Digital Internet Customer Acquisition Methods
Customer acquisition is the lifeblood of your business. Without new customers coming in the metaphorical door, you’ll have a hard time keeping the lights on.
Over the past decade, customer acquisition has largely moved online, and the knowledge set required to succeed with it has changed fairly dramatically. Those looking to either
(a) learn about digital customer acquisition strategy at a high level, or
(b) ensure they have an up-to-date understanding of its concepts, will be well served by this guide.
IN THIS ARTICLE ........
Digital Customer Acquisition: 10 Tactics to 10x Traffic & Revenue
Online customer acquisition techniques
Digital Customer Acquisition Strategy: 2024 Guide
A Simple Guide to Creating a Successful Online Customer Acquisition Strategy
Acquire More Customers With the Complete Customer Acquisition Guide
11 Customer Acquisition Tools And Software To Attract And Convert New Business
Digital Customer Acquisition: 10 Tactics to 10x Traffic & Revenue
Digital customer acquisition is gaining new business using various online platforms, tools, and channels. A killer digital customer acquisition strategy is critical for any business in today's ever-increasingly competitive landscape.
Digital customer acquisition differs from traditional methods of acquisition, mainly through channels. In addition, this approach offers many online options, such as social media, search engines, email, mobile, blog content, and more.
If you want to stay competitive in today’s market, you need to attract and engage potential customers where they’re spending most of their time—online.
1. Define Your Target Audience
2. Create Valuable Content
3. Use Social Media (Wisely)
4. Combine Organic and Paid Efforts
5. Optimize Your Website
6. Explore Email Marketing
7. Implement a Chatbot
8. Use Retargeting Efforts
9. Monitor Your Results
10. Experiment and Iterate
Implement a Chatbot
Chatbots have become increasingly popular in recent years, providing businesses with an efficient and cost-effective way to engage with customers in real time. However, implementing a chatbot isn’t as simple as downloading and launching a tool on your site.
Consider a few best practices for chatbot implementation:
- First, start simple: Begin with a basic chatbot that can answer common customer questions and direct them to the appropriate resources. Over time, you can add more complex features as needed.
- Personalize the experience: Use customer data to personalize the chatbot experience. For example, if a customer has previously purchased a specific product. Additionally, if your chatbot is integrated with your CRM tool, you can reduce customers' need to input information they’ve already provided to your company.
- Provide human assistance when needed: While chatbots can handle many customer inquiries, there will be times when a human touch is required. Nothing will turn a customer off more than making them continue to talk to the robot when that happens. Ensure your chatbot can easily escalate a conversation to a human representative.
Use Retargeting Efforts
Retargeting is a powerful technique that can help you reach customers who have already shown an interest in your business. You’ve already gotten the attention of this audience once—if you can recapture their attention, you might just be able to get them across the finish line this time.
You should always use segmentation when engaging in retargeting. Target your messaging based on these leads' actions on their website. For example, you can remind a lead about an offer they have already viewed or alert them that a product they previously expressed interest in now has new features or a reduced price.
Note: While retargeting can be effective, bombarding your audience with too many messages can fatigue or annoy your leads. Set frequency caps to ensure that your audience can handle your messaging.
Experiment and Iterate
Finally, don’t be afraid to pivot when the data calls for it! Experimentation and iteration are key to finding what works best for your business.
Here are some tips to help you experiment effectively:
- Start with a hypothesis: Before launching a new campaign, start with a hypothesis. What do you think will work best? Don’t let that hypothesis bias you when you check out the results, but starting with a goal and an expectation is good.
- Focus on one thing at a time: When you look at your data, you might see fifteen things you want to change and improve. Trying to take on everything at once can be tempting, but this can lead to confusion and inefficiency. So instead, focus on one thing at a time, making changes deliberately and systematically before moving on to the next.
- Learn from your failures: Not every experiment will succeed, which is okay. Don’t shy away from failure—and don’t make your team fear failure! Instead, use your failures as opportunities to learn and refine your approach for future campaigns.
Getting The Most From Your Digital Customer Acquisition Efforts
Digital customer acquisition is a highly effective way to attract new customers and grow your business in the digital age.
By defining your target audience, creating valuable content, using social media, and experimenting with different tactics, you can increase leads and revenue using digital customer acquisition methods.
The key is to stay focused on your goals, monitor your results, and be willing to experiment, course correct, and experiment again.
However, customer acquisition is only the beginning of your journey. If you really want to crush your growth goals, you need to find success at every stage in the sales funnel. Check out our free resource, the Growth Playbook, for more strategies and tactics to grow your business today.
