In a digital marketing , targeting and converting customers are essential elements. Finding the right message to send to the right audience is a constant challenge in the face of evolving technology and consumption patterns.
customer acquisition model combines both the customer generation and the loyalty . This approach aims to make your business profitable. To satisfy your ROI as part of an online customer acquisition campaign So, what are they? Before really considering a strategy, it is essential to analyze your targets upstream.
Analyze targets
To effectively guide your strategy, it is essential to know your target . Identify their expectations and purchasing behavior .
This study makes it possible, for example, to define which channel to favor. However, the multiplicity of channels available to a customer sometimes pushes them to use several during their purchasing journey . Also, to adapt to this practice, a company must ensure its presence on as many channels as possible to ensure constant visibility.
This study helps personalize offers based on the customer's position in the purchasing cycle . The prospect is in fact at different stages and therefore with different needs. , customer segmentation is crucial to providing appropriate offers .
The foundation of a good customer acquisition strategy is based on the needs and expectations of the customer. Taking this information into account, what elements should you take into account?
The key elements for developing a customer acquisition strategy taking into account ROI
Collects data
The first phase is to focus on tools with a consumer data with machine learning functionalities. To analyze behavioral data and purchasing habits of prospects, then synthesize them. The goal is to perfect the campaign.
Partnership development
To maximize the reach of your campaign and increase your possibility of acquiring new customers. The solution is to have access to the largest number of advertisers to reach a maximum of quality prospects at the right time.
Pricing choice
Customer acquisition programs are priced based on CPC (cost per click) or CPM (cost per thousand impressions ) .
The CPC model only charges for the number of clicks generated, while with CPM the amount is fixed per thousand impressions whether they generate clicks or not. Therefore, to tangibly measure your ROI, it is more judicious to rely on the CPC model. The latter is a real performance indicator that allows you to monitor the effectiveness of your campaign .
Ad personalization
Personalized ads generate more sales and get a better ROI, according to 88% of US marketers. Instead of offering static content , or partially dynamic content with only a few functionalities limited to the best-selling products, focus on dynamic content through personalization of ads . Some technologies automatically determine content tailored to the purchasing behavior and types of products that interest your prospects .
Product Recommendations
This technology helps show consumers the items they are truly interested in and not just display a static list of products . Sales are not primarily made on brand sites. Product recommendations go a long way in converting searches into sales .
Taking these key elements into account, what is the strategy to adopt to acquire new customers?
Effective ways to acquire new customers for your B2B business
The partnership
To scale your business quickly, developing a partnership program is a solid way to do so. References are indeed an excellent recipe for generating new customers. Partners who offer complementary services to yours are the best “ambassadors” to convey your messages to potential customers.
The website
To optimize your website, specific keywords is no longer sufficient compared to the constant evolution of search engine algorithms topic grouping strategy is now more appropriate with topic optimization . And to lead your prospects down the conversion path , give them plenty of opportunities to follow through with relevant CTAs .
Social networks
Social networks are powerful channels to convey your message to your customers. Thanks in particular to the great possibility of sharing content . It is therefore a way to make your brand known , to show the personality of the company and to create a community around it. You can thus acquire new customers and strengthen your credibility .
Paid searches
In this approach, marketing professionals can contact your prospects throughout their purchasing process. This fact represents a positive influence on your customer acquisition. There are several levers for your paid advertising campaigns:
- Brand campaigns : these allow you to bid on the name of your business.
- Research campaigns : they help prospects decide in their purchasing process, by offering them quick actions.
- Display campaigns : they are designed with the aim of strengthening the notoriety of your brand.
- Retargeting campaigns : which allow you to relaunch prospects who have visited your site.
Email marketing
This is an excellent process to complement your customer acquisition strategy. It’s a way to maintain and nourish your prospects with content with high added : event promotion, webinars , promotional offers, etc. To optimize your profitability at this level, you can opt for workflow automation .
Customer acquisition is a key factor in your company revenue . To ensure the success of your customer acquisition strategy, you must consider each stage of a customer's life cycle , and continue to satisfy them after their purchase .
