Knowing where and how to reach your ideal audience is important for business growth. But with so many possible routes, from search engine optimization (SEO) to video marketing, brand partnerships and so on — how do you choose the right customer acquisition channels and strategies for your brand?
Should you just zero in on a channel or two or engage in multiple platforms?
This guide breaks down the top customer acquisition channels and strategies, helping you discover which ones will make the biggest impact for your business.
| 21 Best Channels for Customer Acquisition and Retention Strategies | |
|---|---|
| 1. Search Engine Optimization (SEO) | 12. Employee Advocacy |
| 2. Pay-Per-Click Advertising (PPC) | 13. Forum and Question and Answer Sites |
| 3. Social Media Marketing (SMM) | 14. Print Advertising |
| 4. Email Marketing | 15. Radio Advertising |
| 5. SMS Marketing | 16. In-Store Promotions |
| 6. Influencer Marketing | 17. Television (TV) Advertising |
| 7. Referral Marketing | 18. Out-of-Home (OOH) Advertising |
| 8. Content Marketing | 19. Virtual Events |
| 9. Video Marketing | 20. In-Person Events |
| 10. Link-Building | 21. Brand Partnerships |
| 11. Company Website | |
What Is Customer Acquisition?
Customer acquisition is the process of attracting and converting new customers to your business. It involves a mix of marketing strategies and tactics designed to grab the attention of potential buyers, engage them and ultimately persuade them to make a purchase.
When it comes to customer acquisition, you want to engage in online and offline channels alike.
“The top benefit of leveraging both online and offline customer acquisition channels is the ability to address the entire customer journey,” said Jimi Gibson, Vice President of Brand Communication at Thrive.
“You are meeting the prospect where they are. The prospect could be scrolling social media or attending a local event. An online and offline approach not only broadens the audience but allows you to reinforce your brand message in different ways. By tracking the success of the various channels, you can tailor future campaigns to the right approach for the right segment.”
The Customer Acquisition Funnel
The customer acquisition funnel visually represents the journey potential customers take, from first discovering your brand to making a purchase. It typically consists of several stages:
• Awareness: Customers learn about your business and offerings.
• Interest: They engage with your content or products, seeking more information.
• Consideration: Prospects evaluate their options and compare choices.
• Conversion: They are ready to take action and complete a purchase.
Some customer acquisition process models also include post-purchase stages, emphasizing:
• Retention: Keeping customers engaged and satisfied to encourage repeat business.
• Advocacy: Turning satisfied customers into brand advocates who promote your business.
By understanding the customer acquisition process funnel, you can tailor your marketing strategies to guide customers smoothly through each stage. The right approach to the customer acquisition funnel boosts your acquisition efforts, driving sales and overall business growth.
“Effective acquisition isn’t about shouting the loudest,” Gibson noted.
“It’s about smart, targeted strategies that speak to your ideal customer at an emotional level.”
Top 21 Channels for Customer Acquisition and Retention Strategies (Digital and Traditional)
The right channels for your business are where your customers are.
“Spend the time to know everything you can about your target market,” Gibson said.
“Ask: What are their needs and pain points, and how do they make decisions? By knowing them intimately, you can tailor communication to the most effective channel and deliver a compelling message to move them to the next step in your sales process.”
Now, let’s explore the best digital customer acquisition channels and traditional customer acquisition channels with strategies that can drive both new businesses and retention.
1. Search Engine Optimization (SEO)
Search engine optimization is all about improving your website’s visibility on search engines like Google, Bing and Yahoo to attract organic traffic. It allows you to reach potential customers through search queries directly tied to what your business offers.
The key in SEO is to target users based on their intent through keywords or search terms. When people type queries into search engines, they’re looking for specific information. If your website can provide that information better than your competitors, search engines will reward you with higher visibility.
More visibility means more potential customers finding your business, which translates into more leads and, ultimately, more sales.
For example, someone searching for “best educational toys for kids” is likely interested in making a purchase. If your website ranks highly for that query, you have a prime opportunity to capture that qualified user’s attention, introduce your brand and drive conversions.
Local SEO is another thing you want to work on for customer acquisition, especially if you’re a local business. It helps you connect with nearby customers who are actively searching for products or services like yours.
📗 Related read: How To Rank Higher on Google Maps in 11 Easy Steps
| SEO customer acquisition strategy: | |
|---|---|
| Identify relevant keywords your target audience might be searching for online. Long-tail keywords tend to have less competition, and since they’re more specific, they attract users with clear intent. So, instead of going for broad, highly competitive keywords like “toys,” focus on long-tail keywords like “top educational toys for kindergarten.” | |
| Optimize your blog and main web pages for search engines by using the identified keywords. These keywords should be placed naturally throughout your text, especially in headings, meta descriptions and image alt text. Your main web pages could be your homepage, offerings page (products or services) and about us page | |
| Ensure a seamless and secure experience with proper technical SEO for your users. Your site should be mobile-friendly and responsive across devices. To reduce load times, compress images while preserving quality. HTTPS should be in place to safeguard user data. Address technical issues such as broken links, duplicate content and XML sitemap errors. |
One thing to note is that SEO is a long-term strategy. Don’t expect immediate results, but be patient and consistent.
❇️ Thrive service spotlight: SEO Audit
2. Pay-Per-Click Advertising (PPC)
Pay-per-click advertising is an online marketing model where advertisers pay a fee each time their ad is clicked. It’s a way to buy traffic to your website, instead of earning them organically via SEO. The PPC channel operates on a bidding system, whether manual, automated or a combination of both.
In search engine marketing (SEM), PPC ads can appear on search engines, social media platforms or websites, and they work by targeting specific keywords, demographics or user behaviors.
It can be an incredibly effective digital acquisition channel, especially for businesses looking for quick results. Because your ads are shown to users actively searching for relevant products or services, you’re able to capture high-intent customers at the moment they’re ready to take action.
PPC isn’t limited to just one type of ad format. Here are a few common types of PPC ads businesses use:
• Search Ads: These are the most popular type and appear at the top of search engine results when users search for specific keywords.
• Display Ads: Display ads appear as banners or images on partner websites within Google’s Display Network.
• Shopping Ads: These ads showcase products directly on search engine results with an image, price and brief product description.
• Social Media Ads: Platforms like Facebook, Instagram and LinkedIn allow businesses to create targeted PPC ads based on user data.
| PPC marketing acquisition strategy: | |
|---|---|
| Create compelling ad copy to drive clicks and conversions. Your ad needs to immediately capture attention, convey your offer’s value and include a clear call to action (CTA). Whether you’re promoting a sale or a specific product, focus on writing concise, benefit-driven headlines and descriptions that speak directly to the user’s needs or pain points for effective ad copywriting. | |
| Bid strategically so as not to spend on low-return keywords or targeting. Bidding ensures you only pay the amount you’re willing to shell out. Adjusting your bids based on keyword performance, competition and conversion rates can help you balance costs and results. For instance, choose to bid higher on long-tail keywords with a higher likelihood of conversion but lower competition. | |
| Test different elements of your PPC ads. These include headlines, images, CTAs and even targeting options. A/B testing allows you to experiment with variations of your ads to see which version generates the most clicks or conversions or what resonates best with your audience. Testing and refining your campaigns based on data helps improve return on investment (ROI) and ensures your ads remain competitive. | |
| Optimize your PPC ads for the best possible results. Once your PPC ads are live, the work doesn’t stop there. Unlike A/B testing, PPC optimization is a continuous process. Look at metrics like click-through rates (CTR), conversion rates and cost per acquisition (CPA). Based on these insights, you can adjust your ad copy, landing pages, or bidding strategies to improve performance. |
While SEO requires time and patience to climb up the search engine ranks, PPC allows you to appear at the top of search results instantly, driving immediate traffic and potential leads.
