Acquiring new customers is obviously a primary goal for most business owners, but without the right campaign, customer acquisition can often be fruitless (as well as frustrating). So what should you do to encourage customer acquisition? Well first and foremost you need a product or service that works, something that people truly want and something you alone can give them – we’re going to assume you’ve got that part covered – but then what?
3 customer acquisition campaigns that work
- Social media – like it or not, social media is here to stay. Think of it as a modern version of word of mouth marketing. Although it might not look anything like the ‘word of mouth’ you’re used to, it does have one thing in common with the old-school version – it’s the most meaningful kind of advertising you can harness. Social media campaigns aren’t about being on every platform imaginable, but about choosing a few and being really invested in them. The top 3 are Facebook, Twitter and LinkedIn so start with those and take it from there.
- In defense of the pop-up – Pop ups are a pain, everybody knows it, but you know why they’re so popular? Because they WORK. The ‘pattern interrupt’ technique is a common tactic used to gain attention when the brain has been lulled into complacency and that’s exactly why the pop-up works. Use it wisely though, instead of having the pop-up appear before your customer has even entered the site, incorporate an ‘exit-intent’ popup that detects when a user is about to leave and pops up then, or use humour to take the edge off a pop-up window, or offer a great deal, like a 20% discount on their first order when your visitor gives you their email address.
- Referral programs – Referral programs capitalise on the power of word of mouth marketing by giving customers monetary rewards for referring products or services to friends and family. Referral programs are a powerful incentive for current customers. The Dollar Shave Club for example uses referrals with great success by giving customers a free month for every friend who signs up for the service. Graphics on the customers ‘account’ page track their freebies, giving visual incentive to sign up friends and family.
Don’t have time to get an acquisition campaign off the ground? Contact the team at 121 today to find out how we can put together the perfect acquisition strategy for your brand.