Mallory. Growth Marketing Lean-labs Digital-customer-acquisition
Online customer acquisition techniques
4 Steps to creating a plan for online customer acquisition
Having a digital marketing strategy for your organisation is essential to ensure your marketing activities are supporting specific marketing objectives. The rise in the number of different digital channels available to target your customer base continues to grow as shown by this BIG list of todays customer acquisition channels by David Sealey, so withough without a sound framework in place to manage, monitor and measure organisation performance, not having a digital communications plan could prove disastrous.
This info will is an introduction to creating an outline framework to create a plan for online customer acquisition techniques - defined as tactics to help drive traffic or generating a lead or purchase through a website.
Acquisition techniques
This framework has been divided into 5 key sections:
· 1. What's your position in the market?
Before launching your acquisition strategy, it's important to assess where your organisation is within it's sector. You should already have a wealth of analytical insights on key metrics and have access to key performance measures on how your digital channels are performing.
Below are a few other areas to consider.
- What's your Unique Selling Point? Do you have a strapline and how does your business use this to differentiate itself within the market? How is the company defined online and how are you perceived by customers (existing, past) and suppliers?
- Know your audience - Who is your target audience? Create a profile of who your target customer is and how they currently interact with your brand online. Web analytics and historic sales data should be a useful source of information to understand who your customers are, geography, products sold, repeat visit rate and purchase patterns
- Know your competitors - Do you have a defined list of competitors within your market? Are you analysing their performance and tracking their activity? It's essential you are building up a profile of who they are, how they interact with the market and their own USP's or differentiators e.g. do they opt for price-driven strategies, PR-driven activity , etc
· 2. Objectives
To build any successful strategy, it's important objectives are laid out in what you are looking to achieve and why. To make these realistic, I'd recommend they're created using the SMART approach (Specific, Measureable, Attainable, Realistic and Timely).
As mentioned in section 1, having an understanding of 'What your current position is within the market' will help you create and define a picture of the current position and areas to focus your strategy - here is an example of an acquisition based objective:
'Increase website visits by 10% during the period of June – August 2013 compared to same period of the previous year measured through Google Analytics'.
This objective provides a specific metric you're looking to achieve within a timeframe and will be measured. To ensure it's a realistic objective, it's important you have completed your groundwork on current performance by assessing and researching past performance.
· 3. Who is your target audience?
From section 1, you should now have a good understanding of your customer history and type of audience you plan to attract through this acquisition strategy.
To bring this to life (and to help get internal support within your organisation), create personas of who you are looking to target. Using third party data e.g. Experian Hitwise will help you add additional detail to your proposed audience.
Example of using Hitwise for a Sports Retailer
The sports retailer which sells replica shirts, so how to use Hitwise.
- Sector: 'Suburban Mindsets' (Group F). Age profile of 18-35. Key Points: Active internet users with a specific interest in sports sites and football being of particular interest.
- Persona A: - Male, football fan, historically makes an annual purchase from online sports retailer as and when their football team releases a new replica shirt which is an annual purchase around May - July.
- Justification: This persona will prove to be a key target audience during the 3 month sales period to promote the product offering associated with team supported and incentivising existing customers.
· 4. Choosing the right Acquisition tactics
Now begin to define how the objective will be realised - by identifying which digital marketing tactics you plan to use as an acquisition technique. The chosen tactics should be justified from the findings you uncovered in evaluating your existing customer i.e. how and where your target audience reside, do they use search engines? are they active on social media? are they loyal in their online purchase patterns - understanding this will help you create a list of preferred tactics to implement.
Key digital tactics for an acquisition plan
It's useful to group the main tactics together as Dave Chaffey has in this summary of 6 key online channels to increase Reach.
The relative importance of key tactics are suggested by the research I have listed under each.
1. SEO
- 94% of clicks were generated through natural search results (Econsultancy, 2012)
- 100% of searchers look at the first organic result compared to only 50% look at first paid result
- UK internet users now spend 64% more time using search engines (UKOM/Econsultancy, 2010)
- For branded terms, UK searchers are more likely to click on the first 3 results (MEC/Econsultancy, 2012)
- The advertiser is not paying when a user clicks on the blue text link within the organic results.
2. Affiliate
- Merchant only pays on completed sale, therefore eliminates upfront risk
- 30% of affiliates are sending at least 20k visitors a month to merchants website, up 19% (A4U Census, 2011)
- Expected to drive £4.62bn online sales in 2010, an increase of 12% on 2009 (Econsultancy, 2010)
3. Paid Search
- A measured advertising mechanism
- More than 54% of companies are planning to increase their budgets (Experian/Econsultancy, 2012)
- 39% of companies are spending more than £100k annually (Guava, 2011)
- Paid search is highly targeted
Easy to track performance for specific keyword campaigns.
