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5 ways to improve and streamline your customer acquisition marketing

30th September 2021

Finding, attracting and converting new customers has never been easy. But over the last six years it’s become much tougher – with the costs to acquire new customers increasing by 60% since 2015.

It’s a huge challenge to cut through all the noise of the competition, get your brand in front of the right prospects and encourage them to act.

It’s why customer acquisition marketing is probably already a big focus for your organisation. If you can improve and streamline any areas of that marketing strategy, then you’ll be setting your operations up for success. Put the right foundations and right changes in place, and you’ll acquire more customers.

Here are five tips to start:

Make your offer more relevant and more attractive

The first step in improving your customer acquisition marketing should focus on standing out against your competitors. Your brand – and your offer – needs to be more appealing than any other when your prospects are shopping around.

To do that, you need to focus on a hyper relevant offer. You need to be the perfect match for your target audience.

Start by re-visiting and developing your buyer personas. Get as granular as you can by investigating who they are, what they do, how they act, their likes and dislikes. Then adapt every part of your offer to appeal specifically to that persona. That includes:

The words and messages you use in your advertising and communications
The products and packages you are promoting
The added benefits you can include
Any gifts or incentives you are using to encourage conversions

With the right gifting software, you can make sure every gift or reward you offer as part of your customer acquisition strategy is tailored specifically to each of your buyer personas.

You can offer a large, diverse range of gifts, to make sure that you appeal to all your prospects.

Focus on your user experience

Grabbing your prospects’ attention is a vital place to start, but you also need to make sure you can keep them engaged throughout the whole sales journey and conversion process.

Your prospects want a good, positive experience when dealing with your brand. They expect a friction-free experience if they choose your business. According to McKinsey, “70% of buying experiences are based on how the user feels they are being treated.”

If you want to improve your customer acquisition, you’ll need to focus on streamlining your customer journey. You’ll need to make sure your prospects feel valued, and that means:

Cutting out unnecessary time-wasting steps in the sales funnel (so prospects aren’t waiting around)
Offering meaningful incentives to attract potential customers to your organisation (so customers feel like they’re wanted and rewarded)
Making sure incentive redemption is a quick, hassle-free process with instant microsites (so customers aren’t waiting weeks to claim their rewards)
Using software to automatically pass customer info from marketing, to sales, to onboarding teams (so customers aren’t re-entering details all the time)
Deploying personalisation tools to speak directly to your prospects (so customers don’t just feel like a number)

Share the content your customers want to read

Customer acquisition is not a quick, simple process. For the majority of products and brands, the buying process is a considered one.

That means that in order to improve your customer acquisition, you need to inform and educate your prospects. You need to share relevant, effective content with them at every stage of the sales funnel to:

Generate awareness in your brand and your products
Build interest in your specific offer
Develop a desire in your prospects towards what you are selling
Encourage them to act – to buy from you and not your competitors

A well-placed, highly relevant reward – one your prospects will actually value – can be just the incentive you need to move your prospect from desire to action.

Automate wherever possible to eliminate friction

The trick to sharing good, relevant content is to automate wherever possible, so whenever your prospects take a specific action or indicate their interest, your marketing software instantly shares the content they need at that stage.

Look at all your other processes too, to identify where automating and streamlining tasks could improve the customer journey – and increase the likelihood of a conversion.

That might include:

Seamlessly passing information from one department to another (as mentioned in Tip #2)
Using digital signing software to get instant approval on contracts
Deploying workflow management software to guide new customers automatically through any onboarding processes

Stop stocking physical rewards

Finally, if you use incentive marketing as part of your customer acquisition strategy, then you should focus on improving and streamlining the way you reward your customers.

You shouldn’t be ordering, stocking, or storing physical rewards in your organisation, and you shouldn’t be worrying about shipping and delivery logistics.

With a digital gifting platform like Gift & Go, you’ll never have to stock a physical reward again. You’ll still get all the benefits of offering your prospects physical gifts to help you acquire them as customers, but you’ll never have to deal with: