One of the key challenges for small businesses is customer acquisition. To keep and grow your business, you need to acquire new customers, which are costly and resource-intensive. Looking at the last five years alone, the cost of acquiring customers has risen by 50%. Attracting new customers with a small budget can be difficult, but not impossible. These 6 ways to get new customers will Improve your customer acquisition strategy.
- Build strategies for future growth and set clear goals
The first step in building a customer acquisition strategy is to set goals that can be measured and achieved. It requires data. Therefore, if you focus on the purchasing habits and purchasing channels of existing customers, you can understand the customer base and customer behavior. Build a customer profile based on it and target similar audiences. Then create a plan to reach those prospects with the most effective touchpoints.
This plan is mean to attract new customers and make money, but it should be for future growth. Otherwise, the cost will increase as the business grows. It’s important to focus on the goals you set and target the audience. The data shows that you are interested in your product or service.
- Create attractive and easy-to-find content
Content is of paramount importance to attracting the attention of prospects. Today’s consumers want to “decide for themselves” rather than “sell” things. For this reason, content needs to be a tool for consumers to make informed decisions, as well as to raise awareness of their brand.
Easy-to-use tools such as Adobe Spark and Adobe Premiere Rush allow you to create quality, engaging content without any special design or marketing knowledge. Adobe Spark allows you to create content for social media sites such as Facebook, Twitter, Instagram, and LinkedIn, as well as infographics and blogs. With Premiere Rush, you can shoot, edit, and share high-quality videos on your smartphone. Leverage these tools to constantly update your website and other channel content to meet the needs of your target audience.
Once you’ve created your content, you need to get your ideal profile customers to find it. Use analytics tools to identify the keywords your customers search for to find your website and use those keywords in your content. This is a low cost SEO strategy. In addition, you can spend a little money on those keywords to show your site as an ad on Google’s search results page.
- Supports Omni-channel customers demand
Over 70% of customers use multiple channels such as online search, banner ads, social media, and email before making a purchase decision. To keep your customers interested, you need to provide the information they need across all of these channels, yet provide a consistent customer experience across all channels.
- Simple purchase procedure
A prospect visits the site, selects a product, and then begins the purchase process. But here, many visitors leave the site before completing the purchase process. A whopping 67% of shopping carts are left unattended. The prospect is interesting in the product and is motivated to buy it, but it seems that something in the purchase process discourages the purchase.
The main reasons customers leave their carts are due to price and procedural complexity. If you suddenly add some fees or the shipping fee is too high at the payment stage, you will be moved to another site to buy cheaper. Also, if the purchase process is too long and requires a lot of data entry, the customer will get tired of interrupting the process.
Leaving the cart can be avoided in several ways. First, consider free shipping and a full money-back guarantee. Customers can purchase with greater peace of mind when they know that shipping costs are not extra and that they can return it if needed.
Also, make the purchase process as easy as possible. It allows you to quickly navigate between your cart and other pages on the site. Offers a purchase option without membership registration for those who want to avoid lengthy registration procedures. Supporting multiple payment methods also improves the completion rate of purchase procedures.
- Retargeting site visitors who did not purchase
If a customer who visits your site doesn’t buy anything, that’s not the end. Visiting a site means that you are interesting in the product or service. So, you may be able to make a purchase with just one push. You can re-visit the site for customers who have left your cart by displaying retargeting ads or sending an email prompting you to resume your purchase process.
First, segment customers who have left their carts based on product type, number of site visits, total amount of carts, and so on. By knowing this information, you can create a more personalized message that addresses the cause of the interruption in the purchase process. Show your ads in the most effective channels for each group to remind you of the benefits of your product and purchasing from your company.
Another option is to send an email asking you to resume your purchase process. Set up to automatically send one or a series of emails to customers who leave your cart. These emails will contain personalized content based on the segmentation mentioned earlier. Notify you that there are products left in your cart and tell you the benefits of purchasing from your company. Guarantees and special prices are also effective.
- Take good care of existing customers
Retaining existing customers is just as important to the enterprise as it is to acquire new customers. After having a prospective customer make a successful purchase, we will strive to make repeated purchases thereafter. Repeaters are relatively easy to sell because they already have product knowledge and trust in the product and the company. Also, in general, they tend to buy more. In fact, we know that the purchases of customers in the top 1% of brands are five times the purchases of customers in the remaining 99%.
Customers will want to buy from the same company again when they get points and other rewards for each purchase. In addition, a referral campaign that allows you to purchase at a special price by introducing an acquaintance or family member has the dual effect of repurchasing by the customer and reaching the prospective customer. Word-of-mouth affect 50% of all purchases. So successful loyalty programs can help customers act like marketers for their products.
Consumers trust the words of consumers who are similar to them. For this reason, customer opinions have a significant impact on other consumers. Actively introduce positive comments from existing customers on your site or social media.
Develop and acquire new customers by developing a customer engagement strategy and delivering effective content across all channels. And by leveraging loyalty programs and personalized messages, you can retain your customers and grow your business.