If you are an entrepreneur and you are looking to get more customers and increase your turnover, you should certainly have a customer acquisition strategy.
An acquisition strategy is about attracting prospects and converting them into customers. Although other templates have been created, none of them are as detailed as the one we are about to propose.
This template is unique because it provides you with a step-by-step process for attracting, converting, and retaining your prospects.
And because we want to give you a reason to implement this strategy in your own business, we have prepared this short explanation (without eliminating the essential parts).
Read on for a quick overview and the method to create a winning digital marketing strategy.
The customer acquisition canvas
The customer acquisition canvas represents a customer journey consisting of 8 steps that people go through to discover your brand, build a relationship with you and become buyers and great supporters.
Documenting your growth marketing strategy gives you the clarity you need to generate leads. And turn them into customers in a predictable, repeatable, and scalable way.
Here’s how you can map out the customer acquisition canvas:
But here is the reality…
No one finishes this journey alone. Without a guide, customers will get lost, leave or even forget that they’ve ever been on a journey with your brand.
That’s why you need to have a strategy in place that guides people through the 8 steps. And accompanies them when they get stuck, and encourages them along the way.
Let’s take a look at each of the steps in the customer acquisition strategy to see how you could do this.
Step 1: Raising awareness
The first step is obvious. You need to be on your prospects’ radar.
This can be achieved through advertising, blog posts, events, word of mouth, social networks. Or any other channel that exposes your products, offers, and solutions to your potential customers.
To do this, create top-of-the-line content that attracts attention, entertains, and informs your audience.
Step 2: Get them to commit to you
Merriam-webster defines engagement as involvement and emotional attachment. It’s all about building or possibly deepening a relationship with a person.
As a digital marketer, this stage begins immediately after your first contact (or interaction) with a prospect and continues throughout their journey with your brand. It is an ongoing conversation you will have with your customers via various channels: blog, online community, email, customer service…
Step 3: Invite them to subscribe
Trust starts to build when someone enjoys their experience with your brand. Once that happens, it’s time to ask them for a simple commitment: subscribe and give you permission to send them emails.
There’s just one problem. Today, people are more careful about giving out their email addresses. You need to offer something of value that is worthwhile. Such as promotional codes, free product samples, or valuable information…. Or webinars, sample book chapters, demonstrations, reports, and guides. It all depends on the sector you operate in.
You offer something they want, they fill out a form to get it. It’s as simple as that.
Step 4: Convert them into customers
If your free offers are valuable enough (they answer questions and solve problems), your prospects are often eager to increase their engagement. They just need to know how.
The best way to do this is through an entry-level offer. Present a high-value, low-risk offer that allows your prospects to try your products without enduring much risk.
To clarify, this entry-level offer is not designed to make you a profit. Its sole purpose is to create a smooth transition from a subscriber or follower to a paid customer. You can focus on profits later.
Now you just need to ask for a simple commitment to recover your customer acquisition costs.
Step 5: Get them excited about your brand
Buying is heart-warming. This is scientifically proven. The dopamine of a new purchase gets people excited. That’s why the fifth step in the customer journey is to build that excitement.
How do you do this? By providing your customer with an unforgettable experience.
Include a quick-start guide… surprising and exciting bonus features… quick wins… anything to make your customers happy.
Step 6: Convert them into multi-buyers
At this stage, your goal is to generate repeat purchases and real profits. While your entry offer is designated for conversions, your escalation offers should be profit-oriented, because once your customer is well served, they will want to buy a second time.
Upsell offers can be simple upsells after the main purchase… important and relevant solutions… or ancillary services.
Step 7: Ask them to spread the love
Happy customers like to share their experiences, but sometimes they need encouragement to do so. The nice thing is, once they start, they become more and more loyal to your brand.
At this stage of the customer journey, ask people to share their positive experiences with your brand by writing reviews or sharing posts on social networks.
Step 8: Turn them into promoters/ ambassadors
Until now, any advertising done by your customer is considered passive. But during the promotion stage, your customers are continuously sharing your brand name, products, and services. They tell stories, make recommendations and share your offers because they really believe in them.
A dynamic promotion can be an affiliate/commission relationship or just a free offer to drive new customers to you. The key is that you are in a win-win situation.
How to accompany people on their journey
Digital marketing is about helping customers move along this journey quickly. That’s why you can’t just use one tactic or marketing campaign without a goal.
A plan is essential to guide you through your journey, and you need to think about optimizing it.
To start, look at your customer journey, identify the gaps, and start building a strategy that motivates people to become your customers.
We hope we have helped you develop your customer acquisition strategy.
Are you still stumped? Then contact us or leave a comment, we’d be happy to help.
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