❇️ Thrive service spotlight: Search Engine Marketing
3. Social Media Marketing (SMM)
Social media marketing refers to the use of social media platforms to promote a product, service or brand. It’s an essential tool for customer acquisition today, where people are constantly scrolling, sharing and engaging with content.
More than attracting leads and sales, social media marketing is particularly instrumental for businesses to connect and build relationships with their audience.
Platforms like Facebook, Instagram, TikTok and LinkedIn give businesses a unique opportunity to target users based on their interests, behaviors and demographics.
With nearly 331 million Americans online in early 2024 and over 239 million of them actively using social media, the potential to reach your next customer is virtually limitless (Statista). You can capture the attention of users who may not have known your brand before but are now more likely to interact with your business.
Social media marketing can be divided into two main approaches: organic and paid.
Organic social media focuses on growing your brand’s presence naturally by posting content, engaging with followers and building a community. This strategy can take time, but it’s great for fostering loyalty and authenticity.
Paid social media uses advertising to target specific users based on data like demographics, interests and behaviors. Paid ads can help you get in front of users who may not be following you yet but are likely to be interested in your products or services.
Ideally, a balanced approach combining both organic and paid strategies is the most effective for lead generation and digital acquisition.
| Social media marketing acquisition strategy: | |
|---|---|
| Choose the right platforms and tailor your approach accordingly. Not every platform will suit your business, so it’s crucial to choose wisely. Instagram and Pinterest are great for visual-centric brands, while LinkedIn is best for B2B networking. Once you’ve selected your platforms, tailor your content to what performs best. For instance, short, engaging videos work well on TikTok, while educational articles perform better on LinkedIn. | |
| Remain on-brand consistently. Your social media presence should reflect your brand’s voice and values, from the tone of your posts to the trends you participate in. Consistency and professionalism across your messaging is key to building trust with your audience. Whether you’re playful or professional, your audience should know what to expect from you. Keep in mind that consistency makes it easier to build a loyal following. | |
| Use platform analytics to your advantage. Social media platforms offer solid analytics tools that provide valuable insights into your content and followers. These tools help you track metrics like post reach, engagement rates and audience demographics. All the data you need to refine your strategy. By analyzing what works and what doesn’t, you can continuously optimize your efforts for real results. |
By maintaining a strong presence on social media, you meet customers where they are.
📗 Related read: How To Use Social Media for Business
4. Email Marketing
Email marketing is a form of direct marketing that allows businesses to communicate with their audience via email. From promoting special offers to nurturing leads, email marketing can drive engagement and conversions at any stage of the customer journey.
Since users have already subscribed to your email list, they’ve expressed an interest in your brand, making them more likely to engage with your content. Whether you’re sending out newsletters, promotions or personalized updates, email keeps your brand at the top of your mind and encourages users to take action — be it by making a purchase, signing up for a service or simply visiting your website.
| Email marketing acquisition strategy: | |
|---|---|
| Grow and clean up your list. Your email list is the foundation of your email marketing efforts. Focus on growing your list organically through sign-up forms on your website, social media, or in-store. Just as important, clean your list regularly by removing inactive subscribers. Keeping your list healthy ensures that your emails reach people who are genuinely interested in hearing from you and helps maintain strong deliverability rates. | |
| Segment your email subscribers. Not all subscribers are the same, so why send them the same email? By segmenting your email list based on factors like purchase history, demographics, or engagement levels, you can send more relevant content to different groups of users. For instance, you could send new subscribers a welcome series of emails, while repeat customers might receive exclusive VIP offers. | |
| Personalize your emails with custom tags or fields. People respond better to emails that feel personal and relevant. Using custom tags or fields, you can personalize your emails by addressing subscribers by their names or even tailoring offers based on their preferences. Instead of sending a generic “Hello,” try “Hi [First Name], we thought you’d love this!” Personalization helps make the email feel more human, increasing the likelihood of engagement. | |
| Use your company email for campaigns. Always send your marketing emails from a professional business domain (@yourcompany.com) rather than a generic one like @gmail.com to show credibility. Emails from a business domain are less likely to be marked as spam and more likely to be opened, giving your messages a better chance of being seen and open. | |
| Use email marketing tools. Email marketing tools can make managing your campaigns much easier and more effective. These platforms allow you to automate emails, track performance and even conduct A/B testing to see which versions of your emails perform better. Tools like Mailchimp, Constant Contact and HubSpot offer features for email list management, segmentation and detailed analytics. |
Email marketing is a tried-and-true method for acquiring and nurturing customers. With email marketing tools, you can optimize your campaigns for better open rates, click-through rates and conversions.
📗 Related read: How To Write Email Marketing Content That Converts
5. SMS Marketing
SMS marketing involves sending promotional or informational text messages directly to a subscriber’s phone. This method allows businesses to connect with customers on a highly personal level, as texts are read quickly and often more consistently than emails or social media posts.
It can be used to deliver order updates, booking or appointment reminders and exclusive special offers. These types of messages provide value to your audience, keeping them engaged and encouraging them to take action. For example, sending a text with a limited-time discount code can drive immediate sales, while appointment reminders help reduce no-shows for service-based businesses.
| SMS marketing user acquisition strategy: | |
|---|---|
| Build a quality subscriber list and segment it. You need to send the right message to the right audience. Build your list organically by encouraging sign-ups through your website, in-store promotions or social media. Once you have a list, segment it based on customer behavior or preferences. This allows you to send targeted, relevant messages, boosting engagement and conversions. | |
| Be mindful of timing. Timing is everything in SMS marketing. Nobody wants to receive a promotional message at 3 a.m. Consider your customers’ schedules and send texts at appropriate times when they are more likely to take action. For example, if you’re running a lunchtime promotion, send the text mid-morning to catch people when they’re planning their day. | |
| Have a clear opt-out. It’s required by law that customers have a simple and easy way to opt out of your messages. Be transparent about this by including opt-out instructions, like texting “STOP” to unsubscribe. Offering this option also builds trust, showing that you respect their preferences. |
Before launching any SMS campaign, it’s essential to gain consent from recipients. Customers must opt-in to receive your messages, ensuring that your communications are both compliant and welcome. This not only protects your business from potential legal issues but also fosters trust with your audience, as they are more likely to engage with content they’ve specifically signed up for.
Overall, when used strategically, SMS marketing can drive immediate results and lead to higher customer acquisition and retention rates.
