Mastering Acquisition Marketing: Campaigns That Convert
Brands have a lot to say to their target audience. Sometimes it is a simple introduction to who they are, other times it is about evoking excitement for a new product launch. But often, it is about reaching out to potential customers and converting curiosity into commitment. In other words, it is about bridging the gap between interest and action. That’s the essence of acquisition marketing.
At its core, customer acquisition is about winning over new buyers. We’re talking about taking those curious onlookers and making them part of your brand’s story, not just window shoppers. The goal is clear – get someone new to sign up, close a deal, or hit that “order now” button. Sounds easy enough, but the road to get there? Well, it can be a bit of a challenge.
Today, we’re exploring some ideas to tackle this challenge. We’re discussing strategies for customer acquisition, marketing tips from well-known brands, and—since we’re all about design here—some awesome design tricks to make it happen.
Curious? Let’s get the ball rolling.
Acquisition Marketing – An Overview
Acquisition marketing is a brand’s effort optimized to acquire new customers. To expand their current customer base by targeting the right leads and convincing them to make that first purchase. In other words, this is about focusing on consumers in the consideration and decision stages of the buyer’s journey.
Customer acquisition can happen organically, through paid promotions, referrals, influencer partnerships or even through affiliates.
But why is acquisition marketing a key investment for brands?
- Acquiring new customers and consistently expanding your customer base is essential to grow your business.
- To boost sales and eventually boost your revenue, you need a steady increase in the number of new customers who shop with you.
- In a crowded market, acquisition marketing helps place your brand ahead of your competitors.
- Loyal customers undoubtedly contribute to a bigger portion of any business’s revenue. However, acquiring new customers comes before this. Only when you have the right customers will you be able to work on strategies to retain them.
- If you are looking to expand to newer markets or venture into newer product streams, acquisition marketing is what you need because your focus then shifts.
Despite all these benefits, research shows that customer acquisition costs have increased by about 222% in the past few years. But the good news is that you now have more channels and better strategies to make your acquisition marketing strategies work. So, without further ado, let’s dive into some strategies for your brand.
6 Strategies to Boost Customer Acquisition
1. Turn your website into a customer magnet
SEO continues to be one of the most effective channels for acquisition marketing. Therefore, it’s important to optimize your website for conversions. By doing that, you are laying a strong foundation.
So what are some ways in which you can optimize your website for better customer acquisition?
- Ensure smooth navigation.
- Provide visitors with all the essential details that persuade them to become paying customers.
- Include social proof that reinforces your brand’s credibility.
- Add an interactive live chat support to provide immediate assistance and reduce friction.
Welcome visitors with a clear value proposition placed above the fold. Because converting leads into customers is all about instantly communicating what you are offering and why it is valuable to your customers. For instance, here’s a snapshot of the homepage of Dollar Shave Club.
The prominent CTA that leads to the starter set and the instant 25% discount for first purchases are both great elements to aid customer acquisition.
Another example that highlights how you can optimize your website for better conversions is Zendesk’s website. Zendesk has a demo hook – an option that lets users take the tool for a test drive before purchasing it. Demos like these are highly effective in converting leads to customers.
KIMP Tips:
Now a few quick design tips to enhance these website optimization strategies:
- Keep the above-the-fold section clutter-free.
- Leverage contrast to ensure that your CTA stands out.
- Include interactive elements that direct customers in the right direction.
2. Build a high-impact affiliate program
Affiliate programs are a powerhouse in acquisition marketing. But why? Because it is free to begin with (in most cases), scalable, performance-driven, and turns existing customers into brand advocates.
Additionally, affiliate programs are long-lasting. Unlike ads that are short-lived affiliate programs can be set once and can continue generating new customers for years with minimal upkeep. In short, affiliate programs are cost-effective and nearly risk-free.
How do you make the most of affiliate programs to enhance your acquisition marketing strategies?
- Craft a relevant and attractive affiliate structure. Something that’s convenient and easy to understand.
- Maintain regular communication with your affiliates and provide them with tips to boost their incentives.
- Create compelling marketing materials in the form of marketing emails and banner ads to inform customers of your affiliate program.
No matter what structure you choose for your affiliate program, working with a good partner can simplify the process. For instance, Norton collaborated with CJ Affiliate to expand their presence in the Asia-Pacific region. And their affiliate program helped with a 311% YOY increase in the acquisition of new customers in the APAC region.
3. Harness the power of email marketing
Personalized messaging boosts the effectiveness of acquisition marketing and emails are undoubtedly some of the best channels for this. Because emails allow for one-on-one communication with potential customers therefore increasing the chances of delivering a message that resonates with them and persuades them to place an order.
One of the main reasons why emails are impactful tools in acquiring new customers is because it’s a straight shot to people who’ve already shown their interest by signing up. They’ve established that they are interested, and now it’s your move.
So, how do you leverage email marketing in acquisition marketing?
- Create high-quality email lists and consistently evaluate them to ensure that you are only left with leads who are genuinely interested.
- Segment your audience intuitively so that you can personalize your emails to communicate in a language that connects with them.