4. Social Media
- Cost effective channel to engage with target audience
- Effective tool to help with amplifying the brand and deeper engagement with customers
- Supports company SEO strategy e.g. Google +, Twitter
- Reputation management – good indicator on how the brand is perceived in the external market sector
- Ability for your message and story to reach as many people as possible.
The DMA-CMI report report backs up the growth in social media and content marketing, which shows the impact that social media is having for companies.
5. Email
- Main reason to subscribe is to promotions (Econsultancy, 2012)
- 72% of companies rate email as excellent in terms of ROI
- Low cost of fulfilment – less than direct mail
- Personalisation of email it is cheaper than direct mail
- An easy and cost effective channel to test different creative and messaging
- Ability to segment your audience to receive messaging around a specific product.
· 5. Monitor Performance
Referring back to the objective of this strategy which was: 'Increase website visits by 10% during the period of June – August 2013 compared to same period of the previous year measured through Google Analytics'. Each tactic should now be set specific KPI's to support this overall objective using the 3 M's approach as a reporting platform:
- a. Measure – The objective is to drive incremental visits to site. So all approaches listed will be measuring visit referral traffic during the campaign
- b. Monitor – How will the reporting be conducted e.g. weekly or monthly for the period of June – August 2013?
- c. Manage – Who will be overseeing all reporting and assessing the overall campaign? Providing feedback to the rest of your team is also essential.
Suggested KPIs to monitor per tactic
SEO
- Number of Outbound links generated
- Traffic referral volume
- SERP position for keywords
- Pages viewed per visit
- % of brand & non-brand search terms generated
- No. of in-bound links generated.
Affiliate
- Number of affiliate sites recruited to program
- Number of affiliate sites generating revenues
- % contribution of sales compared to total sales generated through website
- Repeat purchase rate
- % sales which originated through the affiliate channel
- Affiliate retention rate.
- Number of subscribers
- Open rate
- CTR
- % sales generated through email activity.
Social Media
- Followers
- Interactions e.g. Number of retweets, likes
- % contribution of total traffic referred to website.
Simon Swan Smartinsights Online-customer-acquisition-techniques
Digital Customer Acquisition Strategy: 2024 Guide
Parts:
- Understanding Customer Acquisition
- Building Your Acquisition Strategy From Your Existing Customer Base
- Choosing Digital Marketing Channels for Short and Long-term Customer Acquisition
- Optimizing Close Rates with Multiple Personalized Touchpoints
- Measuring Success With Customer Acquisition Cost (CAC)
Building Your Acquisition Strategy From Your Existing Customer Base
Your existing customers are an ideal resource for planning out your future customer acquisition. To do so, you need to know about their role at their company, objectives, and pain points, as well as how they ended up becoming a customer. Here are some potential questions to ask an existing customer:
- What are your job responsibilities, and what constitutes success?
- Who do you report to, and how is your performance evaluated?
- What are the biggest challenges you run into in your day-to-day?
- How did you first learn about our company?
- What online research did you perform before committing to us?
- What unexpected problems do we solve for your business?
A thorough process would pose these questions to customers across several industries, segmenting them by lifetime value (LTV, sometimes also abbreviated CLV). Doing so allows your marketing team to better prioritize their efforts.The table below depicts one result of such a process, a table that a SaaS company might create for their marketing team featuring two key personas:
Persona |
Expected LTV |
Description |
1 |
$160,000 |
C-suite executive (likely COO) responsible for managing a large sector of a mid-to-enterprise level company. They are looking for department-wide solutions to meet specialized staffing needs and are judged based on total revenue generated from their respected sector. |
2 |
$50,000 |
Mid-level manager/app developer responsible for department efficiency. Looking for creative ways to apply skills to generate revenue for their department and are judged based on departmental performance. |
Once you’ve established your target audience and developed your customer personas, it’s time to start thinking about what marketing channels best suit your campaign.
Choosing Digital Marketing Channels for Short and Long-term Customer Acquisition
A good digital customer acquisition strategy contemplates both short and long-term lead generation channels. They serve different purposes for your business:
- Short-term lead gen channels can be used for testing new markets, branding, and immediate lead infusions, but are expensive and are best used in supplemental roles.
- Long-term lead gen channels make for excellent centerpieces for sustainable growth due to their lower CACs and higher ROIs, but are slower and take longer to recoup their initial investment.
