Customer acquisition is something that every business owner is trying to crack. There are a few things that one should be clear about before deciding this strategy – who is your product/ service intended for? What is the customer type you want to go after? What do you want to achieve through your customer acquisition strategy – awareness, sales and a callback? What is your budget? What mediums do you want to use to reach out to them?
Once you are in a position to answer these questions only then will you be able to formulate a constructive customer acquisition plan. Here are a few tips that can help you with your plan:
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1. Perfect the Call to Action
Once you have clarity about your audience and start getting traffic on your intended website or landing pages, you need to master that call to action button. You have the traffic on your website but are you being able to convert them? Is your bounce rate too high? At this point, you have the visitors so the key focus becomes converting this traffic which can only be done if there are persuasive and correctly placed call to action buttons. If someone needs to actively find what to do next – raise an inquiry, request a callback, etc. – your CTA needs to be worked on.
2. Track your customer behaviour and data
Just because you have clarity about your customer does not free you from learning more about them. Google Analytics and other tools help you track your data, what is the impact of your ads – what kind of traffic is what avenue is bringing in? Every small detail be tracked? What landing page has the maximum bounce rate? Heat maps? What demographics are you attracting to the website? What location are the efforts most successful? Where are they least successful?
Once you have these metrics in place you can identify what is working for you and what is not. Bringing a digital agency such as Rep India on board who also provides social media marketing services will have the advanced tools to turn this data into meaningful insights. They can give clarity about what to optimize and what to let go of in order to succeed.
3. Ensure that the UX Is up to the mark
Once you see that the traffic is there, your ads are giving good results but the efforts are still in vain. This could be because of a bad User Experience (UX) on the website. The website should be easily loaded on multiple devices, easy to navigate, fast-loading and fully functional. Most people browse from their smartphones during their free time – mobile optimization is a must.
A good UX brings down the bounce rate and ensures a visitor has a good experience through the site structure, ease of navigation and speed of the website.
4. Results are not seen overnight – be patient
It can take up to a few days to get enough data on Google ads. SEO takes even more time than, do not start changing strategies overnight because you think they are not working. If you don’t give the Google ad at least a week to show results and cancel or keep tweaking the ad it is as good as doing nothing.
For SEO as well, Google bots take some time to recognize the relevant content and only then index it; so, every few days you cannot keep editing landing pages as all your effort will be wasted. You need to keep your calm and let the results appear.
5. Experiment and diversify
The entire goal of customer acquisition is to reach out to as many people as you can via multiple channels. If you come across something new and feel the audience may react better to that strategy – go for it! Trying to introduce a budget for it definitely gives it a shot. Unless you try you will never know what could have worked for you.
What is the ideal CPA?
There is no fixed rate to acquire a customer as it varies from industry to industry and the kind of profits you are looking to make. To start off with you may feel you need to spend more to acquire customers but that may tone down when your brand has good visibility and you decide to focus on profits. But factor in operating costs while calculating the cost per acquisition, and make sure you are not spending more on them than they are on your products/ services. It makes no sense to spend Rs. 1000/- to acquire a customer that will only spend Rs. 500/- at your store.