15 of the Best Ways to Acquire New Customers in Your Marketing & Ad Campaigns (2023)

Quick Links
  1. The cost of acquiring a new customer
  2. Content marketing
  3. Highly targeted advertising
  4. Developing business partnerships
  5. Creating a lead generating site
  6. Focus on benefits over features
  7. Be active on social
  8. Forums
  9. Offer deals and promotions
  10. Run giveaways
  11. Showcase testimonials
  12. Tracking the competition
  13. Host an event
  14. Ask for referrals
  15. Strong, up to date SEO
  16. A/B testing everything
  17. How do you retain customers?

You can spend countless hours working on a great idea and perfecting your product or service, but all future growth boils down to one key factor — your ability to acquire new customers and retain them long-term.

Acquiring new customers may sound simple, but it can be incredibly challenging to find new opportunities in today’s saturated marketplace. If you don’t stay up to date and tweak your marketing strategies, you may struggle to keep your sales funnel full.

This article will cover 15 actionable ways to acquire new customers, but first …

What is the cost of acquiring a new customer?

Customer acquisition cost (CAC) is the total sales and marketing cost required to earn a new customer over a designated period. This is important because it assigns real value to your marketing efforts and allows you to measure your ROI.

Displayed as a formula, it looks like this:

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So if a company spent $300K on sales and marketing, and generated 300 new customers in one quarter, their customer acquisition cost would be $1K.

Note: The total marketing cost includes all program, software, and marketing spend, salaries, wages, commissions, bonuses, and overhead associated with acquiring new leads and customers within the time period you’re evaluating (month, quarter, year).

Now that we’ve defined it, let’s look at how to acquire customers.

15 of the best ways to acquire new customers

The list here is not the be-all end-all how to acquire customers, but each item is a common way for digital marketers to grow their customer base today.

1. Content marketing

Content is the foundation of advertising, because once you’ve published content (blog posts, ebooks, guides, videos, etc.) email, social media, etc. can promote it. It also generates about 3x as many leads as other marketing methods, and costs 62% less:

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Consistently publishing new content — and refreshing the old — keeps your brand relevant and shows prospects that you’re actively engaged with your industry. This is crucial in a world full of false advertising and plummeting customer trust.

2. Highly targeted advertising

If you’re not generating the number of new customers you want — or enough qualified customers — define and redefine your target audience down to the finest details:

  • Where do they live?
  • How old are they?
  • What do they do for a living?
  • What is their family makeup like?
  • What do they like and dislike?
  • What problems do they have and how can your product or service help?

Market segmentation can help:

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Retargeting old customers is a great place to start. While this might seem like customer retention, not acquisition, that’s not necessarily the case. If it’s been years since a customer was last active, many businesses won’t refer to that person as an existing customer anymore. Getting them back to your business is like re-acquiring them as a brand new customer. Use any old information you have on them (email, phone number, address, etc.), and reach out with an irresistible offer to earn their business again.

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3. Developing business partnerships

Not everyone in your industry is a competitor. Chances are, there are several complementary businesses in your niche as well, with similar customer bases.

Take SaaS companies and integrations, for example. Integrations make it possible for software to speak to each other and send data back and forth. Without this capability, collecting and sharing lead data would be much harder — and you could be losing business as a result.

Your SaaS company integrates with MailChimp (email marketing) and Salesforce (CRM) because both are two of the most popular solutions in their respective industries. The problem is you don’t integrate with Zoho (another CRM solution). You learn through surveys that 40% of your prospects use MailChimp with Zoho and only 15% use Salesforce. Here, you could be losing potential customers simply for the fact that prospects prefer Zoho as their CRM.

This isn’t to say you can’t also integrate with Salesforce. But integrating (developing a business partnership) with Zoho could go a long way in attracting more customers.

4. Create a lead generating site

Your website might look professional and offer a ton of useful information for visitors, but does it generate new leads and acquire new customers?

It’s essential that, in addition to your website, you also have dedicated post-click landing pages to capture contact information and fill the top of your sales funnel.