6. Influencer Marketing
Influencer marketing is a strategy where businesses partner with individuals who have a strong online presence and substantial followers to promote their products or services. It is part of the broader scope of social media marketing. Influencers are often active on platforms like Facebook, Instagram, TikTok and YouTube.
Partnering with influencers works because people trust recommendations from personalities they follow more than brand messaging. It’s essentially a modern version of word-of-mouth marketing. Influencers can be food influencers trying the new addition to your restaurant menu on their Instagram Story or a “booktoker” (a book-focused TikTok creator) reviewing your new book.
Micro-influencer example / Dear HoME
The Dear HoME Pinterest page is a haven for design and do-it-yourself (DIY) enthusiasts. With over 14 followers (as of writing), this page offers a wealth of inspiration, tips and even recipes for projects like sourdough starters.
| Social media customer acquisition strategy: | |
|---|---|
| Choose the right influencer. They will represent your brand. Their comments section will reveal if their following is engaged and trusts previous recommendations. Make sure their values, tone and content align with your brand’s identity. If you’re selling baby care products, for example, you want to partner with a “momfluencer” (a mom influencer). This way, every message from the partnership feels authentic and resonates with the audience. | |
| Consider micro-influencers. These are individuals with smaller but highly engaged followings, usually ranging from 10,000 to 100,000 followers. Micro-influencers often have a stronger connection with their audience and may drive higher engagement rates compared to big-name influencers. Plus, for small to medium-sized businesses, you’ll want to partner with micro-influencers for their cost-effectiveness. | |
| Have clear goals from the start. Like any marketing campaign, it’s important to have specific objectives for influencer marketing. Clearly defined goals allow you to measure the ROI of your campaign and determine its overall success. Whether your focus is on increasing website traffic, encouraging sign-ups or growing your following, make sure both you and the influencer are on the same page about these objectives. |
Example objectives could be increasing website traffic by 20% during the campaign, securing 500 sales using a specific influencer’s discount code or growing your social media following by 5,000 during the partnership.
Defining these targets up front allows you to measure the campaign’s success and adjust your strategy as needed. You could also consider a results- or performance-based compensation in your agreement with the influencer.
7. Referral Marketing
Referral marketing is a strategy where businesses encourage their customers to recommend their products or services to friends, family or colleagues in exchange for rewards or incentives.
The channel capitalizes on the idea that customers are more likely to act on personal recommendations. People trust recommendations from those they know. They’re more likely to engage, convert and become loyal customers.
In referral marketing, there are two primary types of referrals: direct and indirect.
Direct referrals occur when you explicitly ask a customer to recommend your product or service to someone they know. For example, a customer might send a referral link to a friend, who then signs up for your service.
Indirect referrals is when someone learns about your brand through a less direct channel. For instance, a customer shares a product on sale listed on your site to their friend and the friend ends up buying the product.
Referred customers are better for business. They spend more, stay longer and are more likely to recommend your brand to others. In fact, they’re about 25% more profitable than customers who weren’t referred. Referrals have an 18% lower churn rate (Wharton School of Business case study).
With referred customers, expectations are mostly set from the get-go because they are more likely to have pre-existing knowledge of your company and products through their referrer.
While less personal, indirect referrals still generate buzz and can lead to new customer acquisition over time.
| Referral customer acquisition strategy: | |
|---|---|
| Make the incentive attractive and clear. Whether it’s a discount, cash reward or free product, the offer should be valuable enough to motivate your customers to act. Be clear about the terms and avoid hidden catches. Customers should know exactly what they’re getting and how they’ll earn their reward. For example, “Refer a friend and get $20 off your next purchase once they sign up!” is simple, clear and enticing. | |
| Simplify the referral process. No one wants to jump through hoops to share a brand they love. Provide them with a personalized referral link or code they can easily share with others. Avoid long forms, unnecessary steps, or complicated rules. The more frictionless the process, the more likely customers will participate and refer others. If customers can share with just a click, you’ll see more engagement with the program. | |
| Create shareable content. Your content should add value and be something people want to pass along, be it blog posts, videos or social media graphics. Moreover, make it convenient for users by adding social sharing buttons to your website’s product pages, blogs, or newsletters. If someone can quickly share your brand with their network, it makes participating in the referral program more seamless. |
Referral marketing overlaps with other digital acquisition channels. For example, you can promote a referral program through a newsletter campaign, social media posts or even in your eCommerce checkout confirmation email.
8. Content Marketing
Content marketing is a strategic approach focused on creating and distributing valuable, relevant and consistent content to attract and engage a target audience. The goal is to build trust, establish authority and guide potential customers through their buying journey.
The content you put out doesn’t always result in immediate sales. Sometimes, the content you put out doesn’t directly close a deal but rather nurtures your prospects and keeps your brand top of mind.
So, when you create helpful and engaging content, you’re not simply selling but educating your audience, solving their problems and positioning your brand as a trusted resource. Over time, your content helps to build loyalty and trust, encouraging prospects to become paying customers down the road.
Content marketing likewise overlaps with customer acquisition channels like SEO (optimizing your content for search engines), social media (sharing content to engage your audience) and email marketing (sending valuable content to nurture leads).
| Content marketing acquisition strategy: | |
|---|---|
| Create content for every stage of the sales cycle. The customer journey begins from awareness to consideration and decision-making. • Awareness: At this stage, your audience is looking for answers to their questions or problems. Educational content like blog posts, how-to guides and infographics can be effective in capturing their interest. | |
| Explore different formats. Don’t limit yourself to one type of content. Experiment with a mix of formats to see what resonates best with your audience. Some people may prefer quick, visual content like videos or infographics, while others may appreciate in-depth articles or whitepapers. Test what works and gives you the best results in terms of content engagement and conversions. | |
| Follow a content writing guideline. Consistency is needed when it comes to content marketing and having a content writing guideline helps you achieve that. If you don’t already have one, create a guide that outlines your tone of voice, preferred formats and messaging strategies. Whether you’re writing a blog post, crafting social media updates or producing videos, your guideline ensures your content feels cohesive and on-brand. |
Creating different formats of branded content that speaks to each stage ensures that you’re nurturing your audience effectively throughout their journey.
📗 Related read: A Fundamental Guide to Content Distribution
9. Video Marketing
Video marketing is the use of video content to promote a brand, product or service. It’s one of the most dynamic and effective ways to connect with your audience. While video marketing technically falls under the umbrella of content marketing, video is a channel of its own.
It comes in many different types. Short videos are great for quickly showing products or telling stories. Longer videos can explain things in more detail, like how a certain software works. Live videos let you talk to your audience in real time.
YouTube Shorts came out on top in the first quarter of 2024 when it came to engagement rate / Statista
What’s more, YouTube Shorts saw almost 6% engagement, while TikTok closely followed at around 5.75%. Facebook Reels had the lowest engagement rate at about 2%.
