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The market is a constantly evolving, growing, and changing competitive environment. In this competitive environment, it is essential to retain existing customers and acquire new customers. But is acquiring new customers in this competitive environment as complex? The answer is no! You can run an acquisition marketing campaign and achieve success by acquiring new customers.
In this article, we talk about the definition of acquisition marketing and its reasons for use. We also teach you about acquisition marketing types and provide 5 amazing examples. Finally, you can continue reading to learn 7 expert tips for success in acquisition marketing and frequently asked questions about contextual marketing.
What is acquisition marketing?
Acquisition marketing is a valuable marketing strategy that aims to gain new customers while promoting your products or services.
You can promote your products through various methods and channels while guiding potential customers toward purchasing behavior. Gaining new customers brings many successes. A customer acquisition campaign can create brand awareness and increase your sales.
5 Reasons to use acquisition marketing
Running an acquisition marketing campaign not only brings new customers to your business but also provides many benefits. So, what are these benefits? Why should you develop an acquisition marketing strategy? We explain the answer to this question below; you can take a look to learn in detail:
5 Advantages of acquisition marketing
🎯 To gain new customers: Acquisition marketing aims to turn potential customers into your current customers by encouraging them to purchase. Therefore, gaining new customers is the primary goal of this marketing strategy.
🎯 To stand out from competitors: Running an effective customer acquisition marketing campaign can expand your customer portfolio and give you a competitive advantage in your market environment.
🎯 To increase your sales: When your marketing efforts to direct your potential customers toward purchasing behavior yield positive results, your sales will increase accordingly.
🎯 To create brand awareness: You will promote your brand, products, or services to gain new customers. Therefore, every step you take to acquire new customers will also increase your brand awareness.
🎯 To increase customer loyalty and satisfaction: Increasing customer satisfaction and loyalty is how to gain a new customer. If you gain new customers with the campaign you carry out in this direction, you have achieved this satisfaction and loyalty.
5 Acquisition marketing types
There are many acquisition marketing methods that you can use to promote your products or services and gain new customers. Depending on your goals, you can use many marketing strategies to run an acquisition marketing campaign. Below, we have listed some of the methods that you can use to create an acquisition marketing campaign:
5 Types of acquisition marketing
1. Content marketing
You can use marketing tools such as promotional blog posts, videos, and podcasts to promote your products and gain new customers through content marketing. It is one of the marketing strategies that will increase brand awareness and, therefore, potential customer acquisition. For example, you can attract new customers to your website through blog posts or encourage purchasing behavior with the help of user-generated content.
2. Email marketing
You can use email marketing to promote your products or services and reach out to your potential customers. You can offer special offers and deals to your target audience via email to gain new customers. It is a valuable method that will speed up your lead generation process by creating a sense of urgency in them. Running acquisition email marketing in this way also helps you gain the loyalty of your existing customers.
3. Search engine optimization (SEO)
You can create an acquisition in digital marketing through SEO (search engine optimization). You can make your business appear higher in the search engine through specific keywords that you will add to your website. This way, you can direct your website visitors to the landing page and enable them to find your products and services more efficiently. You can also increase your chances of acquiring new customers.
4. Social media platforms
Social media is one of the methods people often use when searching for products and services. You can also develop an acquisition strategy using social media marketing to promote and sell your products or services. When creating your acquisition marketing strategy, you can speed up your process of acquiring customers by offering paid advertising on the platforms your target audience uses most actively.
5. Referral programs
One of the most effective ways to gain customers is to offer referral programs encouraging customers to share your products or services with their friends and family. You can encourage your customers to share your products or services by offering them special privileges or discounts. At this point, you can gain dynamic marketing acquisitions by building trust with your potential customers through your current customer's recommendations.
5 Amazing acquisition marketing examples
Acquiring new customers is vital to expanding your business’s potential. First, you can examine successful examples and then use them as inspiration to create your campaign. Below are 5 examples of acquisition marketing campaigns from famous brands that are exemplary in their success:
1. Airbnb
Airbnb adopts an acquisition strategy based on building trust with its customers. It has offered referral programs through which it can gain new customers based on the recommendations of its existing users. In addition, it has actively used social media platforms to encourage its users to share their experiences. Thus, it has become one of the brands that is quite successful in gaining new customers based on user recommendations.
2. Grammarly
Grammarly is one of the world’s leading writing assistant tools. It uses email marketing to communicate more effectively with its customers and generate leads. It sends personalized emails to its customers, including writing statistics and suggestions for improvements. It helps it retain its audience and gain new customers.
