What is Acquisition Marketing: A Complete Guide
Every brand is treated like a baby for any owner; they work day and night to grow their businesses. And acquisition marketing is just another way to grow your business.
Customer acquisition marketing is a pain point for savvy marketers, but what if we told you that this entire marketing process could be easy? All you need to do is leverage user-generated content.
That’s correct; acquiring customers is easier said than done, but with authentic and raw user-generated content, marketers can acquire customers and reduce the investment into acquisition marketing.
Let’s find out the what, how, and where of leveraging UGC into your customer acquisition marketing.
What is Customer Acquisition Marketing?
Customer acquisition marketing is the process of acquiring new customers or users for a business or product. The goal of customer acquisition marketing is to attract and convert potential customers into paying customers.
Its main components include discovery and persuasion. First, you must find and attract customers, persuade them to buy your products or service and turn them into brand advocates.
Unfortunately, many businesses fail to create a strong process to get new leads. But creating a strong customer acquisition strategy is not enough. It must also be profitable, but spending $10 on strategy and getting conversions worth only $4 won't make sense.
Why Reducing Customer Acquisition Cost Is So Important?
To make every dollar count, you must reduce your customer acquisition costs. So what if we told you that a considerable chunk of your money could be saved?
Yes, you got that right; properly using user-generated content and marketing customer advocacy can reduce these customer acquisition costs. User-generated content comes in the form of text, video, or photos created by brand customers instead of the brand itself.
UGC motivates consumers 85% more than original brand content. Undoubtedly, UGC is influential and can make your acquisition efforts profitable. However, getting the same results through traditional ways can overwhelm the pockets. Here’s why reducing customer acquisition costs is important:
1. Distribute saved money to other ventures
Costs associated with acquiring new customers can rise quickly, particularly for companies that rely substantially on paid advertising or marketing initiatives.
You can spend the money you save by lowering your CAC in other company ventures like product development or customer service.
2. Spend more on retention
Your return on investment (ROI) can rise by lowering your CAC by bringing in more money from each customer.
This is because each customer's acquisition cost is cheaper, allowing you to spend more on client retention and upselling, boosting your overall profitability.
3. Gets more leads with less cost
You may acquire more consumers without continually raising the cost of advertising by lowering your CAC, enabling your company to grow sustainably.
This is crucial since depending too much on paid advertising will eventually decrease results. UGC-based marketing techniques, however, can continue to provide leads and sales at a lesser cost.
4. Competitor advantage
With a lower CAC, you can provide your goods or services for less than your rivals while still making a profit.
Making your goods more accessible and appealing to prospective clients might give you a competitive advantage.
5. Build your community
UGC-based marketing methods can improve client retention by creating a sense of community and brand loyalty around your business.
Customers will surely continue using your goods or services if they feel like they are a member of a group of people who share their beliefs and interests.
6. Greater customer satisfaction
Using user-generated content (UGC) gives prospective consumers a real, first-hand experience of your product or service, improving the entire customer journey and increasing conversion rates.
How to Improve Your Customer Acquisition Marketing Strategy?
Improving your customer acquisition strategy involves a combination of tactics that help you attract, engage, and convert potential customers into paying customers. Here are some tips to consider:
1. Encourage customers to share their unique experiences to spark creativity.
UGC can come in any form, such as video, images, and text. With the help of hashtag contests even, you can encourage people to participate. Advertise the contest on your social media platforms and email list.
You can feature customer reviews, testimonials, images, or videos on your homepage or product pages to give social proof and boost conversion rates.
In order to produce and distribute UGC, collaborate with influencers who share your brand's values. Doing this can increase your audience and attract new clients interested in your goods and services.
2. Make the Most of User-Generated Content in Your Marketing Campaigns
In addition to including client evaluations or testimonials in your ad language, you may use customer images or videos in your advertisement's creative. You can incorporate UGC in social ads.
Utilise user-generated content (UGC) in your email marketing campaigns to personalize your messages and boost click-through rates.
