{"id":43677,"date":"2020-07-01T19:04:40","date_gmt":"2020-07-01T19:04:40","guid":{"rendered":"\/us\/en\/blog\/?p=43677"},"modified":"2025-03-13T06:25:34","modified_gmt":"2025-03-13T13:25:34","slug":"customer-acquisition-strategy","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-acquisition-strategy\/","title":{"rendered":"11 customer acquisition strategy ideas for every budget"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Today, two major crises are challenging businesses around the world<sup>1<\/sup>:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Proving the ROI (return on investment) of their marketing efforts (how effective\u00a0<em>was<\/em> that radio ad campaign?), and<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lowering the cost of customer acquisition (is $100 too much money to spend on acquiring a customer?)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While the former is something that almost all marketing teams face, the real business challenges\u2014and opportunities\u2014revolve around acquiring customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just take a closer look at your customer acquisition funnel. Acquisition is a prerequisite to all the other engagement and <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\/\"><span style=\"font-weight: 400;\">retention<\/span><\/a><span style=\"font-weight: 400;\"> activities your business might run (like repeat buying campaigns, referral marketing, and upselling).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter what your business goals are\u2014doubling growth, attracting investment, or increasing your company\u2019s valuation\u2014acquiring customers is often the first step to growing your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll take a deep dive into the nitty-gritty of how to acquire customers, and share 11 customer acquisition ideas ranked from the least expensive strategies to the most expensive ones:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#what\"><span style=\"font-weight: 400;\">What exactly is a customer acquisition strategy?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#benefits\"><span style=\"font-weight: 400;\">What are the benefits of having a customer acquisition strategy?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#strategies\"><span style=\"font-weight: 400;\">15 customer acquisition strategies (with real-life business examples)<\/span><\/a><\/li>\n<\/ul>\n<hr \/>\n<p>\ud83d\udcb8 What WFH expenses should you look for when you&#8217;re managing your finances? We collaborated with <a href=\"https:\/\/bench.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bench<\/a>, an online bookkeeping service, to create this guide that&#8217;ll come in handy as you&#8217;re looking through your business expenses.<\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/remote_work_finances_guide.pdf\" data-id=\"69d2d8a45539b\" id=\"69d2d8a45539b\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d2d8a45539b.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Download it now<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">Keep your finances on lock when you're working from home. Download the free guide to learn how <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d2d8a45539b.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<hr \/>\n<h2><span style=\"font-weight: 400;\"><a id=\"what\"><\/a><br \/>\nWhat is a customer acquisition strategy?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everything that you do to get new customers to buy from your brand is a customer acquisition strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a classic B2B customer acquisition strategy is when a brand asks potential customers to sign up with their product for a 15-day free trial. This strategy generates leads for the business and gives its marketing and sales teams a chance to nurture prospects into customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most customer acquisition techniques fall in the first part of your marketing funnel. Rapid user acquisition is what sets the stage for initial business growth and provides opportunities for <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">retention<\/span><\/a><span style=\"font-weight: 400;\"> teams like customer service and customer success to build strong relationships with the customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And here\u2019s our (somewhat) contradictory take\u2014you <\/span><i><span style=\"font-weight: 400;\">don\u2019t<\/span><\/i><span style=\"font-weight: 400;\"> have to shell out a fortune to acquire customers. There are plenty of free or affordable customer acquisition channels to grow your business, which we\u2019ll cover in the list below.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><a id=\"benefits\"><\/a><br \/>\nWhat are the benefits of having a customer acquisition strategy?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A well thought out customer acquisition strategy is pretty much imperative for small and young companies who haven\u2019t quite carved out their own niche yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you work at a new startup that\u2019s still testing the waters in a competitive marketplace, investing seriously in user acquisition will help you either discover your product-market fit or pivot to a better niche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to that, customer acquisition helps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Small companies become big (and profitable)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Medium-size companies expand their market share<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Big brands build a pipeline of loyal customers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Companies of all sizes improve their company valuation<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Retention rates<\/span><\/a><span style=\"font-weight: 400;\"> are often an afterthought\u2014\u201cOh, once my business grows into a well-oiled machine with a sizable customer base, <\/span><i><span style=\"font-weight: 400;\">then<\/span><\/i><span style=\"font-weight: 400;\"> I\u2019ll think about it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But acquisition is the stage where you get clarity on your ideal customer profile and can really differentiate your brand.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">How do you measure customer acquisition?