What is acquisition marketing? (Definition and tactics)

By Indeed Editorial Team

Published 20 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Acquisition marketing is a critical component of most brand strategies which focuses on increasing the number of new customers through different channels, like online or by traditional advertising. The goal of acquisition is to increase sales by creating awareness of your product or service, while making it easier for potential customers to find you. You can benefit from this marketing technique because it can help you build a brand and increase sales. In this article, we explain what acquisition marketing is, describe its characteristics, and provide a list of tactics for improving its results.

What is acquisition marketing?

Acquisition marketing is a method of attracting new customers. It's the process of identifying places to find potential customers and then reaching them via email, social media or other means. It includes techniques such as pay-per-click advertising to persuade them to try your product or service. Companies use acquisition campaigns as the first part of an overall growth strategy. The goal of this marketing tactic is to get people who have never used your product or service interested in what you offer. Businesses can subsequently generate this interest into increased sales and profits.

Related: 8 customer acquisition strategies to promote business growth

What are the characteristics of an acquisition campaign?

Here's a list of characteristics that make up an acquisition campaign strategy:

1. Targeting

Targeting allows the marketer to focus on specific groups of customers, rather than trying to reach everyone simultaneously. For example, if a company wants to advertise their product, they can target their ads to people who already have or use similar products or services. When those people see the ad, they have a higher chance of becoming interested in it. If a company wants to advertise their product and tries to sell it to everyone at once, this will have little impact on the intended audience.

Related: What is marketing targeting? (With types and tips)

2. Positioning

Positioning allows brands to set themselves apart from their competition in the eyes of consumers. When consumers consider which products to buy, they often look for a certain level of quality or prestige associated with a product's brand. For example, when you think about buying a car, you might consider how much money you want to spend on it and its perceived reliability. In this scenario, a business positioned as a brand that manufactures reliable cars is increasingly likely to get this particular sale than one that positions itself as a sports car manufacturer.

Related: What are positioning strategies? (Plus types and how-to)

3. Messaging and branding

Branding and messaging are characteristics of a strong acquisition campaign. Branding is the set of visual and verbal (and sometimes interactive) elements that help customers to identify an organisation, product or service. Messaging, on the other hand, is the way an organisation communicates its brand to customers. Messaging and branding are both characteristics businesses can use in several ways. For example, businesses use them to strengthen their brand identity through advertising campaigns or word of mouth by consumers who have already had good experiences with the company's products or services.

Related: Global branding: definition, benefits and useful strategies

4. Distribution channels

Distribution channels are a critical element of any acquisition strategy. They are the mechanism through which new customers can find and purchase your product. For example, if you're selling jewellery online, then social media advertising is one of your main distribution channels. Use your account to post information about the different products you stock, reveal glimpses into new products, interact with customers and partner with influencers. This is all designed to drive traffic back to your site where people click links to directly browse through your inventory and potentially make a purchase.

Related: What is direct distribution? (Advantages and disadvantages)

5. Pricing models

Pricing models help companies target the right customers. They give companies an idea of how much they can charge for their products or services, which helps them decide who to target with their marketing efforts. It helps them determine what kind of value they're offering their customers. A good pricing model tells a company whether or not it's necessary to change its prices based on market conditions. If the price is too high, then they may lose customers. If it's too low, then profit margins may be too low to cover production costs and marketing expenses.

6. Lead generation

During an acquisition campaign, businesses advertise their products or services online to attract new customers. Lead generation is a key part of this process because it allows businesses to target potential clients with information about their product or service that they don't otherwise have access to. This helps businesses to develop more effective strategies for reaching their target audience while saving money on other marketing efforts if they use social media for generating leads. For example, a clothing company can use social media to give customers ideas for styling key pieces.

Related: The five marketing funnel stages that are important to know

Tips for improving acquisition results

Here's a list of tips to use to improve acquisition results:

Use retargeting ads

Retargeting ads works by showing ads to people who have already visited your website or engaged with you in another way. This helps keep you in touch with potential customers, increasing the chances of a sale. There are two main types of retargeting ads. Display retargeting ads typically appear on different websites, including social media sites. These are effective because they're shown to those already interested in your product or service who may not have converted. Paid search retargeting ads show up when people search for items related to a business.

Optimise your website for mobile users

Mobile users tend to be more impatient than desktop users. They expect to find what they're looking for quickly and efficiently, so if your site doesn't give them that, they move on to another site that does. This suggests if you want to attract mobile users, ensure your site is easy to use on a small screen. That might mean reducing the amount of text on each page or making sure it's easy for mobile users to scroll down through blocks of text and different product collections without accidentally clicking something by accident.

Related: How to improve customer retention rate (with benefits)

Create a blog and use it to attract new customers

Creating a blog to attract new customers can improve a business's acquisition results. It increases brand visibility, improves customer retention and increases organic search rankings. Blogs allow you to build trust with potential customers by showing them you're an expert in your industry and that you care about their needs. By sharing insights into your industry and offering tips on how to tackle common problems or how to use the product, you demonstrate that you know what you're talking about and are willing to share your knowledge with them.

Create an email marketing campaign with a clear call-to-action

Email marketing is an effective way to engage potential customers and helps businesses improve their acquisition marketing. By building a targeted email list, businesses can send regular newsletters to users who have already expressed interest in their products or services. This gives the user a sense of familiarity with the brand and confidence in the quality of the product or service. It renews excitement for a product, which can lead to repeated purchases. For example, a makeup brand may send out newsletters showing prospective customers the new looks they can create with their eyeshadow palettes, and include discounts on the products.

Use social media to create awareness of your brand or product

Businesses can use social media in many ways to create awareness for a brand or product. The most common is through the use of paid ads, which are subsequently placed on social media sites. Another way to get your product out there is through influencer marketing, in which popular social media personalities promote your brand or product. You could also host a contest on social media that asks consumers to share a certain post highlighting your brand for a chance to win free products via a dedicated social media account.

Make sure you have the right analytical and reporting tools in place

Analytical and reporting tools are both important to have in place when running an acquisition campaign, as they allow you to track progress, make better decisions and optimise your strategy. By tracking progress, you see what's working and what isn't. If you notice more conversions from some channels or campaigns than others, you know where to focus your efforts. This can help you to minimise spending and reduce wasted resources. This kind of data is vital for effective acquisition campaigns because it helps you make smart decisions about where to invest your resources.

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