Videos can guide potential customers through various stages of the buying journey. A product demo video, for instance, might introduce your product to someone in the awareness stage, while a testimonial video could provide the social proof needed for someone closer to making a purchase decision.
| Video customer acquisition strategy: | |
|---|---|
| Distribute in the right channel. A video that works well on TikTok may not perform the same on LinkedIn. Knowing where your audience spends their time is key to distributing your videos effectively. For instance, short-form videos may be effective on social media platforms, while longer, more informative content might perform better on YouTube or your website. | |
| Host videos off your website. If you want to feature videos on your website, it’s best to host them on platforms like YouTube or Vimeo and then embed them on your site. Hosting large video files directly on your website slows it down, impacting user experience and search performance. By hosting videos externally, you keep your site fast while still offering rich video content. | |
| Invest more in short videos. For example, if you run a clothing brand, you can post regular “outfit of the day” videos to showcase new styles. Or, if you’re a booktuber, you can create a weekly “quote of the week” series, sharing impactful lines from your favorite reads. Short videos work particularly well because they are shareable and fit seamlessly into users’ busy lives. |
With big platforms like YouTube, Instagram and TikTok, video has quickly become a preferred medium for both consumers and marketers.
📗 Related read: Video SEO Marketing Tips: How To Optimize for YouTube and Beyond
10. Link-Building
Link-building is a fundamental part of SEO that focuses on acquiring hyperlinks from other websites to your own. These hyperlinks, known as backlinks, signal to search engines like Google that your content is valuable and trustworthy. The more high-quality backlinks you have, the more likely your website will rank higher in search results.
Higher search rankings from quality backlinks make your site more visible to potential customers actively searching for products or services.
For example, if your online store specializes in handmade houseware and ranks well for “artisanal kitchenware,” you’ll attract targeted traffic. Additionally, backlinks from niche-related websites drive relevant visitors with a higher likelihood of conversion.
| Link-building user acquisition strategy: | |
|---|---|
| Create linkable assets like infographics. One of the best ways to earn backlinks is by creating content that others want to share and reference. Infographics are a fantastic example of a linkable asset because they present information in a visually appealing and easy-to-digest format. When people find value in your infographic, they’ll likely link back to it in their own content. | |
| Publish content with original data. Original data is incredibly valuable and in demand. Publishing case studies, surveys or research reports gives your content an edge, as it provides unique insights that others might reference. Other sites looking to bolster their own content with credible data may link back to your original research, building you a diverse backlink profile. | |
| Have a compelling pitch for outreach efforts. When reaching out to potential sites for backlinks, personalize your message and clearly explain how linking to your content benefits them. Whether you’re pitching a guest post or suggesting a link exchange, your outreach should focus on adding value for the recipient. A well-thought-out pitch likely earns high-quality backlinks. | |
| Find broken backlinks and unlinked brand mentions. Sometimes, the easiest way to get backlinks is through opportunities that already exist. Broken backlinks are links on other websites that lead to non-existent pages. You can offer your own relevant content as a replacement for such links. Similarly, look for unlinked mentions of your brand online. If a website mentions your brand but doesn’t link to it, see if they’d be willing to turn that mention into a backlink. |
A strong backlink profile — with high-quality links from reputable sites — improves your site’s authority. This can lead to higher search rankings, more traffic and increased customer conversions. The focus should be on the quality of backlinks, not just the quantity.
📗 Related read: 25 Tips To Write a Successful HARO Pitch [Templates + Examples]
11. Company Website
Your website is where potential customers land to learn more about what you offer, whether they find you through a search engine, social media or an email campaign. Your website is often the space where people decide if your brand is trustworthy and relevant to their needs.
While certain channels like blogs and SEO overlap with websites, the way your site is designed and written will ultimately determine how well it converts that traffic into customers. Here, we’ll focus on the broader aspects of web design, optimization and effective copywriting that are equally essential for customer acquisition.
Every website has key pages that should be optimized to ensure smooth navigation and user experience. The homepage, landing pages, product or service pages and even the contact page all need careful consideration. These pages serve different purposes, but they share the goal of helping visitors find what they need quickly and efficiently.
| Website user acquisition strategy: | |
|---|---|
| Lean on visual hierarchy. Organize your content so that the most important information stands out first. Use larger fonts for headlines, bold colors for CTAs and clear sections for important messages. Visual hierarchy helps users quickly understand your page, making it easier for them to take action without feeling overwhelmed by clutter. | |
| Simplify your navigation menu. Too many options can overwhelm visitors and lead to frustration. Limit your menu to the most essential pages and use clear labels to guide users to the right destination. The simpler your website navigation, the easier it is for potential customers to find what they’re looking for and take the next step. | |
| Have a clear call to action. Every page on your site should guide visitors to take a specific action, be it signing up for a newsletter, booking a consultation or purchasing a product. Make your CTAs visible with contrasting colors and concise, compelling language. The more clear and direct your call to action, the higher your chances of conversion. | |
| Optimize site load times. Slow websites are conversion killers. Compress images, enable browser caching and use a reliable hosting provider to ensure your site loads quickly. A delay of even a second can lead to higher bounce rates, reducing your chances of acquiring customers. Aim for a loading time of under three seconds to keep users engaged. |
With tracking user experience, accessibility should never be overlooked. Every type of user should be able to access your website. This means using alt text for images, offering video captions and ensuring your site can be navigated using just a keyboard. Not only does this improve user experience, but it also opens up your business to a broader audience.
❇️ Thrive services spotlight:
• User Behavior Analytics
• User Experience Testing
• Conversion Rate Optimization (CRO)
• CRO Audit
📗 Related read:
• How To Make a Website for a Business (From Concept to Launch)
• 15 Reasons Website Visitors Don’t Convert
12. Employee Advocacy
Employee advocacy is the promotion of a company by its employees, usually through social media or other public platforms.
When employees share content, engage with prospects or speak positively about their workplace, it amplifies the company’s reach and credibility. This organic form of marketing can be a powerful tool for customer acquisition, as it turns your team into authentic brand ambassadors.
For instance, a LinkedIn post from an employee talking about how their company is innovating or providing great service can encourage their network to explore your brand. It’s like getting a word-of-mouth recommendation — except it’s digital and scalable.
Employee advocacy comes in many forms. It can be as simple as employees sharing a company blog post, discussing upcoming product launches or celebrating workplace achievements. It can also extend to engaging in conversations on industry-related topics, where employees position themselves as knowledgeable professionals, indirectly boosting the company’s reputation.