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The formula to measure the success of your customer acquisition is pretty straightforward. In its simplest form, the cost of customer acquisition (CoCA) is calculated as follows:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43760\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/cost-of-customer-acquisition-formula.png\" alt=\"cost of customer acquisition formula\" width=\"930\" height=\"700\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, if your company spends $500 in marketing and sales expenses for the month of October and acquires 500 new customers during the same time, your CoCA is $1 per customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because customer acquisition is an expense for your business\u2014the lower your cost of acquisition, the better it is for your company\u2019s profit.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"strategies\"><\/a><br \/>\n11 customer acquisition strategies, from least to most expensive<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re a relatively small business looking for customer acquisition ideas, the list below gives you plenty of options to choose from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since all acquisition strategies aren\u2019t created equal, we have ranked the ideas below in order of their cost: free, affordable, to somewhat costlier. We suggest you pick what best suits your marketing spending.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Go deep into inbound marketing<\/span><\/h3>\n<p><b>Channels: Search engines, blog, and social media platforms<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Paid ads are an outbound acquisition strategy\u2014which is conventional, one-directional, and transactional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the newer trends in customer acquisition is inbound: attracting the right kind of customers to actively discover your brand, rather than the other way around.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most types of content marketing fall into this category\u2014blog posts, YouTube video content, social media marketing, search engine optimization, and so on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The only problem is that the online marketplace today is really noisy. Many companies in almost every industry are creating a ton of content, which means potential customers have to filter through a lot of noise to find the right kind of information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound marketing not only helps the right customers gravitate towards your brand, it also keeps out the \u201cbad matches\u201d from your marketing funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since inbound marketing is mostly organic\u2014marketing that attracts prospects to you and doesn\u2019t require you to spend money directly on things like ads\u2014it takes time and effort to reap the rewards.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, writing SEO content is one of the most common examples of inbound marketing. Blog posts that target your potential customers\u2019 search terms will attract more of these prospects to your website\u2014and give you an opportunity to convince them to be your customers over a prolonged period of time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When done right, inbound marketing helps you check all the boxes in your marketing funnel\u2014<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">awareness<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">engagement<\/span><\/a><span style=\"font-weight: 400;\">, conversion, and retention.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Since being established in 2012, the online graphic design platform Canva has acquired over 15 million users, 300,000 paying customers, and earned $3.2 billion in company valuation.<\/span><sup><span style=\"font-weight: 400;\">2<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Canva achieved most of these by creating hyper-specific landing pages that target terms that people are searching for on Google, aggressively building backlinks, and writing high-quality blog posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And actually, this blog post is an example of inbound marketing too. We wrote this for folks who want to learn about customer acquisition strategy. \ud83d\ude09<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Use video marketing to your advantage<\/span><\/h3>\n<p><b>Channels: Your website, video hosting platforms like YouTube, social channels<\/b><\/p>\n<p><b>Difficulty level: Easy (can be more difficult depending on how fancy you want your videos to be)<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Video marketing is an extension of content-based inbound marketing. But the nuances of doing video marketing are so sophisticated\u2014and the benefits so huge\u2014it\u2019s an independent acquisition channel in itself.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To drive this point home, consider this\u2014businesses today upload more video in an average span of 30 days than all of the video content that major US television stations created in 30 years.<\/span><sup><span style=\"font-weight: 400;\">3<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">But consumption aside, videos are great ways to influence consumers to take action. For example, adding a video in emails can get you a 65% increase in click-through rate.<\/span><sup><span style=\"font-weight: 400;\">4<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Videos also get 1,200% more shares than content with text or images\u2014combined.<\/span><sup><span style=\"font-weight: 400;\">5<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Creating videos as your online acquisition channel flies right in the face of the widespread short attention span that most consumers these days suffer from. That\u2019s because videos tend to be more engaging in nature and visually enticing than other mediums of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, real estate agents can create high-quality virtual tours of their property to give their clients an immersive, in-person experience using video conferencing <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-video-conferencing-for-small-businesses\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">software<\/span><\/a> or other <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-software-real-estate-agents\/\" target=\"_blank\" rel=\"noopener noreferrer\">real estate software<\/a><span style=\"font-weight: 400;\">. For example, RingCentral Video not only lets you have video conference calls, it also lets your clients or prospects join a call without having to download any software\u2014all they have to do is click the link in your invite to join:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Introducing RingCentral Video\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/r09vPFM0RVM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Or you can record engaging vlogs, video interviews, or webinars and promote them on social media channels to attract potential customers to interact with your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanks to the unprecedented growth of video marketing platforms in recent years, the requirements to create high-quality videos have also become really low.