The below table shows the average break-even points, CACs, and ROIs of the 7 most popular channels:
Channel |
Break-Even |
Average CAC |
Average ROI |
PPC |
4 months |
$802 |
748% |
SEO |
9 months |
$647 |
36% |
|
7 months |
$510 |
261% |
Webinars |
9 months |
$427 |
430% |
Podcasts |
12 months |
$918 |
527% |
Video Marketing |
11 months |
$559 |
126% |
|
5 months |
$658 |
229% |
A well-rounded customer acquisition strategy will include both centerpiece and supplementary channels in order maximize their marketing reach. This hybrid approach is also particularly effective when beginning or reworking your business’s customer acquisition strategy. Short term channels such as PPC can be used to bridge the gap to the point where long-term channels such as SEO begin producing returns.
Another important benefit of a multi-channel approach is keeping in touch with existing customers and leads. Channels that do this particularly well are email, LinkedIn, and podcasts. While these are rarely the centerpiece of the marketing side of customer acquisition, they are excellent for lead nurturing and providing multiple touchpoints throughout the sales process to optimize close rates.
Measuring Success With Customer Acquisition Cost (CAC)
CAC is the single biggest factor in judging the effectiveness of your digital customer acquisition strategy. It measures the average cost it takes of acquiring a single new customer, and can be calculated with the following formula:
Customer Acquisition Cost = Total Marketing and Sales Spend / (divided by)Total Number of Customers
Evan Bailyn Firstpagesage Digital-customer-acquisition-strategy-guide
Gartner Identifies Six Technologies to Drive New Customer Acquisition and Growth for Digital Marketing
AI for Marketing
AI for marketing comprises systems that change behaviors, without being explicitly programmed, based on data collected, usage analysis and other observations for marketing use cases. AI for marketing promises to make insight generation and prediction faster, more accurate and more actionable. For example, optimizing customer-journey mapping, segment building, send-time optimization and product recommendations are among AI techniques finding their way into multichannel marketing hubs and personalization engines.
Scaling content operations also benefits from AI-enabled techniques. During his Gartner Marketing Symposium/Xpo session, “All AI is Not the Same: What Marketing Leaders Should Know About Deep Learning,” Jason McNellis, senior director analyst in the Gartner Marketing practice, noted how deep learning is a marketer’s most powerful way to extract insights from unstructured data and use AI to generate new content.
Multichannel Marketing Hubs
The multichannel marketing hub (MMH) orchestrates a company’s communications and offers to customer segments across multiple channels – from email and direct mail, to mobile, social and website landing pages. This can also extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.
MMH solutions are core to marketers’ efforts to build customer relationships, by unifying customer data and deepening audience insights. They also enable marketers to deliver personalization at scale and align customer, channel, timing and content preferences.
Influence Engineering
Influence engineering (IE) refers to the production of algorithms to automate elements of digital experience that guide user choices at scale by learning and applying techniques of behavioral science. The abundance of data sources and machine learning capabilities enables new systems of influence and breakthroughs in areas such as emotion detection and language generation show clear potential to automate influential aspects of communication.
“Alongside profitable growth, businesses face growing demands to deliver on environmental and social goals, responsibly and transparently,” said Andrew Frank, distinguished vice president analyst in the Gartner Marketing practice. During his session “Can Machines Learn Persuasion? Evidence and Implications of Influence Engineering,” Frank discussed how as IE techniques mature, their power to shape opinions and choices will increase to the benefit or detriment of these transformations.
Customer Data Ethics
Customer data ethics aligns business practices with moral and ethical policies that reflect a company’s avowed values. During the Gartner Marketing Symposium/Xpo session “What Marketers Need to Know About Big Tech and AI Ethics,” Frank outlined how over the last few years, ethical concerns over customer data use has forced many companies to reevaluate goals and metrics used to train machine learning and measure success.
While modifying goals to account for social consequences and privacy-related data reductions may diminish short-term ROI on marketing initiatives, longer-term, ethical oversight will minimize risks of brands and enterprises becoming tainted by allegations of discrimination or ethical hypocrisy. This could yield benefits in customer, employee and investor relations.
Event-Triggered Marketing
Event-triggered marketing is the process of identifying, prioritizing, categorizing, monitoring and optimizing purposeful, event-driven conversations with audiences and customers. It gives marketers the opportunity to engage with their audience at the right moment within a specific context, increasing the probability of a positive interaction.
In addition, event-triggered marketing has the potential to drive substantial increases in relevance for customers and business impact for brands, across the customer journey. It can improve customer acquisition, by responding to product discovery behaviors, conversion rates in digital commerce, and retention of customers through integration into cross-sell and loyalty programs.
