{"id":139941,"date":"2022-03-29T02:00:57","date_gmt":"2022-03-29T07:00:57","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=139941"},"modified":"2024-09-17T06:33:42","modified_gmt":"2024-09-17T11:33:42","slug":"customer-acquisition","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/customer-acquisition\/","title":{"rendered":"The Essential Guide to Customer Acquisition"},"content":{"rendered":"\n<div class=\"intro-txt\">Customers are the lifeblood of any business.<\/div>\n\n\n\n<p>Without new customers, businesses cannot survive, let alone&nbsp;grow.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn how to acquire more new customers for your business.<\/p>\n\n\n\n<p>Here\u2019s what we\u2019ll&nbsp;cover:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-customer-acquisition\">What is customer acquisition?<\/a><\/li>\n<li><a href=\"#2-create-strategy\">Create a customer acquisition strategy<\/a><\/li>\n<li><a href=\"#3-channels\">Customer acquisition channels<\/a><\/li>\n<li><a href=\"#4-examples\">Customer acquisition examples<\/a><\/li>\n<li><a href=\"#5-faqs\">FAQs<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is customer acquisition?\" data-section=\"1-customer-acquisition\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.1i1qs7bbsi19\">What is customer acquisition?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Customer acquisition is the process of gaining new customers for a business.<\/p>\n\n\n\n<p>Customer acquisition is not a \u201cone-step\u201d process. Most prospects don\u2019t turn into customers instantly. Instead, they follow a <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">journey<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>&nbsp;\u2013 The buyer realizes they have a problem. They want to understand more about&nbsp;it.<\/li>\n<li><strong>Consideration<\/strong>&nbsp;\u2013 The buyer is looking for and comparing potential solutions to their problem.<\/li>\n<li><strong>Decision<\/strong>&nbsp;\u2013 The buyer purchases a solution.<\/li>\n<\/ul>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/1-buyers-journey.jpg\" alt=\"Infographic of 3 stages of buyer's journey: awareness, consideration, and decision  \"><\/figure>\n<\/div>\n\n\n<p>So, in order to acquire new customers, you need to align your marketing with these three stages.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>&nbsp;\u2013 You need to appear in the consciousness or awareness of your potential customers. You\u2019ll also need to show them your product or service can help to solve their problem.<\/li>\n<li><strong>Consideration<\/strong>&nbsp;\u2013 You need to convince these prospects that they should choose your product or service.<\/li>\n<li><strong>Decision<\/strong>&nbsp;\u2013 You need to \u201ctip\u201d these prospects over the finishing line. Common tactics include discounts and free trials.<\/li>\n<\/ol>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create a customer acquisition strategy\" data-section=\"2-create-strategy\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.gygynh19y4wk\">How to create a customer acquisition strategy<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Customer acquisition isn\u2019t about executing a variety of tactics and hoping one sticks. You need a strategy, i.e., your battle plan. This is how you\u2019re going to attract new customers and choose the right acquisition tactics.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/2-marketing-strategy.jpg\" alt=\"Infographic of strategy vs. tactic: On left, map showing route from starting point to final destination; on right, map shows same thing but with dotted points within the route \"><\/figure>\n<\/div>\n\n\n<p>Here\u2019s how to create a customer acquisition strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.9gdcuciyxl1z\">1. Identify your customers and where they hang&nbsp;out<\/h3>\n\n\n\n<p>If you don\u2019t know who your customers are, you can\u2019t attract more of them to your business.<\/p>\n\n\n\n<p>That\u2019s why the first step of your customer acquisition strategy is to figure out who your ideal customers are.<\/p>\n\n\n\n<p>If you\u2019ve done your <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a>&nbsp;and created <a href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/\">customer personas<\/a>, then this should be easy. You\u2019ll already know who you\u2019re trying to&nbsp;reach.<\/p>\n\n\n\n<p>For example, here\u2019s a simplified version of our ideal customer at Ahrefs:<\/p>\n\n\n\n<blockquote>SEO professionals and website owners who want to drive more traffic to their websites.<\/blockquote>\n\n<p>If you\u2019re still in the early stages and don\u2019t have a customer statement like this yet, don\u2019t worry. You can use <a href=\"https:\/\/blog.hubspot.com\/marketing\/buyer-persona-research\">this guide<\/a>&nbsp;to create one for your business.<\/p>\n\n\n\n<p>Knowing who your ideal customers are will also help you figure out which <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channels<\/a>&nbsp;you should use. For example, we know website owners who desire more traffic are often searching on Google and looking for helpful guides.