Customer Acquisition Strategies

Generating leads and creating an effective marketing funnel are two of the main objectives of marketing professionals. They are the first step in effective customer acquisition. In order to ensure that the machinery for lead generation and customer acquisition functions at the highest level, it is necessary to understand how the mechanics of lead generation work and then apply a series of techniques that contribute to its increase. We explain it to you in this post!

The lead generation process

The mechanics of lead generation consists of four basic elements:

• An offer: It is a piece of perceived content of high value to the user, for example, guides, ebooks, manuals, templates, checklists, success stories, tests, calculators, free consultations, product demonstrations, etc.
• Call to action (CTA): It is a text, image, or button that links directly to the landing page on which users will find information about the offer and can download it.
• Landing page: It is the web page that contains information about a particular offer and a form to download it. 
• Form: It is used to collect the data of a user (name, postal address, email, position in the company, etc.) in exchange for a downloadable offer.

Online Customer Acquisition Channels

Content creation

Content marketing refers to the publishing of valuable content that is of interest to your target audience and to make progress in their buying process of purchase your product or service.

This is a good method to generate leads because it provides added value. The process is as follows: through the contents of a blog and traffic attraction techniques (SEO, SEM, social networks), users are attracted to the website of the company. Once there, these users will find offers related to content which can be downloaded in exchange for leaving some of their data.

In this way, these anonymous visitors will become part of the company’s database. 

Actions on social networks

On social media, you can share the content that you published on your blog or other media, and thus reach a wider audience.

You can also use downloadable content to direct users to landing pages where they can access offers in exchange for their data. 

On social networks, you can also choose to share more interactive content that will increase your chances to find more leads and create an effective marketing funnel.

Capture through videos

Video marketing has recently become one of the most important tools of a marketing funnel and played a critical role in effective lead generation. Users are increasingly adept at this format, and companies can take advantage of it as a business growth strategy.

One way you can opt for is to collect the material that is covered in the video itself, as well as complementary material that may be of interest to the user and offer it to them when watching the video. In this way, you can have all the information collected, and you will have captured a new lead. How about that for a business growth strategy and customer acquisition?

Collaboration with related portals

Be on the lookout for other pages and portals that are related to yours offering complementary services or products that may be of interest to your readers. It is necessary to choose companies that are very aligned to yours; in this way, the collaboration will make much more sense and work much better.

Once you have detected these portals, you can collaborate with them to publish contents of your company that allow you to capture leads or to the cross-send downloaded content. That is, your company will send downloadable content from the collaborating company, and they will do the same. In this way, it will be easy to get qualified leads for your database. This is effectively known as backlinking.

Paid Ads

Paid advertising is one of the strategies that have the best conversion ratio, provided that you plan the campaign well. With ads running on search engines you can direct advertising to your potential customers who are interested in obtaining information about a specific service or product, thus facilitating the lead generation and the creation of an invaluable marketing funnel.

The main platform used in SEM campaigns is Google AdWords. The variety of types of ads offered by Google makes any company find an answer to their advertising needs.

The possibilities offered by Google go beyond the search engines, also offering campaigns in product files, campaigns in a local area… And this makes the scope not only greater but aimed at your target audience, achieving a greater impact which generates any other technique. 

Another option is to bet on advertising on social networks (Facebook Ads, Twitter Ads, LinkedIn Ads, Instagram Ads…), channels that also allow a high segmentation and with which you can increase the size of your marketing funnel.

Tips to generate more leads

To increase the number of leads, there are several business growth strategies that act on the components described above, in order to optimize the entire process. 

Offers: how to make them irresistible

• Create impressive and eye-catching titles.
• Limit offers in time and quantity.
• Create different offers for the different stages of the purchase.
• Avoid using an excessively corporate language of the type: “innovative,” “pioneer,” “the best of its kind,” etc.
• Offer quality content that offers added value to the user: ebooks, whitepapers, webinars, videos on demand, etc.

CTA: Maximize your visibility

• Place the call to action in a very visible place.
• Use contrasting colors so that they stand out as much as possible.
• Link the CTA with a customized landing page.
• Test different CTA formats using A / B tests to see which works best.

Landing Pages: Leverage your conversion power

• Design attractive pages with all their elements easily locatable and in the right location.
• Once the user arrives at the landing page, delete the main navigation in order to make it easier to stay and end up providing their data.
• Match the title of the landing page with its corresponding CTA.
• Emphasize the benefits of the offer.
• Explain to the user all the benefits that you will get if you download the content of the page or access the offer.

Forms: tricks for optimization

• Ask only the basic and necessary data to avoid long forms.
• Encourage and facilitate the user to fill in the form with a good offer and a striking button.
• Distribute the form in a way that seems shorter. For example, you can request two fields in the same row.
• Add messages that guarantee the privacy and security of the user. This is especially important considering the changes in the GDPR.

On the other hand, it is convenient not to limit oneself to a single channel to get leads, so the strategies must also take into account the amplifying and viral effect of different social networks and the use of techniques such as sending emails.

Lead generation and customer acquisition have never been easier. Internet Dominators is offering a guide to getting more clients that is a fool-proof business growth strategy. The Client Getting System program has helped numerous entrepreneurs to make their marketing funnel more effective and increase their customer acquisition potential. Try it today and learn how easy it is to make money through the online channels!