Acquisition refers to gaining customers and increasing your client base. When thinking of optimizing your sales funnel, acquisition consists of the large part of the funnel that leads to conversions, retention, and advocacy.
Your acquisition strategy should concentrate on getting new customers or prospects for your service or product. Acquisition strategies often involve building awareness, creating a reputation, and separating your product or service from those of your competitors. Many think of these strategies as the “meat” of marketing.
How to build an acquisition strategy?
When building an acquisition strategy, think of your target market. Do some market research to define your target market and make sure your product or service is truly a fit, with need and demand.
Create a multichannel approach that reaches your target market and engages your potential customers where they are. It is pointless to engage on social media if your target market just uses email and search engines.
Pay attention to your potential customers as you engage:
- Are there any common objections you continually have to overcome?
- What kind of user experience do they prefer?
- Are all of your channels converting?
- Are you reaching the right audience?
Measuring behavior will be important in your strategy. The goal of your acquisition strategy should be to move customers or visitors into sales or conversions. If behaviors lead toward conversions, you can count your strategy as successful. If visitor behaviors are ending short of conversions, though, you should look at possible blockages or obstacle and make changes.
Acquisition strategy is just the beginning
Once you have successfully implemented the acquisition strategy, keep in mind that it is not the end of the funnel for your customer. Your acquisition strategy should not stop with the acquisition of the customer, but should be the beginning of a consistent experience as the customer moves through the tunnel toward conversion and retention.