Acquisition

Acquiring and retaining customers is the core of any business. When organizations try to attract customers to their website or any other digital property, we are talking about digital acquisition. Learn what is digital acquisition and how you can use its strategies to attract new customers.

What is Digital Acquisition? 

Digital acquisition is the process of attracting and retaining new customers through digital marketing strategies. The main goal of digital acquisition is to attract new visitors to its digital properties, websites, landing pages, or social networks. Digital acquisition’s ultimate goal is to use digital marketing strategies by acquiring and retaining new customers. 

Why is Digital Acquisition Important in Digital Marketing? 

Acquisition marketing techniques are essential for promoting brand awareness, encouraging customers’ consideration and purchases. Marketers should also incorporate digital acquisition strategies for the following reasons: 

Digital acquisition promotes customer growth and retention. It helps businesses attract new customers, expanding their reach and market share. Digital acquisition techniques also focus on retargeting and retention practices. 

It allows for targeted reach. Digital acquisition allows businesses to target specific demographics and customer segments, ensuring that marketing efforts reach the right audience. Digital channels provide valuable data and analytics, enabling businesses to track customer behavior, refine strategies, and optimize campaigns in real-time. 

How Does Digital Acquisition Work? 

The different steps and techniques of digital acquisition aim to attract and retain customers in the online environment. Digital acquisition steps follow the entire customer lifecycle, from raising awareness to encourage retention. 

Identify the target audience

Businesses define their ideal customers by researching demographics, behaviors, interests, and preferences. This helps tailor marketing strategies to attract the right people. 

Utilize digital channels

Companies leverage several digital channels to attract and acquire potential customers. Strategies range from running targeted ads on platforms like Google Ads or promoting content and ads in social media. Using targeted content including search-engine optimization and email marketing are other channels that reach and acquire 

Create compelling content

High-quality, valuable content resonates with the target audience and attracts potential customers. Content goes beyond ad copy, and it is more informative in nature. Examples include blog posts, videos, infographics, and downloadable assets such as e-books and guides. Those should address the customer’s pain points or interests. 

Leverage landing pages and calls to action (CTAs)

Marketers create optimized landing pages that encourage visitors to take specific actions, such as downloading resources, making purchases or signing up for newsletters. Effective CTAs entice viewers to take action. 

Engagement and nurturing

Once marketers get the attention of potential customers, they use  targeted content, personalized emails, and social media interactions to engage and build relationships. This nurturing increases the likelihood of conversions.

Retargeting and remarketing 

Not all potential customers will convert. Therefore, retargeting ads are essential to re-engage those users that showed interest but did not complete the purchase. Those ads remind them of the brand and encourages them to return. 

Customer retention strategies

Retaining customers is critical for business growth. So, implementing retention strategies, such as loyalty programs, personalized offers and regular communication is a core element of digital acquisition.  

Types of Digital Acquisition Techniques

Digital acquisition channels involve the different ways a potential customer may find and visit any business digital property. Usually, websites gain acquisitions through the following ways: 

Organic search: This technique refers to visitors finding your website through unpaid search engine results. When someone searches for a keyword relevant to the content and clicks on the link from the search results, it is considered organic acquisition. Effective SEO strategies help improve your ranking and visibility in these search results. 

Direct:Direct acquisition occurs when a visitor directly types the website URL into their browser. This type of traffic often indicates strong brand recognition and loyalty, as users already know the website and navigate to it without intermediaries. 

Referral:Referral acquisition happens when visitors arrive at your website by clicking a link from another website. For example, if a blog or news site links to your content, users who click that link are referred to your website from the external source, driving traffic from third-party sites. 

Paid:Paid acquisition involves traffic generated through paid advertising, such as Google Ads. When users click on your paid search result, they are directed to your website. This method allows you to target specific keywords and demographics, increasing the chances of attracting relevant visitors. 

Display:Display acquisition occurs when someone clicks on a display or banner ad and lands on the advertiser’s website. These ads appear across various websites and are designed to capture a user’s attention, leading them to click through and visit your site. Display ads are also part of digital out-of-home marketing strategies.  

Social:Social acquisition refers to users visiting your website from social media platforms, like Facebook, Instagram. By posting content, running ads, or sharing links on these platforms, businesses can attract visitors directly to their site. 

Email Marketing: In this marketing strategy, carefully crafted emails are used to entice readers to click a link and arrive at the website after clicking a link in an email. Email campaigns can drive significant traffic and conversions by sending targeted messages that encourage recipients to visit the site. 

Acquisition Benefits

Digital acquisition offers multiple advantages for businesses looking to expand their customer base and improve their market presence. 

Increased revenue

Digital acquisition helps businesses attract more customers through targeted digital marketing efforts. Thus, businesses increase sales and boost their overall revenue. This growth may come from both new customer acquisitions and returning customers. 

Attract/retain investors and stakeholders

A well-executed digital acquisition strategy can make a business more appealing to investors and stakeholders. Demonstrating the ability to continuously attract new customers and grow market share shows strong potential for long-term success, making the business a more attractive investment opportunity. 

Identify new market niches

It allows brands to explore and tap into new market niches. By using data-driven insights from customer behavior and preferences, businesses can identify underserved segments and create tailored campaigns to meet the unique needs of these audiences, opening up new revenue streams and expanding market reach.