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that&#8217;s the thing. When it comes to creating captivating videos to attract new customers to your brand, your biggest investment isn\u2019t money or other technical resources\u2014it\u2019s the self-discipline and consistency with which you have to keep delivering value to your target audience.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">To push indecisive travelers to book flights with them, United Airlines leaned into video marketing as an acquisition channel.<\/span><sup><span style=\"font-weight: 400;\">6<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">The United Airlines marketing team created a 15-second video with a simple message\u2014the common thread among all Americans vacationing through the world in the video was that they all booked a flight ticket to fly to their dream destinations:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"United \u2014 Find the latest travel deals\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/4tidNCul0m4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">The acquisition campaign strongly resonated with the on-the-fence travelers, which led United Airlines to earn a 52% growth in flight bookings within just a month.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Offer discounts your customers can\u2019t resist<\/span><\/h3>\n<p><b>Channels: Your website, social channels, affiliate partners<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A powerful way to break into a competitive marketplace is to use deals and discounts as a tool to attract new customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can either use this technique to run promotions or offer discounted pricing to improve your competitive footprint in your niche.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers love promotions and discounts\u2014even in a relatively mundane field of B2B marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deals and discounts help reluctant buyers make easy decisions, reward their customer experience, and create a viral loop of word-of-mouth marketing for your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The close alternative is to offer incentives to your customers in your pricing plans for a limited period. Experts have a name for this acquisition technique: penetration pricing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s an acquisition technique to outgun your competition by offering your products at a lower price either during your initial launch phase or for a short time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But be careful with this technique since pricing reflects directly on your brand positioning. For example\u2014if you offer low prices all year round, your customers will perceive you as the low-price vendor. You might end up building a brand identity like that of Walmart (\u201cAlways Low Prices\u201d).<\/span>\u200b<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Be judicious in offering discount pricing if you want to use it just as an acquisition strategy.<\/p>\n<\/div>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ahrefs.com\u2014an SEO and marketing analysis software\u2014is a SaaS company that does things differently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While its closest competitors like SEMRush and Moz offer generous free trials on their products, Ahrefs offers its users a $7 trial for 7 days.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was a carefully planned pricing incentive that earned Ahrefs <\/span><i><span style=\"font-weight: 400;\">twice<\/span><\/i><span style=\"font-weight: 400;\"> as many users to try their platform after they switched from a free trial acquisition model to a \u201c$7 day trial for 7 days\u201d.<\/span><sup><span style=\"font-weight: 400;\">7<\/span><\/sup><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43679\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/ahrefs-customer-acquisition-strategy-1024x881.png\" alt=\"ahrefs customer acquisition strategy\" width=\"1024\" height=\"881\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important to note that Ahrefs has successfully pulled this one-of-a-kind acquisition strategy because they have been successful in communicating the value of their product through their free content\u2014which they claim is their way of letting prospects try Ahrefs for free.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Offer free trials or freemium plans<\/span><\/h3>\n<p><b>Channels: Search engines, your website pricing page<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Most customers these days believe in self-service research before buying from a brand<\/span><span style=\"font-weight: 400;\">.<sup>8<\/sup><\/span><span style=\"font-weight: 400;\"> This has opened doors for many software as a service (SaaS) companies to offer free trials or freemium products to boost their customer acquisition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Free trial is an acquisition method to get customers to use your product for a limited time without any commitment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Several successful brands today such as Netflix, Asana, and Dropbox offer free trials as a way to get their foot in customers\u2019 doors.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Freemium<\/b><span style=\"font-weight: 400;\">: a user acquisition technique that lets customers use the basic version of a brand\u2019s software or product for free (for an unlimited time, unlike a free trial).<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">The brands keep the best features and services limited to their paid plans, hoping the customers will upgrade once they see value in the paid offerings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Free trials and freemium plans work because they give customers the confidence to try before you buy\u2014like taking a car for a test drive\u2014without any risks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a low-cost, high-return, and sustainable acquisition tactic that many SaaS companies today swear by.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Justuno, a conversion optimization platform for marketing teams, used a combination of free trial and freemium methods to increase its acquisition-to-conversion rate by up to 18%.