What Is Customer Acquisition? Channels to Boost Conversion Rates

Vu Khoi

Author at Wotech Electronics Blog

If you run a business, you've surely come across the terms customer acquisition and customer conversion rate. So what is customer acquisition? How is it applied and measured in practice? Read on to find out.

What Is Customer Acquisition?

Customer acquisition means winning customers. It is the process by which a business attracts, markets to, and persuades people to buy its products in order to achieve several goals, such as:

Driving Revenue

The goal of most businesses is profit. The higher your customer acquisition, the more money the business can make, and the longer it can survive in this highly competitive economy.

Boosting Sales and Expanding Market Share

The more people you attract, the greater and more significant the volume of goods and products the business sells, helping it grow further and further. In particular, high product sales show that you have gained a foothold and an important position in the economy relative to competitors inside and outside your industry.

Expanding Scale and Opportunity

Beyond retaining customers, businesses always need to find new directions and new customers. After all, you can never be certain that old, loyal customers will stay with you long term. So you need to penetrate the market more deeply and create your own opportunities, with the goal of spreading your brand ever further.

>> See more: What Is Customer Acquisition Cost? How to Calculate and Optimize It

Conversion Marketing Channels

The Blog Channel

We strongly encourage owning a dedicated blog channel for your business — a place where you can really spread your wings across all topics directly related to the products you sell, or that indirectly affect the attraction of new customers.

Blog posts help us attract new customers and get them more interested in the business through the very content they are searching for and want. For example, many travel service providers have set up their own blogs, writing about experiences and places they've been, describing how meaningful the trip was, in order to draw customers' attention to the services they offer.

To have an effective blog channel, you need to pay attention to the following:

A Clear Topic

Even though it's your own business blog and you're free to choose topics, the subject matter should be tied to your brand, products, logo, and other elements. Only then will customers understand your business better and be ready to embrace what's new.

Designing and Building the Blog Channel

Not only content but appearance matters when building a blog. Designing a blog channel that's easy on the eyes, easy to search, with colors suited to the content will make readers more interested in your posts.

Linking to the Blog Channel

To make your blog channel widely known and easy to find, you should link to it from many different places — for example, your website or social media like Instagram or Facebook. Having your blog linked in many places will significantly increase visits.

Investing in Other Types of Web Pages

Besides the blog and posting on social media, the business should also invest in and own unique content and in-depth industry knowledge for ebooks, guides, and similar pages, to deliver more value to readers. In return, readers provide personal information such as their email, phone number, address, and so on. What customers give the business to access the content is truly important and can even help the business acquire many potential customers. To invest effectively, keep the following in mind:

Prepare the Content

The content must be genuinely insightful and engaging, and deliver real value to readers. It also needs to be tightly connected to the brand and the business's products, so it can introduce them to customers more effectively.

Consistent Presentation

Try to present articles in a clear, simple, and consistent format. Avoid using many different layouts, which makes reading difficult and time-consuming.

The Video Channel

Video is a rather complex channel among the marketing channels we list. Creating videos and publishing them on media platforms is no easy task. The business needs time to find content, equipment to film, locations, and editing software. What's more, video production is genuinely expensive — actors, gear, and so on. So what basic issues should you pay attention to in order to create a high-quality, effective video channel?

Suitable Content

As with the channels above, the content and topics of the videos you produce must fit with, and convey, messages tied to the brand and the business's products. Only then can the business easily attract customers and grow its business.

Presentation Style

Content always goes together with presentation, and each supports the other. So you also need to pay attention to the video's style so it suits your target customer segment, and is logical and easy to understand. For example, if your business sells products for women, choose soft, captivating colors; conversely, for men's products, use strong, masculine colors.

Social Media

This is another channel used by a great many businesses in customer acquisition, because it can boost brand reach. Social communication means bringing your product and introducing your brand to the community in many different ways — for example, handing out flyers, advertising on YouTube, radio, or TV, or posters hung in popular, highly visible places. To do social communication well, the business needs to consider the following:

Choose the Right Communication Channel

A business can communicate through YouTube, social networks, or TV advertising. To choose the right form of communication, you should examine and compare the characteristics of each channel and pick the one you find most effective.

Posting Time

When you post also matters: if you post while students are in school, parents are at work, and everyone is busy with their jobs, views will be negligible. Social media practitioners should research the right time slots for their product categories before posting.

SEO Optimization

These days, Google is probably the place people turn to look up information and clarify what they're unsure about. So why not leverage search engine optimization during customer acquisition?

Take advantage of this, and your articles will have the chance to appear at the top when people search for information related to your content. So you should build up your SEO knowledge to optimize articles and spread the business's products even further.

The Email Marketing Channel

If you're part of a business, email marketing is surely no stranger to you. It's an effective tool for introducing and advertising your products to customers. This work also takes customer care staff a lot of time, because it involves several steps:

Customer Information

To introduce products to customers, you need to collect customer information such as name, phone number, and email address in order to identify the right audience and advertise the product.

Email Content

Email content should be professional and respectful, concise yet substantive, and to the point, saving the recipient's time.

Those are the conversion marketing channels — so what does it take to measure the effectiveness of these channels? The answer is that we need to understand the concept and calculation of the customer conversion rate.

Customer Conversion Rate

The customer conversion rate is the percentage calculated by dividing the number of converted customers by the total number of visitors. For example, if a website gets about 250 visitors in a week and 50 products are sold, the conversion rate would be 50/250 = 20%.

A conversion can be any action you want visitors to take — anything from clicking the buy button to becoming a customer.

Measuring the customer conversion rate helps the business check the effectiveness of the various channels in customer acquisition and know how to change course if they aren't delivering truly good results.

Conclusion

Above, we've introduced you to the fundamentals of customer acquisition and related information. We hope your business can significantly improve many aspects after reading this article.

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