Additionally, more structured advocacy programs can involve employees using specific platforms or tools to share pre-approved content, join brand-driven initiatives or participate in thought leadership efforts.
| Employee advocacy acquisition strategy: | |
|---|---|
| Foster a positive workplace culture. A strong employee advocacy strategy starts with a positive workplace culture. Create an environment where employees feel heard, valued and supported through regular one-on-one meetings, open communication channels and opportunities for feedback. When employees know their voices matter, they’re more likely to promote the company authentically, becoming natural advocates both inside and outside of work. | |
| Choose employee advocacy leaders. Identify and empower employee advocacy leaders within your organization to set the tone. These leaders should be passionate about the company and skilled at engaging others. By selecting individuals who are already active on social media and embody the company’s values, you’ll create a ripple effect of enthusiasm. These leaders can mentor others, guide advocacy efforts and model how to share company content effectively. | |
| Align your values with your employees’ personal brand. For employee advocacy to work, employees must feel a genuine connection to the company’s values. They need to believe in what they’re promoting. When there’s a strong alignment between an employee’s personal brand and the company’s mission, they’ll naturally want to share and promote content that supports both. Encourage employees to express their individuality while staying on message, fostering authentic engagement rather than forced promotion. | |
| Make advocacy easy and rewarding. To encourage employees to engage in advocacy, you need to make it easy. Provide them with shareable content, such as blog posts, company updates or thought leadership articles, and let them add their personal touch. Pre-approved content can save employees time, ensuring they don’t have to create their own material from scratch. Offering incentives such as recognition, bonuses or perks can also motivate employees to actively participate in advocacy efforts. |
You also want to invest in each of your employees’ personal growth.
13. Forum and Question and Answer Sites
Forum and Question and Answer (Q&A) sites are platforms where users can ask questions, engage in discussions and share knowledge on specific topics. These sites provide an excellent opportunity for businesses to connect with potential customers, offering solutions to their problems while positioning themselves as experts in their industry.
When used strategically, forum and Q&A sites can serve as an effective channel for acquiring new customers in a subtle, organic way. Unlike traditional advertising, these platforms allow for more personal interactions. By providing valuable insights or answering users’ questions, you can showcase your expertise and establish your brand as a reliable resource.
For example, on platforms like Reddit, Stack Overflow or Quora, users often search for advice or solutions to problems, making these spaces ideal for professionals or businesses to offer helpful responses. When people see your brand contributing value rather than pushing for sales, they’re more likely to remember and engage with you when they need what you offer.
Along with those mentioned above, here are some popular forums and Q&A platforms:
• Reddit: A vast community with forums (subreddits) dedicated to virtually every topic imaginable.
• Stack Exchange: A network of Q&A sites, including Stack Overflow for developers.
• TripAdvisor: While primarily a review site, its forum feature allows travelers to ask for recommendations.
• Quora: A Q&A site where users answer questions on a wide range of subjects, though it is plagued with spammers.
| Forum and question and answer site user acquisition strategy: | |
|---|---|
| Be an active participant on relevant platforms. It’s important to choose the right platform for your brand. If your business caters to tech-savvy professionals, Stack Overflow might be a better fit than Quora. Focus on participating in discussions or answering questions related to your industry. Being an active, consistent participant helps build authority and brand recognition over time, but stay selective. Don’t waste time on conversations that aren’t relevant to your audience. | |
| Offer direct answers and use original data when possible. When responding to questions, provide clear, informative answers that address the issue directly. If you have original data or insights, sharing that can help set you apart as a trusted authority. Whether it’s a case study, personal experience or proprietary research, original data enhances your credibility and makes your contributions more valuable. Users are more likely to remember your brand if they find your answers genuinely helpful. | |
| Avoid being too salesy. Forums and Q&A sites are about fostering organic conversation, not aggressive sales tactics. Focus on providing solutions, not promoting your products. If people are curious about your brand, they will check your profile. A subtle approach is often more effective. For instance, you could mention that you work for a certain company in your profile, allowing users to make the connection themselves without feeling pressured by overt sales pitches. | |
| Don’t overdo links. It’s tempting to include links back to your website in every response, but overdoing it can be off-putting. Some forums even have rules against excessive self-promotion. Instead, use links sparingly and only when they’re highly relevant to the conversation. The goal is to offer value first and foremost. If a link to your site or product makes sense in context, then it’s appropriate. Link clicks should come naturally when you prioritize the quality of your contribution. |
Remember, how you present yourself in these communities reflects directly on your brand. Whether it’s a heated debate on Reddit or a simple question on Quora, maintaining a professional tone and demeanor is essential. Even in casual forums, avoid sarcasm or negative language. Be respectful, helpful and courteous.
The right approach will build your reputation and foster positive interactions that can lead to customer acquisition.
14. Print Advertising
Print advertising is a form of traditional advertising that involves placing paid content in printed media, such as newspapers, magazines and brochures. It’s a long-standing advertising method that has been used for centuries to reach a wide audience.
Ads on print still have its place even when digital ads have become the norm. It can be cost-effective, especially for businesses that target specific demographics or geographic locations. Additionally, print ads can be more tangible and memorable than digital ads.
Many well-known brands continue to use print advertising because it remains a credible form of communication. Although it may not hold the immediacy of digital ads, it can be highly effective for customer acquisition when used strategically.
Print advertising can come in various formats. For example:
• A local business might place an ad in the weekend edition of a regional newspaper to reach a community-focused audience.
• Luxury brands often place full-page spreads in high-end magazines like Vogue or GQ to appeal to affluent readers.
• Flyers, brochures and direct mail campaigns are popular for businesses targeting local customers or niche markets.
• Billboards and posters can generate mass awareness in specific locations.
Print ad example / SANZER Hand Gel
The SANZER hand gel “What you really touch?” ads are a striking example of how creative advertising can effectively convey a message. The campaign, created by Bangkok-based advertising agency Chuo Senko, uses a visual metaphor to highlight the unseen dangers lurking on everyday surfaces.
| Print advertising customer acquisition strategy: | |
|---|---|
| Don’t be afraid to get too creative. Creativity can set your brand apart. Don’t settle for standard, boring layouts. Incorporate eye-catching designs or unconventional visuals to grab attention. Consider clever concepts, unique layouts or even using the ad space in unexpected ways (such as fold-outs or textured finishes) to ensure your ad stands out and leaves a lasting impression on readers. If you’re worried about being offensive, get another pair of eyes for opinions. | |
| Use striking headlines or ask a compelling question. Your headline is the first thing people will notice, so make it powerful. Whether it’s a striking statement or a thought-provoking question, the goal is to instantly capture the reader’s attention. For instance, if you’re offering a product that solves a common problem, ask something along the lines of, “Tired of this problem? Here’s the solution.” Remember, a good headline pulls the audience in. | |
| Amplify your message or selling point through the visual. Since print advertising is visual storytelling, you also want to use bold imagery or graphics to amplify the problem your product or service solves or visually highlight your unique selling proposition (USP). Visuals can speak louder than words. So much so that some ads rely entirely on visuals, with minimal or no copy, allowing the image to convey the message in a powerful, memorable way. | |
| Choose where you place your ad. Where you place your print ad can make all the difference. It’s important to choose fitting publications or locations. For example, a tech gadget might stand out in a popular tech magazine, while a local restaurant could benefit from advertising in a community paper. The key is to ensure your ad reaches the right people, in the right setting and at the right moment for optimum impact. |
Many customers still perceive print ads as more reliable than digital ones, as they’re less likely to be associated with spam or deceptive practices. This makes print advertising an excellent way to reach audiences who may be less responsive to online ads. Print ads often have a longer shelf life and offer repeated exposure to potential customers.