3. Sephora
Sephora Beauty Insider aims to encourage customers to make purchases by offering them opportunities such as discounts and gifts through its loyalty program. This three-stage program appeals to various customer segments. While it appeals to potential customers through its free membership, it also appeals to its current customers through its memberships that change according to the spending limit.
4. Amazon
Amazon is a brand that effectively implements many marketing strategies. Amazon Prime is a subscription program offering unique opportunities such as two-day shipping and streaming services. With Prime services, it offers free trials to potential customers and unique experiences to its current customers. Thus, it aims to retain its current customers and acquire new customers with free trials.
5. Dropbox
Dropbox offered special offers and opportunities to its users through referral programs. Thus, it encouraged its users to share its products and services. This incentive forms the basis of the brand’s strategy to acquire new customers using referral programs. Existing customers recommend the product to potential customers around them, and they become users to benefit from the opportunities the brand offers.
7 Expert tips to follow in acquisition marketing
You can run an acquisition marketing strategy. However, executing it effectively and correctly is essential to achieve your goals and gain new customers. So, what do you need to create an effective acquisition marketing campaign? Below, we’ve included the ins and outs of developing an acquisition marketing strategy:
Expert tips for acquisition marketing
📌Understand your target audience deeply: Understanding your audience's expectations and preferences in detail allows you to direct your acquisition marketing strategies effectively. By developing a customer-focused approach, you can increase the possibility of gaining new customers.
📌 Use a variety of marketing channels: Another factor that will increase the effectiveness of your marketing activities is the use of various marketing channels. You should carefully choose the most effective and diverse marketing tools to reach as broad a target audience as possible.
📌 Optimize your website: To increase website visitors and, therefore, attract potential customers, you must ensure that your website is easy to navigate and use.
📌 Create content that resonates with your customers: If you want to capture the attention of your target audience and convert them into potential customers, you create a message that should be engaging and easy to understand.
📌 Evaluate the performance of your campaigns: Evaluating your acquisition marketing campaign results allows you to see what went right and what went wrong in your campaign process and assess its effectiveness.
📌 Create a sense of urgency by offering incentives: Offering incentives and campaigns to potential customers can create a sense of urgency. It will speed up your customer acquisition process by encouraging customers to purchase.
📌 Focus on improving customer experience: Improving the customer experience will increase satisfaction. Creating a satisfied customer profile is one of the most critical steps in gaining customers.
Frequently asked questions about acquisition marketing
Now that you’ve learned what to look for when creating an acquisition marketing strategy, it’s time to answer the other questions you might have about acquisition marketing. Below, you can find frequently asked questions and answers about acquisition marketing:
Acquisition strategy is a valuable tool for directing potential customers to purchase behavior and promoting your products and services. With this strategy, you can turn potential customers into loyal customers and thus increase your sales. These case studies will also help your marketing team grow your business.
Brand acquisition marketing is a strategy for promoting your brand, not your products or services, to gain new customers. This strategy is critical for creating brand awareness and reliability among potential customers. In addition, it aims to build brand loyalty in potential customers by establishing an emotional connection with them.
Paid acquisition marketing is a strategy that uses various paid advertising channels and media to gain new customers and promote your products or services. You can place paid ads through many channels, such as SEO, social media platforms, or video platforms. Therefore, the target audience of the medium you advertise is also your potential customer. This way, you can reach a broader target audience and increase your chances of gaining customers.
As with many marketing methods, you can use digital channels and strategies in acquisition marketing. Digital acquisition marketing is a method that you can use with acquisition marketing tactics and many techniques, such as SEO optimization, social media marketing, and content marketing. By running an acquisition marketing campaign, you can reduce your customer acquisition cost (CAC) and increase its effectiveness.
Conclusion
Acquiring new customers is a concept with a common foundation that will affect the success of your business in terms of sales, brand awareness, competitive advantage, etc. It is to make your customers loyal brand advocates. Therefore, it is essential to make it sustainable and maintain its existence.
In this article, we talked about what acquisition marketing is and its types. We also included 5 amazing acquisition marketing examples to consider when creating it and its advantages. Finally, you can find frequently asked questions about acquisition marketing and 7 expert tips.
Işılay is a content writer on forms.app. She is passionate about advertising. This passion comes from the fact that she likes to make things interesting for people. She loves reading and writing. Işılay specializes in marketing, survey types, and program management.