Mobile Marketing Analytics
Mobile marketing analytics measure the interactions and behaviors of mobile website and application users, enabling marketing leaders focused on mobile marketing to optimize mobile experiences. Over the past year, time spent on mobile devices has been at an all-time high, and the wealth of data that this creates to analyze and act on is unsurpassed.
Still, with growing scrutiny around customer privacy, marketers must ensure that data collection practices conform to data-privacy regulations. Privacy can be a barrier to mobile marketing initiatives from the perspective of consumer confidence as well as the marketers’ risk appetite versus compliance.
The full report is available to Gartner for Marketers clients here: Hype Cycle for Digital Marketing, 2021.
This research is part of the Gartner Special Report “2021 Hype Cycles: Innovating Delivery Through Trust, Growth and Change.” The 2021 Gartner Hype Cycles help organizations to make innovation a core competency and shape and prioritize their approach to innovation delivery.
Kelly Blum, Gloria Omale, Gartner Six-technologies-to-drive-new-customer-acquisition
A Simple Guide to Creating a Successful Online Customer Acquisition Strategy
The key tactics of a customer acquisition plan
1. Search marketing: SEO, paid search and PPC campaigns
2. Online PR: Publisher outreach, community participation, media alerting and brand protection
3. Online partnership: Affiliate marketing, sponsorship, co-branding and link building
4. Interactive ads: Behavioural targeting, site-specific media buys and ad networks
5. Opt-in email: House list emails, co-branded and ads in third party newsletters
6. Social media marketing: Audience participation, viral campaigns, social presence management and customer feedback
When used in combination, these strategies can pack a powerful punch. For example, by using organic SEO methods and a PPC campaign together, your company can expect to receive 25% more clicks and a 27% increase in revenue compared to using just one or the other. This cross-pollination tactic not only brings people to the places you want them to go online but can also result in a 200% increase in conversion rates.
This level of growth speaks volumes about just how powerful digital marketing can be when using several channels to achieve one focused goal. With a 10% increase in global social media users compared to last year and a 17% increase in mobile users, the digital space is a playground for marketers with the right knowledge and tactics.
Best customer acquisition practices
In the ongoing battle to gain (and retain) customers, a multi-channelled approach is a must. When planning this type of strategy ensure your organization bear three key elements in mind:
1.Know thy customer - To know your customer you first need to know your business. For example:
- What are your key USPs?
- Who are your target audience and do you know their profile (interests, behavior etc.)?
- Have you carried out a competitor analysis to gauge where your organization is in the marketplace and feed into what value your business adds to the customer?
2. Constantly experiment - Based on your customer profile, acquisition channels can be chosen that match their needs and wants. Social media is one route if your customer base are active on Twitter on Facebook. Search engines provide another avenue if your target audience are active searchers.
3. Use multiple strategies - Combining tactics with KPIs attached and measurement methods in place should enable your organization to learn more about your customers and focus your acquisition strategy.
Experimentation and measurement will reveal more about your customer as time goes on i.e. demographics, behavior and the average lifetime value. Using this data will inform the acquisition techniques most likely to drive business success.
Based on the tactical aspects and elements mentioned above, here is a rundown of the most popular and effective acquisition channels:
- Free Trials (Freemium): With Dropbox, Salesforce and Amazon all offering 14 or 30-day trials to customers, there is obvious benefit to considering this tactic
- Affiliate Networking: UK affiliate marketing drives around 1% of the country’s total GDP (more than industry of agriculture)
- Email Marketing: You are 6 times more likely to get a click-through from an email campaign than a Tweet
- Search Advertising: The top three paid ad spots on search engines get 41% of the clicks on the page
- Social Media: With 2.3 billion people active social media users on the planet, there are plenty of fish to reel in
- Display Advertising: Native or local ads are viewed 53% more than banner ads
- Customer Referrals: According to The New York Times, 65% of new business comes from referrals
Digital Marketing Institute Simple-guide-to-creating-a-successful-customer-acquisition-strategy
Acquire More Customers With the Complete Customer Acquisition Guide
A customer acquisition strategy is essential for keeping your business running smoothly and helping your business grow in the process.
What is customer acquisition?
So, what is customer acquisition? Customer acquisition is the process of attracting new customers or clients to a business.
The most important goal for any business is to continuously attract new customers to sustain the company.
Why is customer acquisition important?
Customer acquisition is essential for keeping your business running smoothly and growing your company in the long run. If you want your business to be successful and make a profit, a customer acquisition strategy is a must.
What are customer acquisition strategies?
In most cases, a single strategy or campaign isn’t enough to attract enough customers to sustain and grow your business.
That’s why customer acquisition strategies use multiple channels and various campaigns to attract more potential consumers.