<\/span><sup><span style=\"font-weight: 400;\">9<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">On top of the free offerings, the 45-member company ran several on-page promotions to attract new customers into their brand and convert them into paying customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are plenty of other examples from the B2C domain as well. For instance, Spotify built its music empire partly because of its success in offering freemium plans to customers while convincing them to upgrade to its premium plans.<\/span><sup><span style=\"font-weight: 400;\">10<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Evernote took a similar route in offering free plans to customers, most of whom either dropped out of the platform or started paying for higher plans to enjoy better features.<\/span><sup><span style=\"font-weight: 400;\">11<\/span><\/sup><\/p>\n<h3><span style=\"font-weight: 400;\">5. Leverage the power of email marketing<\/span><\/h3>\n<p><b>Channels: Email<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udea8 \ud83d\udea8\u00a0<\/b><\/div>\n<p>This technique assumes that you already have a dormant set of leads who you can turn into paying customers.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">This is important because the recent developments in data protection laws across the world (like GDPR, CCPA, and PDPB) have made it difficult for brands to collect email IDs and send cold emails to prospects without their consent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And you can generate plenty of leads through other acquisition tools mentioned in this list. For instance, you can offer your prospects a free trial of your products or poach customers from your bigger competition by offering discounts\u2014all of which are great ways for you to build an email list you can market your products to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have a healthy base of prospects who sign up with your brand, you can send an acquisition email to get them to try your products, upgrade to paid plans, or complete their abandoned orders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketing is a really powerful channel for you to grow your customer base because it gives you the luxury of influencing their decision in a one-to-one, undistracted environment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also a great way to <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-follow-up\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">follow up with customers<\/span><\/a><span style=\"font-weight: 400;\"> since it takes a <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/b2b-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">B2B sales<\/span><\/a><span style=\"font-weight: 400;\"> team an average of eight touches to close a sale.<\/span><sup><span style=\"font-weight: 400;\">12<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Unlike other strategies on this list, email marketing is a powerful re-marketing tool.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udd0e\u00a0 Remarketing:\u00a0<\/b><\/div>\n<p>A strategy where you continue marketing your products to the same set of prospects many times over to build brand awareness and trust\u2014and ultimately increase your likelihood of converting them into paying customers. One example is to track visitors to your website and show them ads of your product on Facebook or Instagram to continue engaging with them after they\u2019ve left your site.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Email is a great channel for you to tap into the huge potential of dormant leads and build a strong referral channel\u2014all of which can lead to good acquisition opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And best of all\u2014email marketing offers a $38 return on investment for every $1 you spend on it.<\/span><sup><span style=\"font-weight: 400;\">13<\/span><\/sup><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">BombTech Golf\u2014an online direct-to-consumer retail shop that sells golf drivers, woods, and wedges\u2014made $1 million in sales in 2016 alone by leveraging the power of email marketing.<\/span><sup><span style=\"font-weight: 400;\">14<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">The company sent conversational emails to its email subscribers to boost engagement, built a 50-step email cadence to convert prospects into customers, and automated abandoned cart emails to get more customers to finish their orders:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43680\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/BombTech-Golf-customer-acquisition-strategy.jpg\" alt=\"BombTech Golf customer acquisition strategy\" width=\"912\" height=\"707\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">6. Get listed in business review sites<\/span><\/h3>\n<p><b>Channels: Search engine sites, review and recommendation forums<\/b><\/p>\n<p><b>Difficulty level: Easy<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ve already heard how most consumers these days like to do a little bit of digging before buying a product. And that\u2019s good news because online business review portals are a lucrative way to get more customers to shop with you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a downer\u2014both, for you and your potential customers\u2014for your brand to not have <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-review-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">customers\u2019 reviews<\/a> posted online. That\u2019s because the average buyer reads close to 10 online reviews about a product or a company before buying from a business.<\/span><sup><span style=\"font-weight: 400;\">15<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, 84% of buyers trust product reviews as good as personal recommendations from friends or acquaintances.<\/span><sup><span style=\"font-weight: 400;\">16<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">And the process of acquiring customers from review sites like Yelp.com, Google reviews, G2, and Capterra is fairly basic. You just have to create a business page in these portals, claim your business, and link your business page in the sites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your product or service is really good, customers will come in droves to buy from you. If negative customer reviews outweigh the positives, it\u2019s an opportunity for you to engage directly with those disgruntled customers and improve your product experience.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A marketing automation platform used G2.com\u2019s paid products\u2014G2 Premium Profile and G2 Buyer Intent\u2014to identify 10K customer accounts and converted 200 marketing-qualified leads into a sales opportunity worth $100,000.