<\/p>\n\n\n\n<p>This is one of the main reasons why <a href=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO-driven content marketing<\/a>&nbsp;is our main marketing tactic.<\/p>\n\n\n\n<p>Experienced SEOs tend to hang out a lot on Twitter too, and that\u2019s why <a href=\"https:\/\/twitter.com\/ahrefs\">we have a heavy presence there<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.r3bhlvua6sau\">2. Set your&nbsp;goals<\/h3>\n\n\n\n<p>For your strategy to work, you need to know your destination. That is your&nbsp;goal.<\/p>\n\n\n\n<p>Ideally, you should have goals for each stage of the buyer\u2019s journey. But in reality, most companies have limited manpower, time, budget, and resources. So attempting to achieve goals for each stage may prove to be difficult.<\/p>\n\n\n\n<p>In that case, you\u2019ll have to prioritize. I suggest focusing on the area where you\u2019re lacking the most currently.<\/p>\n\n\n\n<p>For example, perhaps you may have a lot of traffic coming to your website (awareness). Yet you aren\u2019t seeing any substantial increase in your sales (purchase). As such, you may want to set a goal and tackle the \u201cproblem area.\u201d<\/p>\n\n\n\n<p>Once you\u2019ve identified what you want to work on, you should set a <strong>SMART <\/strong>objective to make it clear what it is you want to achieve.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u200b\u200bSpecific<\/strong>&nbsp;\u2013 It should clearly state the desired outcome.<\/li>\n<li><strong>Measurable<\/strong>&nbsp;\u2013 It should be something you can track the success of.<\/li>\n<li><strong>Achievable<\/strong>&nbsp;\u2013 It should be realistic.<\/li>\n<li><strong>Relevant <\/strong>\u2013 It should align with your overall business objectives.<\/li>\n<li><strong>Timely <\/strong>\u2013 It should have a time frame attached to&nbsp;it.<\/li>\n<\/ul>\n\n\n\n<p>For example, this is a good objective aligned with the SMART criteria:<\/p>\n\n\n\n<blockquote>Increase the conversion rate of your free trial to a paid subscription from 1% to 3% in the next 12 months.<\/blockquote>\n\n<h3 class=\"wp-block-heading\" id=\"h.muuc8rszizxp\">3. Choose your customer acquisition channels<\/h3>\n\n\n\n<p>Based on what you\u2019ve designed so far in your strategy, you should have an idea of which channels may work best to acquire new customers.<\/p>\n\n\n\n<p>Pick one to two of the most suitable ones and begin experimenting with them. (More about the different channels in the next section.)<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Customer acquisition channels\" data-section=\"3-channels\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.gvjchp9jukuo\">Customer acquisition channels<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some of the most popular customer acquisition channels you can experiment with for your business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.9f2w1swzh4cb\">1. Search engine optimization (SEO)<\/h3>\n\n\n\n<p>SEO is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine\u2019s organic results.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.mh87f0dzdvzn\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Passive, organic (almost free) traffic<\/li>\n<li>Evergreen and compounding effects; article written a few years ago can still generate traffic if it ranks high on the search engines<\/li>\n<li>Potential customers are automatically qualified by their <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intents<\/a>, e.g., someone searching \u201cahrefs vs moz\u201d is closer to buying than someone searching \u201chow to increase website traffic\u201d<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-writing\/\">SEO content<\/a> can influence entire marketing funnel<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.tnu0xlp6hkiv\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ranking high on search engines takes&nbsp;time<\/li>\n<li>Popular terms can get competitive (i.e., lots of time and resources required)<\/li>\n<li>Return on investment (ROI) can be difficult to measure<\/li>\n<li>Slower effects for newcomers; website with smaller number of <a href=\"https:\/\/ahrefs.com\/blog\/high-quality-backlinks\/\">high-quality backlinks<\/a> and low <a href=\"https:\/\/ahrefs.com\/blog\/topical-authority\/\">topical authority<\/a>&nbsp;may find it tougher to rank higher in the beginning stages<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\">SEO: The Complete Guide for Beginners (2021)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/academy\/seo-training-course\">Complete SEO Training Course: Learn SEO Free<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.89j9um6mx83w\">2. Content marketing<\/h3>\n\n\n\n<p>Content marketing is the process of creating and distributing content to attract and retain customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.3h3wjocntuan\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Educates potential customers<\/li>\n<li>Builds loyalty and retention<\/li>\n<li>Can go viral in the short term and create a lot of attention and awareness at&nbsp;once<\/li>\n<li>Builds