With the rapid changes the world has been undergoing in the past year, many companies worldwide are required to reassess their customer acquisition strategies in order to win their customer’s trust. According to recent research done by the Arizent survey, 68% of the questioned executives said they needed to make adjustments to their customer acquisition strategy after the pandemic had begun.
In this article, we will be showing you nine customer acquisition strategies you should consider for remote workers.
1. What is a Customer Acquisition Strategy?
A customer acquisition strategy is an approach a business undertakes to reach new customers and persuade them to buy their product or service.
A well-thought customer acquisition strategy collects data to understand consumer’s behaviors and identify potential marketing opportunities that arise.
Customer acquisition strategies will usually require you to use a set of marketing channels to engage with them.
2. Nine Customer Acquisition Strategies for Remote Workers
2.1. Identify Your Ideal Customer
The real question here is, who is your ideal customer? You should analyze their age group, desires, behavior, what drives them, and needs. Don’t forget about your language too. You need to identify if you should use a professional, friendly, or casual tone.
Create an ideal buyer persona, an imaginary insight that helps you identify your present and future consumers. A buyer persona will analyze the required information you need to find your ideal customer. By doing this, you can consistently improve your product and service for them, despite any changes made to the market.
2.2. Conduct Market Analysis
Market analysis is the process of understanding your target audience, competitors, market trends, and other essential behaviors that arise in the market. Whenever you set up a market analysis, you get an in-depth understanding of the market size, who you are competing against, and potential opportunities for customer acquisition.
Attest’s market analysis template paints a picture of your target market. The first survey you send is free, allowing you to send it to an audience of up to 110 million people in 49 different countries.
Additionally, you may perform a competitor analysis that will uncover new methods to acquire new customers potentially.
Businesses of all sizes undergo market research and analysis to come up with a good customer acquisition strategy. Maybe you are about to enter new geographical boundaries with the power of remote work. Only in-depth market analysis can help you set up the right strategy.
2.3. Use LinkedIn
Social media channels have given a chance to acquire customers more effortlessly than ever. LinkedIn can be considered the ideal customer acquisition social platform. Because it is a social media platform for business, reaching new customers is more suitable than contacting them on Facebook or Instagram.
During remote work, you may begin setting up your profile by including a professional photo and banner in the background. Include a headline on your profile about what you are specialized in and how you may be able to assist others.
LinkedIn has a variety of options you can use for acquiring customers. Here are three essential features you must use:
- LinkedIn alumni: This allows you to find people based on your education. Meaning you can find past colleagues from the university or universities you studied in—one of the fastest methods of acquiring clients during remote work.
- Contacts network: try to find contacts from your own LinkedIn network involved in similar activities, and maybe even ask them to introduce you to their contact network. Additionally, when you go to the “my network” section on LinkedIn, the platform itself will recommend profiles that are part of your industry and mutual connections.
- LinkedIn sales navigator: a tool that allows you to contact profiles who aren’t part of your network. With its advanced filters, the sales navigator will enable you to acquire customers and generate leads. There are paid plans with the LinkedIn sales navigator, where you will be paying a higher monthly rate if you want a higher number of saved leads. Furthermore, Sales navigator users have seen a 5% increase in win rates.
2.4. Use Search Engine Marketing (SEM)
Search engine marketing (SEM) allows you to target specific keywords that match your search on Google and many other search engines. Additionally, the main idea is to know what your potential new customers are searching for the most.
SEM includes two methods of reaching your audience: organic Search engine optimization (SEO) & through paid search marketing.
Organic SEO’s best practices are reached when your content is accessible for search engines to read and index. Your best bet is to include the keyword in the title, images and use backlinks to help boost your organic SEO.
Paid search marketing, referred to as pay-per-click (PPC), aims to target keywords, and your paid ad will show along with other organic search results. For example, you wrote a blog about social media marketing. It would be best if you aimed to create a PPC ad with that target keyword.
SEO and PPC work together, so you must combine both to increase your search engine presence, and customer acquisition will get even easier.