Often, your post-click landing page is the first and last thing people see connected to your business. Since you have less than five seconds to grasp their attention, make it stand out by following post-click landing page best practices.

An attention-grabbing headline, prominent form, and contrasting CTA button are just a few examples to follow. This Iterable post-click landing page demonstrates all three:

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5. Focus on benefits over features

Listing features can help sell your product to a certain extent, but it’s important you don’t overlook the customer experience. Highlighting your product’s benefits is a more direct way to relate to your customers and show them what they’ll gain by selecting your company over another.

This SOCi post-click landing page actually does both — highlights how the platform can help customers, and then lists its features underneath:

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List the features briefly, but focus primarily on the benefits. Think about your customer’s problems and dig deep to explain how your product solves those problems. This helps you stand out and shows customers what makes your brand unique.

6. Be present on social media

If you’re not present on social media, you’re missing out on a huge market that your competitors are likely already taking advantage of.

Having a social media presence doesn’t have to be expensive either. Creating a business account on Facebook, Twitter, Instagram, and LinkedIn is free. Simply join discussions and groups that pertain to your industry. Provide helpful answers to questions, and insight on various posts to make yourself known.

GreenPal lawn care service has been extremely successful at acquiring new customers by monitoring local social media groups. GreenPal’s CEO, Bryan Clayton, says that when anyone in the groups asks for a lawn care service recommendation, they suggest GreenPal. The company tracked their success, and learned that 60% of recommendations led to new sign ups.

In addition to group participation, gaining followers is even more important. The majority of internet users, across all generations, are more likely to purchase from brands they follow on social media:

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Not all of your followers will convert into customers, but the more followers you gain, the better chance you have at winning new customers.

7. Make your brand known on forums

Being on question-based forums like Quora is huge. By answering questions and talking about your product, you can make yourself known as an industry leader and attract new prospective customers.

Since discussion topics span across many areas, there are countless opportunities to be seen by simply answering questions that relate to your brand. Jason Lemkin, CEO of SaaStr, has answered over 2,000 questions on Quora that generates over 1 million monthly views as a result.

To find the right questions that will get you the largest return from your time:

  1. Use SEMrush to do a search on quora.com
  2. Navigate to the “Organic Research” tab under “Domain Analytics”
  3. With the list of top-ranking questions on Quora, run a search for a keyword related to your content
  4. Sort the results in descending order by search volume

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When answering questions don’t just post a link to your content as it’ll likely be removed. That’s no way to establish trust anyway. It’s okay to include links within your answers on occasion, but every answer should still provide value without having to visit elsewhere.

8. Offer deals and promotions

People love discounts because they save money and feel like they’re getting access to something exclusive and limited. Some ideas for offering deals and promotions include:

  • Using your social media accounts to run coupon ads
  • Creating an email drip campaign that rewards subscribers for access to their inboxes with an exclusive offer
  • Throwing in low-stock items or items that are no longer made as freebies on orders over a certain quantity

The most successful promotional campaigns also inspire sharing. When people share offers with their family and friends, they’re more likely to be interested since it’s coming from someone they know and trust, rather than an ad from an unfamiliar brand. It makes them more likely to redeem the offer and continue sharing with others too.

9. Run giveaways

If people aren’t buying your product, consider giving them something for free. That doesn’t mean give away thousands of products, but running monthly or weekly giveaways can certainly work to your benefit. Giving someone the feeling that they “won” something is a powerful way to make them choose your product over a competitor’s.

Sweepstakes and contests are two different methods to choose from. A sweepstakes involves giving away something to a person selected at random (nothing is required from the person); while the winner of a contest is selected based on judgment.

In comparison, contests tend to be more effective because participants get more involved and engaged. This is great for acquiring new customers because even if someone doesn’t win, they’ve likely put enough effort into their entry that they may be more inclined to make a purchase now.

Both methods are great for building your email subscriber list because to enter you can require an email address. This way, you can send promotional emails if the contest didn’t entice them to make a purchase.