Customer acquisition strategies can involve establishing and maintaining relationships with potential customers, addressing their interests and needs, and providing unique and valuable information to help encourage them to become customers or clients.
How to acquire customers: 5 customer acquisition strategies to boost your revenue
So, now that you know the answer to “what is customer acquisition,” let’s dive into how you can start attracting more potential customers to boost sales and revenue for your business.
Here are our five favorite customer acquisition strategies:
1. Use search engine optimization (SEO)
The first strategy in our customer acquisition guide is search engine optimization (SEO). If you want more customers to discover your brand on search engines, then implementing an SEO strategy is essential.
SEO is a digital marketing strategy that focuses on your business’s presence in search engine results pages (SERPs).
In other words, SEO can help your website rank higher in the SERPs so more potential customers can find your business online whenever they search for words or phrases that relate to your business.
SEO can help you increase your web traffic, leads, and conversions as more customers discover your business online. And as a bonus, you’ll also boost your visibility online, helping you increase your brand awareness and recognition, earning you even more customers in the process.
Here are a few SEO strategies to help you acquire more customers for your business:
- Create unique and valuable custom content to provide users with helpful information and solutions
- Conduct keyword research to identify the words and phrases your target audience is searching for
- Insert keywords throughout your website and content
- Improve your website user experience to keep users on your site for longer
- Improve your page load speed, so your website loads quickly for users
- Implement responsive design so mobile users can better view and use your website
With an effective SEO strategy, you can boost your online visibility and outrank your biggest competitors so more users can find your business online and convert into customers.
2. Invest in pay-per-click (PPC) advertising
Our next strategy in our customer acquisition guide is pay-per-click (PPC) advertising. PPC ads are digital advertisements that display above the organic search results at the top of the SERPs.
Because you can bid on specific keywords and phrases, your PPC ad will display at the top of the search results each time a user searches for that keyword. And as the name suggests, you only pay for your ad when a user clicks on it.
PPC ads are an excellent way to reach consumers who are most likely to purchase your products and services through the keywords and phrases they search for.
With the right PPC strategy, you can boost your brand recognition and increase your conversions and sales.
In fact, users who click on PPC ads are 50% more likely to make a purchase than organic visitors, helping you continuously acquire new customers and boost your revenue and sales.
3. Start using content marketing
If you’re still wondering how to acquire customers, implementing a content marketing strategy could be the answer you’re looking for. Content marketing is a digital marketing strategy that involves creating informative content that your audience wants.
Your content can take the form of blog posts, long-form articles, or helpful guides. The key to any successful content marketing campaign is to create one-of-a-kind content that answers and provides solutions to your target audience’s queries and pain points.
If users find your content helpful and informative, this sends a signal to search engines like Google, who will rank your content higher in the SERPs.
Creating custom content is also an excellent opportunity to insert the keywords and phrases your audience is searching for online.
That means your helpful content will rank higher in the search results, enabling more customers to find your business online and driving more traffic to your website.
4. Begin email marketing
Email marketing is the next strategy in our guide to customer acquisition. Email marketing enables you to use emails to connect with potential and current customers. An email marketing campaign can also generate 50% more sales than other lead generation methods.
Email marketing can help you acquire more new customers by giving users information to help them become more familiar with your business.
That means an email marketing campaign can help your brand build trust with more potential customers.
You can use emails to:
- Show off your helpful custom content
- Send exclusive deals and offers
- Share industry news and updates
- Promote your new products and services
Implementing an email marketing strategy is one of the best ways to provide potential customers with more information about your business, enabling them to gain more interest in your products and services. As a result, you can stay in contact with more consumers until they are ready to make a purchase.
5. Use social media marketing
The last strategy in our guide to customer acquisition is social media marketing. Social media is one of the best ways to boost your brand awareness online and reach more customers on social media platforms.
With more than five billion users on social media platforms such as Facebook, Twitter, and Instagram, you can use your social media profile to reach many new customers.
You can easily advertise your brand, promote new products and services, and engage with more customers on social media. And with social media ad targeting features, you can ensure your advertisements reach the consumers who are most likely to convert into customers.
As a result, social media marketing can help you acquire more new customers for your business by boosting your brand awareness and providing more information about your brand.
As a result, your social media posts and advertisements can help boost revenue and sales for your business.
Abby Fields Webfx Customer-acquisition-guide
11 Customer Acquisition Tools And Software To Attract And Convert New Business
1. Hotjar
2. Google Analytics
3. Unbounce
4. HubSpot
5. Optimizely
6. Mixpanel
7. Contentsquare
8. Zapier
9. Salesforce
10. Mailchimp
11. ReferralCandy
1. Hotjar
Some of Hotjar’s tools in action: Recordings, Surveys, Heatmaps, Feedback, and Funnels
Hotjar (that’s us 👋, hello!) is a product experience insights platform with multiple tools working together to help you understand your customers and what drives (or blocks) conversions. We offer a free-forever plan with unlimited heatmaps, and paid plans start at $39/month.