credibility<\/li>\n<li>Can be the basis of other marketing channels (e.g., digital advertising)<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.f70ouqwt1moi\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ROI can be difficult to measure<\/li>\n<li>Requires time to&nbsp;work<\/li>\n<li>Content needs to be promoted and distributed; otherwise, attention may be scarce<\/li>\n<li>Content must be high quality; otherwise, it can\u2019t stand out from the tons of other published content<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content Marketing: A Comprehensive Guide<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\">How to Build a Winning Content Marketing Strategy in 9&nbsp;Steps<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/content-strategy\/\">How to Create a Winning Content Strategy<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">Ahrefs Academy: Blogging for Business<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.3ekt4uhtg527\">3. Digital advertising<\/h3>\n\n\n\n<p>Digital advertising is the process of paying a website or platform to reach its audience via ad&nbsp;space.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.9b6hhxtqtcbx\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Fast way to get traffic; just set up an ad and get it running in a matter of minutes<\/li>\n<li>Highly specific targeting (geography, age, gender, interests, etc)<\/li>\n<li>Easy to measure and&nbsp;scale<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.uuh0clrpcefb\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Can be expensive (especially when scaling up)<\/li>\n<li>Learning curve exists; costs time and money to figure out what works for your exact business<\/li>\n<li>Suffers from symptoms like ad fatigue and <a href=\"https:\/\/en.wikipedia.org\/wiki\/Banner_blindness\">banner blindness<\/a><\/li>\n<li>Increasing use of ad blockers and third-party cookies blocking by web browsers may affect measurement and effectiveness<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">PPC Marketing: Beginner\u2019s Guide to Pay-Per-Click Ads<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/www.julian.com\/guide\/growth\/make-ads\">Growth Handbook: How to Write and Design Ads<\/a><\/li>\n<li><a href=\"https:\/\/www.julian.com\/guide\/growth\/facebook-instagram-ads\">Growth Handbook: How to Run Social Ads<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.oehmrarougd9\">4. Influencer marketing<\/h3>\n\n\n\n<p>Influencer marketing is the practice of working with influencers\u2014people who have an active, sizable audience\u2014to promote your brand\u2019s message, products, or services.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.vxwwkd26lspk\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Good way to improve brand awareness<\/li>\n<li>Popular influencers can \u201cbestow\u201d a <a href=\"https:\/\/en.wikipedia.org\/wiki\/Halo_effect\">halo effect<\/a>&nbsp;on your&nbsp;brand<\/li>\n<li>Can generate direct sales, e.g., via influencer-specific discount codes<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.gxm89cy5855v\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ROI can be difficult to measure<\/li>\n<li>No guaranteed returns when working with influencers<\/li>\n<li>Risk of unwanted brand associations if you work with the wrong person<\/li>\n<li>Limited control over creative or messaging<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">Influencer Marketing: Definition, Examples, and Tactics<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.rap7ed33p9cf\">5. Email marketing<\/h3>\n\n\n\n<p>Email marketing lets you reach your prospects\u2019 mailboxes with messages that either prompt direct action or aim to encourage prospects to create a long-term relationship with the&nbsp;brand.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.o3muuyhy5ko4\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Easily reach your prospects or customers directly (and at any&nbsp;time)<\/li>\n<li>Emails sent can be highly personalized and segmented<\/li>\n<li>Easy to measure<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.askuxked6x8\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Takes time to organically build a quality email&nbsp;list<\/li>\n<li>Overdoing it can cause you to break email marketing legislation (GDPR, CAN-SPAM, etc)<\/li>\n<li>Can be competitive (people\u2019s inboxes are flooded with emails!)