<\/span><sup><span style=\"font-weight: 400;\">17<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">While getting listed in customer review websites is free, platforms like G2 and Capterra offer sponsored product listings to boost visibility and attract more user reviews.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to generating leads, the said marketing automation platform increased the clickthrough rate on its G2 listing by 5% and saw a 10% month-on-month increase in organic search volume:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43681\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/using-g2-as-customer-acquisition-strategy-1024x483.png\" alt=\"using g2 as customer acquisition strategy\" width=\"1024\" height=\"483\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">7. Freshen up your social media pages<\/span><\/h3>\n<p><b>Channels: Social media platforms like Facebook, Instagram, and Twitter<\/b><\/p>\n<p><b>Difficulty level: Easy<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re probably already building an online presence for your brand across the big social channels like Facebook, Instagram, Twitter, and maybe even LinkedIn. Why not use those social media platforms as a direct acquisition channel too?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although social media is most useful for building broad awareness-level marketing impact, it can also help your brand acquire new customers. <\/span><span style=\"font-weight: 400;\">Social media acquisitions work especially well in tandem with other acquisition channels such as paid ads and video marketing to boost your customer acquisition effort. <\/span><span style=\"font-weight: 400;\">For example, if you have a really engaged following on Facebook, you\u2019re likely to convert customers when you run Facebook ads because of your brand\u2019s recall value on the platform. Similarly, adding videos to your social media posts or ads can increase your conversion rate by up to 80%.<\/span><sup><span style=\"font-weight: 400;\">18<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Social media is one of the top sources for both B2C and B2B companies to generate leads, and as an acquisition channel, offers a sea of opportunities because of its wide organic reach, low investment cost, and ultra-specific targeting features. As an example, LinkedIn generates up to 80% of leads for B2B companies across industries.<\/span><sup><span style=\"font-weight: 400;\">19<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/sleekflow.io\/blog\/social-selling-tools\">Social selling<\/a> is also an important feature of using social media platforms as a sustainable acquisition channel. <\/span><span style=\"font-weight: 400;\">\u201cSocial selling\u201d is a sales <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-techniques\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">technique<\/span><\/a><span style=\"font-weight: 400;\"> that uses the power of personal branding to engage, educate, and interact with potential customers in the wild\u2014in order to lure them to your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So make sure you have the right collaboration tool at your disposal that makes selling a team sport. Give your sales reps <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-enablement-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the right set of tools<\/span><\/a><span style=\"font-weight: 400;\"> to share feedback, hold remote meetings, and communicate with each other.<\/span><\/p>\n<p>\u200b<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Social media isn&#8217;t just a useful sales tool, it&#8217;s also a great channel to engage with your customers and offer them real-time customer support.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">A tip for using social media for customer support is to use a social CRM or some kind of <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer support tool<\/span><\/a><span style=\"font-weight: 400;\"> that consolidates all your customer <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">interactions<\/span><\/a><span style=\"font-weight: 400;\"> from social media, chat, and other digital channels so that you don\u2019t have to be checking 10 or 20 different tabs and windows to make sure you didn\u2019t miss anything. Like RingCentral Engage Digital, for example:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">And like all the best things in life\u2014using social media for acquiring customers is free. (It\u2019s also fun and worth every second of your time.)<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Liketoknow.it, an affiliate app platform, actively used Instagram to garner 1.3 million registered users and make <\/span><i><span style=\"font-weight: 400;\">$300 million<\/span><\/i><span style=\"font-weight: 400;\"> in sales in just 12 months since its inception.<\/span><sup><span style=\"font-weight: 400;\">20<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">The fashion curation platform that brands itself as \u201cthe largest influencer shopping app\u201d made use of Instagram\u2019s feature that lets people make immediate purchases by double-tapping an image in order to get an email with the link to the featured product.<\/span><sup><span style=\"font-weight: 400;\">21<\/span><\/sup><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43682\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/liketoknow.it-customer-acquisition-strategy-through-social-media.png\" alt=\"liketoknow.it customer acquisition strategy through social media\" width=\"821\" height=\"581\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">8. Invest in paid advertising channels<\/span><\/h3>\n<p><b>Channels: Newspapers, billboards, Google, Facebook, LinkedIn<\/b><\/p>\n<p><b>Difficulty level: Easy<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This technique has been helping companies grow their customer count long before the internet became mainstream.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, brands used to spend heavily on newspaper, television, and billboard advertising to market their products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And although the internet has disrupted this status quo, paid advertising still works. Actually, it works even better today than it did in the pre-internet days.