15. Radio Advertising
Radio advertising is the use of radio broadcasts to promote products, services or events through audio commercials. Despite being one of the oldest forms of mass communication, it remains relevant because of its wide reach and ability to engage listeners in specific markets, from local communities to national broadcasts. Radio listeners often develop trust in their favorite stations and hosts, which can positively influence how they perceive the ads they hear.
Many brands, including well-known names, continue to invest in radio spots as part of their marketing mix. With radio still holding a firm place in daily routines, whether it’s during morning commutes, while running errands, or at work, it offers a unique opportunity to tap into audiences who may not always be glued to their screens.
Prime listening times are known as “drive time” when the audience numbers are at their highest.
Radio ad example / Abel & Cole
Since radio ads reach people in real-time, they can inspire immediate action, like checking out a website or calling a phone number. For businesses looking to increase foot traffic or promote timely offers, radio is also an effective tool for capturing the attention of local communities or specific regions.
Such ads offer a versatile platform for various marketing goals. For instance, they can effectively promote local events like concerts or fairs, incentivize immediate action with limited-time offers, or foster brand recognition through partnerships with local businesses. These strategies make radio a valuable tool for businesses seeking to reach and engage their target audience.
| Radio advertising acquisition strategy: | |
|---|---|
| Target the right stations and time slots. Not all radio stations and time slots give the same results. Research the demographics of each station to ensure your message reaches the right audience. Morning and evening drive times are usually the most effective for reaching a broad audience, but if you’re targeting specific groups, some midday or late-night shows might be more suitable. | |
| Have a strong call to action. Your radio ad should guide listeners on what to do next. Whether you want them to visit your website, call a number or take advantage of a special offer, make your CTA clear, concise and actionable. Don’t be vague, but direct. For example, “Call us now at [number] for a free consultation” or “Visit our website today and use promo code RADIO20 for 20% off.” | |
| Create a sense of urgency. Radio ads have limited time to make an impact, so your ad must be clear, concise and engaging. Time-sensitive offers and promotions work wonders on the radio. When you mention a limited-time discount or a special promo that ends soon, you spark urgency. Phrases like “for this weekend only,” “while supplies last” or “hurry, offer ends Friday” push potential customers to take action now rather than later. | |
| Try a jingle or memorable slogan. Catchy jingles or memorable taglines can make your brand stick in a listener’s mind long after the ad airs. This kind of repetition helps reinforce your brand identity and creates familiarity, making it easier for consumers to recognize and trust your brand when they’re ready to make a purchase. | |
| Don’t drag it out. A concise, to-the-point radio ad is far more effective than one that drags on without reason. With only 15 to 30 seconds to capture attention, every word needs to count. Keep your messaging focused, avoid unnecessary details and get straight to the benefit of the listener. Avoid packing too much information into one ad. Leave them intrigued enough to want to learn more about your brand. |
Radio ads can serve as the starting point for new customers to discover your business. It may seem more difficult to track than digital ads, but you can still measure its impact. Use unique phone numbers, promo codes or website URLs specific to the radio campaign to track responses.
Additionally, pay attention to feedback from listeners and adjust your messaging or timing based on the results to maximize effectiveness.
16. In-Store Promotions
In-store promotions serve as one of the traditional customer acquisition channels. It is designed to attract customers within a physical retail space. Whether it’s a special sale, loyalty program or brand partnership, these promotions draw attention to products and encourage immediate purchases. Retail stores, restaurants, salons and gyms can benefit from targeting foot traffic and creating direct opportunities for customer acquisition.
Such promotions come in various forms, from eye-catching signage to interactive booths. For example, placing a “20% Off” poster in your window grabs passersby’s attention. You might display a desk standee or window decal that explains a credit card deal to users of a specific card. Temporary booths in larger stores or malls can also showcase new products or offer samples.
For instance, if you’re a retail clothing store, you could partner with a credit card company for a discount promotion, displaying posters or window signs highlighting the offer. Alternatively, a coffee shop might set up a loyalty card program and use table tents and flyers to advertise it. These tactics bring in more foot traffic and convert interest into sales.
Moreover, in-store promotions can create a sense of urgency and exclusivity. Limited-time offers or flash sales can push customers to buy sooner rather than later. By giving customers a reason to visit your store, you’re likely to attract and acquire new customers who might have otherwise walked past your door.
| In-store promotion marketing acquisition strategy: | |
|---|---|
| Focus on one or two promotions at a time. It’s tempting to run multiple promotions simultaneously, but focusing on just one or two at a time is much more effective. Overloading your customers with offers can lead to confusion or cause them to ignore the promotions altogether. Choose your best offers, highlight them and ensure they’re well-promoted. | |
| Brief your staff. Your staff should be well briefed on the details of your promotion so they can answer any questions customers may have. In some cases, you may want to train staff on when and how to offer the promotion. For example, during checkout, they could tell customers about a loyalty program or suggest a promotional offer. | |
| Keep your visuals cohesive. Consistent design across your promotional materials makes your store and branding look professional. If your colors and designs are aligned, it gives a polished and coordinated feel. For instance, using similar fonts, colors and themes across all your displays will make your promotion more memorable and appealing. | |
| Offer tangible benefits. Customers need to feel like they’re getting something valuable out of your promotion. Whether it’s a discount, a gift-with-purchase or points toward future rewards, make sure the incentive is clear and enticing. If the promotion isn’t attractive enough, customers may not feel compelled to take action. Promos shouldn’t have an unreasonable catch, too. |
Offline strategies like in-store promotions are instrumental in customer acquisition. They offer immediate purchase opportunities, provide a tactile experience that online ads can’t replicate and create a sense of urgency through limited-time offers, encouraging quick action and building customer loyalty.
17. Television (TV) Advertising
Television ads still work despite all the changes in marketing. The ability to reach a massive audience through linear TV or hyper-targeted viewers via connected TV allows brands to shape their strategy based on their goals.
Linear TV refers to traditional television where programs are broadcast on a set schedule, and viewers tune in at specific times. This includes both cable and broadcast networks that people watch on their TV sets at home. Advertisers using linear TV typically pay for commercial slots that run during popular shows or events, with the goal of reaching as many viewers as possible.
Connected TV (CTV), on the other hand, refers to internet-enabled streaming services like Netflix, Hulu and YouTube TV, which allow viewers to watch content on-demand via smart TVs, game consoles or other devices. Unlike linear TV, connected TV enables more precise audience targeting based on data like user demographics, viewing habits and interests.
With linear TV, ads during widely-watched programs or live events expose your brand to millions, some of whom could be potential customers. On connected TV, ads are more personalized, targeting specific viewers who are more likely to be interested in your products or services.