<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-guide\">The Ultimate Guide to Email Marketing<\/a><\/li>\n<li><a href=\"https:\/\/sendgrid.com\/resource\/how-to-create-a-successful-email-marketing-campaign\/\">Email Marketing for Beginners: Easy Step-by-Step Guide<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.d4q043959im0\">6. Video marketing<\/h3>\n\n\n\n<p>Video marketing is the process of creating and distributing video content to attract and retain customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.kv7cgm5hvdvm\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Great for demonstrating how a product works<\/li>\n<li>Can be later repurposed into other content formats (e.g., your script can be turned into a blog post; main video can be turned into multiple, bite-sized versions)<\/li>\n<li>Engaging videos can capture and retain attention much more effectively than other formats<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.ch9xn7213q0x\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Very resource-intensive to produce one high-quality video, let alone&nbsp;many<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/youtube-seo\">YouTube SEO: How to Rank Your Videos From Start to Finish<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=QCgDIhvFkCM\">How to Use Video Marketing to Grow Your Business<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.lftrogysmc37\">7. Social media<\/h3>\n\n\n\n<p>Social media drives traffic to your webpages and creates engagement with your brand by means of social media platforms.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.maywldexwxja\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Organic, almost free traffic<\/li>\n<li>Massive audiences can be found on different social media platforms<\/li>\n<li>Can interact directly with your audience<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.q8bx04m43y18\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Not easy to build a following on social media<\/li>\n<li>Social media platforms may decrease your organic reach (to get more people to pay for&nbsp;ads)<\/li>\n<li>May be at \u201cmercy\u201d of these platforms; you can get banned or removed anytime, which means losing all your following<\/li>\n<li>May experience many negative comments and trolls<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/buffer.com\/social-media-marketing\">Social Media Marketing by Buffer<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.qxo123sot1yo\">8. Referral programs<\/h3>\n\n\n\n<p>A referral program incentivizes existing customers to promote your brand to their family and friends.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.xltmhwlj3pd2\">Pros<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Can be a low-cost way to acquire new customers<\/li>\n<li>Builds customer loyalty<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h.1m4nv73wbeqj\">Cons<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No guarantees that a referral program will&nbsp;work<\/li>\n<li>Can\u2019t \u201cforce\u201d your customers to refer their friends<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.referralcandy.com\/blog\/referral-guide\">Thinking About Starting a Referral Program? Start Here<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Customer acquisition examples\" data-section=\"4-examples\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.2vxktwtp4ucf\">Customer acquisition examples<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some examples of how different businesses have acquired their customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.sjjljmi6f05o\">1. Ahrefs \u2013 Content marketing<\/h3>\n\n\n\n<p>Ahrefs is an all-in-one SEO toolset that allows you to do keyword research, competitor analysis, website audits, content research, rank tracking, and&nbsp;more.<\/p>\n\n\n\n<p>The main customer acquisition strategy we use at Ahrefs is <a href=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO-driven content marketing<\/a>. Here\u2019s how we do&nbsp;it:<\/p>\n\n\n\n<p><strong>First, <\/strong>we find topics that our target customers are searching for on Google.<\/p>\n\n\n\n<p>As mentioned earlier, our customers are often searching on Google for solutions to their problems. This makes SEO an ideal acquisition channel. <a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">Ranking high on Google<\/a>&nbsp;also ensures that we get passive, organic traffic, as long as our content stays on&nbsp;top.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/3-seo-compounds.png\" alt=\"Line chart showing spike in traffic followed by passive search traffic\"><\/figure>\n<\/div>\n\n\n<p>How do we find these topics?<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter one or a few relevant keywords<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<li>Switch to <strong>Questions<\/strong><\/li>\n<\/ol>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/4-keyword-ideas.png\" alt=\"List of keywords with corresponding data such as KD, Volume, etc\"><\/figure>\n<\/div>\n\n\n<p>As you can see, there are over 180,000 topics to choose from. We\u2019ll eyeball the list and note down those that are relevant to our customers.<\/p>\n\n\n\n<p>Once we have a list of topics, we decide which topics to target first using <strong>business potential. <\/strong><\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/5-business-potential.png\" alt=\"Business potential: Table with scores 3 to 0. And explanation of criteria to meet each score.\n\"><\/figure>\n<\/div>\n\n\n<p>We start with topics that have a score of \u201c3,\u201d then \u201c2,\u201d and so&nbsp;on.