Acquisition strategy

Acquisition in everyday language is the act of obtaining something, whether it is a right, a good or even knowledge. In marketing this term refers to attracting new leads, customers, prospects to the company. We sometimes talk about customer acquisition or marketing acquisition.

Companies then launch acquisition campaigns aimed at promoting the products or services they offer to a new audience of potential customers. They use different communication channels such as advertising, natural referencing, social network optimization, etc. The step that comes directly after an acquisition strategy is the retention campaign in order to retain the new customers obtained and retain them.

How to define a new acquisition strategy ?

Acquiring new customers and then retaining them are the main objectives of the majority of companies. Implementing an acquisition strategy can be tedious; it requires following some advice.

The target

Knowing the company’s target well allows you to identify their needs and expectations in order to be able to provide them with appropriate communication. It is therefore essential to define the typical profile of the prospect, of the company’s ideal customer.

Search Engine Marketing (SEM)

Search engine optimization (SEO) is the best way to be seen on the first page of Google as well as other search engines and to generate leads that can be converted into prospects and then into customers. SEO is referencing that allows you to generate so-called natural traffic on the company’s website. In fact, the user arrives on the advertiser’s page because of the searches he has carried out. You must therefore think about regularly creating original content adapted to the target through a blog for example. Search Engine Advertising (SEA) can complement natural referencing to boost the company’s visibility on search engines.

Social medias

Being present on social medias can be crucial in 2022. You must be careful when choosing the social medias most suited to the company’s target and to offer varied content through the different media available on the platforms.

Partnership development

Opting for a partnership program to be listed with the partner is a very good way to acquire new customers. The choice of partner must be made carefully because it must offer complementary services to the company without directly competing with it.

Paid advertising

Setting up a paid advertising campaign is a significant lever in a company’s acquisition strategy. It can be divided into 4 groups:

• Brand campaigns are characterised by bidding on the company name by requesting protection of the use of the brand in the ad text on Google or other search engines.
• Search campaigns that aim to help prospects convert.
• Poster campaigns help increase company reputation.
• Retargeting campaigns are based on the prospect behavior

The objective is to adapt the content to be promoted according to the campaigns and the intended target to optimise its acquisition strategy.

Email marketing

Email marketing is an excellent way to support prospects known to the company by offering them events and personalised content offers. Email marketing allows you to create a link with the prospect nand push them towards a buyer’s journey.

Acquisition strategy monitoring

Implementing monitoring of your acquisition strategy allows for a good analysis of its effectiveness and to assess the relevance of the means of communication put in place. The KPIs (key indicators for monitoring an acquisition strategy) are defined by :

• the number of unique or total visitors to the website.
• the number of qualified leads (prospects who show interest in the company) by acquisition lever.
• the bounce rate calculated from the number of visitors leaving the site after visiting a single page and the total number of visitors registered on the site.
• the average time a visitor spends on the site.
• the cost per acquisition (CPA) which measures the cost of all the marketing investments necessary to acquire a new customer.
• the cost per lead (CPL) which measures the cost of all marketing investments necessary to acquire a new lead.
• the return on investment (ROI) which represents the money earned in relation to the money invested in the campaign.