10. Showcase testimonials

One of the best ways to acquire new customers is to highlight existing ones. When you have proof that customers have a particularly positive experience, ask them to provide a testimonial in return.

Infegy does this on their post-click landing page:

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Whether the testimonial is a short quote, review, case study, interview, etc., it’s proof that you deliver on your promises and helps prospects feel more confident they can trust you.

11. Keep track of the competition

Actively monitoring competitor’s marketing tactics, backlinks and traffic, web design, social mentions, products or services, etc. is the best way to stay ahead of the game.

This can be especially useful in acquiring new prospects because it puts you in prime position to swoop in and capitalize on any opportunities. For instance, if you know that a competitor has introduced an unpopular initiative, like a price increase, it may be the perfect time to step in and see if any of their clients are willing to jump ship.

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12. Host an event

An increasing number of consumers like to actually experience brands, not just read about them online or get spammed by their ads. So much so that 89% of companies compete primarily on the basis of customer experience, versus only 36% in 2010.

Hosting an event is a great way to do this as it gives potential customers the opportunity to meet your brand on a more personal level. Depending on your product or service, you can either host an in-person event where customers can meet you or host an online webinar where it still feels personalized — like you’re right in front of your audience.

13. Ask for referrals

What better way to attract new customers than to use existing ones? But instead of relying on existing customers to evangelize your brand on their own, encourage them with a referral program.

The incentive can be a physical gift, a monetary reward, or a credit, just make sure it’s valuable to them. You can’t realistically expect valuable customer referrals without giving back something valuable in return.

Ebates’ referral program offers members a $25 reward for every referral they bring in:

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Whatever you choose, be sure to specify all terms up front — both the referral terms and the rewards terms.

14. Make sure your SEO is up to date

SEO complements content marketing efforts by optimizing content and making it easier for your target audience to find it. Rank high in SERPs and persuading people to click through is the ultimate goal here.

SEO best practices involve creating indexable content that search engines can read, decipher, and index by:

  • Including your primary keyword/phrase in the title
  • Adding related alt text to your images
  • Uploading video and audio transcripts
  • Linking internally within your site
  • Speeding up your page load time

SEO is a popular customer acquisition method because it’s relatively cost-effective. In fact, SEO and organic growth has shown to be the number one inbound marketing priority for many companies.

15. A/B test everything

A/B testing is crucial in determining which strategies and campaign components produce the highest numbers of conversions.

To get the most out of your A/B testing efforts:

  • Mark each new test in Google Analytics
  • Have a standard time frame how long you run each test and how many visitors must experience both versions
  • Create a process for executive approval to announce the winner
  • Move on to the next element to test
  • Repeat as needed

It’s important to test every facet of your campaign or strategy. For example, not just the post-click landing page copy, but the page’s entire layout. The more you know about the performance of your efforts, the more control you have over the end results.

Now that you acquired them, how do you retain them?

Keeping a steady flow of returning customers is equally as important. Here are a few reasons to focus on customer retention just as much as acquisition:

  • The cost of acquiring new customers vs retaining them is 5 times more
  • Increasing customer retention by 5% can increase revenue by 25-95%
  • The probability of selling to existing customers and new customers is 60-70% and 5-20%, respectively
  • 90% of satisfied consumers will purchase again

Customer retention strategies will vary based on business model, audience, resources, and more, but here are several key qualities all of them should have:

It’s hard to ignore something when it’s available at your fingertips, so make your products and services as accessible as possible. Identify your customers’ desires and behaviors, and create tools that empower them with convenience. For example, both Starbucks and McDonald’s have apps for customers to order ahead to eliminate the wait time on-site.

Sometimes a brand inspires customer loyalty with their company beliefs, instead of their sales tactics. Many consumers are focused on the altruistic and environmental effects that their buying habits have because doing good is so important to them. Find something that people care about and position your brand around it.

Execute customer service with an authentic human touch. Show you care by identifying your audience personas, communicating with them on their preferred channels, and adding personality to every interaction.