Hotjar is a tool we use on a daily basis. We install it on every new page we create, whether it’s a PPC landing page, a new website, or a page we’re A/B testing.
Hotjar makes it faster to optimize our conversion rates. It lets us stop guessing. We can find solutions, fix problems, and get more leads.
Anna Grunanger Head of Acquisition, Vimcar
How to use Hotjar for customer acquisition
Hotjar’s tools help you increase conversion rates no matter what channels you rely on to drive traffic. Use them to
· Visualize customer acquisition funnels to identify where and why visitors bounce without converting
· Watch session recordings to spot bugs that cause visitors to leave
· Visualize heatmaps of where people click and scroll to optimize call-to-action (CTA) placement
· Add a feedback widget to let any visitor report broken functionality or explain what further information they needed
· Create an exit survey to find out why visitors leave
· Send post-purchase surveys (e.g. a customer satisfaction or CSAT survey) to find out what almost stopped people from converting, then update your messaging to address these potential objections
· Run user interviews to ask your target audience what does and doesn’t work for them on your site
· Prioritize website optimizations quicker with AI survey insights and automatic session recording relevancy
2. Google Analytics
An example of an ecommerce acquisition overview report in GA4
Google Analytics, or GA4 as it's currently known, is a web analytics service that tracks and reports website and mobile app traffic and events. GA4 is free to use, but your data may be sampled if you go over traffic limits. Unsampled paid plans are also available.
How to use Google Analytics for customer acquisition
GA helps you measure which of your acquisition channels drive and convert traffic. Use it to
· Track UTM tags to measure campaign results
· Navigate to Reports > Life cycle > Acquisition to generate acquisition reports
· Filter your acquisition reports by session campaign, medium, source, or channel to see which channels and campaigns attract the most new customers
Pro tip: quantitative data from Google Analytics will only highlight your best- and worst-converting customer acquisition channels—but you won’t know why things are happening.
The Hotjar Dashboard combines quantitative and qualitative website metrics
Combine GA with Hotjar to understand the behavior behind the numbers. Investigate what helps or hinders conversions by viewing session recordings and heatmaps of real user behavior, or surveying your visitors to find out what they’re missing.
3. Unbounce
Unbounce’s landing page drag-and-drop editor
Unbounce is a landing page builder and platform designed to help you convert marketing campaign traffic into signups and sales. Prices start at $99/month and increase depending on the number of unique visitors and conversions you need.
How to use Unbounce for customer acquisition
Unbounce allows you to create and optimize multiple landing pages for different campaigns, like paid advertising, social media ads, and email marketing. Use it to
· Build campaign landing pages using templates, a drag-and-drop builder, or the AI-powered editor
· Create and target website popups and sticky bars to drive conversions
· Send visitors to the right landing page based on visitor attributes
Bonus:integrate Unbounce with Hotjar to view session recordings and heatmaps for page variants—and use the insight to understand why a specific page converted better than the others.
Use Hotjar’sUnbounce integration to see what helps customers convert
4. HubSpot
Creating an offer nurture campaign in HubSpot
HubSpot is a customer relationship management (CRM) platform that connects marketing, sales, content management, and customer support all in one place. A free tier plan is available, and paid plans start at $20/month.
How to use HubSpot for customer acquisition
HubSpot has many tools to help manage the entire sales funnel, from marketing campaigns to conversion. Use it to
· Create landing pages for different marketing campaigns
· Automate marketing actions based on user behavior, like sending an email or in-app notification
· Personalize website content based on user attributes to increase the likelihood of conversion
· Manage sales leads
· Create a live-chat widget or chatbot to help overcome customer objections
Bonus:integrate HubSpot with Hotjar to add session recording and customer feedback responses to your contact timeline—and use this to better understand what leads to conversions or churn.
5. Optimizely
The Experiments dashboard in Optimizely
Optimizely is a digital experience platform providing content marketing and management, website experimentation, and personalization tools. Pricing plans differ for each product, so you’ll need to get in touch with their sales team to find out more.
How to use Optimizely for customer acquisition
Optimizely’s most valuable acquisition features are focused on increasing conversion rates. Use it to
· Run website experiments and multivariate tests to determine which layouts drive conversions
· Localize and personalize different page variants based on user attributes
· Automatically tag ecommerce products and generate recommendations to increase sales
Bonus:integrate Optimizely with Hotjar to target surveys to different A/B test variants or view relevant heatmaps and session recordings for them.
