Acquisition strategy: definition, advice and examples

Acquisition strategy: definition, advice and examples


An acquisition strategy is a type of business strategy that involves setting up a campaign to acquire prospects or customers. The objective of this article is to develop the definition of an acquisition strategy, to provide some advice for building this type of strategy as well as to provide examples of effective acquisition strategies.

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How to succeed in your acquisition strategy?

Acquiring new customers and then retaining them is the main challenge of a growing company, whatever its size and sector of activity. Setting up a successful acquisition strategy requires following a few tips, which more or less correspond to the different stages of the conversion funnel and the purchase cycle. Here are 7 tips for a successful acquisition strategy.

Know your targets well

Knowing the needs and expectations of prospects is inevitable to know what type of communication to adopt. To do this, you have to develop as many questions as possible to gradually build the typical profile of the company’s prospect, for example: “How do customers find out about the products or services offered by the company?” “,” How often do they consume this type of product? “. The goal is to know what to communicate and how to do it.

Have a website optimized for natural referencing (SEO)

Only companies that appear on the first page of search results from Google and other search engines have a chance of capturing leads, and converting them to prospects and then to customers. SEO is a very good lever for setting up an acquisition strategy. This type of referencing indeed attracts so-called natural traffic to the company’s website. Concretely, the users who arrive on a page by organic referencing are more likely to show a great interest in the advertiser, since they have carried out research on a service or a product that it offers.

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To take advantage of SEO, there is only one solution: create content from relevant strategic keywords, that is to say related to the activity of the company and the needs of its prospects.

Invest in a paid SEO campaign

A paid referencing campaign can complement a natural referencing strategy. Paid SEO or SEA consists of investing a sum of money to maximize the visibility of the company and generate targeted traffic, that is to say users identified by the robots as potential future buyers. Occasionally, the implementation of a paid referencing campaign can boost the traffic results of a professional website and thus allow to acquire new customers.

Establish partnerships

A partnership consists of associating with brands or companies offering similar or complementary products or services, in order to share the impact of the various marketing actions. Co-branding is an effective method for acquiring new customers, provided that the respective acquisition strategies of both parties have been studied upstream.

Setting up partnerships as part of an acquisition strategy allows the performance of two brands or companies to be intertwined in order to grow their client portfolios more quickly. For example, an online flower shop can partner with a chocolate maker on the occasion of Valentine’s Day. The actions implemented to boost acquisition will then be doubly effective.

Create original and personalized content

Creating content is good for natural referencing (SEO), but not only. The many formats of the web are also powerful levers for acquiring new customers. Regularly producing and publishing blog articles, videos or e-books is an excellent way to position yourself as an expert in a particular market. For that, it is necessary to approach subjects related to the activity of the company, without adopting a commercial discourse. Before looking to buy, Internet users are looking for information, advice and tips to solve a problem or meet a need. To capture their attention, you have to give them the answer they expect.

Build a strong social media presence

In a commercial acquisition process, being present on social networks is absolutely essential. Regular posting of content to social media can (and in some cases should) follow the path of the buying journey.

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Thus, a brand can alternate between informative, even educational, content and more promotional publications. The opinions of its already acquired customers also have their place on social networks.

Monitor and analyze the results of the acquisition strategy

Monitoring KPIs is an essential step in any marketing strategy in order to assess the relevance of the actions undertaken with regard to the company’s objectives. Concretely, it is a question of knowing if the acquisition strategy worked, and to what extent. It is therefore necessary to compile various statistical data to improve and adapt the acquisition strategy and aim for an even higher level of performance.

For an acquisition campaign, there are several performance indicators (KPIs) that it is interesting to follow:

  • The number of visitors (unique or total).
  • The number of qualified leads by acquisition lever.
  • The bounce rate.
  • The average time spent on the website.
  • The cost per acquisition.
  • Return on investment (ROI).

Examples of acquisition strategies

An acquisition strategy can be based on one or more levers. Their choice depends on the objectives and the means implemented by the company to capture and generate interactions with their prospects and / or customers.

Emailing

Whether for an e-commerce site or a newly created brand, emailing is a powerful channel in an acquisition strategy. Indeed, users must first agree to receive regular email communication from the company or brand they follow. In fact, they present a commitment upon registration.

For the company at the initiative of an emailing campaign, the development possibilities are important. Emailing is indeed a way for her to collect data of an advanced level of precision on a basis of leads, prospects or customers. It is therefore the opportunity to offer them personalized content, but also to improve its communication performance to capture a qualified audience and enrich its customer portfolio.

Social networks

Social networks are optimal places to set up relevant acquisition campaigns. They bring together a lot of information capable of attracting a specific audience to content created for them. Most social platforms provide access to campaign marketing statistics, allowing advertisers to assess their actions.

Natural referencing (SEO)

To use natural referencing as an acquisition lever, you have to think about optimization. First of all, optimizing your website is essential. This consists of providing search engines (and users!) With a technically efficient website, and creating content in accordance with SEO standards, corresponding to the current expectations of Internet users: coherent and logical structure of web pages. , domain name authority, presence of strategic keywords, optimization of loading speed, etc.

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Content creation (inbound marketing)

Necessary for SEO, content creation is also a formidable lever to attract new online visitors, and therefore potential future customers. For example, the creation of an e-book can be the central element of an acquisition strategy, for a company that wants to make itself known in a niche market. This strategic choice requires investing time to produce quality content, but can lead to very satisfactory results. It follows the fundamental principle of inbound marketing, a methodology of bringing the customer to you through the production of high quality content.

Online advertising (SEA)

Online advertising makes it possible to position ads on relevant queries, thanks to an auction system. These ads are placed at the beginning of search engine results, before links from natural referencing (SEO).

To set up an acquisition strategy based on the creation of an online advertisement, it is possible to use Google Ads. This platform is based on an algorithm that analyzes the relevance of the ad, its quality as well as the budget invested to make it visible to a suitable audience. The company therefore displays its products or services to Internet users whose areas of interest and / or needs are consistent with its product or service offering.

Customer reviews

Customer reviews are a significant acquisition lever. Indeed, they do not come from the brand or the company itself, but from its customers. For a prospect or a brand new client, these testimonials are therefore a guarantee of confidence and objectivity. To develop the number of customer reviews and ensure that they are complimentary, it is first necessary to take care of the customer relationship as a whole and, more particularly, the purchase journey.

However, a more regular and effective method is to encourage the posting of reviews by satisfied customers. Indeed, by collecting customer data throughout the purchase journey, it is possible to automate the sending of messages encouraging the most satisfied customers to leave a review. And for good reason: they are generally the ones who forget to do it, the negative opinions being, as a result, sometimes more numerous online.

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