Increase conversion rates and product page optimization using UGC. On your product pages, you can include customer testimonials, images, or videos to offer social proof and allay any reservations or worries of potential buyers.
3. Boost Social Proof with Customer Feedback and Experiences
To highlight the positive experiences of your current consumers, be sure to display UGC on your social media accounts prominently.
You can also showcase UGC in your print media to reach more people, take your users' content offline, and expand your audience's voices.
4. Build a Tribe: Establish a Loyal Brand Community
Create a private Facebook community where clients can connect, exchange experiences, and ask questions. Customers may use this as a platform to interact with your brand and develop a sense of community and loyalty.
Run a hashtag campaign. You can advertise the hashtag on social media and highlight user-generated content (UGC) from customers in emails and on your website.
Host an event or giveaway to express gratitude to your clients and attract them to interact with your business. This can make it easier to create a community and encourage commitment and retention.
5. Listen and Learn: Maintaining Customer Engagement Through UGC
To show your dedication to customer happiness, reply to positive and negative client evaluations. This can enhance your company's reputation and foster confidence among potential clients.
When you receive unfavorable reviews, be sure to respond quickly and professionally. This can improve a bad experience and show your commitment to customer satisfaction.
Be careful to express gratitude and thank clients for sharing their great experiences whenever you receive positive user-generated content (UGC). Customers may become more loyal to your brand and assist in spreading the word about their experiences if you do this.
Key Channels for Acquisition Marketing
Key channels for acquisition marketing vary depending on the business, industry, and target audience, but here are some of the most popular channels:
- Organic Search
- Paid Search
- Social Media
- Traditional Advertising
1. Organic Search
Investing in search engine optimization (SEO) can attract more potential customers to your website and increase your visibility online. Organic search marketing is optimizing your content to rank higher on search engine results pages like Google or Bing.
Use tools like SEMRush, and Ahrefs to find the most accurate keywords for your business and create content that connects with your targeted users.
2. Paid Search
Paid search marketing (PPC) advertises on search engines and partner websites. It lets you create search results and pay for them to show up alongside organic results.
Use Google Keyword Planner and Microsoft Advertising to optimize your content and ads for search engines.
3. Social media
Social media marketing involves organic and paid methods. Organic social media is excellent for building brand awareness, showcasing company personality, and sharing content from other sources.
It's like gasoline to boost other acquisition methods and takes advantage of virality to encourage customers and followers to help advertise.
Paid social media advertising can be great for businesses depending on their budget and audience. It ensures content reaches the target audience without building up a follower base.
Sponsored posts are a start, but Facebook Lead Ads can help gather customer information like email addresses and names to turn followers into leads.
Use a free calendar guide and template to manage and plan social media content.
Marketers collect customer information through various channels to build an email list. Email marketing effectively connects with customers, promotes quality content, and offers discounts and events. It provides a direct line into consumers' inboxes, making it a valuable acquisition tactic.
Customer referrals are a powerful customer acquisition method. Creating an incentive referral program can motivate customers to share about your business.
Providing value first is crucial in encouraging customers to refer you. Give your audience a good reason to refer you, and they will be inspired in a snap.
6. Traditional advertising
Traditional advertising channels like TV, radio, and print media work well for local and large businesses with big budgets.
Effective targeting and consideration of the audience are crucial. Audience details and requirements are in the publisher's media buying guide.
A Smart Customer Acquisition Marketing Helps A Brand Grow
Your customers hold the key to growth. Customer acquisition is the lifeblood of any business, no matter how big or little. Therefore, you cannot afford to stop marketing to potential customers at any price.
Yes, successful businesses prioritize acquiring and retaining their customers. If your customer acquisition strategy is set up properly, you may anticipate a decrease in customer acquisition costs and an increase in client lifetime value.
Acquiring the proper customers who remain loyal and aiding in acquiring additional is the key to successful customer acquisition. Consider your customer acquisition and retention strategies as a flywheel instead of a one-way funnel.
Always work to bring in new customers, but don't forget about them once they've joined the crew. Give them the amenities they need to succeed, and they'll start working for