How to set up a customer acquisition strategy?

Do you want to increase your sales and maintain a steady flow of business? Develop an effective customer acquisition strategy. This approach involves implementing various actions to attract new prospects, leading to the acquisition of new customers. To achieve your long-term objectives, it’s imperative to design a solid digital acquisition strategy.

Casaneo, the affiliation expert, takes a look at the key factors you need to take into account for a successful acquisition strategy.

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Understanding customer acquisition strategy

Before getting to the heart of the matter, you need to understand what we mean by a traffic acquisition strategy and its impact on the development of your e-commerce business. As mentioned above, a customer acquisition strategy is the set of steps taken by a company to capture new prospects and convert them into active customers.

This process encompasses two important aspects of business activity:

Communication and marketing
Sales.
The first step is to attract qualified prospects to the sales team through targeted communication initiatives and effective marketing campaigns. Thanks to a well thought-out strategy, often represented by the pipeline or sales tunnel, these prospects are gradually converted into customers.

The ultimate goal is to offer a product or service that’s adapted and attractive, and that promotes an optimal conversion rate. The number of prospects attracted must be proportional to the number of sales made. This guarantees stable, sustainable growth for the company.

What is the impact of online acquisition?

Search engine optimization

Digital acquisition has revolutionized professional acquisition methods with the advent of digital technology and the proliferation of online platforms. This evolution has given rise to new approaches such as :

Inbound marketing, focused on attracting prospects rather than intrusive advertising;
Marketing automation to automate customer acquisition and communication processes.

Today, any effective acquisition strategy must include digital channels. Social networks, websites, blogs, emails and newsletters are fast becoming essential tools.

How to develop an effective customer acquisition strategy?

To implement an effective acquisition strategy, you need to prepare well in advance and make a number of adjustments.

Identify your targets

The first step, of course, is to focus on your target audience. You can’t launch an acquisition strategy without knowing your target audience. So it’s important to :

Gain in-depth knowledge of your audience’s profile: interests, age range, income level, etc.
Discover their specific problems and determine how your product or service can address them.
Analyze your targets’ habits, particularly their preferred digital channels.

Remember, however, to strike the right balance when establishing your acquisition strategy. Too broad a target can reduce the effectiveness of the acquisition. Too narrow a niche can complicate the process.

Choose the right acquisition channels

Next comes the choice of acquisition channels, which will obviously be determined by your target audience. You’re spoilt for choice when it comes to acquisition channels: social networks, SEO, affiliate platforms, digital advertising and so on. Your choice should be guided by your objectives. Do you want to target B2C consumers directly? Choose social networks like Facebook. Want to reach specific age segments? Turn to channels that allow you to filter by age group. Take an interest in the digital channels of competing companies. You’ll also learn more about their general strategy. You’ll be able to refine your strategy and exploit opportunities they’re overlooking.

Define your budget

Your budget will be influenced by the acquisition channels you have chosen and the strategy you intend to implement. You can start with a single acquisition channel to control your budget and avoid spreading your efforts too thinly. However, expansion into new channels can prove beneficial in extending the reach of your e-commerce business. The acquisition budget can be used in a variety of ways. In-house costs (managing acquisition in-house or hiring a dedicated employee) represent a substantial investment in time and/or salary costs. The use of paid channels (press, TV or SEA) requires a specific budget allocation for advertising distribution and creation. Content creation (blog articles, online videos or website design) also requires a dedicated budget. You’ll need to adapt your budget allocation to maximize the effectiveness of your acquisition strategy.

Why work with an affiliation platform?

If you’re looking for an effective way to kick-start your traffic acquisition strategy, take a look at affiliate platforms. They’re starting to gain in popularity among e-tailers, and with good reason.

Diversification of marketing channels

An affiliate marketing platform enables you to extend your brand’s reach by leveraging your network of affiliates. These affiliates, whether website owners, bloggers or influencers, work to promote your products or services. This gives you the opportunity to diversify your marketing channels.

A platform tailored to your industry

What’s more, you can choose the platform that matches your field of activity. Do you work in the fashion and homeware sector? You can turn to affiliate marketing experts like Casaneo. We put our expertise at your disposal to reach your target audience effectively.

Reducing financial risks

In terms of budget, financial risks are considerably reduced. Affiliates’ pay-for-performance model is based on commissions only when tangible results are achieved (sales, leads, etc.). This guarantees a measurable return on investment. So you don’t need to invest heavily in advertising to gain visibility.

Evaluate the effectiveness of our affiliation platform to develop a high-performance customer acquisition strategy.