How often have your parents tried to make us a part of their values and culture set and have failed miserably? How often have we, as a millennial generation, tried to acculturate them to binge-watching series that we love so much and our efforts have gone in vain? Well, if persuading was that easy, there wouldn’t have been a distinctive segment in the marketing industry dedicated to study the complexities of “Customer Acquisition”. This article would introduce this unique concept and how it’s done so that the companies don’t just give up on generations that are resistant to change.
Customer Acquisition 101
For the uninitiated, customer acquisition can be defined as the process of bringing in new clients and customers to your business. The process involves a series of systematic, pragmatic and viable strategies that keep evolving with the changing times.
Imagine, the earlier ways to advertise (we’re talking about historic, primitive ways) was through drums and fanfares, but now, it can simply be done by making them click a button on their smartphones. But, why do companies need to acquire customers? Duh! You don’t even need a calculator or a computer to figure this out. Nowadays, brands do not need customers to simply buy their products or services. They are more interested to make customers a part of their brand story. Why? It helps them build trust, and moreover, the companies establish a sense of inclusivity in the minds of the customers which will eventually help them boost the sales. That’s ultimately the end-result of any endeavor the companies undertake.
How is it done exactly?
Customer Acquisition might simply seem like the “Art of Persuasion”, but there’s more this concept than meets the eye. The acquisition channels through which new customers are acquired are these platforms, methods and strategies. The methods can be classified into various types like paid or free, inbound or outbound and so on.
Here are some of the most commonly used platforms to acquire new customers:
Content Marketing: Be it for ICC T20 World Cup 2021 event-driven content that floods your newsfeed on social media or the “Squid Game” content that’s doing the rounds on the internet, Content Marketing surely plays a significant role to introduce new fans, new customers to new platforms for new and unknown brands.
Video Marketing: Customers are getting bored of static content that’s becoming a blind spot already. Dynamic content like video and GIF are grabbing more eyeballs and bringing new customers to your store.
Social Media: It goes without saying that social media is the most dominant player in influencing new business emerge and acquire new customers by targeting customers on a personalized level.
With nearly 3.8 billion people using social media, posting ‘organic’ content on such platforms might seem like addressing an audience in a colossal stadium. That’s why ‘paid’ content on social media helps your business acquire more ‘targeted’ audience that matter to you and they will be your loyal followers.
Search Marketing: While social media can resemble a coin wherein: Heads – it’s organic, and Tails – it’s paid, search marketing is more like a looking glass where whatever you are looking for is shown upfront, right in front of your eyes. That’s what Search Engine Optimization (SEO) and Search Engine Results Page (SERP) do. You would hardly click on ‘Page 2’ of Google search, or you might not even look at the third option on the first page.
Email Marketing: When you have finally found what you are looking for, the brands continue their efforts to retain their existing customers and emails are the ideal way to keep in touch with them because no customers like to be spammed. Though even emails end up in spams, making them feel more personalized is the job of the marketer and the advertising agency.
At 3 Dots Design Pvt. Ltd., when we talk about getting new businesses and new clients, our work does that for us instead of us going out there full guns ablaze to search them. It has been a record that without making a single presentation, 3 Dots Design has acquired two big shots in the industry (without negotiations) and that’s why we’ve righteously earned the title of being one of the best advertising agencies in Pune. If you think we need to go ahead and make that pitch presentation for you, drop a mail to us at firstname.lastname@example.org. Make sure you have a pen handy because you might end up signing the contract even before we finish the presentation.