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Attracting new customers is more than just being present and visible everywhere. What makes the difference is the adoption of a well-thought-out strategy to win new customers. In a world where contact points are multiplying and habits are changing rapidly, successful companies are those that organize their customer acquisition around specific goals and consistent actions. They are also those who know how to adapt their positioning to a constantly evolving market, in particular thanks to a more digital approach. So here are 8 concrete ways to implement a solid marketing customer acquisition strategy that really generates growth over the long term.
In marketing, an acquisition strategy is simply an action plan that allows a business to attract new customers. When properly designed, it improves both the volume of qualified contacts and the final conversion and actively contributes to business growth. In some cases, the company can even combine several strategies in order to more effectively meet the expectations of a very competitive market.
In any case, to achieve the desired results, you must rely on three pillars: a perfectly defined target, an excellent knowledge of acquisition levers and indicators that really measure progress.
Whatever the company, a successful customer acquisition strategy is a global marketing plan that is very well orchestrated.
A customer acquisition strategy is the set of actions intended to introduce your business to people who could become new customers, users or consumers.
Also referred to as an “acquisition campaign”, this marketing strategy can involve several channels: content creation for social networks, for traditional search engines or AI (SEO or GEO), partnerships, paid campaigns...
However, the starting point for these various strategies always remains the same: to understand what your prospects expect, how they get information, what motivates them, what holds them back and how your offer can meet their needs. The more specific their profile is, the more relevant your communication will be in your market.
No marketing strategy can be optimized without numerical guidelines. KPIs (Key Performance Indicators) are precisely used to measure the impact of your actions and to decide where to invest your time and budget.
Here is a list of indicators useful to the customer acquisition strategy, grouped by objective:
By regularly analyzing this data, you identify what needs to be strengthened, what needs to be adjusted, and what no longer deserves investments. It is this continuous improvement loop that transforms a simple marketing campaign into a real acquisition strategy.
When your acquisition strategy is successful, your business benefits from a virtuous circle:
In short, you gain new contacts, new prospects, new customers, and you expand your audience. In this way, you combine all the ingredients to grow your business.
To build an effective acquisition strategy, several approaches are possible. You can focus your efforts on a single marketing tool or combine several methods depending on your goals and resources.
Natural referencing remains one of the most profitable and efficient levers over time. The idea is to make your website visible on search engines while making it easier for your visitors to navigate.
This involves optimizing your website for search engines (Google, Bing, Qwant...) through the creation of useful, structured content, adapted to the expectations of your target and aligned with the key queries of your sector. But good technical performance, including fast charging, is also required.
Why is SEO one of the most effective customer acquisition levers? Because SEO (for Search Engine Optimization) often attracts high quality traffic. Internet users who land on your site via a web search generally have a real intention to take action, whether it is a purchase or a need for specific information.
What about GEO (Generative Engine Optimization) in terms of acquisition? Good referencing on AI is also essential. Indeed, Internet users are increasingly using these tools to find out about a service or products. It is therefore better to succeed in coaxing these new search engines.
But the good news is that Google is once again the main source of information for these systems. In other words, a site that is well referenced on Google, thanks to relevant and SEO-optimized content, is also more likely to be well understood and highlighted by conversational AIs (ChatGPT, Gemini, Perplexity, Perplexity, Perplexity, Claude, AI Overviews, etc.).
Hence the importance of taking care of your AI SEO strategy today to remain visible, regardless of the evolution of search engines.
Paid referencing or online advertising (referred to by the acronym SEA) makes it possible to quickly obtain more visibility online. The principle is simple: you buy advertising space so that your business is promoted to Internet users who may be interested in your services.
With Google Ads, for example, your ads may appear at the top of the search results, in the ads section.
Integrating SEA into your digital acquisition strategy therefore helps you to strengthen your presence on the web and to attract targeted prospects without waiting.
Also in the advertising category, those broadcast on social networks (Facebook, Instagram, LinkedIn, TikTok, etc.) are also a very effective way to reach a specific audience.
Indeed, these platforms allow you to target your ads according to the profile of the people you want to reach: age, place of life, interests... everything can be personalized to maximize the relevance of your campaigns.
Another advantage of this type of acquisition channel: social media measurement tools are particularly comprehensive. You can track the performance of your ads in a few clicks and optimize your Instagram or Facebook acquisition strategy without wasting time.
As we often say, we are stronger with several people. Also, partnering with brands or companies offering complementary services or products is a good way to reach new customers.
Indeed, marketing actions carried out together (shared advertising campaigns, cross-offers or co-branding operations) allow each company to benefit from the visibility of the other.
Depending on the objectives, the partnership can also take the form of a system of business providers.
Even if digital technology is taking a central place, more traditional methods remain useful. They offer direct contact, which is often decisive, because there is no substitute for human relationships.
These actions include telephone prospecting, press relations, trade shows and private events, for example, as well as traditional media (television, radio, press, or billboards). Well used, these channels effectively complement your online devices and offer you opportunities for concrete meetings with your prospects.
Creating quality informative content is also one of the most effective ways to attract qualified prospects. The principle is simple: you share useful resources and in exchange, your visitors leave you their contact details.
