Getting to Know about Customer Acquisition and its Details


Every entrepreneur wants their business to grow and get bigger. One of the most important things for growing a business and increasing profits is getting customers on a consistent basis. As we know already, customers are the lifeblood of a business. The more customers you have, the more sales will increase and will bring in more profits. Therefore, businesses must find ways to get loyal customers and find the best strategy to get customers continuously, one of which is by doing customer acquisition.

Customer acquisition is a process of activities or actions that aim to get new customers or make old customers make repeat purchases. The business objective has the need to have a sustainable acquisition strategy and be able to adapt to changing trends and be able to systematically attract new customers. By attracting customers and developing customer relationships, you can create growth and loyalty in your business.

The acquisition has a primary goal, namely so that companies can find out what customers need and want from the products or services they offer. In addition, the acquisition also aims to acquire and attract new customers. Companies can make these acquisitions with minimal costs for new customers so that customers are able to get to know the product well the first time, then the company can seek customer retention through a greater service or product focus.

Although each company has its own client acquisition strategy, it is best to first consider the 3 initial stages of client acquisition, which are as follows.

  • Discovery: When customers search for services or products according to their needs, they will evaluate and compare the available options. This will let customers know more about your service or product.
  • Considerations: Any action a customer takes to indicate interest, such as searching, browsing, or signing up for promotions and activating notifications should be identified. They consider whether the service or product you offer can meet their needs compared to other brands.
  • Change: The change in question is when a potential customer makes a purchase, it will make them a regular customer.

What is the acquisition process like?

The acquisition process is an action to get customers for enhancing business. Companies need to determine and plan each step well. That way, the company can create an overview of the process, so that its weaknesses and shortcomings can be remedied and the company able to optimize better results. Here are the steps.

  1. Identify the Target Audience

First, you need to determine your target market. If the target is more than one type of market, it is a good idea to design a different acquisition strategy for each type of market. Additionally, one of the successful acquisition strategies is a personalized element that is specifically tailored to an individual’s interests, needs or behavior. To identify and understand your target market, you can use the following methods:

  • Create target customer profiles or customer personas
  • Conduct market research through online platforms and community groups
  • Analyze new customer profile
  • Leverage third party data from competitors
  • Research social and search trends to better understand customer needs and wants through digital conversations
  1. Define Strategy and Make a Plan

After identifying and understanding your target market, you can take advantage of the data that has been collected and determine what strategies will suit their needs and wants.

To optimize the acquisition, the following can be applied to your strategic plan:

  • Utilize digital communication media such as email, social media, search sites, and so on.
  • Use a messaging matrix that functions to organize and map content strategies, so that they are more structured and targeted, if they have different target markets.
  • Create test plans and calculations based on Key Performance Indicators (KPI), such as click-through rate, new customer acquisition, cost per acquisition (CPA), return on investment (ROI) and return on ad spend (ROAS).
  1. Launch

After all the preparations have been made, the product or service campaign is ready to be launched. During this process, companies need to monitor performance indicators or KPIs and collect data.

  1. Review and Optimization

The primary reason for using KPI performance indicators is to find out what strategies and plans are working and what are not. Optimization is done by stopping the less successful campaigns and evaluating and improving the successful campaigns.

Thus we have reached the end of the discussion and some information about customer acquisition. In the end, this strategy is the process of attracting new customers and is a major factor in business success. This understanding of this strategy is important for marketing as well as for businesses, so they can define strategies and attract as many customers as possible.




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