<\/p>\n\n\n\n<p>With a list of topics to work on, we create content based on this framework:<\/p>\n\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/8BdZ0dUu7VQ?controls=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h.xr7jylxbgv4n\">2. Circles.Life \u2013 Referral program<\/h3>\n\n\n\n<p>Circles.Life is a digital telco based in Singapore. Despite entrenched competition from the three existing major&nbsp;telcos in Singapore, Circles.Life has managed to succeed. (I, too, am one of its customers.)<\/p>\n\n\n\n<p>One of the main ways it acquired its customers (at least in the early days) was via its referral program. In fact, according to <a href=\"https:\/\/hiredigital.com\/blog\/circles-life-viral-campaigns-customer-obsession\">HireDigital<\/a>, over 40% of Circles.Life transactions come from referrals.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-139939\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/6-circles-life-referral-program.png\" alt=\"Excerpt of referral page: top of page shows referral code, middle shows no. of friends referred; bottom is write-up of how referral program works \" width=\"495.5\" height=\"800\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/6-circles-life-referral-program.png 991w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/6-circles-life-referral-program-263x425.png 263w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/6-circles-life-referral-program-768x1240.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/6-circles-life-referral-program-951x1536.png 951w\" sizes=\"(max-width: 991px) 100vw, 991px\"><\/p>\n\n\n\n\n\n\n\n<p>The success of a referral program depends on a few factors, but the main one is the incentive. An attractive incentive motivates customers to share; a bad one drives no action.<\/p>\n\n\n\n<p>In this case, Circles.Life\u2019s referral program succeeded because the prize was exactly what telco customers wanted: more data for low prices.<\/p>\n\n\n\n<p>This is reminiscent of Dropbox\u2019s referral program, which was also one of the main ways the cloud storage company acquired its first customers.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/www.referralcandy.com\/blog\/referral-program-incentives\">How to Choose the Right Referral Incentives for Your Referral Program (With 20+ Examples!)<\/a><\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.6xkwohhiz9cj\">3. Luxy Hair \u2013 Video marketing<\/h3>\n\n\n\n<p>Luxy Hair is an online store that sells hair extensions and hair-related accessories. With over 3 million subscribers on YouTube, it\u2019s killing it.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-139940\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/7-luxy-hair-subs.png\" alt=\"Luxy Hair's logo; below it is no. of subscribers \" width=\"247\" height=\"100\"><\/p>\n\n\n\n\n\n\n\n<p>Luxy Hair makes videos that get thousands, if not millions, of&nbsp;views.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/8-luxy-hair-videos.png\" alt=\"Grid format of Luxy Hair's videos on YouTube \"><\/figure>\n<\/div>\n\n\n<p>Each video features different ways of styling hair, taking care of it, and more. And each video\u2014ding ding ding, you guessed it\u2014features Luxy Hair\u2019s own products.<\/p>\n\n\n\n<p>The company then makes it easy for any viewer or subscriber to buy by including the relevant links in the video description.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/03\/9-luxy-hair-links.png\" alt=\"Video description box showing relevant links to Luxy Hair products, influencer featured in the video, etc \"><\/figure>\n<\/div>\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/www.shopify.com\/blog\/the-formula-luxyhair-com-used-to-grow-a-2-8-million-subscriber-youtube-channel\">The Four-Part Formula That Got Luxy Hair 2.8 Million Subscribers on YouTube<\/a><\/em><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQs\" data-section=\"5-faqs\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.iv14ewqvv5wn\">FAQs<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some frequently asked questions related to customer acquisition.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.mezdwtjwr4mr\">How do you calculate customer acquisition cost?<\/h3>\n\n\n\n<p>Customer acquisition cost (CAC) is the average amount of money you spend to acquire a single customer.<\/p>\n\n\n\n<p>This is calculated by dividing your customer acquisition expenses by the number of acquired customers.<\/p>\n\n\n\n<blockquote>CAC = Total amount spent on marketing\/Number of new customers acquired<\/blockquote>\n\n<p>For example, if you acquired 10 new customers after spending $1,000 on your marketing, your CAC would be $1000\/10 = $100.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.fg61mephuxk4\">What is the average customer acquisition cost?<\/h3>\n\n\n\n<p>According to <a href=\"https:\/\/www.shopify.com.sg\/blog\/customer-acquisition-cost\">Shopify\u2019s research<\/a>, here are the average CACs by industry:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Arts and entertainment: $21<\/li>\n<li>Business and industrial: $533<\/li>\n<li>Clothing, shoes, and\/or accessories: $129<\/li>\n<li>Electronics and\/or electronics accessories: $377<\/li>\n<li>Food, beverages, and tobacco products: $462<\/li>\n<li>Health and beauty: $127<\/li>\n<li>Home and garden: $129<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t take these benchmarks as gospel. These numbers are <em>averages <\/em>and can differ depending on your brand, exact market, average order value, and more. You should always relate your CAC to your own business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.96lq6hbdfnjh\">Why is customer acquisition cost important?