2.5. Calculate Customer Acquisition Costs
Customer acquisition costs (CAC) are the amount of money needed to attract new potential customers.
These costs may be conducted by dividing the overall number of sales made by the marketing costs of acquiring a new customer.
For example, our sales and marketing expenses for the year are $1000, and during the year, we managed to acquire 1,000 new customers, then our CAC would be 1. Additionally, if we were to acquire 500 new customers with the costs remaining the same, our CAC would be 2. The higher the CAC number, the worse it is, and vice versa.
2.6. Calculate Customer Lifetime Value (CLV)
CLV is the amount of money earned from the point when you initially acquired the customer (annual revenue multiplied with the average lifespan of the customer) minus the initial costs of acquiring the customer (CAC).
For example, let’s say your company generates $5,000 annually per customer with an average customer lifespan of five years, and the CAC is $1,000. CLV = $5,000 * 5 - $1,000 = $24,000
2.7. Provide the Right Tools for Your Remote Workers
With new remote workers, it is vital to provide them with the essential tools and information they need to acquire customers. Acquiring new customers is easiest when communication is simplified. Having the right tools to work remotely is part of the customer acquisition strategy itself.
Essential things like a knowledge base for frequently asked questions and live chats make a great first impression for potential new customers. You would be surprised that 70% of businesses fail in acquiring customers because of their poor customer service. One of the main issues is when the team isn’t adequately equipped with the right tools to work. This counts even more when working remotely.
According to research done by Zendesk, 89% of customers claimed that a quick response to an initial request made customers decide where to buy from. The statistics themselves show how vital customer service is, especially during first encounters.
2.8. Use a Problem-solving Test for Hiring Remote Workers
Your customer acquisition strategy firmly depends on how your workers will operate. Since you are thinking about hiring remote workers and putting these strategies to the test, you need to know you made the right hire.
Problem-solving tests showcase the skills of potential individuals, businesses, and teams. They help you in the hiring stage and seek who can proceed further towards your overall goals & objectives. These tests assess creativity and analytical thinking, something crucial when aiming to acquire new customers.
To further proceed with these problem-solving tests, you can create a short and customizable problem-solving assessment that can be accessed from any device, without the need to input login details. Add your company's logo, theme, and even more to leave an excellent impression on your potential candidates. You can even turn the logo into a QR code and have it easier for the applicants to access their results online. Some of the best QR code generators online are free, and you can set up QR codes in just a few clicks.
2.9. Include a Call-to-Action (CTA)
Last but not least, a call-to-action is a link or button that is included anywhere you are promoting to make a visitor take action. Consider that the visitor is already your customer; with the CTA, you have to ensure they know what it’ll provide them.
The CTA is measured through a click-through rate (CTR). The Click-through rate measures the overall success of a CTA. The higher number of clicks, the better it is.
The average CTR ranges from around 4.23% to 5.31%. Whatever is above these numbers can be considered reasonable.
Examples of CTA’s include: “subscribe now,” “download your eBook now,” “purchase now,” “order now,” and more.
Depending on where you include the CTA, you must put it somewhere your visitors can see it. Don’t make people scroll endlessly to find the CTA. For example, on a landing page, try including your CTA at the beginning. Or even if the landing page is long, include it up to three times. That way, you are always keeping potential customers hooked.
3.1. What is the customer acquisition strategy?
Customer acquisition strategy is the process of attracting new customers and converting them into paying clients, often encompassing marketing, sales, and promotional efforts tailored to reach a target audience effectively.
3.2. What are the different types of customer acquisition?
Different types of customer acquisition include inbound marketing (content creation, SEO, social media), outbound marketing (advertising, cold calling, email campaigns), partnerships and alliances, referrals, and direct sales efforts.
3.3. What are the four methods of acquisition?
The four methods of acquisition are - organic growth through word-of-mouth referrals and inbound marketing, paid acquisition via advertising and sponsored content, partnerships and collaborations with complementary businesses, and finally, direct sales efforts involving sales teams or personal outreach to prospects.