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Don’t miss out on customers

Every company needs to acquire new customers to keep their business running smoothly. While there are many ways to approach customer acquisition, they all result in the same thing.

Start acquiring more new customers today by optimizing the post-click stage using Instapage. With AdMap™, 1:1 personalization, AMP, heatmaps, and more, no other solution can compare. Sign up for an Enterprise demo here.

15 of the Best Ways to Acquire New Customers in Your Marketing & Ad Campaigns (10)

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Demo includes AdMap™, Personalization, AMP,

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What are 4 ways to attract customers? ›

Here are 10 tried-and-true tips to help you attract more customers.
  • Offer new customers discounts and promotions. ...
  • Ask for referrals. ...
  • Recontact old customers. ...
  • Network. ...
  • Update your website. ...
  • Partner with complementary businesses. ...
  • Promote your expertise. ...
  • Take advantage of online ratings and review sites.
Feb 28, 2020

Which type of marketing helps in acquiring new customers? ›

Content Marketing

Content marketing is an effective customer acquisition method for all types of businesses. Creating new, exciting, and relevant content is a highly effective way to snag your audience's attention and send them to your website.

What are the 7 marketing tips in launching new products? ›

Marketing Tips for Launching a New Product
  • Study your competition. ...
  • Target the ideal customer. ...
  • Create a unique value proposition. ...
  • Define your marketing strategy and tactics. ...
  • Test your concept and marketing approach. ...
  • Roll out your campaign. ...
  • Know your product's lifecycle.
Feb 21, 2005

How do you attract first customers? ›

10 Tips for Acquiring Your First Clients or Customers
  1. Target your first client search. You'll have better success getting new customers when you target your promotional efforts. ...
  2. Research your audience. ...
  3. Offer value. ...
  4. Start with your network. ...
  5. Grow an online presence. ...
  6. Engage on social media. ...
  7. Start an email list. ...
  8. Go to events.

What are the 3 most effective methods to reach your best customers? ›

5 Simple Ways to Reach Customers
  • Be consistent with the release of information. Consistency in delivery is something many customers seek from a company. ...
  • Sell differences in the product or service. ...
  • Use testimonials to bolster reputation. ...
  • Know your audience. ...
  • Make it searchable.
Jan 11, 2016

What is the best way to reach customers? ›

6 Easy Ways to Reach New Customers
  1. Encourage people to join your email list.
  2. Start a blog.
  3. Host a photo contest.
  4. Encourage reviews.
  5. Ask for referrals.
  6. Write a survey or poll.
  7. Now you can reach new customers with ease.
Aug 9, 2021

What are the 7 marketing strategies? ›

The 7 Ps of Marketing

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What are the 8 marketing strategies? ›

A marketing strategy is a long-term plan for achieving a company's goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage. It encompasses everything from determining who your customers are to deciding what channels you use to reach those customers.

What are the 4 main marketing strategies? ›

(Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the different acquisition strategies? ›

There are four main types of acquisitions based on the relationship between the buyer and seller: horizontal, vertical, conglomerate, and congeneric.

What is the best marketing strategy for new product? ›

The best ways to promote a new product or service
  1. Offer loyal customers an exclusive preview. ...
  2. Use a special introductory offer. ...
  3. 3. Make use of Google My Business. ...
  4. Run a social media contest. ...
  5. Spread the word via email. ...
  6. Write a blog post. ...
  7. Host an event. ...
  8. Offer a complimentary upgrade.
Jul 29, 2020

What is the importance of acquiring new customers? ›

Customer acquisition is critical for creating a firm and developing a foothold in the market, from bringing in new clients to increasing revenue. It aids in the acquisition of new clients for your company. More clients mean more income, which means more profit for your company.

What are the 5 product strategies in marketing? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.

What is the 7 keys marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What are the 5 steps of marketing strategies? ›

The 5 steps of a marketing process
  • Step 1: Marketing analysis.
  • Step 2: Marketing goals.
  • Step 3: Marketing strategy.
  • Step 4: Marketing mix.
  • Step 5: Marketing monitoring.