TV ad example / Coca-Cola
Coca-Cola is famous for crafting iconic holiday commercials that leave a lasting impression, particularly during the festive season. The Coca-Cola “Holidays Are Coming” commercial first aired in 1995 and was re-released in 2020 with updated visuals and a new ending.
| TV ads user acquisition strategy: | |
|---|---|
| Combine linear and connected TV advertising. Rather than relying on one form of TV advertising, many brands find success by using a combination of both linear and connected TV. Linear TV offers unparalleled reach and is perfect for brand awareness, while connected TV allows for precise audience targeting and data-driven ad delivery. Combining both strategies ensures you’re reaching a wide audience while also honing in on potential customers who are most likely to engage with your brand. | |
| Invest in professional production. The quality of your ad matters — TV is a highly visual medium, and poorly produced commercials can hurt your brand image. Investing in professional production ensures your ad stands out and resonates with your target audience. High-quality visuals, engaging storytelling and a clear call to action are key elements of an effective TV ad. Well-produced ads can leave a lasting impression, making your brand memorable and more likely to attract new customers. | |
| Utilize audience data and insights. One of the significant advantages of connected TV is the ability to use data to target specific demographics, interests and behaviors. By utilizing audience insights, you can create more personalized ads that speak directly to the people most likely to become customers. Whether it’s based on geographic location, previous viewing behavior or specific interests, targeted ads on connected TV have higher engagement rates and lead to more meaningful customer acquisition. | |
| Determine if TV ads are right for your brand. Not all businesses need to invest in TV advertising, so it’s crucial to evaluate if it’s beneficial for your brand. Consider your audience, your budget and your goals. If your brand relies heavily on visual storytelling and wide-reaching awareness campaigns, TV advertising could be a perfect fit. However, if your customer base is more niche or prefers other digital channels, TV may not be the best use of resources. Careful evaluation will help you make the most of your marketing budget. |
Through TV advertising, businesses gain an even more powerful and unique way to reach a broad audience and build brand awareness.
18. Out-of-Home (OOH) Advertising
Out-of-home (OOH) advertising refers to any advertising that reaches consumers while they are outside of their homes. This includes traditional formats like billboards, posters and transit advertising, as well as newer digital out-of-home (DOOH) ads such as digital billboards. DOOH can display changing content, animations and even interactive elements.
So, from large highway billboards to transit ads on buses and subways, these are examples of OOH ads. You might also encounter posters or digital screens in shopping malls, airports and retail stores. OOH advertising can significantly contribute to customer acquisition by boosting brand awareness and creating lasting impressions on potential customers as they go about their daily routines.
| Out-of-home (OOH) advertising customer acquisition strategy: | |
|---|---|
| Choose the right location. Like in print media, the success of your OOH campaign heavily relies on where your ads are placed. Select locations that align with your target demographic, ensuring that your message reaches the right audience. Whether it’s a busy downtown area, a commuter-heavy highway or near popular entertainment venues, the right location is the only way to get the results you want. | |
| Physically check the ad location before buying ad space. Before committing to an ad space, take the time to visit the site in person. This allows you to assess the visibility of your ad and identify any potential obstructions, such as foliage, buildings or other advertisements that could distract from your message. For DOOH placements, also check for any technical issues, like broken pixels, to ensure your ad displays correctly. | |
| Add tracking information. If brand awareness isn’t your primary goal, consider incorporating tracking mechanisms into your OOH campaigns. Adding QR codes or a custom hotline number can provide valuable insights into customer engagement and response rates. By gauging the effectiveness of your OOH ads, you’re more equipped to refine future campaigns based on customer behavior. |
While we’ve previously discussed billboards as part of print media, it’s important to remember that they also fall under the OOH umbrella. Billboards are one of the most iconic forms of OOH advertising.
19. Virtual Events
Virtual events take place entirely online and can range from small-scale webinars to large conferences, trade shows or even social gatherings.
Unlike a simple live stream, which involves a single, ongoing broadcast, virtual events are much more extensive and dynamic. Since they’re accessible from anywhere, they allow businesses to attract a wider audience without geographical limitations.
Interactive elements like chat rooms, polls and games add another layer of engagement, allowing participants to be more involved throughout the event.
For example, a virtual event might feature a live keynote speaker alongside pre-recorded breakout sessions, while also offering virtual networking rooms where attendees can connect and discuss topics in real-time.
Virtual events offer a versatile platform for various purposes, from corporate conferences to personal celebrations. Their adaptability makes them ideal for both business-to-business (B2B) and business-to-consumer (B2C) settings. For instance, a SaaS company could leverage a virtual conference to showcase product demos.
| Virtual events customer acquisition strategy: | |
|---|---|
| Have a structured agenda. On top of a clear timing for each segment, include scheduled breaks to prevent audience fatigue, especially during longer events. A well-organized agenda keeps the event flowing and helps attendees know what to expect, leading to better engagement. | |
| Incorporate interactive elements. Live polls, Q&A sessions and virtual networking rooms make attendees feel involved and allow for real-time feedback, which fosters stronger connections. For instance, initiate live polls during a keynote session for instant insights and engagement. | |
| Test everything, from the equipment to the platform. Your video, audio and internet connection should be tested beforehand, and your platform should be able to handle the event’s scale. Nothing disrupts an event faster than technical issues, so invest time in thorough preparation to avoid any mishaps. | |
| Promote the event across your channels. To maximize attendance, promote your virtual event through multiple channels such as email marketing, social media and even paid ads. For instance, you can use email campaigns to target existing customers and social media ads to capture new leads. |
Virtual events also offer detailed data collection opportunities, allowing you to track attendee behavior and engagement. For example, you can monitor how long people participate in certain sessions, which resources they download or who they connect with in virtual networking rooms. Such data provide valuable insights to identify potential leads.
20. In-Person Events
In-person events are gatherings where businesses and professionals meet face-to-face to network, showcase products or services and build relationships. These events can range from small local meetups to large-scale trade shows, conferences and workshops.
Trade shows and conferences, in particular, bring together a focused audience so you can showcase what makes your business stand out to people already interested in your industry. It’s also a chance to learn from industry experts and competitors, allowing you to stay updated on trends while expanding your network.
Additionally, there’s a tactile advantage to in-person events. Whether it’s getting a closer look at a product demonstration, trying out new technology or simply sharing a conversation over coffee, these physical interactions can make a lasting impression.
That’s a wrap on our time at the @Gartner® Marketing Symposium/Xpo™!
From our session with @Iterable on balancing growth and risk in the era of #genAI to connecting with marketing leaders on how Grammarly can be every company’s AI writing partner, we had an incredible time. 🙌 pic.twitter.com/Lqs6jjkbC4
— Grammarly (@Grammarly) June 6, 2024
In-person event example / Grammarly
Grammarly made a strong impression at the Gartner Marketing Symposium/Xpo™. The company’s booth and their representatives evidently were well-prepared at the conference.
| In-person events marketing acquisition strategy: | |
|---|---|
| Have key company representatives attend. It’s crucial to have the right people from your company present at these events. They are, after all, representing your brand. Whether it’s your sales team, marketing leads or even top executives, ensure they’re well-prepared to communicate your business’s value and answer questions. The individuals you send should be approachable, knowledgeable and enthusiastic about what your company offers. They can leave a lasting impression, so you want to get this part right. | |
| Invest in your trade show booth. If you’re participating in a trade show, your booth is often the first thing attendees notice. Invest in a visually appealing setup that represents your brand well. Eye-catching graphics, easy-to-read signage and a welcoming layout can make a big difference. Offering special promotions, discounts or giveaways at your booth can also drive traffic and attract attendees to come by and learn more about your business. Engage with visitors actively and take time to demonstrate your products or services. | |
| Be prepared with promotional materials. Printed materials like brochures, business cards and branded items still carry weight at in-person events. Be sure to hand out materials that attendees can take with them. Personalized materials can make all the difference. Include your key contact details and information about special offers and make sure they are visually consistent with your brand. Branded giveaways like pens, bags or notebooks are also great for keeping your name circulating even after the event. |
While virtual events offer convenience, in-person events have a unique edge. There’s something about physical presence that makes networking and relationship-building more impactful. Small businesses can benefit by introducing themselves to a local or industry-specific audience that might not have discovered them otherwise.