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Paid ads today are hyper-specific, flexible in terms of budget, and (can be) pretty low cost. Just look at the low customer acquisition cost (CAC) of advertising on the world\u2019s biggest online ads platforms like Google and Facebook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s the average cost of ads on each of major social media platforms:<\/span><\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><span style=\"font-weight: 400;\">Facebook ads:<\/span><sup><span style=\"font-weight: 400;\">22<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Cost Per Click (CPC) = $0.35 (globally)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CPC = $0.28 (US)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost per like = $0 (US)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost per app install = $2.74 (US)<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><span style=\"font-weight: 400;\">Twitter ads:<\/span><sup><span style=\"font-weight: 400;\">23<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Promoted tweets = $0.50 to $2.00 (per action)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promoted accounts = $2 to $4 (per follow)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promoted trends = $200,000 (per day)<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><span style=\"font-weight: 400;\">LinkedIn ads:<\/span><sup><span style=\"font-weight: 400;\">24<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">CPC = $5.26<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost per impression (CPM) = $6.59<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost per send (CPS) = $0.80 per InMail<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\"><span style=\"font-weight: 400;\">Instagram ads:<\/span><sup><span style=\"font-weight: 400;\">25<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">CPC = $0.20 to $2.00<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CPM = $6.70<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Unlike mass media ads, you don\u2019t have to cast a wide net and hope to land the right customers in your marketing. You can, for example, run LinkedIn ads targeting <\/span><i><span style=\"font-weight: 400;\">just<\/span><\/i><span style=\"font-weight: 400;\"> CFOs or <\/span><i><span style=\"font-weight: 400;\">just<\/span><\/i><span style=\"font-weight: 400;\"> salespeople. How\u2019s that for hyperspecificity?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That kind of precise targeting also comes with a cost, which is why LinkedIn can incur high customer acquisition cost in comparison to other platforms.<\/span><sup><span style=\"font-weight: 400;\">26<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">You can work with whatever your marketing budget is, create bespoke ads that fit your brand identity and tweak the campaigns in real time to get the desired results.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Toni\u2019s Pizzeria increased its online food orders by up to 70% in three years by spending on Google Ads.<\/span><sup><span style=\"font-weight: 400;\">27<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">According to Antoni Dobrenko, Owner and Head Chef at Toni\u2019s Pizzeria, this acquisition strategy gave his company nearly 1,400% return on ad spend in 2019 alone:<\/span><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/tonispizzeriawestend\/photos\/a.273164843090234\/566643860408996\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-full wp-image-43683\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/restaurant-customer-acquisition-strategy.jpg\" alt=\"restaurant customer acquisition strategy\" width=\"960\" height=\"720\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">9. Acquire at scale with SMS marketing<\/span><\/h3>\n<p><b>Channels: Mobile phones<\/b><\/p>\n<p><b>Difficulty level: Easy<\/b><\/p>\n<p><span style=\"font-weight: 400;\">SMS (or text messages) marketing is a relatively cheaper, more efficient, and scalable channel to acquire more customers at a rapid pace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The deeper penetration of smartphones in all aspects of our lives makes SMS marketing an indispensable channel to attract the right audience to your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, the majority of consumers today spend a little over three hours on their mobile every day\u2014out of which 30\u201348 minutes goes into texting their friends and family.<\/span><sup><span style=\"font-weight: 400;\">28<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">And that\u2019s not all\u2014SMS messages have a 99% open rate<\/span><sup><span style=\"font-weight: 400;\">29<\/span><\/sup><span style=\"font-weight: 400;\"> and a whopping 209% higher response rate than email or Facebook ads.<\/span><sup><span style=\"font-weight: 400;\">30<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Yeah, it\u2019s weird what a 160-character-long text can do to influence people\u2019s decision to sign up with your brand, buy your product, or subscribe to your email list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the limitation on the length of the text\u2014your marketing copy\u2014is a feature as well as a bug in SMS marketing. For instance, you have to get creative in spelling your discount codes and creating custom short links to fit the available space<\/span><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43684\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/business-SMS-customer-acquisition-strategy.png\" alt=\"business SMS customer acquisition strategy\" width=\"788\" height=\"553\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Also, the CAC for SMS marketing is the lowest compared to all other acquisition tactics in the list\u2014because you could literally pay a few pennies per text.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Toroe Eyewear company used text messaging to increase its website traffic by 200%, and saw a 22% growth in its SMS subscriber list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On top of that, the company combined a product discount strategy to generate over $7,000 in sales in just a month. According to the company, this was a 156x return on their CAC.<\/span><sup><span style=\"font-weight: 400;\">31<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">There are many tools out there for business SMS tactics. For example, <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/business-sms\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Office<\/span><\/a><span style=\"font-weight: 400;\"> offers an affordable way for small businesses to send unlimited text messages to prospects and customers all over the world\u2014from your personal cell phone, using your business number.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Further reading:\u00a0<\/b><\/div>\n<p>See how MHP&amp;S, a law firm based in Tennessee, <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/mhps-law-customer-story\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">uses SMS to supercharge their communications<\/span><\/a><span style=\"font-weight: 400;\"> with their clients.