like. A retired professional may not be interested in things like meal preps, active lifestyles for professionals on the go or technology that helps save time.
2. Pick The Right Acquisition Channel
Acquisition channels include social media, email marketing, ads, in-person or online events for lead generation and public relations. Professionals have to mindfully pick the channel that’ll work for their needs. For instance, if they’re trying to invest in networking to generate leads, events are far more effective than paid posts on social media. Social media is a universal acquisition channel. For a brand like Zomato, Twitter is its playground, but that may not be the case for a brand catering to a different audience, like Good Earth—who rely on Instagram for their marketing efforts.
3. Invest In Search Engine Optimization
Search Engine Optimization or SEO is one of the most important marketing strategies for any business. Driving organic, or unpaid, traffic to a website is what businesses want before starting to convert users into customers. SEO will help concentrate on the things that matter. Optimizing landing pages or websites with the right keywords and tags helps businesses reach their specific audience.
4. Focus On Quality Control
Quality over quantity is every successful marketer’s mantra. Instead of putting up endless resources for consumption, focusing on a choice few will help create a niche for the brand. Limited content doesn’t mean businesses are doing anything less. It just means investing in high-quality content rather than content of average quality.
5. Think Long-Term
A user acquisition strategy must be created with a long-term objective in mind. Businesses can’t keep changing their user persona every day. Of course, it’s important to be in the now and stay on top of trends. But at the heart of it, it’s more effective to have a clear user acquisition strategy in mind that can be altered or modified depending on the business’ needs.
A client acquisition strategy is similar to a customer acquisition strategy. A professional has to first study the audience, understand their needs and give them a way to solve their problem. This way, they can create robust strategies and build a strong, loyal customer base. Communicating these problems and solutions in a clear and compelling way is what makes a successful marketing professional.
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