21. Brand Partnerships
Brand partnerships involve two or more companies working together to promote each other’s products or services. These collaborations can help businesses reach a broader audience, create unique value propositions and ultimately acquire new customers.
When two brands collaborate, they are essentially building on each other’s credibility and visibility, further boosting the positive impact on acquiring new customers. By aligning with a brand that shares a similar target market or complements your product, you can introduce your business to potential customers outside your current reach.
For example, for co-branding, when Nike and Apple collaborated on the FuelBand, they combined fitness technology with stylish athletic wear, attracting both tech enthusiasts and fitness fans. This partnership expanded the customer base for both brands in ways they couldn’t have done alone.
Other than co-branding, here are more brand partnerships you can explore:
• Affiliate marketing involves one brand promoting another brand’s product and receiving a commission for each successful referral or sale.
• Content partnerships happen when two brands collaborate to create joint content, like blog posts, podcasts or videos, to reach a shared audience.
• Cause or event partnerships see brands teaming up to support a charitable cause or participate in a specific event to foster goodwill and engagement.
These partnerships are not just about immediate sales — they help in brand awareness, credibility and customer trust, which in turn leads to long-term customer acquisition.
| Brand partnerships customer acquisition strategy: | |
|---|---|
| Align values and goals. The foundation of a strong partnership is shared values and aligned goals. Before entering into a partnership, make sure both brands are on the same page regarding objectives and messaging. If one brand’s priorities or values don’t match the other, it could lead to a disjointed collaboration that confuses customers. Ideally, you want to work with a partner whose values reflect your own, as this creates a more authentic experience for both sets of audiences. | |
| Have a clear partnership agreement. Clear terms from the start are needed to ensure both parties are on the same page. Outline each partner’s roles, responsibilities and expectations to avoid misunderstandings down the line. The agreement should also specify how success will be measured and how profits or leads will be shared. Clear agreements help avoid potential conflicts and ensure that both brands benefit equally from the brand partnership. | |
| Lean on each other’s strengths. A successful partnership is one where both brands contribute their unique strengths. One partner may excel in content creation while the other is a master at marketing. By combining these strengths, you can create more impactful campaigns that resonate with your audience. So, leverage what each brand does best and don’t be afraid to collaborate closely to make the most of each other’s expertise. | |
| Communicate regularly. Open and regular communication is key to any fruitful partnership. Keep lines of communication open throughout the partnership to ensure that everything is on track, and both brands are satisfied with the progress. Regular check-ins can help you address any issues early and make adjustments as needed. It also helps foster a stronger relationship between the brands and make potential future collaborations easier and more effective. |
Remember, the reputation and actions of your partner will reflect on your brand. Be thoughtful when choosing a partner, as their values, behavior and messaging will directly affect how your customers perceive you. Similarly, be considerate of your partner’s reputation and work to uphold the same standards you expect from them.
📗 Further reading: How To Maximize Customer Acquisition and Retention With Online Reputation Management
Let’s Work on Your Customer Acquisition Strategy Together
In this blog, we’ve covered the ins and outs of customer acquisition, looking into both digital and traditional channels. We explored various strategies that can help you attract and keep customers. We also shared expert insights to guide you in choosing the right channels and crafting strategies that align with your business goals.
“Every client is different, and their approach to customer acquisition must be treated uniquely,” Gibson said.
“That’s why Thrive uses a blend of data-driven strategy and a highly personalized approach to acquisition. We don’t focus on isolated tactics but integrate multiple channels for a better result. We are also able to adjust and adapt as the campaign develops. We are not a fan of cookie-cutter solutions.”
We’re here to help you craft a customer acquisition strategy that really works for you. In our customer acquisition process, we nurture customers to see the value in choosing your brand.
Let’s team up and create a plan that sets your brand apart and positions you for long-term success — send us a message.
Customer Acquisition Channels and Strategies Frequently Asked Questions (FAQ)
WHAT IS CUSTOMER ACQUISITION?
Customer acquisition refers to the process of attracting and converting new customers to your business. This involves a combination of marketing tactics and strategies aimed at building awareness, generating leads and turning those leads into paying customers.
WHAT ARE THE BEST CHANNELS OF CUSTOMER ACQUISITION?
Social media advertising, search engine marketing and email marketing are among the best customer acquisition channels. Still, this varies depending on the business. Each channel allows you to target specific audiences and measure results, helping to increase visibility and drive leads. It’s important to focus on channels where your target audience is most active.
WHAT ARE THE BEST STRATEGIES FOR CUSTOMER ACQUISITION?
Effective customer acquisition strategies include leveraging content marketing, implementing referral programs and using data-driven advertising campaigns. These strategies allow businesses to reach potential customers, build trust and encourage conversions while using insights to continuously optimize performance.
HOW CAN I MEASURE THE EFFECTIVENESS OF DIFFERENT CUSTOMER ACQUISITION CHANNELS?
You can measure the effectiveness of customer acquisition channels by tracking key metrics like conversion rate, cost per acquisition (CPA) and ROI. Tools like Google Analytics, social media insights and CRM systems provide data to help evaluate which channels drive the most value.
WHAT ARE SOME LOW-COST CUSTOMER ACQUISITION STRATEGIES FOR SMALL BUSINESSES?
Low-cost strategies include utilizing social media platforms organically, building referral programs and focusing on SEO to attract traffic through organic channels. Small businesses can also use email marketing or collaborate with local influencers to reach new customers without a big budget.
WHAT ARE THE COMMON MISTAKES COMPANIES MAKE WHEN TRYING TO SCALE THEIR CUSTOMER ACQUISITION?
Common mistakes include over-relying on one channel, not optimizing the customer journey and failing to analyze performance data. Companies often expand too quickly without refining their acquisition tactics, leading to inefficiencies and wasted resources.
HOW DO CHANGES IN CONSUMER BEHAVIOR AFFECT CUSTOMER ACQUISITION STRATEGIES?
Changes in consumer behavior require businesses to adapt their customer acquisition strategies by shifting to where their target audience is spending time. For example, an increased reliance on mobile devices and social media has pushed businesses to invest more in mobile-optimized websites and social media ads.
HOW IMPORTANT IS PERSONALIZATION IN IMPROVING CUSTOMER ACQUISITION RATES?
Personalization is crucial for improving customer acquisition rates because it helps businesses tailor their messaging and offers to individual needs. Personalized experiences increase engagement, trust and relevance, leading to higher conversions and customer retention.