Use Hotjar’sOptimizely integration to understand why winning variants performed better
6. Mixpanel
An example of a Mixpanel report showing top acquisition channels and purchase retention over time
Mixpanel is an event analytics tool for websites and mobile apps. It works for all business types, including SaaS and ecommerce. The platform has a free starter plan, and paid options start at $20/month.
How to use Mixpanel for customer acquisition
Mixpanel helps you measure quantitative customer acquisition metrics in a similar way to Google Analytics. Use it to
· Track events like page views, purchases, and UTM campaigns
· Generate reports on top customer acquisition channels and compare traffic sources
· Create dashboards to view business-critical metrics all in one place
· Monitor churn via customer retention reports
Bonus:integrate Mixpanel with Hotjar to filter session recording, heatmap, and feedback data by Mixpanel event and understand the user behavior behind the metrics.
7. Contentsquare
A sample customer profile in Contentsquare showing browsing behavior
Contentsquare (Hotjar’s sister company! 👋) is a digital experience analytics platform with tools to measure and optimize digital customer experience. All plans are paid, and you’ll need to request a demo to learn more about pricing plans.
How to use Contentsquare for customer acquisition
Like Hotjar, Contentsquare’s tools focus on helping increase conversions by finding UX issues and identifying what’s helping new users convert. Use it to
· Find website and SEO errors automatically and quantify if they’re outliers or wide-sweeping issues
· Monitor all user interactions and analyze proprietary metrics like ‘time before first click’ and ‘hesitation time’
· Use the revenue attribution feature to visualize which site elements drive the most revenue
· Compare user behavior across different channels, devices, and A/B test variants
· Generate automatic insights using AI to prioritize the most valuable areas to focus on first
Bonus:integrate Contentsquare with Hotjar to add qualitative data from Hotjar survey responses to Contentsquare
8. Zapier
A popular Zapier use case: send Hotjar survey responses straight to a Google Sheet
Zapier is a no-code workflow automation tool for integrating the functionality of multiple other tools. The tool offers a free plan to get started, and paid options begin at $19.99/month.
How to use Zapier for customer acquisition
Use Zapier to combine different customer acquisition tools to save time and gain deeper insight. Use it to
· Send new leads straight to your email marketing platform or CRM
· Automatically share new blog posts on social media platforms
· Enrich and segment B2B lead data by combining it with job titles, social profiles, or company details
· Send regular customer acquisition reports to a dashboard or by email
9. Salesforce
Managing a new lead in Salesforce
Salesforce is a CRM platform spanning digital marketing, sales, service, commerce, and IT. Prices start at $25/user/month.
How to use Salesforce for customer acquisition
Salesforce offers multiple tools to help attract and convert new customers. Use it to
· Capture, track, and manage leads from multiple channels throughout the customer acquisition process
· Nurture leads with marketing automation, including follow-up email campaigns and personalized messaging to increase conversions
· Track and analyze customer interactions and monitor key acquisition metrics, like customer lifetime value (LTV)
· Integrate Salesforce with Hotjar via Zapier to connect session recordings and customer feedback responses to leads, then use this information to respond to issues or troubleshoot errors
10. Mailchimp
Email contacts in the Mailchimp dashboard
Mailchimp is an all-in-one marketing, automation, and email platform. Mailchimp offers a basic free plan, and paid plans start at $13/month.
How to use Mailchimp for customer acquisition
Mailchimp’s tools help you monitor and optimize marketing campaigns to grow leads and convert them into customers. Use it to
· Manage and segment email lists for existing customers and leads
· Create and send personalized emails using generative AI
· Design and schedule social media posts
· Use templates to build email marketing campaign landing pages
· Target and segment customers to display personalized messaging
· Automate marketing actions based on user behavior (e.g. send a discount code if users leave without checking out)
· A/B test campaigns to find the most effective ones for driving new customers
11. ReferralCandy
ReferralCandy’s main dashboard overview showing referral revenue and traffic
ReferralCandy is customer referral software for creating and managing referral marketing programs. Plans start at $59/month plus commission fees.
How to use ReferralCandy for customer acquisition
You need a tool like ReferralCandy if referral marketing is part of your customer acquisition strategy. Use it to
· Create cash, discount, or gift rewards for referrals
· Create coupon codes for referrers to share
· Add post-purchase pop-ups and send emails to encourage your customer base to join the referral program
· Monitor the ROI of new customer referrals
· Manage affiliates and referrals all in one place
Customer acquisition strategies Hotjar.com Customer-acquisition tools
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