<\/span><\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">10. Tap into the potential of affiliate marketing<\/span><\/h3>\n<p><b>Channels: Affiliate partnerships<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Affiliate marketing was the original <a href=\"https:\/\/peertopeermarketing.co\/influencer-agencies\/\">influencer marketing<\/a>\u2014before the latter became mainstream.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Affiliate marketers are independent parties like bloggers, marketing agencies, or channel partners who help a brand boost their sales in exchange for a commission.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Affiliate marketing is a great way to outsource a part of your customer acquisition function to an external team of marketing experts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s probably the reason why <a href=\"https:\/\/affise.com\/blog\/affiliate-marketing\/\">affiliate marketing<\/a> is expected to grow as a $6.8 billion market at a compound annual growth rate (CAGR) of 10%.<\/span><sup><span style=\"font-weight: 400;\">32<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">There are several ways to hire affiliate marketers to work for your brand. You can either have them work on a fixed commission basis, give them coupons to lure more customers for your brand, or let them run their own campaigns for your brand on a profit-sharing basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also a way for you to leverage <a href=\"https:\/\/www.clothingric.com\/blog\/coupon-marketing.html\">coupons and discounts<\/a> without compromising your brand\u2019s positioning. For instance, you can float great discount coupons and incentives through your affiliate channels to boost customer acquisitions while maintaining your brand\u2019s original pricing.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">ConvertKit, an email marketing tool for online creators, used Smart Passive Income as its affiliate partner to generate over $315,000 in affiliate revenue from 2015 to 2017.<\/span><sup><span style=\"font-weight: 400;\">33<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">The company partnered with similar affiliate marketers to acquire new customers only after they hit $200,000 in monthly recurring revenue.<\/span><sup><span style=\"font-weight: 400;\">34<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">They paid a 30% fixed commission to affiliates\u2014and grew their email list to 50,000 subscribers in a year.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">11. Buy an existing audience you can sell to<\/span><\/h3>\n<p><b>Channels: Email lists, sponsored newsletters, search engine<\/b><\/p>\n<p><b>Difficulty level: Medium<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you have money to spare in your marketing budget, you can acquire existing websites with proven monthly traffic, buy email lists, or sponsor third-party newsletters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is an especially good tactic if you\u2019re a new business and have immediate plans to scale. And although the upfront cost of acquiring a potential audience from a third-party looks costly, it\u2019s a cost-effective way to grow your business in the longer run.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To understand this better, just imagine the organic way of building backlinks, creating brand awareness, and driving traffic to your website. Not only does that cost you a lot of money, it can also be a very slow process depending on your team size, the available resources, and how competitive your niche is.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buying an existing audience is a much better alternative if you can shorten the journey of achieving the same goals by spending a few thousand dollars upfront\u2014like paying for online ads or buying backlinks, both of which take relatively longer time to give results.<\/span><\/p>\n<p><b>Brand example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In April 2019, Josh Howarth launched a product newsletter, Trennd.co, to detect online trends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the next few months, Josh single-handedly built an email list of over 2,000 subscribers and a few hundred paying users.<\/span><sup><span style=\"font-weight: 400;\">35<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">In December 2019, Brian Dean, the CEO of Backlinko\u2014an SEO and backlink-building company\u2014acquired Trennd.co from Josh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They later rebranded Trennd.co to Exploding Topics, which has since grown 1,400% in popularity.<\/span><sup><span style=\"font-weight: 400;\">36<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">This acquisition not only fueled Backlinko\u2019s customer acquisitions by a couple thousand customers but also opened acquisition opportunities for thousands of future customers looking for a similar product:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43685\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/09\/backlinkos-customer-acquisition-strategy-1024x563.png\" alt=\"backlinko's customer acquisition strategy\" width=\"1024\" height=\"563\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Invest in a low-cost customer acquisition strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most of the acquisition strategies we discussed above require a relatively low financial investment, so you can try out a few and see which ones work for your business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the intangible cost of investing in those channels are still huge\u2014like dedicating time and resources to attract the right customers to your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, while having a good customer acquisition strategy is important, don\u2019t forget about the <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">benefits of improving your customer retention<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><span style=\"font-weight: 400;\"> cdn2.hubspot.net\/hubfs\/53\/assets\/soi\/2017\/global\/State%20of%20Inbound%202017.pdf<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">2<\/span><\/sup><span style=\"font-weight: 400;\"> foundationinc.co\/lab\/canva-seo<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">3<\/span><\/sup><span style=\"font-weight: 400;\"> expresswriters.com\/how-to-write-a-video-script<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">4<\/span><\/sup><span style=\"font-weight: 400;\"> salesforce.com\/blog\/2015\/10\/tips-using-video-email-marketing.html<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">5<\/span><\/sup><span