Customer acquisition

Developing a social/digital media strategy for customer acquisition that is tailored to the organization's target audience (assuming the audience has already been identified) is the most important aspect of Digital Marketing. It is key to ensure that your message is aligned with your audience needs and wants as these days, product development begins from a customer research point-of-view.

With this in mind, See below some basic steps to get you started using digital marketing for customer acquisition.

Step 1: Know your audience/target market

This may seem obvious – how can you market at someone you do not know? – but when you consider how many businesses do not have a strategy in place, it is not a big stretch to imagine how little research they do into the purchasing behavior of their customers.

How you define your audience is essentially the foundation of any good digital marketing strategy, so it is now time to become your customer’s best friend and confidant.

Customers use digital channels for a whole range of different aims.

Take Nigerian Women in search of fashion items online as an example. Research reveals some compelling facts about this particular group:

• They are more likely to have an Instagram account

• Most of them have used their smartphones to compare prices online

• They most likely already have a designer or brand in mind

This shows us that a customer looking to make big purchases relies on digital marketing predominantly for inspiration and value.

If you are not on creative channels such as Instagram and you want to play/do business in that space, you might be missing out on a lot of customers.

Action Point: Create a well-defined profile for your typical customer. Once you know where they go, and why they go there, you can begin to craft a personalized strategy.

Step 2: Identify your customers’ channels

The temptation to be everywhere when marketing your business is high, and the logic is so und.

Being on every channel does not necessarily increase the amount of potential customers seeing your products.

It is important to decipher your top three (or four) platforms that your potential customers will be on based on the customer profile you have created for your product/ service.

For example, if you sell Luxury Timepieces, Facebook – with its relatively young audience – will definitely not be your go-to marketing channel.

By restricting yourself to just a few choice channels, you will be able to pour your energy and resources into those platforms.

This strategy allows you maximize your marketing efforts and will make customers not only find your product but also want to buy your products.

Action Point: Identify three top channels based on your customer profile. Different channels need slightly different strategies, but your customer profiles will steer you in the right direction.

Step 3: Collect data

Without data, you will not be able to assess anything when it comes to your acquisition strategies. Which campaigns did well? Which channel brings the most new customers?

Fortunately, these all-important questions can be answered if you have a little bit of a data and a whole lot of analysis.

Using tools such as Google Analytics can give you insights into the behavior of your customers, enabling you to fine-tune your acquisition strategy even further.

These type of tools help to collate data and proper examination of the data captured should help influence your future marketing efforts.

Take action: Link all of your marketing materials to an analytics engine.

The purpose of connecting all three of these steps is linking your brand to your customers’ buying intent.

Know who your customers are and where they go to find what they want, meet them there with the most compelling and persuasive message you can muster, and then analyze the results.

At RDM, we offer our clients a fantastic array of 360 digital marketing solutions that guarantee high level customer acquisition and retention. With our renowned expertise, your customer acquisition strategy should be well on the way to connecting you with new consumers and increasing your revenue through effective digital marketing techniques and strategies.

Click HERE to visit our website.

Article by Femi Ayileka

This is a feature by RDM