- Use email automation to ensure the timely delivery of the right emails to the right audience.
- A/B test subject lines to optimize open rates and conversions.
- Avoid spammy words and instead use crisp, engaging text that resonates with your brand’s personality and tone of voice.
One of the most popular ideas when it comes to using emails for customer acquisition is to send welcome emails. Add exclusive coupon codes, limited-time deals, and first-time discounts that encourage customers to place their first order.
For example, here’s an email from Open Spaces, a popular home decor solutions company. In addition to providing a discount code for the first order, it also lists a few products to inspire shoppers.
KIMP Tips:
- Include GIFs, videos, and interactive elements to make your emails more engaging.
- Add easily accessible CTAs to drive instant action.
- Ensure mobile optimization because about 50%-60% of emails are opened on mobile devices.
4. Collaborate with influencers
How many times has TikTok made you buy something? You’re not alone! Influencers have become some of the biggest drivers of purchase decisions in the digital age where social media dominates. Tapping into these trusted voices can be one of the best ways to boost your acquisition marketing efforts.
Influencers can help bring new customers because they already have your target audience’s attention. So, with the right message and the right product placement, you can convince these leads to place their order.
In short, if you are looking for a quick and easy way to reach potential customers and also convince them to transact with you, then influencer marketing is the secret ingredient your strategy needs. Plus, it’s versatile. Whether it’s Instagram Reels or YouTube reviews, influencers can showcase your brand in ways that resonate.
How do you make the most of influencer marketing for customer acquisition?
- Look for influencers who, besides sharing your target audience also share your brand’s values.
- While sticking to your brand guidelines for the visual style, allow creative freedom to preserve the chosen influencer’s style.
Focus on authentic storytelling for maximum impact. Identify how you can seamlessly place your product into the influencer’s signature content style. For instance, fashion and accessories brands can easily promote their products by featuring them in an influencer’s GRWM (Get Ready With Me) video or an image decoding their outfit. Here’s an example from a popular watch brand, Henry London.
Influencer content like these aligns with social media trends and can therefore strike all the right chords and deliver real results.
For instance, wristwatch brand Rosefield reportedly worked with Later for their influencer campaigns that drove about a 400% increase in their sales.
5. Score big with social media advertising
With social media becoming a crucial component in strengthening online presence and boosting a brand’s awareness, social media ads are undoubtedly some of the most useful moves in acquisition marketing.
First, social media has a massive reach with about 63.9% of the world’s population using social media. Therefore this is one of the most effective channels to meet some fresh faces, nurture leads, and most importantly, convert these leads into customers.
Creating a strong social media presence, planning your content, and consistently engaging with your social media audience are all important. However, the one other step to take to convert social media into an effective customer acquisition channel is to invest in paid social media ads.
For instance, the popular tax credit platform MainStreet was able to boost their qualified leads by about 300% with the help of LinkedIn Ads. Most importantly, advertising on LinkedIn has also helped the brand significantly in customer acquisition.
Similarly, the luxury beauty brand, Lancôme, saw a 10.5-point increase in purchase intent and has seen steady progress in customer acquisition through Meta Ads.
No wonder, brands across industries use social media ads to drive reach and sales, acquire new customers, and create buzz when launching new products. Direct and engaging ads like the one here from Apple can reduce the purchase funnel and make purchases quicker and more convenient.
6. Throw the Search spotlight on your brand with Search Ads
Want to boost precision in targeting and skyrocket customer acquisition? Search ads are your go-to tool. Think about it – when you’re hunting for something, you’re likely to hit Google first, often before even checking a brand’s website
Therefore, paid search advertising places your brand right where eager buyers are looking. Search Ads have impressive ROI and instead of casting a wide net, you reach buyers with a clear intent, and with the right targeting strategies, you get quick results.
So, how do you capitalize on Search Ads for acquisition marketing?
- Analyze and target keywords relevant to commercial and transactional intent. Keywords pertaining to informational intent only bring leads and are less likely to bring paying customers.
- Do not ignore negative keywords – they come in handy when you have to avoid clicks from non-buyers.
- Closely monitor ad analytics and tweak the copy and keywords for better results.
Search ads can come in particularly handy when you want to use time-sensitive offers and seasonal discounts to drive customer acquisition. Here’s an example. Both these Search Ads for mattresses focus on discounts. The first one adds a price tag and a discount code whereas the second one adds a hook to draw attention to the flash sale on the site. Both these are on-point and all about driving conversions.
Design for Acquisition Marketing With KIMP
So, are you ready to supercharge your acquisition marketing game? From Search Ads to a steady social media presence, website optimization, and more, there are many ways to drive results. But remember, your competitors are tapping into these strategies as well. So you need a balanced blend of good design + copy to stand out. While you handle the ideas and on-brand copy, what if you had a dedicated design team taking care of the visuals? That’s where an unlimited design service like KIMP comes in.
For a flat fee, you get a dedicated team crafting eye-catching ads, seamless websites, and engaging emails, all tailored to turn clicks into conversions. Ready to take your customer acquisition efforts to the next level? Sign up for a KIMP subscription today.
Register now for a free 7-day trial!