style=\"font-weight: 400;\"> responsiveinboundmarketing.com\/blog\/video-marketing-statistics-for-2019<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">6<\/span><\/sup><span style=\"font-weight: 400;\"> thinkwithgoogle.com\/advertising-channels\/video\/acquisition-video-marketing<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">7<\/span><\/sup><span style=\"font-weight: 400;\"> saashacker.co\/saas-marketing\/#Strategy_8_-_The_Unheard_Of_7_-_7_day_trial<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">8<\/span><\/sup><span style=\"font-weight: 400;\"> learn.demio.com\/case-study-webinar-generated-79800-9327-spent-facebook-ads<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">9<\/span><\/sup><span style=\"font-weight: 400;\"> linkedin.com\/pulse\/saas-conversion-rates-18-trial-paid-ratio-strategy-christiansen<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">10<\/span><\/sup><span style=\"font-weight: 400;\"> growthhackers.com\/growth-studies\/spotify<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">11<\/span><\/sup><span style=\"font-weight: 400;\"> gigaom.com\/2010\/03\/26\/case-studies-in-freemium-pandora-dropbox-evernote-automattic-and-mailchimp\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">12<\/span><\/sup><span style=\"font-weight: 400;\"> salesforce.com\/blog\/2015\/04\/takes-6-8-touches-generate-viable-sales-lead-heres-why-gp.html<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">13<\/span><\/sup><span style=\"font-weight: 400;\"> emailmonday.com\/dma-national-client-email-report-2015\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">14<\/span><\/sup><span style=\"font-weight: 400;\"> klaviyo.com\/blog\/bombtech-golf-case-study<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">15<\/span><\/sup><span style=\"font-weight: 400;\"> brightlocal.com\/research\/local-consumer-review-survey\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">16<\/span><\/sup><span style=\"font-weight: 400;\"> blog.crozdesk.com\/software-reviews<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">17<\/span><\/sup><span style=\"font-weight: 400;\"> learn.g2.com\/hubfs\/sites\/sell\/downloads\/G2%20Case%20Study%20-%20Buyer%20Intent.pdf<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">18<\/span><\/sup><span style=\"font-weight: 400;\"> falcon.io\/insights-hub\/topics\/social-media-roi\/10-tips-increase-social-media-conversions-2020\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">19<\/span><\/sup><span style=\"font-weight: 400;\"> business.linkedin.com\/content\/dam\/me\/business\/en-us\/marketing-solutions\/cx\/2017\/pdfs\/Sophisticated-Marketers-Guide-to-LinkedIn-v03.12.pdf<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">20<\/span><\/sup><span style=\"font-weight: 400;\"> forbes.com\/sites\/rganatra\/2018\/03\/05\/liketoknow-it-driving-influencer-sales-at-scale\/#76a150c42298<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><sup>21<\/sup> <\/span><span style=\"font-weight: 400;\">hatchbuck.com\/blog\/social-media-brand-awareness-acquisition<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">22<\/span><\/sup><span style=\"font-weight: 400;\"> buffer.com\/library\/facebook-advertising-cost\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">23<\/span><\/sup><span style=\"font-weight: 400;\"> webfx.com\/social-media\/how-much-does-it-cost-to-advertise-on-twitter.html<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">24<\/span><\/sup><span style=\"font-weight: 400;\"> webfx.com\/internet-marketing\/how-much-does-linkedin-advertising-cost.html<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">25<\/span><\/sup><span style=\"font-weight: 400;\"> webfx.com\/social-media\/how-much-does-it-cost-to-advertise-on-instagram.html<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">26 <\/span><\/sup><span style=\"font-weight: 400;\">neilpatel.com\/blog\/guide-to-linkedin-ads1\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">27<\/span><\/sup><span style=\"font-weight: 400;\"> ads.google.com\/intl\/en_uk\/home\/success-stories\/tonis-pizzeria\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">28<\/span><\/sup><span style=\"font-weight: 400;\"> kommandotech.com\/statistics\/how-much-time-does-the-average-person-spend-on-their-phone\/<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">29<\/span><\/sup><span style=\"font-weight: 400;\"> tatango.com\/blog\/sms-open-rates-exceed-99<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">30<\/span><\/sup><span style=\"font-weight: 400;\"> smsbump.com\/blogs\/how-to-improve-customer-retention-with-sms-chat<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">31 <\/span><\/sup><span style=\"font-weight: 400;\">simpletexting.com\/toroe-eyewear-success-story<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">32<\/span><\/sup><span style=\"font-weight: 400;\"> shanebarker.com\/blog\/affiliate-marketing-strategies<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">33 <\/span><\/sup><span style=\"font-weight: 400;\">smartpassiveincome.com\/guide\/affiliate-marketing-strategies\/affiliate-marketing-case-study<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">34<\/span><\/sup><span style=\"font-weight: 400;\"> indiehackers.com\/interview\/the-story-of-convertkit-from-0-to-968-000-in-monthly-revenue-2fcb58f1fa<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">35 <\/span><\/sup><span style=\"font-weight: 400;\">marker.medium.com\/how-my-show-hn-project-got-acquired-after-6-months-954f81ca6a18<\/span><\/p>\n<p><sup><span style=\"font-weight: 400;\">36 <\/span><\/sup><span style=\"font-weight: 400;\">explodingtopics.com\/topic\/exploding-topics?period=24<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, two major crises are challenging businesses around the world1: Proving the ROI (return on investment) of their marketing efforts (how effective\u00a0was that radio ad campaign?), and Lowering the cost of customer acquisition (is $100 too much money to spend on acquiring a customer?) While the former is something that almost all marketing teams face, &#8230;<\/p>\n","protected":false},"author":29,"featured_media":43687,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[11460,18782,18783],"class_list":["post-43677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-customer-acquisition","tag-customer-acquisition-strategies","tag-customer-acquisition-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>11 customer acquisition strategy ideas for every budget | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn more about customer acquisition strategy and 11 specific, actionable tactics you can use to grow your business by acquiring customers at 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