How do you get the first 10 customers? ›

How To Get Your First 10 Customers Onboard?
  1. Identify the need. ...
  2. Identify your market. ...
  3. Position your Product as the Answer. ...
  4. Identify your first customers. ...
  5. Use your Network for Acquiring First Customers. ...
  6. Founders do the marketing. ...
  7. Acquiring your first 10 customers through a Private Mailing List.
Feb 1, 2021

How do I get my first 10 customers to start? ›

  1. Solve a real problem. ...
  2. Start with strategies that do NOT scale. ...
  3. Be human and don't sell your product in the first step. ...
  4. Find customers, who love your product. ...
  5. Avoid hard customers. ...
  6. Qualify your customers — don't sell to every interested prospect. ...
  7. Charge your first customers. ...
  8. Ask for referrals.
Sep 16, 2021

What are the 3 C's of a customer driven service marketing strategy? ›

The 3 Cs are: Company, Customers and Competitors - the three semi-fixed environmental factors in your market. As the 4 Ps and 3 Cs all need to be considered in relation to each other, it doesn't really matter in what order you define them. Product: This is where you define your product or service.

What words attract customers? ›

10 Powerfully Persuasive Words Your Customers Want to Hear
  • Free.
  • Exclusive.
  • Easy.
  • Limited.
  • Get.
  • Guaranteed.
  • You.
  • Because.
Aug 2, 2016

How do you impress customers? ›

It's All in Your Attitude. A positive attitude can make all the difference. Smile when you first meet the client, to let them know that you are happy to see them and excited about the prospect of working together. Make eye contact, give a firm handshake, and listen intently when the client is speaking with you.

What is the best digital marketing strategy? ›

Some deliver better results than others, so we'll examine the 11 most effective digital marketing strategies used in our current industry.
  • SEO. ...
  • Social media marketing. ...
  • Email marketing. ...
  • PPC advertising. ...
  • Video marketing. ...
  • Online (and in-person) events. ...
  • Chatbot and live chat marketing. ...
  • Earned media.
Jul 22, 2022

How do you get first 100 customers? ›

6 foolproof ways to get your startup its first 100 customers
  1. Ask friends. And their friends. ...
  2. Blog away. ✍️ ...
  3. Find your internet tribe. Blend in. ...
  4. Email in the cold. ❄️ ...
  5. Give stuff for free 🆓 People love getting free stuff. ...
  6. Affiliate marketing: pay your influencers 🤑

What is the 4 C's in marketing? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run.

What are the 10 business strategy with examples? ›

10 Examples of effective business strategies
  • Technological advantage. ...
  • Improve customer retention. ...
  • Improve customer service. ...
  • Cross-selling products. ...
  • Increase sales from new products. ...
  • Innovation and pushing boundaries. ...
  • Product diversity. ...
  • Price point strategising.
Feb 8, 2022

What is the most marketing strategy? ›

Social media marketing is one of the best marketing strategies for small businesses. It involves using social networks to promote and sell your products, services, and brand. Brands can use both unpaid (organic) and paid social media marketing tactics to increase online sales and generate awareness.

What are the 3 processes in acquisition? ›

The process begins with a mission requirement for a service essential to the successful execution of the organization's mission. The services acquisition process consists of three phases—planning, devel- opment, and execution— with each phase building upon the previous one.

What is a customer acquisition plan? ›

A customer acquisition strategy is a well-defined plan to help prospects find your brand, guiding them through their buying process until they become customers. It details acquisition tactics such as: Customer acquisition goals, like the desired number of customers. A description of your ideal prospect and best ...

What are the 6 ways of marketing a product? ›

These include advertising, branding, product management, product development, sales, and promotion.

What are 5 examples of marketing? ›

Below are six main types of marketing strategies that brands employ when working to engage their target customers.
  • Content marketing. ...
  • Inbound marketing. ...
  • Social media marketing. ...
  • Search engine optimization. ...
  • Email marketing. ...
  • Paid media advertising.