Your content can take different forms: numerical studies, infographics, explanatory videos... You can also offer a free white paper to go further on a specific subject. This type of resource reinforces your credibility and allows you to initiate an initial exchange.
Email remains one of the most effective levers to support a prospect in their buying journey. When someone agrees to receive your messages, they are already showing an initial sign of interest. For your brand, it is a valuable opportunity to enrich your customer knowledge and offer a
really adapted content strategy.
But emailing is above all a powerful marketing strategy tool that consists in maintaining a regular and useful relationship with your leads, without pushing them too soon towards a commercial exchange. Since the majority of them are not ready to talk directly with a seller, contacting them too quickly may scare them away.
On the other hand, by sending them targeted content (blog articles, case studies, webinars or in-depth white papers), you help them move forward at their own pace. You help them to feed their thinking, that's what in marketing acquisition strategy, we call Lead Nurturing. Gradually, you become a reliable point of reference, present when they need answers. And when they feel ready to go further, they naturally turn to you.
AI is now opening up new ways to attract and convert your prospects. It facilitates the creation of instant exchanges thanks to chatbots and reinforces commercial qualification by helping with lead analysis. It also accelerates the production of content and supports your online visibility. Artificial intelligence is also increasingly present in advertising platforms to optimize the creation of assets and improve the performance of Ads campaigns.
But beyond these current uses, AI seems ready to offer even more personalized customer acquisition. It will now be able to meet the expectations of Internet users who want to obtain tailor-made recommendations.
Better still, companies that know how to take advantage of technological advances will have a sustainable competitive advantage. Among the innovations to watch closely are:
After taking the time to study the results in detail, focus on the channels that really serve your growth goals. There is no need to disperse yourself: it is better to seriously exploit a few effective levers than to engage in a series of inefficient actions.
Today, many prospects start by consulting Facebook, Instagram, LinkedIn, or X before making a decision. Useful content, feedback, but also more promotional messages can play a key role.
Some businesses also record excellent conversion rates on Instagram, whether through their own content or through collaborations with creators. It can also be part of effective strategies for your business, provided that you choose partnerships that are consistent with your universe.
Customer reviews influence the purchase process more than ever. A large majority of French consumers take the time to read and compare feedback before making a decision (nearly 90% according to Ifop), and many give them as much value as to a personal recommendation. As these opinions do not come from the company but from its customers, they naturally reinforce trust (nearly 80% of French people trust customer reviews, source Ifop).
Also, regularly publishing positive feedback, inviting your customers to give their opinion or sending them a short post-purchase questionnaire contributes to creating a virtuous circle. The more you care for the customer relationship throughout the buying process, the more favorable the reviews are likely to be, and the more they become a real driver of acquisition. Because for prospects who are hesitant, favorable customer testimonials are essential guarantees of trust.
Being present on social networks means offering your audience a direct link with your brand at a very affordable cost. Internet users appreciate this proximity: they want to understand who you are, how you work, and what sets your products or services apart from the competition.
For a company, the challenge is therefore to offer content that encourages conversation and makes subscribers want to get involved. This can take many forms:
Your visibility should not be based solely on the frequency of publications: it requires a real B2B or B2C customer acquisition strategy.
To develop a communication plan clear, you need:
In addition, there is the development of your press relationships, a lever that is often underexploited, but extremely powerful. They consist in:
Well-orchestrated, press relations considerably increase your visibility, strengthen your credibility and support all your other communication actions.
As you have seen from reading this report, the customer acquisition strategy is both simple and complex. Simple, because you generally know the possible communication channels. Complex, because being able to analyze which communication channels to exploit or abandon, being able to create good content for these different media and ensuring that a strategy is defined requires time and skills.
Fortunately, to meet this demand, some agencies specializing in communication and SEO are fully dedicated to the acquisition of new customers. Their role is to identify the levers most suited to your business and to activate them consistently to generate a lasting impact.
Even if it represents an investment, using an agency can offer you:
An expert SEO agency knows how to improve your digital presence and help you be found by the right people. Her work is not limited to increasing the number of visits: she especially ensures that Internet users who are already interested in your products or services come to your site, which increases your chances of selling.
Increasing traffic is not enough if visitors never take action. This is where the expertise of an agency makes the difference.
It analyzes user behavior, identifies the obstacles that prevent contact or purchase, then proposes simple adjustments: reorganization of pages, better promotion of offers, clearer messages, optimization of the buying process, etc.
The aim is to convert more visitors into customers. By gradually readjusting your site and campaigns to meet the requirements of your market, the marketing agency helps you create a smooth and reassuring experience that encourages quick decisions and reduces abandonment.
Another major advantage of working with a marketing agency specialized in business acquisition strategy is that with them, everything is measurable. The results are never based on a simple feeling. Each action implemented — advertising campaign, AI SEO content creation, SEO content creation, site optimization — is monitored using precise indicators. You know exactly what works, what needs to be adjusted, and what pays the most.
With this data, the agency can refine your customer acquisition strategy on an ongoing basis. It regularly tests, compares and improves actions to obtain even better performances. This permanent monitoring guarantees for your company a better used budget and a faster return on investment.
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