Ready, aim, fire: How to develop a winning acquisition strategy

Written on 20 June, 2012 by Uyen Vu
Categories E-commerceTags customer behaviour

The rise of the connected customer has created serious challenges for marketers in recent years. Businesses that once relied on traditional marketing methods now have to ensure that prospect consumers receive a consistent brand message and customer experience across multiple touch points.

Although this cross-channel approach to customer acquisition might seem daunting, it’s also an increasingly important factor in business success. We’ve made the process simple with our guide to creating a winning acquisition strategy.

Get serious about your data

Successfully attracting and retaining new business is impossible without a solid grasp of customer data. However, it’s not enough to simply collect information about your customers’ preferences, buying habits and demographics – you must be able to use these facts to tailor a personalised marketing message that converts your prospects.

Unfortunately, many companies fail to invest the time and resources to do this. In the first instance, you should define a subset of customer data that will allow you to gain a clear picture of your customer. Follow this up by outlining a strategy for analysing the data and invest in the relevant online tools. Finally, make sure you employ someone to manage data quality and ongoing maintenance – your bottom line will thank you for it.

Take a personalised approach

Customer relationships begin and end with your ability to connect on a personal level. However, the strategies you use to achieve this will depend on the nature of your business. If you run an online business, consider implementing product recommendations or live chat – these tools can promote awareness of your offer and generate interest from potential customers. Have a ‘feedback’ channel; you will get to know the positives and negatives of your business in your customers’ point of view, then use that to improve your customer experience.

Community spirit

Creating relevant and meaningful dialogue with your customers is the next step for customer acquisition best practice. Implement a company blog that speaks to the interests of your target customer, share relevant updates and links on Twitter. Post new products or current promotions on Facebook, and make an effort to maintain an authentic voice. If you build a community around your brand, customers are sure to follow. Your community will end up marketing your brand to their community for you.

If you are interested in launching an online business and is not sure how to start, have a look at our ‘Beginner’s Guide’ for some tips and to-do list.