What are the 3 types of new product strategies? ›

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

What is the goal of customer acquisition process? ›

The new customer acquisition goal is currently available for Performance Max and Search campaigns. Here are the primary marketing goals around customer acquisition: Grow overall revenue but optimize for conversions from new customers because new customers bring long term revenue to the business.

What affects customer acquisition? ›

Every good customer acquisition strategy should focus on four key components: sustainability, flexibility, target audience, and diversity.

What is customer acquisition funnel? ›

The customer acquisition funnel serves as a framework that will assist you in tracking and monitoring how effective the process of attracting and retaining customers is, and how you can make amendments to the process in order to continuously improve the end result.

How do we create customers? ›

A better question: How do you create a customer? To create a customer means to identify the need, create the demand in the market, and design a product or service that fulfills this demand. Ultimately, the customer determines the value of the product or services and as a result the profitability of a company.

How do you grow existing customers? ›

10 Successful Strategies to Increase Revenue from Existing Customers
  1. Know your target audience. ...
  2. Survey customer pain points. ...
  3. Create a customer loyalty programs. ...
  4. Upsell and cross-sell services. ...
  5. Stay up-to-date and follow-up. ...
  6. Use effective marketing strategies. ...
  7. Offer discounts and rebates. ...
  8. Be a customer-centric business.
Jun 26, 2022

What are the four simple steps to meet customer needs? ›

How to understand your customers' needs
  • Create a buyer's persona. To understand your customers' needs, you need to first understand who your customer is. ...
  • Seek feedback from your customers. ...
  • Analyze your competitors. ...
  • Craft a customer needs statement.
Jun 24, 2022

What do you say to attract customers? ›

What do you say to attract customers?
  • Beautiful in Its Simplicity. ...
  • Artistically Inspired. ...
  • Enhance Your Life. ...
  • Enhance Your Beauty. ...
  • Looks so Good on the Outside, It'll Make You Feel Good Inside. ...
  • Never Looked so Good. ...
  • Simply Awesome. ...
  • Perfect From Beginning to End.
Nov 8, 2020

What are the 6 stages of relationship development in marketing? ›

There are six steps in that relationship; that is, the customer lifecycle: discovery, evaluation, purchase, use/experience, bond, and advocacy.

What are 4 general ways to increase sales? ›

Increase the number of customers. Increase the average transaction size. Increase the frequency of transactions per customer. Raise your prices.

How do you attract customers back? ›

If you find that your business is losing customers, here are seven strategies you can implement to win them back.
  1. Ask for feedback. ...
  2. Provide exceptional customer service. ...
  3. Offer rewards for customer loyalty. ...
  4. Add value. ...
  5. Communicate with your customers. ...
  6. Refresh your brand's image. ...
  7. Offer financing options.
Sep 8, 2022

What is your top 3 digital marketing strategies to attract clients? ›

Here are 10 common marketing strategies companies use to reach more customers, encourage repeat business and build brand loyalty:
  • Leverage social media.
  • Start a blog.
  • Maximize search engine optimization (SEO).
  • Create a call to action (CTA).
  • Engage influencers.
  • Build a mailing list.
  • Create an affiliate program.
5 days ago

What's the best strategy to target a new market? ›

You can expand your company's target demographic to reach new consumers with the right marketing strategy by following these tips.
  1. Research your target audience. ...
  2. Study the competition. ...
  3. Collaborate with local business owners. ...
  4. Create a digital marketing plan. ...
  5. Utilize email marketing.
Feb 21, 2023

How do you attract a target market? ›

Here are our five tips to reach your target audience and leverage your key messaging to grow a successful, independent business.
  1. Define Your Target Audience. ...
  2. Learn Where Your Target Audience is Active. ...
  3. Target Language in Your Messaging. ...
  4. Use Multiple Social Media Channels. ...
  5. Take Advantage of Referrals.


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