<\/h3>\n\n\n\n<p>Many businesses calculate the CAC because they want to lower&nbsp;it.<\/p>\n\n\n\n<p>However, trying to reduce your CAC in isolation is not a good idea. Most of the time, reducing your CAC and being more effective in marketing don\u2019t necessarily go hand in&nbsp;hand.<\/p>\n\n\n\n<p>If your CAC is too low, you may actually be limiting your exposure and under-spending on your marketing activities. Your balance sheet may look good in the short term, but you may be missing out on substantial growth opportunities in the long&nbsp;term.<\/p>\n\n\n\n<p>So, rather than strive to pay as little as possible, aim for marketing effectiveness.<\/p>\n\n\n\n<p>To do this, you should use CAC in relation to your customer lifetime value (CLV). This is a metric that estimates how much money an individual customer will spend on your products or services.<\/p>\n\n\n\n<p>Here\u2019s how CLV is calculated:<\/p>\n\n\n\n<blockquote>Avg. order value x Avg. annual purchase frequency x Avg. customer lifespan<\/blockquote>\n\n<p>Take this into account, alongside your customer base growth and overall marketing effectiveness, when deciding if you should adjust your&nbsp;CAC.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition-cost\/\">How to Use &amp; Reduce Customer Acquisition Cost (CAC)<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.8sr9i6q124ev\">What is customer retention?<\/h3>\n\n\n\n<p>Customer retention happens after a customer is acquired. The goal of customer retention is to keep your customers with your brand for a long&nbsp;time.<\/p>\n\n\n\n<p>This is because a loyal customer is more valuable to a business. Not only will they buy more (and buy more frequently), but new customers are also often more expensive to acquire.<\/p>\n\n\n\n<p>Customer acquisition and customer retention are <strong>not <\/strong>mutually exclusive. Both are important to a business\u2019s growth and survival and should exist at the same&nbsp;time.<\/p>\n\n\n\n<p>Some marketers even argue that customer retention should actually take precedence over customer acquisition\u2014after all, there\u2019s no point filling a leaky bucket.<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">7. Focus on retention first, not acquisition.<br><br>Retention drives acquisition.<br><br>Retention gives you a competitive edge &gt; Retention drives referral &gt; referral drives word of mouth &gt; word of mouth is a powerful acquisition channel.<br><br>Retention gives you MOAT to acquire more customers.<\/p>\u2014 Aazar Shad (@Aazarshad) <a href=\"https:\/\/twitter.com\/Aazarshad\/status\/1414585353592209408?ref_src=twsrc%5Etfw\">July 12,&nbsp;2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/www.zendesk.com\/blog\/customer-retention\/\">What Is Customer Retention? 11 Examples and Strategies to Retain Customers<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.43glt1kgs5bq\">How do you measure customer acquisition?<\/h3>\n\n\n\n<p>Besides CAC and CLV, which metrics should you measure?<\/p>\n\n\n\n<p>This depends on the exact tactic you\u2019re using. I recommend reading the guide below for a sample of the most important customer acquisition metrics you should be tracking.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/marketing-metrics\/\">25 Marketing Metrics You Should Consider Tracking<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.et0hpr2nu9zh\">Final thoughts<\/h2>\n\n\n\n<p>If you want to acquire new customers on a consistent basis, you need a strategy. Create one and then execute <strong>only<\/strong>&nbsp;the tactics that move your business ahead.<\/p>\n\n\n\n<p>Did I miss out on anything important about customer acquisition? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Without new customers, businesses cannot survive, let alone&nbsp;grow. In this guide, you\u2019ll learn how to acquire more new customers for your business. Here\u2019s what we\u2019ll&nbsp;cover: What is customer acquisition? Create a customer acquisition strategy Customer acquisition channels Customer acquisition<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":139944,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-139941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Essential Guide to Customer Acquisition<\/title>\n<meta name=\"description\" content=\"In this guide, you\u2019ll learn how to create a customer acquisition strategy, the channels you should use, and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Essential Guide to Customer Acquisition\" \/>\n<meta property=\"og:description\" content=\"Learn how to get more customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-29T07:00:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-17T11:33:42+00:00\" \/>\n<meta property=\"og:image\" 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