Is your brand in desperate need of a strategy to engage its customers, cultivate a stronger brand-to-customer relationship, create a more talked about social buzz, and drive repeat sales and returning customers?
Acquisition marketing can help significantly in each of these areas, and can improve upon your overall online marketing efforts.
But if you're like the majority of sales-based companies trying to navigate their way through the sometimes intimidating waters of digital marketing, you've probably missed valuable opportunities to acquire new email and mobile subscribers. It's important to keep in mind that each one of these missed opportunities leads to one less conversation, and one less purchase.
To determine how effective your brands acquisition marketing is, ask yourself the following:
- Are you asking for the customers email address at the exact point of sale, as soon as they land on your website, or not at all?
- Does your website have an email opt-in form that is easy to locate and simple to fill out?
- Most importantly, what are you doing with the analytical data you're collecting?
Knowing exactly what you are doing with the data your brand is collecting allows you to push forward a more personalized, relevant customer experience. Choose to ignore data in your acquisition marketing efforts and you miss the biggest opportunity of all.
In order to make acquisition marketing work, you need to first improve customer acquisition. The best place to start with this is by analyzing where your customers are currently engaging with your brand, then find a way to enhance the customer experience and drive a stronger interactive engagement.
Here are a few tips for improving your customer acquisition.
- Be mindful and respectful of the customer’s time.
- Ask the customer for data that you actually plan to use. For example, if you do happen to request a customer’s zip code, then use that piece of information. Sending personalized, geographical-based messages are more engaging, and in the end worth it for the customer, as they see you have made use of the data they graciously provided you.
- Communicate clearly what you're offering to the customer up front. The customer should know exactly why they are giving your brand their information.
- Your customers want different things from different channels. Make priorities and set goals for each digital channel. Use one channel to promote the strengths of another channel. For example, include an email opt-in form on your Facebook timeline tab, or create blog post around your newly improved monthly newsletter, and explain why the customer should subscribe.
Acquisition marketing can vastly improve the number of leads and sales your brand generates. And all in all, improved acquisition marketing helps create the perfect customer experience, built around trust and transparency.